MY PORTFOLIO

Success Across Many Industries

Since 2013, I've worked with hundreds of brands in Canada, USA, Australia & Barbados to satisfy their goals.

I have managed media budgets ranging from $80 to $240,000 per month, employing the best targeting and bidding strategies for efficiency.

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.

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

  • Audited all Amazon.ca listings for skin moisturizers, tanning lotions and hair products

  • Provided keyword and copy recommendations for improving page titles & descriptions on Amazon

  • Launched new SEM campaign targeting high-value audiences based on defined customer personas

  • Touted brand reputation and product efficacy through a variety of ad extensions

Results

  • Improved Amazon search rankings and product page engagement

  • 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

ENTERTAINMENT

Budgets: $2,000 - $4,000 per flight

Goals: Ticket purchases

EDUCATION (UNIVERSITIES)

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.

 
Image by Pawel Czerwinski

CONTACT ME

Toronto, Ontario

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