Digital Marketing Team Lead + Project/Client Manager responsible for team leadership, developing comprehensive marketing plans that include content development, digital + out of home advertising, email marketing, SEO + SEM, website development & UX, experiential and data analysis to achieve client goals.- Manage diverse roster of clients including, proposal writing, executive presentations, budget management, and reporting on performance of all campaigns against goals (KPI’s and ROI)- Manage vendor relationships with out of home partners, influencers and print partners on behalf of our clients.- Oversee the content, creative and copy writing to ensure we retain brand cohesion and voice across campaigns.- Leverage consumer surveys and data analysis to identify the key stories and moments that help inspire the consumer to move from consideration to conversion.- Leverage data-driven insights to develop comprehensive marketing plans and digital strategies for clients that focus on the full digital experience, audience development, and ensure that digital and in-person experiences are seamless, integrated and complete the consumer experience which has resulted in: - Email marketing strategy and UX analysis that resulted in increases of 52% open rate + CTR by 36% - Content strategy & development that resulted in 528% increase in engagement on socials2000% growth in organic Facebook reach & 98% engagement increase resulting in posts going viral and reaching over 7 million people - Garnered a 4200% ROI by leveraging consumer data and pivoting advertising strategies, leveraging Google Analytics, and SEO/SEM.

During my 19 years at Universal Music Canada, I demonstrated a consistent upward trajectory, starting as a web developer and ascending to a leadership role overseeing one of the most pioneering digital marketing teams in the Canadian music industry. As part of the leadership team, I spearheaded the integration of data-driven approaches into our digital marketing strategies for our internal brands and artists, leading to substantial achievements in key business areas including increased market share, streaming, audience growth & engagement, and sales.
- Led the Consumer Marketing team which encompassed the following talented teams: CRM, Data, Advertising, Audience Management, Web Development, Content Production and Graphic Design Teams.Reported & presented to leadership team on performance of campaigns, tactics and strategies against company and project objectives including KPI’s & ROI.- Pioneered the conversion of the corporate website into a dynamic consumer-centric platform, implemented innovative content strategies across our company social platforms, website, and YouTube propelling us to become the first Canadian label to exceed 100K followers on both Instagram and Facebook primarily through organic growth initiatives and going viral on YouTube with a UGC video reaching over 6 million views.- Developed digital marketing plans for our roster of domestic artists that included digital advertising, CRM, social, content and website UX.- Executed a strategic initiative to internalize digital advertising operations which resulted in a cost savings of 15% across all marketing budgets and gained us further ownership of our consumer data.- Worked with IT to research and bring on new technologies including: - Slack - which reduced email volume by 60% and fostered collaboration and community. - Asana - which helped organize and prioritize work that needed to be completed by our team while providing visibility and accountability across teams.

Managed and directed the team responsible for devising and implementing comprehensive digital video content strategies, from initial concept generation to final execution. Leveraging cost-effective approaches, successfully expanded the team to incorporate an additional content producer while introducing the concept of original content as a strategic marketing tool within the organization.

Led the establishment of Universal Music Canada's inaugural content team, managing the Interactive Marketing and Content teams. Collaborated closely with the marketing division to ensure the delivery of exceptional video content, website development, marketing tools, online promotions, and community engagement initiatives.

Developed video content, DVD Authoring, and web development for various of the Universal Music Canada artists and proprietary websites. Maintained the artist asset repository, which was ahead of its time in terms of digital asset sharing platforms. Launched for the first Vlog and Blog that brought our audience on the Juno experience journey.