Bridging strategy and creativity: How this UBC BCom alum is shaping B2B influencer marketing
Eileen Kwok joined the Bachelor of Commerce (BCom) at the UBC Sauder School of Business with a passion for blending strategy and creativity. After starting her career at several creative agencies, she’s now a Social & Influencer Marketing Strategist at Hootsuite, where she’s bringing bold new ideas to the B2B marketing space. Kwok shares how her time at UBC Sauder helped support her path and continues to inspire her work today.
Where are you from, and where are you currently based?
I’m from Japan and currently based in Vancouver, Canada.
What are you passionate about—personally or professionally?
I’m passionate about creativity in all its forms. I used to dance professionally, and now I get to distill that same creativity into my work—whether it’s strategizing solutions to unique challenges, designing innovative campaigns or collaborating with talented teams to bring ideas to life. Creativity is what drives me, both inside and outside of work.
Can you walk us through your career journey since graduating from UBC Sauder?
After graduating from UBC Sauder, I hopped around a few creative agencies where I learned to think quickly, adapt and deliver across different client needs. In 2021, I joined Hootsuite, a leading social media management SaaS company, where my very first project was growing our TikTok account. Since then, my role has evolved into overseeing our social content strategy, leading influencer marketing and employee advocacy.
What excites me most is that we’re also Hootsuite’s “customer zero”. We test new features on our own social channels, provide feedback and sometimes see our recommendations come to life for our customers. It’s been a rewarding four years of growing, experimenting and shaping what social can look like for a social media management company and beyond. Check out this video to see a day-in-my-life at Hootsuite!
What is one highlight of your career that you’re especially proud of?
One highlight I’m especially proud of is helping Hootsuite become an early mover in the B2B influencer marketing space. I’ve had the opportunity to lead campaigns that were featured in Fast Company and Adweek, where we showcased how partnering with creators on LinkedIn could drive meaningful business impact.
For example, one campaign generated more than 1.2 million impressions and thousands of engagements by thoughtfully pairing the right creators with trending formats and well-crafted briefs. Being recognized in industry press for this work reinforced my belief that when creativity is paired with strategy, it has the power to reshape how B2B brands think about influence.
This journey has also taken me beyond digital channels, where I’ve been invited to travel and speak at multiple conferences. While public speaking is something I’ve always found intimidating, leaning into those moments has challenged me, pushed me outside my comfort zone and opened doors to opportunities I never thought possible.
Why did you choose UBC Sauder and your specific program?
I chose UBC Sauder because it offered the perfect balance of building business acumen and flexing creativity—two factors that were important to me as someone who wanted to think strategically while staying innovative. I was also drawn to its strong reputation, hands-on learning opportunities and global perspective that set it apart from other business schools.
How did your experience at UBC Sauder shape your career path or contribute to your growth?
My experience at UBC Sauder was transformative. I built friendships and connections that I’ll carry for life, and I developed skills that continue to shape how I approach my career today. The BCom program challenged me to think critically, present confidently and collaborate effectively—all things that I use every single day in my role.
Is there a standout memory or moment from your time at UBC Sauder that you often reflect on?
One standout memory was being a TA for Ann Stone’s Integrated Marketing Communication class. It was there that I first learned how to write creative briefs—a tool I use constantly in my career now. I also loved the creative projects we worked on, like designing an Instagram post for the Canadian Tealeaves brand. Those moments gave me an early taste of the kind of work I do now on a much larger scale.
What advice would you give to someone considering a business education at UBC Sauder?
My biggest piece of advice is: Say yes to as many opportunities as you can. Whether it’s classes, projects, networking or leadership roles—these experiences will stretch you, teach you and open doors in unexpected ways.