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Paid Media Strategist

Thrive Marketing Agency

Apr 2024 - Current (2 years 3 months)

• Platform Strategy & Campaign Architecture: Developed and executed tailored paid media strategies across Google Ads (Search, Performance Max, Display, Demand Gen, Shopping, and YouTube), Meta, LinkedIn, TikTok, and Programmatic channels. Built platform-specific campaign architectures from the ground up - including full ad group structures, audience segmentation frameworks, match type strategies, and budget allocation models ensuring each platform's strategy was aligned with its unique algorithm, intent signals, and audience behaviour. Designed cross-channel funnel strategies that assigned distinct roles to each platform, from upper-funnel awareness on YouTube and Programmatic through to bottom-funnel conversion on Google Search and Meta, m

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Online Advertising Specialist

Atrium Digital Inc.

Apr 2022 - Apr 2024 (2 years 1 month)

• Platform Strategy & Campaign Execution: Developed and managed platform-specific advertising strategies across Google Ads (PPC Search, Shopping, and Performance Max), Meta, and YouTube for a portfolio of over 10 clients - each with a minimum of 4 campaigns running concurrently across platforms. Built campaign structures tailored to each platform's strengths, assigning Google Search for high-intent bottom-funnel capture, Shopping for product-driven discovery, Performance Max for automated cross-network reach, and Meta for audience-based targeting and retargeting. Consistently achieved CTRs above industry benchmarks, including 8.47% in Automotive (vs. 5.91% industry standard) and 8.13% on eCommerce PPC Search campaigns. • Data Analysis: Empl

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Marketing Manager

The Running Room

Dec 2019 - Apr 2022 (2 years 5 months)

• Integrated Marketing & Platform Strategy: Directed the execution of integrated marketing initiatives combining digital advertising, social media (Meta, Google, YouTube), and community events to promote health awareness and drive online and in-store traffic. Developed platform-specific content and campaign strategies for each channel, ensuring messaging was adapted to each platform's audience behaviour and format requirements. Collaborated with public health organizations, local sponsors, and civic partners to align campaigns with wellness and community objectives. • Data, Reporting & Analytics: Analyzed campaign performance through Google Analytics and CRM insights to identify engagement trends, conversion patterns, and areas for content

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Marketing Analyst / Production Manager

Media21Productions

Jan 2017 - Current (9 years 6 months)

• Multi-Platform Digital Campaigns: Led end-to-end development of digital media campaigns from strategic concept through production and post-launch evaluation across Google Ads, YouTube, Meta Business Suite, and programmatic display channels. Developed platform-specific creative strategies for each channel — adapting messaging, format, and audience targeting to the unique requirements of video-first platforms like YouTube, community-driven platforms like Meta, and intent-based platforms like Google Search. Delivered creative video and social content that strengthened awareness, education, and community outreach efforts. • Client Strategy & Partnerships: Built long-term partnerships with clients and stakeholders through consultative guidance

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