John Selvakumar Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Ca

Leading a team responsible for managing paid and owned Digital Marketing strategy and performance marketing for TD Direct Investing (including TD Easy Trade). Also exploring Gen AI use cases as working team lead of TD Marketing's Gen AI task force. Team and individual highlights:• Improved TD Direct Investing's SEO ranking from last to first in category (5X SOV increase) and grew our marketing budget by 3X• Deployed several Industry and TD first digital marketing innovations. Recognized by Google as a finalist for AI Marketer of the Year (2023)• 2022 TD League of Excellence Award recipient (awarded to the top 3% of bank employees)

Toronto, Ontario, Ca

Led a talented Center of Excellence team within the Digital Marketing function responsible for Paid and Onsite strategy, Digital Marketing capabilities/platforms and innovation. • Defined TD's Digital Marketing capability roadmap and drove purposeful innovation by testing and scaling new and existing platforms pertaining to data management (Adobe Audience Manager), personalization, AI-based content (Persado), localization, competitive benchmarking and attribution• Redefined TD's programmatic media strategy by building a best in class model that exceeded benchmarks for cost and transparency and delivered significant improvements in ROI and time to market• Recognized for democratizing Digital Marketing IQ across all levels of the organization and developing POVs on key industry topics (CDPs, algorithmic bias) for our senior executive team

Toronto, Ontario, Ca

Responsible for identifying digital marketing capabilities, and new technologies to drive digital sales and engagement across paid, owned and earned mediums. Key accomplishments included:• Developed a best in class digital marketing ecosystem and led teams through change by expanding TD's data management platform to paid media to drive significant media efficiencies and by taking ownership of TD's paid media stack to improve attribution • Led proof of concept initiatives around multi-touch attribution and personalization, the latter of which drove over a 40% increase in engagement over our traditional personalization capability

Toronto, Ontario, Ca

• Led the development of TD’s North American targeted messaging strategy and product roadmap which included identifying and delivering best-in-class online and mobile onsite advertising and targeting capabilities• Collaborated extensively with TD Marketing and internal sales and planning partners to provide thought leadership and advice on how targeted messaging capabilities could support their business strategies• Championed the implementation of a data management platform and cross channel targeting capabilities to drive deeper engagement and an improved customer experience• Conducted competitive analysis and market research on emerging digital advertising technologies

Toronto, Ontario, Ca

• Responsible for leading the development of the annual business plan and optimization of monthly performance targets for a $200MM LOB by working collaboratively with merchandising and finance teams.• Analyzed current market trends and historical data to make actionable recommendations to Buyers and the AVP of merchandising to maximize sales. • Improved forecast accuracy by 1200% year over year by constantly monitoring changing market trends, conducting data deep dives and sharing these findings with my clients to influence purchasing and marketing decisions• Recognized for top monthly forecast accuracy for the month of December 2011.

Toronto, Ontario, Ca

• Completed business requirements and conducted presentations to secure executive buy-in on a revolutionary online new account application.• Created a marketing plan for improving online paperless adoption for TD Bank America's Most Convenient Bank and helped develop a strategic roadmap for online authentication.• Worked collaboratively with the digital marketing team to manage the execution of a new online security website and the online execution of a national TD Marketing campaign.• Conducted extensive research into emerging trends in online banking and socialized these findings with the senior leadership team.

Toronto, Ontario, Ca

• Led the end to end development of an online flash tour pertaining to a new trading platform including storyboard creation, copywriting, and supervising third party development• Provided product direction for television advertising campaigns by working closely with external agencies and internal marketing partners. The success of these commercials led to a significant spike in new client activations.• Developed dashboard reporting for the senior leadership team and initiated the practice of adding commentary and analysis apprising the team of emerging trends and progress towards goal attainment.• Created content and managed client communications relating to product enhancements

Toronto, Ontario, Ca

• Provided professional, reliable and accurate customer service by fielding account and market related inquiries and executing equity, fixed income and option orders for high value clients• Created training presentations to help acclimate new investment representatives with advanced trading dynamics specific to the High Value desk• Led national training and sales presentations to support the launch of a new online trading platform for the firms most sophisticated clients• Obtained equity and options licences by completing the following courses through the CSI Institute: Canadian Securities Course, Conduct and Practices Handbook, Derivatives Fundamental Course, Option Licencing Course, Trader Training Course

Mba, Strategy And Marketing

Chartered Financial Analyst (Cfa®) Program, Level I

Ba Hons, Economics