Highlight reel:

Investec Private Bank

• I managed to decrease our cost per acquisition (CPA) by 75%

• Created an always-on strategy that has been live for 3 years and has increased our lead quality by 33%

• Lead and built a team of digital specialists from 0 to 8 people

• Built an internal innovation hub that helped to leverage our staff's ideas for R&D

• Built a travel website (as part of our rewards programme) including numerous travel-related data feeds

• Moved our website from CQ5 to AEM and implemented Adobe Analytics with data feeds into our GMP and CRM systems for lead attribution and the ability to measure growth

• Built a content hub to increase brand salience and build a lead database of potential clients (see accompanying video)

I was the digital lead on these award-winning campaigns which included:

• Creative development and direction.

• Paid media and weekly optimization.

• Building a dashboard that showcased, campaign spend, lead attribution, lead quality and conversion rate in real-time.

• Reporting and analysis on leads quality and quality and looking at optimizing conversion to ensure that the campaign delivers what we set out to do.

• Using the microsite, online banking, social media and app as a means to grow our product uptake and entrenchment through growth hacking.

• Looking at a direct marketing drop as a digital touchpoint and way in which to enable data collection and ultimately lead conversion.

• Creation of multiple personalized microsites accessible after customers searched their "Cheers + their name”

• Reinforced by IP targeted display media aimed at the SAB/ In Bev offices owned IP addresses.

• The campaign garnered $7million increase in share of wallet and a CLV of $77 million in new business leads.

The Four Seasons Hotels and Resorts

As the Manager of Global Digital and Media Analytics in our Corporate Marketing Department, I played an integral role in delivering insights that drove all facets of the Consumer Purchase Funnel to ultimately drive business results.

I collaborated on and launched a tiered measurement framework across all paid, owned and earned efforts across three different measurement contexts:
Pulse
Optimization level metrics available monthly
Utilized by teams/agencies to optimize in-market performance
Diagnostic
Campaign summary reports provided post campaign
Utilized by teams/agencies to determine the performance of an initiative
Evaluator
Quarterly and/or annual metrics are typically provided in a Brand Health Tracker by a third party.
Utilized by the organization to determine macro brand performance

I developed campaign measurement dashboards to align with the above frameworks in Datastudio using Supermetrics at both a Global and Property campaign level to aid with business decision-making through understanding incremental sales as a result of marketing activity.

I lead and delivered an enterprise-level taxonomy to ensure tracking standardization across all digital marketing initiatives globally.

I created a workstream dedicated to testing different attribution models with a view to documenting findings and understanding the most accurate view of revenue attribution through marketing efforts.

Agency highlights:

• I have experience at global agencies: JWT, Mindshare & TBWA

• I created and delivered the pitch that won the McDonalds digital account

• I grew our monthly agency retainer from C$2 500 to over C$100 000 in the financial services verticle

• My team and I were the recipients of numerous advertising related awards