Joelle Irvine 🌱 Email & Phone Number

Montreal, Qc, Ca

Montreal, Qc, Ca

Partnering with clients to generate demand, engage audiences, and drive profitable revenue for B2C, B2B, SaaS, eCommerce, and agencies in Canada, the US, and the UK. Services include:• Fractional CMO • Growth Advisor• Product-Led growth• Go to market strategy (GTM)• Content strategy • Conversion rate optimization (CRO)• Technical SEO• Schema structured data strategy and implementation • CRM, Marketing & Sales automation • Advanced GA4 setup and dashboarding• Paid media strategy• MarTech stack optimization• Coaching you and your marketing team so they can upskill along the way🚀 Looking to grow your business? Let’s talk!

Montreal, Qc, Ca

SpeakerMarketing MTL (Apr. 2024), Growth Festival (Oct. 2021), Turn Digi (July 2020), brightonSEO’s eCommerce SEO Summit (June 2020), SEO From Home (June 2020), Social Media Week #SMWONE (May 2020), MozCon (July 2019)Award WinnerFirst Prize, Commerce category, WPP Atticus Award 2020 (Article An Eye for a Great Buy)Workshop Presenter/Facilitator YES Employment & Entrepreneurship (2021), C2 Design Thinking & SEO Braindates (2018, 2019), Recording Arts Canada (2017), Ontario College of Teachers (2012)Podcast Interview Guest Time for Marketing (2019), Between the Pages (2019)Contributor/Writer/EditorMoz blog (2023), The Grey Company blog (2023), Billdr Magazine (2021 - 2022), Page One Power Blog (2021), WPP Atticus Journal (2020), WPP iQ (2020), PAGES SEO Magazine (2019, 2020), PAGES SEO Blog (2019), Inside WPP (2018 - 2020), Bookmark This/Sparksheet (2016 - 2020)

Vancouver, Bc, Ca

Head of Growth & Brand Marketing for Moz, a leading global B2B SaaS SEO software company. • Reported to the Chief Revenue Officer and partnered with Leadership to set the vision and shape the product roadmap. • Accountable for Moz self-serve revenue growth• Managed and motivated a team of 20: Directors and Sr. Managers in paid media, analytics, product marketing, SEO, email, social, content, design, events, & partnerships. • Developed revenue model with growth initiatives, that led to 150% free trials and 35% less churn.• Managed 7-figure marketing budget. Improved EBITDA by saving $400K/yr via contract negotiations and 10% of ad spend through optimization • introduced Marketing roadmap & media plan, and operationalized campaigns and content production.• Repositioned Moz Pro, API, MozCon using a jobs to be done framework, infusing the voice of the customer into messaging.• Rebranded Moz with a fresh, modern design incorporating bold new colours, more video and animations, showcasing the new App UI, and more people experiencing the product.• Developed new pricing & packaging for Moz API• Active member of the Moz Group DEI council.

Montreal, Quebec, Ca

Head of Growth and Marketing at Billdr, an end-to-end home renovation marketplace and B2B SaaS General Contractor app. Customers: B2C (homeowners), B2B (general contractors) & B2B2C. • Reported to the CEO and active member of the Leadership team. • Led and developed go-to-market strategy, marketing roadmap, and product-led growth playbooks. • Built and empowered a high-growth, customer-focused team of four plus 30 freelancers and several agencies. • Generated 6x revenue and 10x sales qualified leads (SQL) via a 360º content marketing strategies.• Improved lifetime value to customer acquisition cost ratio to 3:1 (LTV:CAC) by continuously optimizing ad performance, landing pages, sales enablement, and the customer experience.• Accountable for Paid Media strategy and 6-figure/mo budget – reduced CPA by 54% in under six months through A/B testing. • Improved paid customer conversion rate by 17% via customer insights, CX, and growth experiments.

London, England, Gb

Led Growth and Product Marketing for Bookmark, a global WPP agency for luxury, eCommerce, retail, travel, finance, real estate, tech, and CPG brands, with B2C and B2B audiences.• Devised nimble inbound growth strategies to generate demand, 10x SQLs & 90% of the agency’s global new business. Surpassed revenue targets in Canada, UK & EMEA. Led expansion and secured the first two scalable US clients.• Proved ROI of ungated content: published and shared free online reports on a new insights hub and newsletter to educate and engage audiences, resulting in 2x SQLs, 20% more closed deals and an increased average deal size.• Built and led an international team (across 7 countries) in execution including content marketing, design, SEO, CRO, email, social media, paid media, digital PR, demand generation, lead generation, and sales enablement. • Active member of the Leadership, Culture and Data Privacy Committees, strengthening international and WPP inter-agency collaboration.

London, England, Gb

Instrumental in rebranding Spafax’s content marketing division as Bookmark. Initiated and led the agency's new content marketing strategy while still responsible for production, ad operations, vendor relations, contracts and IT relationship management. Managed a team of 12 (plus 30 freelancers) and accountable for a 7-figure budget. Active member of the WPP Data Privacy, Operations, DEI, and Culture committees.

London, Gb

Led project management, production, ad operations, account management; Built and managed a team of ten plus 30 freelancers. Accountable for +$3M budget, vendor relationship management, contract negotiation, and P&L for luxury brand clients. Saved over $370K per year through contract negotiation. Active member of the Spafax Canada Leadership team, WPP Operations Committee, and Co-Chair of the Corporate Social Responsibility initiative.

Montreal, Qc, Ca

Led marketing, brand and communications strategies for one of Canada’s largest tour operators with B2C, B2B, D2C, and B2B2C customers during transition to eCommerce business model. Managed, coached, and motivated team of five. Took initiative to lead digital transformation and organizational change management, including:• Created, built, and implemented a custom workflow management tool for content production. Within the first year the ROI was 50x in the marketing team alone. • Launched a B2B2C travel agent loyalty program in partnership with Aéroplan to drive retention, education, and online bookings. Over 10K agents signed up to the program and online bookings increased by 3x in the first six months.

Montreal, Qc, Ca

Successfully managed advertising and partnership accounts and related projects, including B2C and B2B digital campaigns, the monthly Air Canada enRoute in-flight program campaign, and traditional media.Took initiative to lead digital transformation and associated change management, including:• Created simple automations to save thousands of hours, improve cross-functional collaboration, and reduce human error for ad production and translation.• Championed investment in video for our marketing strategy. Took the initiative to contact tourism boards, hotel, and cruise partners to request B-roll footage. Made a case to hire an external production agency. I provided creative direction and collaborated with in-house colleagues to create scripts and storyboards. We started using video on the website, inflight programming, and secured a free remnant TV ad spot as a pilot test to show the value of video. They still use this video formula today.Co-Founder and Co-Chair of the ACV Green Committee, managing corporate social responsibility initiatives for the company.

Design Thinking Program Certificate, Queen'S Executive Education

Graduate Management Courses, Marketing Specialization

Certificate, Growth Marketing

B.Sc., Specialization Biology

From Boss To Coach, Management Seminar

Project Management

Aec, Graphic Design