Hi, I am Lian’a-Raye Soopal.
As a dedicated learner with a master’s degree in Strategic Marketing and a bachelor’s degree in Communications, I have honed my ability to craft compelling narratives and manage dynamic communication strategies. My academic journey has given me a strong foundation in media theory, interpersonal communication, and public relations tactics, equipping me to engage diverse audiences and build impactful campaigns.
I have had the privilege of applying this knowledge through hands-on experience. These opportunities have helped me develop a strong understanding of the practical side of communications and public relations, from media relations and crisis management to digital marketing research (CITI certified, SEMrush SEO Certified) and content creation. I thrive where creativity and strategic thinking intersect, and I am passionate about building brand visibility and reputation through innovative communication solutions.
At Outcast, a PR and communications agency, I currently help shape brands that are shaping the future, using my communications and digital strategy skills across multiple, constantly changing accounts.
Marketing and audiences are changing, but so are we.
Change is something we all live through. Many are intimidated by it, but Marketing is evolving rapidly, driven by advances in touchpoints, changing contexts, and shifting consumer behaviors. Before I became a strategic marketer, I was just a consumer. Now, I am in the driver's seat of data-driven strategies that encourage change and adaptation to the ever-evolving global world.
As marketers, we must embrace this change by staying adaptable and continuously learning as we brainstorm together. The traditional methods are being replaced.
User experience is becoming more personalized and immersive by the minute, but my work proves one thing: success depends on being proactive, following trends, and leveraging new tools. There is nothing to be intimidated by in using the culture that makes us unique and in understanding the needs of a more informed, empowered audience. After all, I am still a consumer in a constantly changing world.
The Concept of Change
Marketing and audiences are changing, but so are we.
At one point, I believed I would separate myself from the world of communication and move into marketing. I have learned, however, that one cannot exist without the other. Strategic marketing needs a message, and a message needs an internal understanding of what a brand is trying to communicate. This is why I chose to do both: I started graduate school for Strategic Marketing Communication in my fourth year of undergrad and took roles such as Communications and Social Media Intern.
In the story, I advise clients to think about what gap they are filling for the consumer. We fill this gap through strategic communication and marketing, using messaging and storytelling to the fullest.
Strategic Communication
Stimulating Creativity
Photography
I take frequent long walks with my camera and go on solo adventures that let my creativity flourish as I experience new things. I call these artist dates (after Julia Cameron), and they let my brain practice creativity without the pressure to get the shot perfect.
A cappella
In my free time, I lead an a cappella group, which pushes me to master creative collaboration. Being the president comes with the responsibility of leadership to ensure the craft is at its best, but ultimately, it cannot be done without working together as a group to create the sound we want.
Editing
I picked up editing as a skill by watching other content online and trying to keep up with how to evolve my content creation. It has become an outlet I still use for my content and brand outside of client work. It helps me keep my content skills sharp while giving me an outlet to express creativity.
