Led the creative and communications strategy for Loblaw across President’s Choice, PC Optimum, and PC Financial.

Led the creative and comms planning for Canada’s largest telecommunications company, across various lines of business as the business transitioned to another agency.

As the Integrated Strategy Director, I led the team’s approach for discovery mining, creative briefing, comms planning, paid media supervision, and collaborating with partners to create “glocal” ripple effects.Highlights:• Managed the integrated advertising strategy and social comms for the Roncesvalles ‘Not for Lease’ campaign which put a national spotlight on shopping local during the holidays, generating +250Mmedia impressions, eclipsing YTD social engagements, winning the 2021 SIA Grand Prix Award, and earning Effie Awards (effectiveness in marketing).• Collaborated on the iate.ca integrated campaign which has inspired Canadians to donate over $150M to Food Banks.• Curated insights, which shaped the Spotify marketing and packaging of WOW Tech products in over 60 countries.• Led the integrated strategy of Pizza Pizza and Pizza 73.• Developed a bespoke social and comms strategy, which drove liquid to lips for Stel+Mar and Good Sunday amidst pandemic limitations.

At JWT I led the campaign channel planning, paid content strategy, and lean testing cycles for Mazda Canada, HSBC US, and select aspects of HSBC CA.Highlights:• Oversaw a testing framework for HSBC US, which created a 224% lift for programmatic performance metrics and 15% lift for social.• Developed the digital go-to-market plan for Mazda’s SUV awareness campaign, which created a brand lift of 17% and a 35% lift in ad recall.

As the Digital Strategist at Red Lion I was involved in the planning and post analysis of key campaigns. My responsibility was to ensure all clients achieved their marketing and measurement goals, through the use of paid, owned, and earned media. At any given moment I wore multiple hats and bridged the gap between our Creative and Account teams. Some days I led pitches about the future of marketing, while other days I wrote creative briefs for monthly content calendars. Highlights:• Shortlisted for Digital Agency of The Year Award • Developed the content strategy and measurement plan for a female entrepreneurship program called #WhatDrivesHer, and a photo-remixing initiative with CMA photographers known as #DaringViews • Managed Cadillac’s social approach to help achieve MoM and YoY growth with Hub, Hero and Help content• Collaborated with IAT partners on marketing and measurement models to improve Cadillac’s brand perception, consideration and loyalty• Spearheaded the evolution of Cadillac Canada's social strategy, helping key channels surpass target KPIs by as much as 50% (in less than a year). • Developed the go-to-social strategy for Cadillac’s XT5 Instagram Test Drive, which delivered 48% higher engagement than industry benchmarks, 42X higher community growth rate and historical FB ad recalls • Optimized Cadillac’s national email campaigns with UX and behavioural insights, which improved open rates by 3.5X and delivered record-breaking CTRs for in-market audiences• Collaborated on the social and search strategy for KitchenAid’s Mini campaign, helping the pop-up shop earn first place in SERPs in record time, and delivered social engagement that was roughly 4X higher than the top 25 brands in Canada• Conducted monthly analysis of online user journeys for all Whirlpool properties and made ongoing recommendations to remove UX barriers – improving session duration by 3X and reducing bounce rate by double digits.

Spark Shifts is the consulting arm of Michael Ash, Creative Digital Strategy Analyst and Brand Developer, who has helped countless small businesses and Fortune 500 companies stand out internationally. The core of his promise? Provide measurable and strategic ideas that disrupt the marketplace on a tight budget. • Offer bespoke creative digital strategy analysis, using secondary research, web analytics, on-page SEO and social media dynamics• Review KPI and tone of voice of websites, identifying brand lag (areas where consumer behavior outpaces brand output)• Research trending consumer behaviours and industry shifts• Analyze and propose social media narratives to spark consumer influence • Research and propose content strategies• Produce insight-led presentations to identify user journey obstacles and opportunities • Brainstorm 360 solutions for brands to engage customers and employees• Propose business development and creative growth-hacking strategies on a tight budget

The Art Of delivers high-impact conferences, customized training programs, and exclusive content that provide actionable insights from bestselling authors such as Malcolm Gladwell to industry thought leaders such as Gary Vaynerchuk.Responsibilities: • Propose and execute email marketing strategies for short sales cycles, increasing select ticket sales by 2X and identifying which types of content deepen conversions• Analyze and execute digital strategies that support the expansion and growth of the company’s executive speaker series and educational services, identifying which channels drive buying customers • Develop YouTube and Twitter strategies to assist conferences, improving organic viewership with on-page SEO, audience retention tactics, quality engagements and helping #TheArtOf trend nationally on three occasions • Manage and curate content for community touchpoints with HubSpot and Hootsuite, improving net new followers, quality engagement scores, and visits to website by in-market segments• Maintain and improve workflow triggers, and landing pages for lead generation and churn rate reduction• Maintain and execute display advertising and search network ads with Google AdWords, Bing, and Facebook Power Editor• Work with LinkedIn Business Solutions to deliver strategic campaigns, resulting in KPIs exceeding industry benchmark by more than 2X • Introduce innovative retargeting platforms, improving conversion, retention and reducing traditional display costs by over 50%• Propose new content marketing strategies to improve brand awareness, introducing SlideShare and earning featured presentation status for LinkedIn's #leadership campaign • Analyze paid, owned and earned media on a continuous basis

Digital Annexe is a full-service digital marketing agency, combining analytics and insights to create results-driven creative solutions. Responsibilities:• Developed chemistry presentations for DA’s MD and CEO• Researched and analysed prospective brands on an ad hoc basis • Assisted senior strategy staff with tone of voice audits • Tested desktop and mobile user journeys to improve the after-sales market of select clients• Wrote marketing best practice guides for publications• Performed on-page audits of company blog posts• Optimised company business page on Google• Optimised company LinkedIn page and Showcase Pages • Established company SlideShare page and performed on-page SEO analysis• Adapted staff articles into “industry recognised” slide decks on SlideShare for business exposure

• Planned and executed marketing programs across all available channels (open houses, trade shows, training events, email and online marketing, advertising, merchandising, sales literature, website content, social media and other vehicles for communication to increase market awareness as well as drive customer acquisition, engagement and retention• Maintained weekly email marketing campaigns for branches throughout Canada• Authored web banners for HP, EPSON and Avery Dennison • Spearheaded microsites and online registration for Avery Dennison’s vehicle wrap classes• Monitored and engaged with social media channels, such as Facebook, Twitter and Google Plus• Evaluated content marketing strategies with A/B testing and SEM best practices• Leveraged key points of customer engagement and ensured that all marcom touch points are up to date and aligned to the annual marketing calendar and strategy • Managed marketing budgets across all planned initiatives to ensure that activities are delivered within budget allocated• Communicated company value proposition and brand positioning including private label product portfolio • Collaborated with vendors to leverage supplier’s promotions and develop joint marketing initiatives and collateral • Managed lead generation process including acquisition, distribution and tracking to measure lead conversion rates• Developed and design sales tools for sales team• Measured and analyzed marketing activity results across key marketing channels and optimized on an on-going basis• Created, managed and updated thought leadership content such as industry presentations and etc. • Developed project plans and timelines and communicated requirements and deliverables to other departments and branches to ensure that marketing initiatives were delivered on time • Managed and delivered internal and external translation, design and production resources

CLIENTS & PROJECT ROLESSkyEagle Aviation Academy – Rebrand for an aviation academy in MiamiRoles: Designer and Naming StrategistWAV Atmospheric Branding – Rebrand of a retail experientialcompany in SingaporeRoles: Marketing StrategistSilent Floor Solutions – Identity package for a home repair solution, doubling staffand YouTube hitsRoles: Designer and Marketing StrategistRoyal LePage – Direct marketing for a Broker, contributing to multiple sales awardsand brand awarenessRoles: Designer and Marketing StrategistSLK Comm Inc. – Strategies for the largest electronics manufacturer in Indiaand insights for Ontario TourismRoles: Market Research Assistant to a former professorAXE Mints – Business pitch for Unilever, UKRoles: Product Designer and ResearcherAdGroupTech – Identity and 3D rendering package for a Dragon’s Den pitch,securing a $100K dealRoles: Designer and 3D Product Renderer

• Developed the online and offline brand identity of a $22.6 million dollar recreationalfacility and pool, which brought in record memberships• Solicited bids from printing companies for large-scale displays and brochures• Developed the brand identity and marketing materials for Richmond Hill’s firstannual Ribfest, which attracted 85% more attendees than projected estimates• Oversaw the Recreation & Culture Department’s Marketing & Design interns,providing mentorship and guidance• Researched and proposed SEM best practices, trending market shifts, emailmarketing tactics, transmedia storytelling and viral content branding ideas• Prepared PowerPoint and Keynote presentations for the senior staff usinginfographics, motion graphics and videos• Worked with large sets of qualitative data to gain insights into consumer behaviour• Prepared Liberal newspaper copy, style guide formatting and eblasts

Hired by a former professor to research market trends for two projects.• Defined niche tourism trends occurring around the world using secondary resources.• Assisted in the brand analysis of an electronics manufacture, the largest of its kind in India, by researching market share of competitors and the brand perception of the company.• Outlined key methods for the company to compete effectively in the iPod accessories market, recommending that the company move slowly and develop a strong brand identity before moving into the North American market.

• Managed the marking centres for accountant tests.• Ensured efficient data entry under strict security. • Authenticated tests scores frequently through quality control and reassessment. • Setup testing facilities throughout several buildings.• Verified the attendance of all participating students.• Ensured the security of testing facilities before and after exams.

• Developed 3D videos for a client pitch.• Created awareness for clients with branding initiatives i.e., logos, taglines, print ads, posters, and colour pallets.• Researched and develop new names for start-up businesses or those wishing to re-launch. • Rendered product functions in 3D.• Promoted small businesses with brochures, web graphics, and other design materials.

• Developed banner ads for industrial trade shows.• Designed web layouts for industrial companies.• Designed advertisements to be submitted to an industrial magazine.• Arranged appointments with prospective clients.• Sustained client loyalty with frequent courtesy calls.• Rendered schematic outlines of client products. • Animated product demonstrations i.e., KFactor Filter converting waste water into clean water.