Success with Digital
Areas of Expertise
Digital Media Buying
1. Marketing since 2004
Over the last 16 years I have built and successfully scaled ($2 MN+ annual budgets) integrated online marketing programs for high growth finance, technology and e-commerce organisations.
2. Technical acumen
My approach of hands on learning gives me firsthand technical expertise in many areas of digital marketing. This helps accelerate automation & product development.
3. Entrepreneurial spirit
A willingness to question status quo and take calculated risks, has been a cornerstone of my success. I am often praised for rolling up my sleeves and getting things done.
Marketing Technology Manager II – San Francisco, CA
March 2022 – Present
Uber is world’s leading rideshare and food / package delivery company. Headquartered in San Francisco, Uber is publicly traded on the NYSE under the ticket UBER and has over 30,000 employees globally.
My role at Uber focuses on automation for our search marketing efforts. I partner closely and lead initiatives with internal teams that support our ad operations, creative, measurement and product development for managing investments on the Google Ads, Microsoft Search Ads and Yahoo Japan ad platforms.
Head of Search Marketing – Vancouver, BC
November 2014 – July, 2021
I supported projects related to user acquisition, lead generation, e-commerce and brand visibility. While my responsibilities were constantly evolving, they generally involved managing and mentoring teams supporting the agency’s biggest clients and projects. I was also involved with development of tools, coaching for new team members and assisting clients in evaluation of marketing vendors and platforms.
Sr. Marketing Manager – Vancouver, BC
November 2013 to November 2014
I owned and managed all marketing programs for new customer acquisition. My key responsibility was to plan and scale digital marketing programs with partners like Google and Facebook. I was a key contributor towards building an immersive multi-channel / omni-channel experience in collaboration with the design and retail teams. I collaborated closely with senior leadership on developing Indochino’s digital and retail marketing roadmap.
Director of Marketing – Vancouver, BC
April 2009 to October 2013
Cymax is one of North America’s largest online furniture retailers with annual revenues exceeding $100 MN. It’s catalogue includes over 30,000 SKUs including those from America’s top furniture brands like Hooker Furniture. Cymax has received over $25 MN in funding.
Reporting to the CEO I led the team that managed over $5 MN in annual ad spend, and delivered high double digital sales growth. My responsibilities included paid search, SEO, analytics, email and affiliate marketing. I also worked alongside senior leadership for organisational planning and refining our growth model. In collaboration with our IT team, I developed marketing automation tools that allowed the team to efficiently and quickly scale our digital marketing programs.
Online Marketing Analyst – Pleasanton, CA
March 2007 to April 2009
Eloan was a pioneer in online lending, and a wholly owned subsidiary of Popular Inc. (NASDAQ:BPOP). By 2004 Eloan had originated more than $5 BN in mortgage loans and was Yahoo’s preferred mortgage site.
I managed and scaled paid search campaigns ($1.5 MN+ annual budget) for loans, and, savings / deposit products. My other responsibilities included working with the content team to increase organic traffic in the highly competitive lending space (traffic increased by 8% in 6 months). Other priorities involved landing page tests using Omniture Test & Target and leading the transition for web analytics from Omniture Site Catalyst to Google Analytics.
Marketing Associate – San Mateo, CA
March 2006 to February 2007
NexTag was an independent price comparison service website for products, travel, mortgages and education. It was ranked by Time magazine as one of the fifty best websites of 2008. In 2007, Providence Partners acquired NexTag for $1.2 BN.
As a Marketing Associate, I was responsible for creation and optimization of large display advertising campaigns ($2 MN+ annual budgets) with Yahoo and MSN, for generating online mortgage and education leads. Working with the engineering group, I led the development of an ad server that eliminated the process of manually trafficking banner ads, thereby improving campaign performance by over 50%. My optimizations on 2nd tier ad networks like Quigo, Miva and Industry Brains led to a 20% increase in annual revenues.