MY PORTFOLIO
Success Across Many Industries
Since 2013, I've worked with hundreds of brands in Canada, USA, Australia & Barbados to satisfy their goals.
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I have managed media budgets ranging from $80 to $240,000 per month, employing the best targeting and bidding strategies for efficiency.
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I achieve growth in lead generation, retail e-commerce, ticket purchases, subscriptions, charitable donations & volunteer registration.
The key to success is executing a sensible data-driven strategy with a people-oriented approach.
SPORTING GOODS
Budgets: $45,000 - $200,000 per month
Goals: E-commerce revenue & store visits
What I Did
Restructured the campaigns, focusing heavily on retargeting site visitors and convertors
Targeted branded keywords, which indicate narrow search interests (low funnel opportunities)
Replaced Standard Shopping campaigns with Smart Shopping campaigns, which were more efficient as they use greater machine learning and user data, serve across more networks and in the placements where individual users were more likely to engage
Results
Increased return on ad spend (RoAS) from 300% to 1200% in peak season, and 500% during off-peak
BEAUTY & SKINCARE
Budgets: $10,000 per month
Goals: Amazon & in-store vendor sales
What I Did
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Audited all Amazon.ca listings for skin moisturizers, tanning lotions and hair products
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Provided keyword and copy recommendations for improving page titles & descriptions on Amazon
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Launched new SEM campaign targeting high-value audiences based on defined customer personas
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Touted brand reputation and product efficacy through a variety of ad extensions
Results
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Improved Amazon search rankings and product page engagement
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Increased clicks to the "Where To Buy" button
HOME APPLIANCES
Budgets: $70,000 per month
Goals: Online sales and store visits
What I Did
Constructed audience personas using records from across 3 data sources
Identified the types of consumers who prefer in-store vs online shopping, including their life stages, ages, affinities and proximity to stores
Mapped the conversion path of each persona
Results
Marketing team was able to revisit and revise their long-term strategies to appeal to each group differently
FASHION
Budgets: $60,000 - $150,000 per month
Goals: E-commerce revenue & store visits
What I Did
Ran Local campaigns to attract store traffic by targeting customers across all Google Networks -Search, Maps, YouTube and Display
Drove higher user engagement with visually rich ad formats, by reaching customers with relevant search intent, via Watch Next feeds, Gmail promotions and other properties
Results​
Earned $6 to $12 revenue on every ad dollar spent during the pandemic with a 1-day conversion window
NON-PROFIT
Budgets: $10,000* per month
*Funded by Google Grants
Goals: Donations, volunteers & subscriptions
What I Did
Applied for a Google For Non-Profit account & the Google Ad Grant
Audited website to confirm the content met eligibility requirements
Integrated analytics tools to assess on-site performance and conversion data
Executed both brand and generic search strategies for attracting relevant audience engagement
Retargeted repeat visitors for donation subscriptions
Results
Collected 40% of site traffic via paid search
Increased new site visits by 15% in first month
Listed 7 new volunteers in first month
TELECOMMUNICATIONS
Budgets: $80,000 per month
Goals: Client acquisition, service upgrades & sales
​What I Did
Assigned values to micro- and macro-conversions for effective value-based bidding
Switched from Last Click to Data-Driven attribution to assess interactions and conversions across all campaign types and user touch-points
Recommended CRM integration for offline conversion tracking, to map the lead-to-sale journey and improve lead quality
Leveraged audience characteristics to target users expected to be acting on behalf of a business, to execute a B2B search strategy
Results
Improved performance measurement for better-informed strategic decision-making
Invested in channels that drove the best returns and most valuable conversions
FINANCIAL INVESTMENTS
Budgets: $160,000 per month
Goals: New clients & more funds invested
What I Did
Audited pre-existing strategy and webpages to identify opportunities for improvement
Coached the marketing team on best practices for landing page optimisation and ad copy writing
Developed a low-cost brand ownership strategy to strengthen search impression share
Developed a seasonal strategy for adapting to shifting search trends
Recommended assigning values to all micro- and macro-conversions to implement a value-based bidding strategy for moving warm leads along the customer funnel
Results​
Secured 80% impression share for brand keywords during peak search periods
Improved average quality score from 4 to 8, thus boosting ad rank to lower costs per click where keyword alignment was implemented
Increased overall conversion rate from 20% to 37% in 6 months.
Success Across Many Industries
BREWERY
Budgets: $5,000 - $10,000 per month
Goals: E-commerce revenue & curbside pick-up
REAL ESTATE
Budgets: $5,000 - $15,000 per month
Goals: Home buyer leads
LOANS & CREDIT
Budgets: $3,000 - $7,000 per month
Goals: New borrower applications
EVENTS
Budgets: $2,000 - $4,000 per flight
Goals: Ticket purchases
TERTIARY EDUCATION
Budgets: $10,000 - $50,000
Goals: Student leads
LOYALTY PROGRAMS
Budgets: $40,000 - $ 75,000 per month
Goals: Business Leads (Program adoption)
EMPLOYMENT SERVICES
Budgets: $7,000 - $10,000 per month
Goals: New vacancy listings & new job candidates
E-NEWS
Budgets: $10,000 - $15,000 per month
Goals: Subscriptions
These listings do not represent required or recommended budgets.
Budget recommendations are based on your specific business needs.
