Michael Wilson Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

• Grew Holt Renfrew's YoY Revenue from Organic Search by +13.5% and their Sessions from Organic Search by +17.8%• Grew Fire & Flower's YoY Revenue from Organic Search by +6.4%, and their Views on Google Business Profile for their retail stores by +93.4% YoY____________________________SEO may seem complicated, but it doesn't have to be.I started Greener in May 2020 with the primary goal of driving revenue and traffic for small, medium, and enterprise-level businesses. My secondary goal was to work with clients to help them understand how search engines rank their websites, and what they can do to influence that ranking.As of March 2024, Greener has helped over 30 clients execute SEO campaigns with tactics ranging from On-Page Optimizations to Schema Markup to Technical Site Audits and much, much more.

Toronto, Ontario, Canada

• $28 million in Revenue from Organic Search in FY19 and FY20 across Canadian recreational and medical• $2.4 million in Revenue from Organic Search for ShopCanopy.com (now Martha Stewart CBD)____________________________As Senior Manager, SEO & Digital Product Manager I continued to lead SEO across the company, and moved into product management of US-based brands Canopy Growth was beginning to establish.

Toronto, Ontario, Canada

• Managed the entire Canopy Growth cannabis portfolio on cannabis platforms like Leafly, Weedmaps and more• Executed Local SEO strategy across Tweed and Tokyo Smoke store listings leveraging local search distribution platform Yext• Grew referral traffic from store listings online by +312%____________________________Without being able to advertising using traditional paid methods because of the Cannabis Act, SEO was always of critical importance to the company. In 2019 I was formally put in charge of running SEO globally at Canopy.𝗦𝗘𝗢 𝗔𝗰𝗿𝗼𝘀𝘀 𝘁𝗵𝗲 𝗖𝗼𝗺𝗽𝗮𝗻𝘆I engrained SEO into the procedures established across Canopy Growth. From initial branding to domain purchases to routine maintenance, Organic Search was top-of-mind for everyone. I managed our relationship with the account team at Conductor, monitored site health across our online properties, and executed SEO tactics to ensure our presence in Organic Search was best-in-class.𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗶𝗻𝗴 𝗢𝘂𝗿 𝗣𝗿𝗲𝘀𝗲𝗻𝗰𝗲 𝗼𝗻 𝗖𝗮𝗻𝗻𝗮𝗯𝗶𝘀 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀SEO didn't just involve managing properties we controlled however. I created and maintained over 100 meticulously-detailed product and store listings across relevant cannabis-content websites on Leafly, Weedmaps, and more. This enhanced our presence across the web, provided valuable backlinks to our site, and allowed potential customers to discover our products.𝗔𝗰𝗰𝘂𝗿𝗮𝘁𝗲 𝗥𝗲𝘁𝗮𝗶𝗹 𝗜𝗻𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻At the time, Canopy Growth owned and operated a significant number of retail stores, all which needed online management and distribution across platforms like Google Maps, Apple Maps and more. To optimize this process, we sourced, evaluated and secured Yext as a vendor. Yext allowed us to manage store information from one place and have those updates - like store hours - pushed out to 60+ maps platforms.

Toronto, Canada Area

• Evaluated and secured critical software for Canopy Growth's global marketing efforts including Adobe Experience Cloud, Spredfast, Brandwatch and Conductor____________________________As we moved into the world of recreational cannabis, I became solely responsible for management of Tweed.com, several other brands and also led the search for the next-generation of tools to lead our Digital Marketing efforts.𝗔𝗱𝗼𝗯𝗲 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗖𝗹𝗼𝘂𝗱I was fortunate to be a part of the team that brought the suite of products under Adobe Experience Cloud to Canopy Growth. AEC brought analytics, advertising, media optimization, targeting, web experience management, and content management to all of the brands at the company.𝗠𝗼𝗿𝗲 𝗡𝗲𝘄 𝗧𝗼𝘆𝘀We evaluated an onboarded several other pieces of software to cover our bases as well including Spredfast for social media management, Brandwatch for social listening, Conductor as an all-in-one SEO management platform, and Yext to manage our vast network of retail cannabis stores.

Toronto, Ontario

• $3.3 million in revenue for FY18 representing 6.8% of annual revenue• Launched Tweed.com, Spectrum Cannabis re-launch, Tweed Collective and Hi.Society site launches____________________________As the first person on Canopy Growth's Digital Marketing team, I joined the company at the crossroads of being a medium-sized business focused on medical cannabis and its eventual future as a large-scale, international produce and retailer of both medical and recreational cannabis.𝗠𝗮𝗻𝗮𝗴𝗶𝗻𝗴 𝗠𝗲𝗱𝗶𝗰𝗮𝗹 𝗖𝗮𝗻𝗻𝗮𝗯𝗶𝘀 𝗢𝗻𝗹𝗶𝗻𝗲From daily "lot releases" of medical cannabis online to oversight of Tweed Main Street - the eCommerce platform - the role always provided new surprises and challenges. I came up with the concepts for and executed the first ever sale promotions of medical cannabis (Cyber Monday, Boxing Day, Spring 2018 and 4.20) contributing over $3.3 million in revenue to the company representing 6.8% of the FY18 revenue for all of Canopy Growth.𝗛𝗲𝗹𝗹𝗼 𝗟𝗲𝗴𝗮𝗹 𝗪𝗲𝗲𝗱As the business evolved into the world of legal cannabis, I was a core piece of the Digital pie when it came to introducing our brands to the world. I led the launch of the Tweed recreational website and also the version of the Tweed site that exists today. I also led the Digital redevelopment of the medical channel Tweed Main Street into Spectrum Cannabis (now Spectrum Therapeutics). To support our recreational launch, I also coordinated and launched our online budtender training program called Hi.Society and our corporate social responsibility program website known as Tweed Collective.𝗔𝗻𝗱 𝗧𝗼𝗼 𝗠𝘂𝗰𝗵 𝗠𝗼𝗿𝗲 𝘁𝗼 𝗠𝗲𝗻𝘁𝗶𝗼𝗻The hats I wore in the role of Digital Marketing Manager continued to grow from 2017 to 2018. I coordinated and led both of our campaigns for the 2017 and 2018 Canadian Cannabis Awards, winning 10 awards and over 14 other finalist placings.

Toronto, Ontario

Heritage Sports Co. is a sports lifestyle apparel brand I launched in June 2016 that combines an admiration for the sporting world of past and present with minimalistic design. By focusing on good design, the sports imagery we create speaks for itself and helps to create clothing that's guaranteed to turn some heads.

Toronto, Ontario

• In addition to maintaining and building upon existing client relationships, I managed the SEO and local search portfolio for Public Storage Canada including overall SEO strategy, scope development, foundational SEO projects (keyword research, technical site audit, meta-data optimization, etc.) and content development.• Assisted with video editing, content production, and organic YouTube optimization for a Catalyst-branded video content series called "In the Room". The ongoing video series leveraged Catalyst's in-house search marketing experts to provide insight and perspective on search industry updates, 101-style topic information sessions and more. The overall objective: Position Catalyst as a thought-leader and authority in the world of search marketing.

Toronto, Ontario

• Worked on the HSBC Retail Banking & Wealth Management SEO portfolio in the United States and Canada• Responsible for technical SEO site audits, monthly SEO metrics reporting, monthly business location metrics reporting, on-page recommendations such as page title/meta descriptions, image optimizations, URL optimizations, and much more

Toronto, Ontario

• Executed the "Underground by Mountain Dew" program in Montréal and Toronto from January to March 2015, taking empty warehouse spaces and turning them into skate/BMX parks for the local action sports communities; oversaw product sampling and coordinated the distribution of over 30,000 bottles of Mountain Dew, 10,000 bottles of Mountain Dew Kickstart, and 10,000 bags of Doritos.• As a part of a 6-person team, executed the 2nd Dew Tour AM Series in Sun Peaks, BC; DTAS is a 2-day ski and snowboard slopestyle competition hosted by Mountain Dew; oversaw the Mountain Dew engagement trailer and all product sampling, where we distributed 2,400 free t-shirts, 12,000 Mountain Dew bottles and 5,000 bags of Doritos.• Ended each day of competition with concerts on the mountain by Tokyo Police Club and Mother Mother, drawing over 8,000 people to Sun Peaks, BC.

Toronto, Ontario

• Managed 84 days of prize fulfillment in the Mountain Dew Canada "Back by Popular DEWmand" contest; responsible for notifying sweepstakes winners, prizing purchases, and shipment/tracking of prizing delivery.• Oversaw the Mountain Dew Grassroots Tour, a 6-week trip from London, ON to Halifax, NS that saw the Mountain Dew team visit 60 skateboard shops and 82 skateparks along the way, dropping off free t-shirts and ice cold Dew cans; activated our massive 48-foot Mountain Dew engagement trailer in 5 different cities; handed out over 17,000 free samples of Mountain Dew, 2,000 t-shirts, and over 20,000 unique consumer impressions.• As a part of a 3-person team, executed the first-ever Canadian Dew Tour AM Series at Roundhouse Park, smack-dab in downtown Toronto; DTAS is a 2-day BMX and skateboarding competition for amateur athletes, giving them the opportunity for professional exposure and a chance to win meaningful cash that can elevate them to the next competitive level of their sport; handed out over 50,000 bottles of Mountain Dew and 5,000 Doritos samples, awarded $20,000 as a cash purse for athletes, and gave away over 3,000 t-shirts.• Capped off the event with a free concert by hip-hop artist J. Cole, with over 10,000 attendees - epic experience!

Toronto, Ontario

• Collaborated with SDI Marketing office in Doha, Qatar by tracking ticket sales for SDI-hosted shows and by brainstorming dozens of activation concepts; responsible for editing and assisting in the creation of an entertainment survey for attendees of shows in Doha, giving SDI valuable insight into new marketing strategies in Qatar.• Performed video editing using Final Cut Pro X and other plug-ins to create unique advertising content ready for marketing on social media and in movie theatres.• Worked on Road Hockey to Conquer Cancer 2014 accounts for Toronto and Calgary; coordinated suppliers for both events while building and assisting with sponsorship proposals for new partners; responded to participant requests via email and telephone.• Worked on HSBC Canada accounts; assisted with HSBC Chinese New Year 2014 Gala and International Viewpoints: Global Forecast 2014 events.• Assisted with submission of management expenses using Salesforce.

Toronto, Ontario

• Represented products and brands for TrojanOne and clients such as Cineplex, Nike, Shop.ca, UFC and more.• Engaged target audiences in brand experiences to build product/service awareness while communicating key messaging.

London, Ontario

• Inbound telephone banking specialist responsible for setting up and providing financial support to customers regarding chequing/savings accounts, RSPs, GICs, credit cards, wire transfers and a variety of day-to-day banking concerns.• In 2012 achieved 131.2% of an initial sales goal of $72,123, as well as had a individual customer satisfaction rating of 81% in contrast to a company-wide goal of 36.8%.

London, Ontario

• Captain and Marketing Co-ordinator of the 30-time Canadian National Champion University of Western Ontario cheerleading team.• Managed a team of 35 student athletes at orientation week events, fundraisers, football/basketball games, practices and competitions in the United States and Canada.• As a separate entity from Western Athletics that does not benefit from funding, I marketed the team to companies such as Nestlé, Loblaws, and Scotiabank for corporate events; team was hired by many large organizations and small local businesses in the London area over two years; as a result our team fundraising increased by 64% in 2011, and 23% in 2012.• Responsible for local television and radio interviews; spoke with David Grossman on The Fan 590 in Toronto on March 6th, 2011.• Managed team involvement in Western's Orientation Week program, the largest of its kind in Canada; built a strong network between our team and the University Student's Council, increasing team participation from just 6 events in 2009 to 25 in 2011.

London, Ontario

• Seasonal educator responsible for education of product to guests, restock of product back into the floor, completion of hemming documentation, and answering of phone inquiries• Maintained extraordinary customer service, organizational skills, time management, and decision-making skills while being willing to both give and receive job performance feedback

London, Ontario

• Worked efficiently under pressure at the north London location inside of a Chapters, the busiest Starbucks location in the city• Responsible for a thorough knowledge in regards to the preparation of Starbucks beverage and food products, as well as food pairings with particular coffee types• Demonstrated the outstanding customer service that plays an vital role in the brand's culture

Brockville, Ontario

• Managed and operated a small firewood business over the course of the summer through the provincially funded “Summer Company” program; obtained invaluable organizational and networking skills• Marketed packaged firewood at cost to grocery stores, gas stations, and convenience stores in the Thousand Islands region with a gross profit of $8700.00 over four months of sales• Client base expanded from 4 in May to 15 by the end of August 2010

Brockville, Ontario

• Sales floor associate responsible for assisting customers with the fitting of shoes, apparel, and various types of sports equipment ranging from hockey to snowshoes• Measured ski and snowboard customers for custom packages; assembled package prices based on ski or snowboard/boot/helmet/pole combinations• Assessed by two "Mystery Shoppers" with 90% and 95% ratings for exemplary customer experiences• Received and accounted for product upon arrival; assisted with inventory documentation

Bachelor Of Arts (Ba), Major In History, Minor In Psychology

Sport & Event Marketing

This postgraduate program teaches students to leverage sports, entertainment and cause-related marketing to provide innovative marketing.

Ontario Secondary School Diploma