Program Manager, Site Monetization
(June 2021 – Present)
►Responsible for developing and launching the first site monetization program Home Depot Canada
►Working closely with the external technology partner, develop, manage and execute the roadmap for site monetization on homedepot.ca, including the cadence of new features and capabilities
►Develop a deep cross-functional relationship with marketing, product, UX, IT, media and analytics
►Build and refine the process of pitching, onboarding and managing client relationships
►Develop and own the sales funnel driving consistent sales growth and hitting or surpassing the three-year sales targets
►Integrate the site monetization pitch process into the larger vendor media sales program, transitioning full and self-service offsite media clients to site monetization and vice-versa
►Integrate onsite advertising opportunities into larger offsite media sponsorship programs
►Engage in client relationship-building during and after the sales cycle (pitch process, in-flight check-ins and post-campaign analysis to review results)
►Partner with the finance and marketing teams to manage revenue forecasting within the P&L
(March 2020 – June 2021)
The Home Depot is a fortune 50 company that is the largest home improvement retailer in North America. It has over 2,296 stores across North America supplying tools, construction products, and services.
►Responsible for managing a team of 9 members – growing from 5 to 9
►Executed SEO filters initiative working with multiple departments driving multi-million dollar success
►Educated stakeholders with key updates in Google or insights to enhance business decisions and drive revenue
►Managed new launch of local SEO strategy for services across 120 stores and 30 services
►Managed on-site search portfolio and strategy
►Developed content team and strategy for Ideas and How to
Digital Marketing Manager
(August 2016 – March 2020)
Staples has the world’s largest office products business-to-business delivery operation, serving mid-to-large businesses and Fortune 500 companies. Staples is also renowned for its world-class retail stores, which include over 1,800 stores in North America.
►Responsible for managing the vision and strategy for demand generation tactics for Staples.CA, PCAM, and Copy and Print business units.
►Manages multi-million dollar budget
►50% growth in mobile SEO traffic and revenue
►Average of 20x ROI for paid search program
► The program includes the following channels Paid Search (Google & Bing), Display (CRM, Retargeting, Prospecting etc.), Paid Social (Facebook, Instagram, LinkedIn) , Co-op program (work in collaboration with manufacturers like HP, 3M, Samsung, Microsoft, Google), Site monetization, Video retargeting, Affiliate marketing, SEO, mobile SEO, and Local SEO.
►Work with and manage multiple vendors for SEO to drive growth and efficiency to the program
►Coordinates alignment in strategy for the overall business with other departments such as PR, Social, Content, Web Operations, and Retail Advertising.
►Educates various stakeholders and specialists on SEO, paid, and digital marketing
►Uses tools such as Omniture, Convertro, Google Analytics, BrightEdge, Yext, Deepcawl, Screamingfrog, Moz, Excel, PowerBI and Google Search console to derive meaningful insights to help drive the business.
►Manages three direct reports
Project Lead – SEO Marketing
(November 2014 – August 2016)
►Received an award for driving double-digit growth contributing as the biggest growth out of all business units for Staples Inc.
►Improved SEO entries to SKU pages by 15% and category pages by 65% YoY by optimizing content.
►Tested vendors enhancements to the site that help drive 44% increase in traffic as well as saved over $100K in spend, thus driving higher ROI.
►Leveraging social media and PR departments to help drive an incremental 35% in visits through programs such as blogger relations.
►Solely responsible for creating and implementing high impact search strategies to increase search visibility and revenue for Staples.ca.
►Utilized over 4 SEO vendors effectively to drive an overall growth of 30% in non-homepage organic traffic and 20% in non-homepage organic revenue.
►Launched Furniture optimization campaign that increased organic visits by 44% YoY.
►Transformed holiday centre landing page into gift ideas centre resulting in targeting from 300 searches to 30,000 searches, improving organic traffic and sales.
►Proficient in using tools like Omniture, BrightEdge, Google Analytics, Google Webmaster Tools, and Screaming Frog for deep SEO analysis to help drive better business decisions that are high impact.
►Creating local strategy for 225+ locations that involved cleaning and improving over 2,000 business listings, thus improving overall customer satisfaction by decreasing complaints.
►Improved and morphed Tech Hub platform – tech review site – to an increase of 150%.
►Educates many key teams in SEO to scale best practices. Teams I have presented or educated are: external vendors, Staples content team, Staples web development team, Staples merchants, and Staples leadership (CEO, EVP, VP, Directors, & Managers).
SEO Specialist / Account Manager
(February 2012 – November 2014)
Powered by Search is 1 of 33 worldwide agencies and consultants to have participated in the SEOmoz 2011 Local Search Ranking Factors study, which is today deemed as an industry resource.
The company’s work has been seen on the Globe and Mail, CTV News, ITBusiness.ca, SEOmoz Search Engine Ranking Factors, Local Search Ranking Factors, and at SES & SMX conferences.
► Following efficient research, benchmarking and implementation processes
► Strong focus on digital measurement plans in order to report on relevant KPIs to measure campaign success
► Strong focus on local search optimization and utilization of various tools to assist strategy research & implementation
► Create strong PPC campaigns with proper keyword research, ad copy, geo-targeting, landing pages, and conversion rate.
► Create high-level content that is shareable, adds value to the reader, and increases brand awareness. Passionate in creating content like infographics, hard-hitting topics that resonate with demographics, polarizing subjects which creates more engagement via social networks.
► Keen on staying on top of competitors by using tools and skills to research their backlink profile, keywords being targeted, link building strategies, then formulating an action plan based on results to stay ahead.
► Understands how to use Google analytics and extract key insights to improve campaigns and online marketing strategies for clients.
► Experienced with platforms like WordPress, Drupal, ubbertor, money maker, and various other platforms. Can easily make changes or add different plugins or functionality if needed.
► Excellent account management skills with various businesses and industries. Works towards creating long-term relationships with clients and have achieved with clients.
► Detail oriented when it comes to on-page SEO and have experience with website audits.
SEO Mentor – Beginner & Advanced Courses
(May 2016 – April 2017)
HackerYou is a private school located in Toronto that offers courses on web development to digital marketing. The unique proposition by HackerYou is it’s taught by industry professionals so students acquire tangible results they can show to get hired. Some major hiring partners are Telus, Toronto Star, DemacMedia and many others.
►Help educate students with beginners and advanced SEO knowledge
►Assisted students with technical audits on charities