As the Marketing Lead for a national campaign with Versatile, I spearheaded a multi-channel initiative designed to re-engage lapsed customers and attract new prospects across Canada. The project involved strategic brand identity development, strong art direction, and cross-functional team management to ensure message consistency and campaign alignment. I oversaw every stage from content strategy and creative development to media buying and placement across PPC and print platforms.
The campaign was structured around quarterly messaging, each highlighting different value propositions tailored to Versatile's customer base. I developed and tested creative assets through A/B testing, ensuring a performance-driven design. Our calls to action led to a custom landing page for lead capture, which fed directly into a HubSpot CRM that I developed and automated for lead nurturing through drip email marketing.
The campaign was structured around quarterly messaging, each highlighting different value propositions tailored to Versatile's customer base. I developed and tested creative assets through A/B testing, ensuring a performance-driven design. Our calls to action led to a custom landing page for lead capture, which fed directly into a HubSpot CRM that I developed and automated for lead nurturing through drip email marketing.
Performance tracking and analytics were key to the campaign’s success. I implemented and managed Google Analytics, Google Tag Manager, and unique URLs for real-time monitoring and optimisation. This project demonstrates my expertise in project management, CRM strategy, email marketing, content creation, and analytics while working within a set budget to deliver measurable results.
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