Digital Marketing Experience 2016-11-16T17:06:40+00:00

EXPERIENCE

DIGITAL MARKETING DIRECTOR

Research On Investment, 2015 | Montreal, Canada

Created and executed a metric-driven digital marketing strategy to generate acquisitions, qualified leads and drive sales.

Inbound Lead Generation
• Designed inbound lead generation programs to support revenue goals at targeted cost per lead and acquisition levels. Measured website performance and optimized landing page experience and visitor flow to improve conversions.

Online Advertising
• Managed email marketing campaigns, display ads, search ads, social ads and re-marketing to meet awareness, engagement and acquisition targets. Wrote advertising copy and tested ad variations to optimize conversions.

Marketing Automation
• Evaluated, chose and implemented a marketing automation solution. Designed automation flows and rules and implemented alerts and actions for the sales team.

Content Strategy
• Designed and implemented a content strategy targeting different stages in the conversion funnel including the creation of infographics, white papers, articles, videos and webinars. Created editorial guidelines and calendar. Optimized content for conversions.

Measurement
• Designed a real-time executive dashboard to measure digital KPI performance. Presented a monthly performance report to senior management including specific awareness, engagement and acquisition KPIs.

Branding
• Managed and implemented the company’s re-branding process from hiring and supervising the branding agency to the design and production of all on-line and off-line collateral materials and sales tools.

Trade Shows and Events
• Supported field marketing events with social media, SEM and email marketing blitz campaigns.

Management
• Contracted and managed several ad agencies, digital agencies and marketing interns. Allocated and managed the digital marketing budget.

ROI Research On Investment is a global authority on corporate expansion and investment intelligence. ROI Vision, offers full-service consultation and lead generation to economic development agencies and B2B companies.

SEARCH MARKETING AND DIGITAL MEDIA ANALYST

BAM Strategy, 2014 – 2015 | Montreal, Canada

Online Media and Search Marketing
• Created and deployed search and display campaigns
• Gathered and prepared campaign elements (banners, tracking codes, pixels, etc)
• Developed optimization strategies to improve performance of campaigns
• Developed text ads in English and French
• Engaged with partner firms (e.g. Google, Bing and other display, video and programmatic vendors)
• Monitored campaign performance
• Identified tools to facilitate optimization measures

SEO
• Performed complete SEO audits including on-page and off-page elements
• Prepared SEO recommendations to improve rankings
• Implemented on-page improvements with the technical department

Reporting
• Performed web traffic analysis with Google Analytics
• Prepared weekly and monthly reports for clients with recommendations

Client Acquisition and Support
• Provided support for clients for all marketing services and participate in client meetings
• Assisted with creation of client proposals, pitches and estimates
• Participated in the development of best practice guidelines for related service offers

Innovation
• Proposed innovative service offerings within the realm of media and search
• Proposed innovative optimization strategies for client campaigns

Digital Marketing and Social Media Project Manager

Lassonde Inc, 2013 – 2014 | Rougemont, Quebec, Canada

Responsible for the development, management and monitoring of the digital marketing strategy for A. Lassonde and its brands Oasis, Fruité, Allen’s , Rougemont , and others. Responsible for websites and intranet, social media management, performance measurement and monitoring of KPIs, email marketing programs, database membership and digital advertising.

Responsibilities:

• Monitoring and improving SEO
• Website development and management and coordination of external providers.
• Supervision of information architecture, usability, design and website functinality
• Development of content strategy, graphic production and copywriting
• Manage relationship marketing tools, segmentation and manipulation of databases
• Social media management including editorial calendar, style guide, reputation monitoring and crisis management
• Measure and analyze web performance and propose improvement strategies ( Google Analytics, Webmaster Tools, Analytics MOZ , Brandwatch , Ahrefs , Authority Labs and other )
• With brand managers, recommend and coordinate digital advertising campaigns (Google Adwords , Google Display, Facebook Ads and Twitter Ads) .
• Updating of online content with WordPress

Search Engine Marketing Analyst

BlueHat Marketing, 2013 | Montreal, Quebec, Canada

Responsibilities:

• Craft Pay-Per-Click ad strategies for clients on main PPC platforms: AdWords, Facebook, Linkedin, Youtube, Bing, Yahoo!, etc.
• Implement and manage PPC, remarketing or performance display campaigns
• Provide reporting, forecast and recommendations to the team leader as well as project managers
• Create, analyze and present results to clients, sales reps and account managers
• Bilingual ad copy-writing
• Create landing page improvements to increase conversions and better usability
• Perform SEO audits and recommendations
• Stay on top of SEO/link building strategies and trends
• Stay informed about industry trends and best practices

Web project manager

Digimedia, 2012 | Bogota, Colombia
Creation and implementation of digital marketing strategies encompassing website creation, Adwords campaigns, SEO, social media and email marketing for clients such as Levi’s and Wenger. Measurement of KPIs  and reporting using Google Analytics.

Social media community manager and designer

VVS Films, 2011 | Montreal, Quebec, Canada
Graphic design for web and print. Social media community management in english and french on Facebook and Twitter.

Online marketing communications agent

Nature-Action Québec, 2010 (6 months) | Beloeil, Quebec, Canada
Complete design, programming and publishing of 4 websites using WordPress as CMS.

Marketing communications coordinator

New Line Cinema, 2006 – 2008 | Bogota, Colombia
Responsible for coordinating all marketing activities including publicity, media placement, advertising, online campaigns and social media activities for the release of more then 20 films.

Web designer

Indexcol, 2005 – 2006 | Bogota, Colombia
Web designer for online campaigns for Intel, McDonald’s, Coca-Cola, Unilever and Johnson & Johnson among other multinational clients.

Marketing communications coordinator

New Line Cinema, 2006 – 2008 | Bogota, Colombia
Responsible for coordinating all marketing activities including publicity, media placement, advertising, online campaigns and social media activities for the release of more then 20 films.

Marketing and Advertising Assistant

Warner Bros. Pictures, 2001 – 2004 | Bogota, Colombia
Responsible for coordinating marketing activities including publicity, media placement, advertising budget control and theater relations for the theatrical release of more than 40 films including Harry Potter.

Market research assistant

Trends Ltd, 1999 – 2001 | Bogota, Colombia
Market research assistant in the preparation and analysis of quantitative and qualitative studies for multinational clients such as Procter & Ganble, Renault and General Motors.