Jacob Pleet

Employer Branding Lead @Thomson Reuters

Toronto, ON, CA

Social media & AI storytellingLed multi-channel social media strategy to position Thomson Reuters as a modern AI and technology organization. Drove a 230% year-over-year increase in LinkedIn impressions (335K+) during SYNERGY 2025, producing 54+ platform-native posts across LinkedIn, Instagram, X, and Facebook. Achieved a 7.61% LinkedIn engagement rate (vs. 3% benchmark) through short-form video, live event coverage, and storytelling around agentic AI product launches (CoCounsel, ONESOURCE+), customer proof points, and executive keynotes.Tech event strategy & brand activationOwned end-to-end brand and event strategy for NeurIPS 2025 to reposition the company as a leading AI technology organization. Led planning and on-site execution, including a high-traffic exhibition booth and a private event for 40+ AI researchers and reporters, generating 5 in-person interviews with The Atlantic and Spectrum, career site visits, and a 7.59% engagement rate across on-site content (6× industry average). Directed a $10K DOOH and geofenced media campaign across 82 screens within a 1 km radius, delivering impressions.Paid digital media marketingDirected data-driven paid media campaigns for high-priority AI hiring, managing $60K in annual spend and delivering 2.46M impressions, 32K+ ad clicks, 6K+ apply clicks, and 926 ad-attributed applicants in 2025. Optimized vendor mix and eliminated underperforming platforms, generating $80K in annual cost savings with minimal impact on applicant volume.Executive social media managementLed executive social media strategy and content production for the Chief People Officer, producing platform-native LinkedIn content that achieved impressions. Delivered a record-performing video impressions) featured by LinkedIn editorial during AI in Work Day, and drafted, published, and amplified 43 posts highlighting culture, awards, technology innovation, learning and development, and in-person connection.

Carleton University

Honours Bachelor of Commerce (BCom), Concentration in Management and Marketing

Carleton University

Master of Business Administration - MBA