Mike Aynsley Email & Phone Number

Vancouver, Bc, Ca

Vancouver, Bc, Ca

Growth at Hootsuite is a cross-functional effort to drive revenue through continuous testing and optimization of our self-serve funnel and inbound acquisition engine. Our teams rely on data analysis + innovative thinking to find new ways to reduce friction and add value at every stage of the customer journey.As VP of Growth, my job is to lead the overarching vision and align Marketing, Product, Engineering, and Finance teams behind a product-led growth strategy to meet self-serve revenue goals, which I’m accountable for. I also continue to oversee the Growth Marketing function and lead the teams responsible for Hootsuite's best-in-SaaS digital marketing funnel.

Vancouver, Bc, Ca

Hootsuite’s Marketing Growth organization is a full-funnel performance engine fuelled by data + innovation and built to drive revenue across digital channels:-Search Marketing (paid and organic)-Inbound Marketing (blogs, YouTube, microsites, and free web tools)-Paid Social (+emerging digital ad platforms)-Web Growth & Experimentation-Email Marketing-Offsite Channels & Affiliate Programs-Lead GenerationThe talented folks that make up the teams include analysts, web strategists, content marketers, performance marketers, director response copywriters, conversion optimization experts, growth hackers, and channel owners. We love to drive results, have fun, and make friends along the way because there’s no ARR without some LOL.

Vancouver, Bc, Ca

In this role, I led a multidisciplinary and multichannel team of content marketers, channel strategists, and analysts. My teams are responsible for driving traffic, brand awareness, and user acquisition across several channels and programs:-SEO and organic search strategy (all Hootsuite-owned web properties)-Inbound Marketing (blogs, YouTube, and other search-optimized content and webpages)-Email & Lifecycle Marketing-Webinars-Third-party review sites and programs

Vancouver, Bc, Ca

The inbound marketing and SEO teams are responsible for the organic search performance of all Hootsuite-owned web properties (including Hootsuite.com, AdEspresso.com, & Heyday.ai) and inbound marketing channels (blogs, YouTube, microsites, inbound web tools). We drive brand awareness, traffic, trials, and leads by creating content and high-performing web pages that rank at the top of search results for the right keywords. We're also responsible for SEO site audits as well as market and competitor research backed by organic search trends. A few team wins:• Organic search = no. 1 source of traffic and a major competitive advantage for Hootsuite (3X more organic traffic than any competitor)• Doubled down on channel monetization with new conversion paths, testing and experimentation. Result: trials sourced via blog up more than 2X by 2021 compared to the previous year• Developed the strategy, built the team, and launched the Inbound YouTube program in mid-2021. Within 14 months, the channel had amassed 1.3 million+ views and 9K subscribers. Videos are now ranking in both Google and YouTube search results for relevant keywords and driving net new traffic, trials, and brand awareness• Hit all-time traffic highs and average search rank for the Hootsuite blog by growing the team and expanding our target keyword and topic priorities• Evangelized organic search trends across the organization and informed new product investment, messaging and campaigns. This drives business efficiency and allows us to better meet market demand

Vancouver, Bc, Ca

Over this period, my team's portfolio and responsibilities grew along with our impact on the business. Some wins we're particularly proud of:• Brought together the technical SEO team, Hootsuite blog content marketing team, and AdEspresso content marketing team under the new unified Inbound Marketing team banner. Aligned on editorial guidelines, key success metrics, budgets and resources• Organic search became the top marketing source of Self Serve trials and Enterprise leads• Hit record-breaking search visibility and average search position for our priority keyword basket (1,100+ terms), ahead of all content competitors• 4 million+ monthly blog readers• Turned blog traffic into real dollars—measured by eLTV and ARR—with improved keyword targeting, conversion rate optimization, editorial tweaks, email nurture campaigns• Beat all 2020 targets (traffic, search rank, LTV) with flat resources and budget• Replicated and scaled the Inbound marketing program across core markets: Germany, France, Spain, and Latin America

Vancouver, Bc, Ca

In this role, I oversaw the editorial strategy and day-to-day management of the Hootsuite blog, the world's most widely-read social media marketing publication. My team also contributed to a variety of other revenue-driving content projects. There's a lot I'm proud of the team for, but here are a few highlights:• Developed and defined Hootsuite's strategy for top-of-funnel growth: create valuable content that will rank at the top of search engines for relevant keywords and topics.• 3X blog traffic in only 12 months by evolving our content strategy to better align with the needs of the audience (focused on organic search)• Built a lead generation program that drives thousands of new leads for the business every month• Grew the average number of social shares per article by 140% with improved editorial guidelines and standards

New York, Ny, Us

The skills and disciplines I taught learners included search marketing (SEO & PPC), social media marketing, email marketing, audience research, brand strategy, web analytics, content strategy and copywriting.

New York, Ny, Us

The part-time Digital Marketing course was designed for marketers looking to develop and enhance their skills with the latest marketing techniques and concepts.

Toronto, Ontario, Ca

• Created compelling content for web and social that consistently exceeded traffic and user growth targets• Oversaw editorial direction and content in key U.S. markets, managing a small team of contributing writers and content marketers• Worked with the managing editor to plan and execute content and growth strategies• Grew BuzzBuzzHome’s online community across a variety of social media channels• Liaised with clients to ensure sponsored and promotional content was accurate, engaging and worth every penny• Reported on housing market news, architecture and design trends• Coordinated with other departments and teammates on a variety of tasks and major projects

• Wrote up to eight stories a day, covering a variety of topics while observing OpenFile’s core values and voice• Used social media and SEO to effectively drive brand awareness, engagement, and website traffic• Monitored website and social media analytics to assess engagement strategies and ensure a continual uptick in traffic and online community growth• Planned and executed successful SEO campaigns which contributed to a 500 per cent increase in website traffic• Developed the voice for “The Latest” blog

Saskatoon, Sk, Ca

• Responsible for editing and optimizing radio scripts for the web• Achieved a strong, visible social media presence by sharing relevant content and engaging the audience• Enhanced web stories with additional writing, interviews, and interactive content• Updated online articles as new information became available• Optimized content for SEO to drive website traffic

North Vancouver, Bc, Ca

• Liaison between athletes, press attachés, and broadcasters• Quarterbacked busy and often frantic media availabilities with athletes and broadcasters following hockey games and practices

Toronto, Ontario, Ca

• Interned for fifteen weeks over a six-month period in 2009/10. Worked for television news, CBC Radio One, and CBC Radio 3• Worked with multiple departments developing, researching, and writing stories for radio, television, and the web

Diploma Of Technology, Broadcast Journalism And Media Communications

Associate Certificate, Writing For The Web

Associate Certificate, Social Media Marketing

English Language And Literature, General

Public Speaking, Theatre