Joanna Mcfarlane Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

Toronto, Ontario, Canada

I advise clients on optimizing digital initiatives and capitalizing on growth opportunities through data analysis.- Develop customized marketing capability assessments and strategic roadmaps for clients in diverse industries, fostering organizational growth and marketing performance (paid media, conversion optimization, owned channels)- Brand Engagements include: Arterra Wines, RateHub, Normerica Building Systems, Power Sustainable Lios, various agencies

Toronto, Ontario, Canada

Recruited to the business, with compensation tied to performance, to establish and lead performance and growth marketing including paid media, analytics, SEO and CRM. Developed strategies and operational processes to leverage data effectively for driving digital growth and campaign performance. Grew team from inception to 15 full-time employees and multiple third-party resources in under 4 years. Oversaw $10MM+ media budgets.- Established an enterprise-level analytics department to support client Marketing teams- Developed a performance media planning and buying division, focused on analytics-first approach, benefiting clients like Moosehead Brewery, Timberland, QTrade, Maple Lodge Farms, and Cordura Brand- Guided performance marketing teams in creating seamless omni-channel shopping journeys, optimizing email, paid media, and SEO campaigns for improved site conversion. Strategically selected marketing channels, including emerging platforms, to boost customer acquisition and revenue growth- Led advanced analytics initiatives, including a/b & multivariate testing, attribution modelling, customer segmentation, media mix modelling, and lifetime value assessments, to enhance targeting, conversions, and customer experience- Transitioned brands' measurement strategies from CPA goals to ROAS-based metrics, driving better performance and ROI- Integrated data-driven insights into organizational framework, resulting in winning the Environics Analytics Data-Driven Marketing Award at the Canadian Marketing Awards- Successfully led new business pitches, securing over $10M in new business wins- Launched the “KU-niversity” external and internal education program and “Bear-necessities” Newsletter

Toronto, Ontario, Canada

Toronto, Canada Area

Toronto, Canada Area

Started as Business Manager for the largest digital account (Johnson & Johnson). Spearheaded the establishment of the analytics department and social media buying team, both of which served as new revenue verticals for the agency. Collaborated closely with brand strategy, creative and and technical teams to deliver impactful results and organizational success.- Performance Lead for clients in a variety of verticals including Automotive, Healthcare and QSR to provide actionable insights for media planning and communication strategies- Analytic subject matter expert in campaign and project initiatives providing direction on the entire process from the strategic brief, measurement framework, implementations and analysis- Leveraged user level data from POS systems, BigQuery and other 3rd party systems that provided in-depth analysis on purchasing behaviours and customer acquisition- Experience implementing and supporting Enterprise solution of Google Analytics360 and other Google Suite Products; continuing to research and explore new tools to further grow the team’s offerings

Toronto, Canada Area

Bah, International/Global Studies

Activities and Societies: International Relations

Big Data Analytics, Sql, Data Analytics

Caap- Communications And Advertising Accredited Professional, Brand Marketing

Education record