My Career Trail
MSc Global Marketing
University of Liverpool
BSc Management Studies
University of the West Indies
Certificate in Social Media Marketing
George Brown College
INDEPENDENT CONSULTANT
GREATER TORONTO AREA
July 2021 - Present
I offer you custom services and personalised contact. Let me help apply the customisations and optimisations needed to align your business, your market and your enterprise systems.
SENIOR SEARCH MANAGER
CAIRNSONEIL STRATEGIC MEDIA INC
October 2020 - June 2021
• Managed Search, Smart Display, Discovery and Shopping campaigns for top tier clients in retail e-commerce, telecommunications, finance and politics
• Executed hands-on campaign optimisation and performance reporting, with real-world insights from the macro-environment
• Forecast, managed and advised on budgets and KPIs, offering ongoing direction for incremental performance improvements
• Investigated the competitive landscape and built strategy proposals for prospective clients
• Assisted clients with developing engaging keyword-relevant ad messages and persuasive landing page content for effective lead generation
• Developed and documented processes for workflow, security and education/training
• Collaborated with Google Ads, Microsoft and Adobe vendors to introduce and test Betas
• Trained the Search Team in exploring the capabilities of the platforms and to leverage data to paint a picture of market opportunities
• Coached the Search Team in critical thinking, to inspire creative approaches and solutions for cost efficient returns
MANAGER, SEARCH MARKETING
EYERETURN MARKETING INC
October 2019 - October 2020
• Fostered healthy team relationships through open communication and by supporting individuals' interests
• Coached the Search Team in traversing campaign challenges and managing client relationships
• Mentored the Search Team to support the development of their professional skills and readiness for role evolution
• Collaborated with the Sales Team to develop new business processes and services to add value to the client experience
• Coordinated with the Data Team to define report structures and tracking success
• Interviewed candidates to find new analysts who will add value to the Search Team
SEARCH SPECIALIST
EYERETURN MARKETING INC
October 2018 - October 2019
• Maximised the revenue return on ad spend (RoAS) for large online/e-commerce retailers
• Tested new Google Ads technologies and strategies to determine effectiveness
• Curated learning resources for strategy insights and new technology developments
• Developed workflow processes for Amazon SEO and website SEO services
• Presented strategy proposals to prospective clients
SEARCH ANALYST
EYERETURN MARKETING INC
October 2017 - October 2018
• Created and managed Google Search, Shopping and Video (YouTube) campaigns
• Developed campaign strategies for a range of budgets, goals and audiences
• Researched and optimised keywords to attract quality search traffic
• Wrote relevant, keyword-specific ad copy to improve impression share, CPC and CTR
• Applied weekly optimisation tactics for increased goal conversion and improved CPA
• Performed SERP and SEM analyses; prepare performance reports and recommendations
• Audited Amazon listings based on Amazon SEO principles; measuring rankings against benchmarks
• Prepared quantitative and qualitative insights and recommendations for optimising A+EMC
ACCOUNT MANAGER
CONNECTAD
September 2016 - October 2017
• Developed Google AdWords campaign strategies for non-profit organisations with Google Grants
• Researched and optimised keywords for high search traffic within their budget constraints
• Wrote relevant, keyword-specific ad texts to boost average position and click-through rate
• Built optimised landing pages to ensure effective Quality Scores and increased goal conversion
• Ran A/B tests to analyse ad text and landing page performance to maximise effectiveness
• Prepared reports and analysed traffic for clients' advertising campaigns
DIGITAL CONTENT MANAGER
ISRAEL LOVELL FOUNDATION
January 2013 - October 2019
• Designed, edited and maintained website content for search engine optimisation (SEO)
• Planned, created and implemented social media content for community awareness
• Created and coordinated advertising campaigns on social networks
• Responded to inbound inquiries and managed email correspondence