RESUME

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Full-Time Work

MARKETING MANAGER – PERFORMANCE AUTO GROUP

JULY 2022 – PRESENT    |    TORONTO, ONTARIO   |   ONSITE, FULL TIME

I’m a growth and performance marketing operator who’s owned the full funnel for AutoPlanet (Performance Auto Group) across two locations—Brampton and Durham—inside what became Canada’s largest used-car dealership operation. I run the work end-to-end: strategy, budget allocation, execution, optimization, and executive reporting across Marketplaces, Paid Search, Paid Social (Meta/TikTok), Programmatic (Display/Video/CTV/DOOH), CRM (Email/SMS), Organic Social, Events, Traditional Media, and Reputation/Reviews.

I also led AI integration into marketing workflows to move faster, speeding up analysis, streamlining reporting, and improving creative iteration & testing while keeping decisions grounded in clean measurement and unit economics.

• Grew Brampton lead volume by +107% and sales by +181% while scaling total marketing investment by +123%.

• Improved Brampton blended acquisition cost (CPA/CAC) by ~28% while increasing customer lifetime value by ~8%.

• Grew Durham lead volume by +164% and sales by +142%, while increasing footfall by +207% (market-building + performance capture working together).

• Built “trust as a channel”: grew Google Reviews by +353% (Brampton) and +360% (Durham) and used it to lift conversion confidence across Search/Marketplace/Walk-ins.

• Grew organic social audience by 6x (+600%), scaling reach into the multi-millions and feeding warm retargeting pools + branded search lift.

• Increased email performance through lifecycle strategy: open rates +~21% and CTR +~28% (relative lift) through segmentation + cadence + content strategy.

• Reduced no-shows by ~30% by integrating offline conversion tracking with retargeting and tighter follow-up loops.

Performance Marketing (CAC/CPA, ROAS, budget allocation, channel mix) • Growth Strategy (demand gen + capture, experimentation roadmaps, offer & messaging) • Marketplace Growth (AutoTrader) • Paid Search (Google/Microsoft) • Paid Social (Meta/TikTok) • Programmatic (Display/Video/CTV/DOOH) • Lifecycle/CRM (Email/SMS segmentation, winback/reactivation) • Analytics (GA/GA4, GTM, Looker Studio) • Attribution + Funnel Diagnostics • Creative Testing Systems • Executive Reporting • Cross-functional Leadership • AI-enabled marketing ops

Google Ads, Microsoft Ads, Meta Ads Manager, TikTok Ads • Programmatic platforms (display/video/CTV/DOOH) • AutoTrader/marketplaces • GA/GA4, GTM • Looker Studio • CRM Email/SMS tools • WordPress, HubSpot, Zapier • MS Office • Adobe Creative Suite

• Owned the full growth engine across two dealership funnels—planning, channel mix, execution, daily optimization, and the executive performance reviews leadership used to make decisions.

• Took Brampton from “strong” to “dominant” by scaling demand capture + demand creation together: leads +107%, sales +181%, and total investment +123%, with acquisition efficiency improving ~28% in the strongest efficiency cycle.

• Helped Durham go from “newer market” to “real regional growth engine”: leads +164%, sales +142%, and footfall +207% by combining awareness levers (events/traditional/upper funnel) with consistent capture (search + marketplace + retargeting).

• Built trust like a growth lever (not a vanity metric): scaled Google Reviews +353% in Brampton and +360% in Durham and baked reviews into creative, landing experiences, and sales enablement.

How I ran the funnel (what I actually did):

• Marketplace (AutoTrader): Owned premium visibility + inventory visibility playbooks—what gets pushed, when, and why—so marketplace stays a reliable high-intent engine even while scaling.

• Paid Search (Google + Microsoft): Built intent-led campaign structure and offer-led messaging; protected visibility on priority terms while improving acquisition efficiency and lead quality.

• Paid Social (Meta + TikTok): Set up a repeatable creative testing system (video-first), audience structure, and retargeting loops; scaled lead volume while lifting conversion rate on the best-performing flows (10%+).

• Programmatic (Display/Video/CTV/DOOH): Used programmatic to expand reach and strengthen mid-funnel; delivered measurable store-visit lift up to ~35% while maintaining 99%+ brand-safe delivery.

• CRM (Email/SMS): Turned lifecycle into a revenue lever—improved email engagement (opens +~21%, CTR +~28%) using segmentation + cadence + content strategy; used winback/reactivation flows to bring customers back into the funnel.

• Organic Social: Built organic as a demand layer that feeds paid + search capture; grew audience by 6x (+600%) and consistently created warm retargeting pools + branded search lift.

• Measurement & ops: Built dashboards, cleaned up UTMs/source tracking, and ran funnel diagnostics so every report ended with “here’s what we’ll do next,” not just charts.

• Sales/ops integration: Partnered closely with sales teams and improved conversion operations, including ~30% reduction in no-shows through offline conversion tracking + retargeting + follow-up loops.

AI integration (Marketing Ops Copilot + Automation:

• • Built a private internal marketing copilot by running a local LLM using LM Studio grounded on SOPs and offers using RAG (LlamaIndex + pgvector) to generate brand-safe copy, FAQs, and internal playbooks while keeping proprietary information safe. 

  • Implemented AI-assisted lead scoring and routing using DealerSocket + n8n + GA4/UTM data to auto-assign inbound leads to BDC/sales, improving follow-up quality & supporting higher close rates.

  • Automated call/chat summaries and objection tagging using Gong + n8n, pushing structured notes directly into CRM and Slack to reduce manual work and tighten follow-ups.

  • Set up an AI-powered creative production line to generate weekly batches of hooks, scripts, and ad variants (Claude, Jasper, AdCreative.ai, Midjourney, Descript) to increase testing velocity and shorten time-to-launch.

  • Systematized an organic social content engine using Claude + CapCut + Sprout, consistently feeding paid retargeting pools and branded demand.

  • Improved programmatic audience and creative optimization using DV360 + Moat with AI-driven controls for frequency, placement quality, and creative rotation to strengthen assisted impact.

  • Streamlined reputation workflows using Podium + n8n + AI summarization for review requests, responses, and sentiment tagging—reinforcing trust signals across Search and Marketplace.

MARKETING COORDINATOR – JOBS CANADA FAIR

OCTOBER 2021 – JUNE 2022 |    TORONTO, ONTARIO   |   ONSITE, FULL TIME

At Jobs Canada Fair, I planned, marketed, and executed large-scale job fairs across Canada. I owned the entire system end-to-end—city planning, venue selection and coordination (often 5-star hotels), recruiter acquisition, job-seeker demand generation, and on-ground event execution. I was directly responsible for three of the biggest markets in the country (Toronto, Vancouver, Winnipeg & Ottawa) plus all virtual job fairs for smaller towns/remote regions we couldn’t service with physical events. In a typical year, we planned ~5 fairs per major city plus ~25 virtual events nationwide.

I ran the work like an operator: build the recruiter lineup first (the product), then market the roles to job seekers with both targeted and mass-reach campaigns, then fly in and make the event run smoothly, and finally close the loop post-event with communication and relationship-building for the next cycle.

• Beat recruiter acquisition targets by +40% (took the goal from 100 companies to 140+ sign-ups for participation).

• Delivered high intent performance on recruiter campaigns: 4.7% CTR (Search) and 5.1% CTR (Performance Max), with 4.3% conversion rate on PMax.

• Built a strong event attendance engine: major city fairs repeatedly converted registrations into turnout at ~80–85% show rates (example: 1,200+ registrations translating into 1,000+ attendees).

• Scaled virtual events with ~80% attendance rate (example: 1,500 registrations resulting in 1,200+ active attendees), proving the model could work beyond big cities.

• Built strong media relationships and consistently enabled coverage from leading networks (CTV, CP24, Global News, CBC) by giving early notice + full access, which amplified reach and credibility.

Event Growth Strategy • B2B Recruiter Acquisition • B2C Demand Generation • Venue + Vendor Management • City-by-City Launch Planning • Offer & Messaging Strategy • Performance Marketing (Search/Social/PMax) • Email Marketing (20,000+ list) • Event Operations + On-ground Execution • Stakeholder/Client Management • PR Enablement & Media Coordination • Post-event Retention & Relationship Building

Google Search + Performance Max • Meta (Facebook/Instagram) • LinkedIn • Eventbrite • Email marketing/newsletters • On-ground event ops + vendor coordination • Basic creative production (flyers, blog posts, email assets)

• Owned the national execution rhythm for job fairs: planning calendars, coordinating venues, building recruiter pipelines, launching campaigns, and managing post-event follow-ups.

• Led three of the largest city markets (Toronto, Vancouver, Winnipeg & Ottawa) and operated virtual fairs for small towns and remote regions across Canada.

• Built and ran two funnels in parallel:

  • B2B: recruit companies actively hiring online (HR/recruiters), sell participation, and ensure they show up prepared.

  • B2C: drive job seeker registrations and turnout using targeted role-based messaging + broad reach campaigns for scale.

• Managed end-to-end event execution: travelled to the event city, set up the venue, supported recruiters as they built booths, managed job seeker flow/crowd, and solved real-time issues to keep the 3-hour event running smoothly.

• Led post-event ops: venue wrap-up, relationship maintenance for repeat events, and follow-up communication to both recruiters and job seekers to keep the pipeline warm.

1) Plan the event like a product launch

• Locked venue, timelines, capacity, and staffing plan; coordinated logistics with hotels and event teams.

2) Build the recruiter roster first (supply-side)

• Ran recruiter acquisition campaigns and direct outreach to fill booths with relevant hiring companies, aligned to the city and season.

3) Market the roles, not just the event (demand-side)

• Built targeted job-seeker campaigns based on the roles hiring companies needed filled (high relevance), plus larger general campaigns to drive volume.

4) Execute on-ground like an operator

• Managed setup, recruiter support, crowd flow, and real-time problem solving during the event window.

5) Close the loop

• Post-event communication and relationship building so every fair improved the next one.

1) Recruiter Sign-Up Campaign (B2B growth) — Google Search + Performance Max

• Goal: attract recruiting companies by selling the value of access to a large candidate pool + strong event visibility.

• Result: exceeded target recruiter participation by +40%, with strong intent metrics (4.7% CTR Search, 5.1% CTR PMax, 4.3% CVR on PMax).

2) Major City Launch Campaigns (B2C growth) — LinkedIn + Meta + Eventbrite

• City-by-city launch playbooks that combined role-specific targeting + broad reach.

• Consistently delivered strong show rates (registrations converting into turnout at ~80–85% on large city events).

3) Virtual Job Fairs (national scale) — Digital-first format

• Used virtual fairs to serve towns/regions without physical coverage.

• Delivered ~80% attendance rate from registration to active participation, proving the model could scale efficiently outside major metros.

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