Senior Marketing Analyst at BC Hydro.
Jul 2022 - Present.
Vancouver, British Columbia, Canada.
About BC Hydro
Crown Corporation. Government Utilities. Main website: bchydro.com. Others: electricvehicles.bchydro.com, app.bchydro.com, schools.bchydro.com. Apps: Android|IOs
BC Hydro is the primary electric utility company in British Columbia, Canada. They generate, transmit, and distribute electricity to residential, commercial, and industrial customers across the province. BC Hydro is a Crown corporation, owned by the government of British Columbia, and operates under the BC Hydro and Power Authority Act. They are responsible for providing reliable and clean energy to over 1.8 million customers in BC.
Role Summary
- Reports directly to Analytics Manager - Customer & Corporate Affairs.
- Owns Tracking set up, Reporting, Analysis & Refinement of all Digital analytics for any Marketing and Brand channels and Offline platforms.
- Collaborates with other departments across the organization to ensure launch and refinement of Marketing & Brand Communications and any customer centric initiative.
Responsibilities
Digital Analytics Management - Google Analytics Universal & GA4 | Google Looker Studio (AKA Data Studio) | Google Big Query |
- Manages Google Marketing Platform, Meta Business Suite and other tools (Twitter, Linkedin and others.) key to organization's marketing efforts and improving customer engagement.
- Conducts and oversees market segmentation, competitive and situational analytics to provide a basis for prioritizing long and short term digital communications efforts by; collecting, tracking, analyzing and communicating insights, data, and recommendations around website behavior, marketing campaigns, and social media; analyzing research and data analytics to evaluate market trends and opportunities; interpreting the needs and online behaviors of distinct customer segments.
- Develops digital experience & digital marketing plans, strategies, goals, targets and forecasts targeted at specific market segments; identifies products/services to offer to various segments; coordinates development of promotional/advertising programs.
- Discusses and provides support in the development and/or roll out of products, services, tactical plans, market matrix and product with the product life cycle staff; participates in facilitating and coordinating the delivery of products and services to targeted market segments.
- Responsible for management of one junior resource and external support agency.
Search Engine Optimization, App Store Optimization, Paid Media and Affiliates Manager at CoinSmart.
Jun 2022 - Jul 2023
Toronto, Ontario. Canada.
About Coinsmart
CoinSmart is a leading Canadian-headquartered crypto asset trading platform. Recently merged with WonderFi which owns, operates, incubates, and invests across the global digital asset ecosystem.
CoinSmart before the merge with WonderFi.
CoinSmart is one of the biggest cryptocurrency exchanges in Canada and the only Publicly own. Based in Toronto, Canada. It was founded in 2018 and offers trading in a range of cryptocurrencies, including Bitcoin, Ethereum, and Litecoin. The exchange is designed to be user-friendly and accessible to both beginners and experienced traders. It offers a range of features, including same-day funding, competitive fees, and advanced trading tools. CoinSmart is also fully compliant with Canadian regulations and is registered with FINTRAC and the OSC.
Role Summary
- Reports directly to Co-founders.
- Manages all related activities to secure growth for all Organic channels including: Google Search and other search engines, Google Play Store, Apple App Store.
- Manages Paid Media campaigns to maximize ROAS including: Google Ads, Facebook & Instagram Ads (Meta Ads Manager) and Apple Search Ads.
- Manages Affiliates program.
Updates and maintains content across web properties (Wordpress and custom HTML) and mobile applications (IOs and Android). - Responsible for content calendar including all web content: Blogs, landing pages, policy updates and any content needs.
Responsibilities
Search Engine Optimization (SEO) Management
- Plans, executes and optimizes the entire SEO channel by owning delivery of all activities related to On-page, Off-page and Technical needs.
- Ensure alignment between paid and organic campaigns to maximize target conversions.
App Store Optimization (ASO) Management
- Owns the full ASO cycle from ideation through experimentation and refinement of strategies, tactics and execution to maximize conversions on IOs and Android mobile applications.
Updates listings: Metadata and client facing content such as title, description and multimedia content.
Paid Media | Google Ads, Facebook and Instagram Ads, TikTok Ads, Apple Search Ads.
- Manages all activities related to launching, maintaining and refining campaigns on Google ads, Meta Ads (Facebook & Instagram ads), Tiktok Ads and Apple Search Ads.
- Optimizes campaigns to maximize target conversion behaviours.
- Manages ad copy and related media assets.
Affiliate Marketing
- Grows, curates and leverages relationships with Affiliates to maximize channel profitability.
- Prospects new Affiliates and procures relationships with existing ones.
- Negotiates and aids in joint campaign development to maximize product offering promotions.
- Manages all transactions and contracts via Impact.com
Search Engine Optimization (SEO) | App Search Optimization (ASO) | Google My Listings | Google Data Studio & Google Analytics (Universal and GA4) | Manager at PocketPills.com
Apr 2021 - Jun 2022.
Surrey, British Columbia. Canada.
About PocketPills
Canada’s fastest-growing online pharmacy startup looking to disrupt the traditional retail pharmacy business in Canada (TAM $30B).
PocketPills is a Canadian online pharmacy that delivers pre-sorted medications directly to patients. They aim to make managing medication safer, easier, and more cost-effective. The company was founded by two pharmacists and an engineer in 2018. They offer free delivery, a low dispensing fee, and a user-friendly app to manage medications.
Role Summary
- Reports to Co-founders.
- Manages all related activities to secure growth for all Organic channels including: Google Search and other search engines, Google Play Store, Apple App Store, Google My Business listings and Youtube channel.
- Collaborates with all other department leads including Branding, Procurement and Operations, Sales, Engineering, Human Resources, Customer Success and Pharmacy Operations
Responsibilities
- Owns the keyword strategy, and translates this at an execution level for the all owned web properties such as websites, mobile applications and Google my business listings.
- Lead the SEO team to develop winning SEO tactics and strategies that improve the organic search visibility of the product.
- Partners with Data Science, Engineering, brand, creative and UX Research to achieve product goals.
- Collaborates with the analytics team and use data-motivated approaches to help guide decisions and continuously improve SEO health.
- Run SEO A/B and Multivariate tests in partnership with our conversion optimization team to evaluate experiment results and push forward next steps at a rapid pace.
- Stays on top of the SEO landscape, including algorithm updates, standard methodologies, emerging trends, and competitor techniques.
- Creates and maintains content creation calendar.
- Drives both internal and external link structure
Marketing Manager (SEM, SEO, PPC, Digital & Traditional Campaigns)
Apr 2019 - Mar 2021
Toronto, Ontario. Canada.
About LocalCoin
Localcoin is a Canadian company that operates the largest network of Bitcoin (Cryptocurrency) ATMs (Automated Teller Machines) across Canada, allowing users to buy and sell Bitcoin for cash. The company also offers cryptocurrency online shopping services via their website and mobile applications.
Role Summary
- Responsible for the entire marketing lifecycle, from awareness, to lead generation, acquisition and customer retention.
- Increase overall Profit by procuring ROAS and overall marketing ROI.
Responsibilities
- Maximize profitability of all digital and traditional marketing campaigns such as Search Engine Optimization (SEO), Pay-per-click (PPC) campaigns on Google and other advertising platforms, Social Media (Facebook Business Suite, Reddit), SEM (Search Engine Marketing), Email, Point of Sale and other traditional marketing ground efforts like Event marketing, Affiliate marketing and others.
- Manage marketing team to maintain campaigns such as Google Ads, Facebook Ads and other advertising platforms.
- Provide performance reporting on all core performance marketing metrics to management team using analytics tools, data platforms, and internal databases such as Google Data Studio and various Ad platform's APIs from the crypto industry.
- Direct marketing team to develop strategy, standards, goals, and KPI’s to maximize sales revenue and overall profit.
- Lead design and implementation of experimentation necessary to improve marketing channels efficiency, drive growth, and inform marketing investment decisions.
- Continuously refines data mining using tools such as Google Analytics, Google Tag Manager, Google Data Studio and others.
- Develop branding through media assets, web content and overall online and tangible content
SEO (Search Engine Optimization) & Analytics Manager at Inter-Web Services.
Nov 2016 - Apr 2019
Toronto, Ontario. Canada.
About Inter-Web Services.
Inter-Web Services is a Canadian agency highly specialized on international Business to business (B2B) and Business to consumer (B2C) E commerce within the Aesthetics and Pharmaceuticals global industries.
Role Summary
- Manages multiple Search Engine Optimization programs and Analytics reporting for over 20 websites.
- Manage multiple E-commerce sites with international-multilingual campaigns in various industries.
- Collaborates with Development (IT) and Operations teams to drive integrated ground and SEM (Search Engine Marketing) campaigns
- Reports KPIs directly to upper management like conversion rates and user engagement metrics
Responsibilities
- Digital Analytics management: Gathering, mining and exploiting of data.
- Monitor, evaluate and report on analytics dashboards to further develop omni-channel marketing strategies.
- Create, measure and evaluate web analytics KPIs including: Traffic, Conversions, Click-through-rates.
- Optimizes CTRs by managing multi-variate testing via Google Optimize.
- Monitor the competitive landscape to optimize existing programs against key competitors and gain on critical areas.
- Lead all Search Engine Optimization campaigns
- Leverage SEO specific KPIs like Rankings, Organic clicks and Engagement metrics like CTR, Bounce rates and others as defined by SEO strategy
- Plan, deploy and innovate on SEO strategies: On-page, Off-page and Technical.
- Manages site revamps and structural modifications to suit data and digital marketing needs in collaboration with Web Development teams.
- Plan, develop and implement link building campaigns; white, grey and black hat techniques when applicable.
- Implement and administer all SEO software; Google Search Console, SEMrush, MOZ, SERPs, Majestic and others.
