My Achievements

Today’s failure will serve as the building blocks of my future success.

Even when I fall short of my goals, I am unyielding in my pursuit of excellence. Setbacks may come my way, but I refuse to let them define me. My unbreakable commitment to hard work and constant improvement has brought me valuable insights and accomplishments that I cherish dearly. Even in the face of adversity, I hold steadfast to my belief in myself and my abilities. I am fully dedicated to providing immeasurable value to the businesses that entrust me with their confidence.

I have not failed. I’ve just found 10,000 ways that won’t work. – Thomas A. Edison

Website KPI Tracking

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Created reports for data analysis.

I developed multiple Data Studio reports that gave stakeholders clear insights from Google Analytics metrics. The reports focused on four types of Key Performance Indicators (KPIs): Consumer, Revenue, Performance, and Website. I further identified more specific KPIs in those four categories to evaluate them against industry standards and past years to determine where more progress was required. Such KPIs enabled me to be held accountable for achieving corporate objectives, ultimately leading to a reliable bounce rate of 27%, 5.5 pages per session, and an e-commerce conversion rate of 1.3%.

As a digital marketing professional, I utilized my expertise in data analysis to develop multiple Data Studio reports that provided key insights to stakeholders from Google Analytics metrics. These reports were designed to focus on four essential types of Key Performance Indicators (KPIs), which were Consumer, Revenue, Performance, and Website.

I ensured that each of these four categories had specific KPIs that were evaluated against industry standards and past performance data. This evaluation helped to identify areas that needed more attention and improvements to achieve corporate
objectives.

By setting up such KPIs, I was able to provide accountability for achieving our company’s goals. These KPIs played a crucial role in the successful performance of the websites I managed. For instance, GreenPlanet Nutrients had a reliable bounce rate of 27%, 5.5 pages per session, and an e-commerce conversion rate of 1.3%.

The reports that I developed provided stakeholders with clear and concise insights into their website’s performance, making it easier for them to track progress and adjust their strategies. This way, the stakeholders could make informed decisions,
leading to a better understanding of their target audience and driving business growth.

To summarize, my data analysis skills played a significant role in providing stakeholders with detailed insights to evaluate the website’s performance. The KPIs that I developed enabled us to be accountable and achieve corporate objectives, leading to the successful performance of our e-commerce websites.

Google Adwords (PPC)

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Successful Google Ads campaigns, 6:1 ROAS.

I oversaw the implementation of Google Ads campaigns for AutoPot.ca and GreenPlanetNutrients.com across North America, achieving a noteworthy 6:1 average return on investment (ROAS). My team and I designed and executed optimized ads with a focus on maximizing conversions while minimizing costs. Through our targeted approach, we were able to capture the attention of the desired audience and boost sales.

We continuously monitored the performance of the campaigns and made strategic adjustments to optimize their effectiveness. By analyzing data and leveraging our knowledge of the market, we were able to stay ahead of the competition and achieve a strong ROAS, providing our clients with a significant return on their investment.

Our commitment to delivering results was evident in our ability to generate leads and drive sales for AutoPot.ca and GreenPlanetNutrients.com. The campaigns were a resounding success and contributed to the growth of both brands. We were proud to have played a significant role in the success of these companies and are confident in our ability to help other businesses achieve their digital marketing goals.

Social Media Marketing Strategy

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Devised succesful social media strategy.

As the Marketing Director for GreenPlanet, I was tasked with developing a social media strategy to promote the GreenPlanet Nutrients brand, with a particular emphasis on Instagram. I am pleased to report that through my efforts, the brand’s Instagram account grew from having no followers to amassing a following of 11,000 within 18 months.

To achieve this growth, I focused on creating a social media strategy that would engage and resonate with the target audience. I developed a content strategy centered around evergreen content, user-generated content, and educational posts, with the aim of providing value to the audience and positioning GreenPlanet Nutrients as a thought leader in the horticulture and cannabis industries.

My efforts were successful, with posts achieving an average engagement rate of 9.7% and a reach rate of 20%. I was able to leverage Instagram’s features to create visually appealing posts, including Instagram Stories, Reels, and IGTV. By utilizing hashtags and tagging relevant accounts, I increased the visibility of the posts and encouraged engagement.

In addition to Instagram, I also created a social media presence for GreenPlanet Nutrients on other platforms, including Facebook and Twitter. By tailoring the content to each platform, I was able to reach a wider audience and increase brand awareness.

My experience in social media strategy and content creation, coupled with my knowledge of the horticulture and cannabis industries, enabled me to create a social media presence that effectively promoted the GreenPlanet Nutrients brand. I am confident that my efforts will continue to drive growth and success for the brand in the future.

Managing Team and Expectations

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A Leader & Marketing Connoisseur.

I coordinated a team of content writers, digital designers, and a marketing coordinator to oversee the creation and management of six e-commerce websites and one informational platform focusing on YouTube content, which spanned the globe from the US to Canada. I monitored progress and set goals and objectives for the businesses, then evaluated the progress against KPI metrics to see where strategic changes could be made to improve performance. I also conducted quarterly and yearly assessments to ensure the KPIs aligned with the business goals and adjusted them as necessary.

Autumn of 2018, I was hired by GreenPlanet to help them with the numerous brands under the umbrella company.

As GreenPlanet’s Director of Marketing, I was responsible for the brand perception and all marketing efforts for GreenPlanet Wholesale, GreenPlanet Nutrients, Baüx Industries, High Yield Products, Grow Your Four, AutoPot, and Pacific Northwest Garden Supply.

These brands operated domestically and globally and catered to the B2B & B2C ecommerce marketplace, as well as one informational platform focusing on Youtube content.

My team consisted of Senior Graphic Designer, Digital Designer, Junior Graphic Designer, a Content Writer, and a Marketing Coordinator. I created a marketing plan and social commitment calendars, as well as developed monthly development plans for all of my team. I wanted to foster individuals who took pride in their work and progression. With their support, I could redesign all seven websites, create a social following from zero to over twelve thousand followers, and create a successful youtube account that has, on average 70k views a video.

Managing a medium-sized team with numerous websites required me to be detailoriented, deadline-driven, and proactive in all my marketing efforts. I believe that marketing can be proactive and reactive simultaneously. But it only works when transparent management allows room for reactiveness with topical content and planning ahead to develop evergreen content.

With this mindset, I was able to juggle the requirements of being a leader and a marketer to ensure that work was continually being produced that aligned with achieving the business’s short-term goals and long-term objectives.

Trade show Marketing Champion

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Designed tradeshow space for brands.

As a designer and marketing professional, I have been fortunate to work on numerous tradeshow booths for both global and domestic brands. My objective is to create engaging and eye-catching designs that effectively communicate the brand’s message and increase awareness among the thousands of tradeshow participants.

My design process starts by understanding the brand’s goals, target audience, and unique selling proposition. I then create a concept that aligns with the brand’s identity and creates an immersive experience for the visitors. From there, I design

every element of the booth, including graphics, signage, displays, and promotional materials.

To ensure the booth’s success, I pay close attention to the booth’s location, the audience’s demographics, and the competition. By analyzing these factors, I can tailor the design to stand out in the crowded tradeshow environment and attract the right audience.

Over the years, I have designed booths for various industries, from horticulture and cannabis totechnology and hospitality. Each booth is a unique opportunity to showcase the brand’s personality and connect with potential customers.

Through my designs, I have helped numerous brands increase their awareness and generate leads at tradeshows. By creating visually compelling and memorable experiences, I have enabled brands to stand out in a crowded marketplace and establish themselves as leaders in their industry.

Organic SEO Strategy

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Increased Organic SEO growth.

As the Marketing Director for GreenPlanet, I implemented an organic SEO campaign that involved creating an inbound marketing strategy using evergreen content. This approach yielded impressive results for the company’s GreenPlanet Nutrients brand, which saw a remarkable 60% increase in user traffic the following year. Moreover, we were able to achieve an impressive six-minute and thirtysecond average session duration, which indicated high user engagement with the content. Additionally, the bounce rate for the brand’s website was 27%, which indicated that visitors were exploring the site and interacting with its content.

Creating an inbound marketing strategy using evergreen content was the perfect approach for GreenPlanet Nutrients, a global company operating in a competitive market. By developing high-quality, informative content, we were able to drive traffic to the brand’s website through organic search. With our evergreen content, we targeted topics that were relevant and interesting to our target audience, creating content that would remain relevant and valuable for an extended period.

Our approach ensured that GreenPlanet Nutrients was able to establish a reputable online presence, effectively communicating the company’s values, expertise, and authority in the horticulture/cannabis industry. By providing valuable, informative, and engaging content, we were able to establish a loyal following of customers who trusted our brand and sought out our products.

In conclusion, my inbound marketing strategy for GreenPlanet Nutrients yielded remarkable results, which included an impressive 60% increase in user traffic, an average session duration of six minutes and thirty seconds, and a low bounce rate of 27%. Our success was due to our strategic approach of creating evergreen content that was informative, engaging, and valuable to our target audience. As a result, GreenPlanet Nutrients established itself as an industry leader, fostering a loyal customer base who trusted our brand and products.

Helping Brands Transition from Grey to White Market

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Established brands into the legal market.

As Marketing Director for GreenPlanet in the horticulture/cannabis industry, my role was to take the company from a start-up mentality of word-of-mouth marketing to a successful digital presence, while navigating the rules and regulations of digital and traditional marketing. Although the cannabis industry is legal in Canada, it remains federally illegal in the US, despite most states recognizing it as a legal industry. Developing the foundations of these brands and ensuring their success as industry leaders within their industry, both globally and domestically, was a challenging and rewarding experience.

As Marketing Director for GreenPlanet, a player in the horticulture and cannabis industry, my primary focus was to drive the company’s growth by transitioning from traditional word-of-mouth marketing to a thriving digital presence, all while adhering to strict rules and regulations of both digital and traditional marketing.

Although the cannabis industry is legal in Canada, the United States still classifies it as a Schedule 1 drug, which means it is federally illegal. Nevertheless, most states have recognized it as a legal industry, making it even more crucial to stay

abreast of the constantly evolving legal landscape.

I had the opportunity to build a solid foundation for GreenPlanet’s brands, enabling them to become recognized as industry leaders both locally and globally. It was a challenging yet rewarding experience to be at the forefront of this transition, ensuring that the brand stayed relevant and effective within a rapidly growing industry.

As a marketing professional, I recognized the importance of creating an effective digital presence. It was necessary to create a website that was user-friendly, informative, and compliant with industry regulations. Developing a robust marketing strategy and building brand guidelines that were consistent across all touchpoints was critical. This included creating a unique identity, tone of voice, and style for each of GreenPlanet’s brands, providing clear differentiation between each of them.

It was also essential to navigate the restrictions on advertising in the cannabis industry, which vary depending on the platform and location. I leveraged my experience and creativity to work around these restrictions and develop innovative
solutions that allowed us to promote the brand effectively while remaining compliant with regulations.

In conclusion, my experience as Marketing Director for GreenPlanet was invaluable in shaping my understanding of how to build and grow a brand in a challenging and rapidly evolving industry. My role allowed me to build a strong foundation for the company, making it an industry leader in the horticulture and cannabis space. I remain proud of my contribution and commitment to the growth of GreenPlanet, and I am confident that the company will continue to thrive in this exciting industry.

Design-eye First to Establish Succesful Brands

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Specialized in brand development.

Within a year, I established the identities and developed a marketing plan for the in-house team, resulting in GreenPlanet Wholesale becoming a leading brand in the Canadian Horti-Culture market and GreenPlanet Nutrients operating globally and attracting top talent.

GreenPlanet hired me to help them with their marketing efforts. They’ve been operating successfully for the last twenty-five-plus years; however, they have reached stagnation. Even though their business had been running within the previous two generations, they still had a start-up mentality. They were leaping from small to medium-sized companies, and they wanted to get their marketing efforts to catch up to the needs of their business.

After the first three months with the company and one tradeshow down, I had my solution for them.

It was defining their brands. GreenPlanet had multiple brands within its umbrella of companies, and these brands were seeping into one another; the tone of voice, messaging, and even styles.

With my design background, I knew the solution; brand guidelines. From here, I worked with the stakeholders to develop a robust marketing-design bible of the brand elements and brand strategy that built up the procedures. From there, I started to separate the brands from one website to seven. I gave each one an identity, a tone of voice, and a style.

Business identity is critical for a business to succeed. Because with it, a company can feel connected and aimless in its day-to-day marketing efforts. Then the second step for me to develop was consistency. Ensuring I set a consistent message within all the digital and traditional touchpoints.

Within the first year of operation, I established identity; through brand guidelines and developed a marketing plan for the inhouse marketing team to follow. This highlighted how they should represent the business in the digital and physical spaces, ensuring the content produced represented the many brands. GreenPlanet Wholesale is the leading brand within the Canadian Horti-Culture marketplace, winning new products and partners every week due to the marketing and design efforts of the team.

The plant nutrient company; GreenPlanet Nutrients operates globally, competing against giants within the industry like Mills Nutrients and Advanced Nutrients. Our head chemist applied to GreenPlanet solely based on the website and the marketing efforts he saw, as he believed that he related to what GP was presenting.

Creating Industry Leaders & Setting Industry Standards.

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Crafted numerous Cannabis industry leaders.

On October 17th, 2018, cannabis legalization became a turning point for Canada. As the Marketing Director for GreenPlanet, I had the opportunity to lead the company’s transition into the legal cannabis industry. Despite facing numerous restrictions and requirements for marketing and advertising a cannabis brand, I successfully built out multiple brands under the GreenPlanet umbrella and established them as industry leaders globally. Through my efforts, GreenPlanet has become more than just a brand, but a community of individuals who share a common vision of growing a greener world. While I’ve worked across various industries before, being part of a new industry and setting standards for others to follow has been a particularly rewarding experience.

October 17th, 2018, was a day like no other in Canada. Cannabis became legal across Canada; the green rush had begun. Similar to the transition of alcohol in the prohibition era within the US, Cannabis became a new legal industry for Canada. And I was fortunate to be hired to help GreenPlanet transition from the Grey to the Whtie Market.

I was at the forefront of being a part of history and helping maneuver a start-up company into an established, respected company operating domestically and globally. I was responsible for building out the numerous brands under the GreenPlant umbrella while navigating the innumerable advertising restrictions and requirements with marketing and representing a Cannabis brand.

Due to the nature of the legalization of Cannabis globally, I was faced with hurdles and challenges that required creative solutions to ensure we had a voice in the digital space. Pushing my ability to become better, better educated, more resourceful, and, therefore, becoming an invaluable member of the GreenPlanet team.

I have grown GreenPlant to become a staple within the hort-culture industry, helping them amass a community of like-minded individuals who have aligned themselves with the company’s vision and mission of growing a greener world. Creating more than a brand on the shelve, but a community bound together over the love of the industry.

I’ve worked across many industries, from fashion to mobile phone retailers, being a part of industry leaders; however, this is my first time being a part of a new industry, Setting industry for others to follow

Adaptable to the Company’s Needs.

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Resilient in the face of adversity.

My career path is an example that demonstrates the value of resilience, determination, and commitment to personal and professional growth, inspiring others to overcome obstacles and achieve their goals.

Helping GreenPlanet transition as market leaders required leadership that evolved with their needs.

With the legalization of Cannabis, GreenPlanet went through tremendous growth. Before, their marketing efforts were word of mouth; however, to compete within the marketplace, their efforts had to match the new environment. Working with the Chief Operating Officer and founders, we created a vision and goal for where they wanted the business to be positioned in the marketplace. From there, I worked with them on expectations and made short-term goals toward their long-term objectives.

The short-term goals focused on creating the foundations for a successful future, from creating multiple websites to building a solid social presence with a community of dedicated followers.

The tasks included creating a piece of detailed product information and value propositions while focusing on the company’s buyer personas. Creating a consistent look and feel for the packaging and labels.

In the following years, I focused on creating a thorough in-bounding marketing strategy focusing on content-led SEO to ensure evergreen organic SEO across multiple websites to ensure they ranked high on the defined keywords for the brand.

I had to adapt to the industry’s rapid and volatile growth, maintaining and evolving the short-term goals to ensure I was aligned with the long-term objectives. Creating new plans, SOPs, and presentations for buy-ins from stakeholders and the team to ensure collaboration and unity in all efforts.

The duration of my time with GreenPlanet has allowed me to fine-tune my ability to adapt to any scenario. Throughout the hurdles and challenges we faced as a company, I became the constant within the ever-changing landscape of my team and line manager. Ensuring we succeed together.

Consumer Packaged Goods (CPG) experience

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CPG design expert with experience.

I initially took on a Senior Designer role for Go Mobile in 2014, designing the packaging for their accessory line. In 2017, I became the Marketing Manager for Herbaland Gummies, and had the responsibility to rebrand their in-house nutritional gummies.

I also offered assistance to GreenPlanet Nutrients in 2018, to help in the transfer from their legacy market onto the white market and recreated their product labels to adjust to exacting standards. This experience is a testament to my competencies on product design, branding, and label building within the CPG sector.

With a creative background and eye for design, I’ve led the charge on three separate occasions for a redesign, creation, and distribution of consumer packaged goods for a Canadian nutritional gummy manufacturer and a North American Plant Nutrient company, as well as for an accessory range for a UK mobile phone retail franchise.

My first hands-on experience was in 2014; I was the Senior Designer for Go Mobile, a Mobile-Phone retailer franchise for A1 Comms. I helped design and create the packaging for the in-house accessory range for Go Mobile called Kaboodle. There was a total of twenty SKUs that were distributed to all 120 stores across the United Kingdom.

Fast forward three years to fall of 2017, and I’m the Marketing Manager for Herbaland Gummies, the largest north American gummy manufacturer.Herbaland was my first Canadian CPG experience, and I was charged with reevaluating and relaunching their in-house line of Nutritional Gummies. After my market research, I redeveloped the Herbalands USP to be fun and functional. I redesigned their line of gummies to become more colorful and engaging, emphasizing the fun part of their USP. and ensuring it appealed to families. Herbaland primary focus was white-label projects, producing gummies for other companies; however, with the redesign of their in-house gummies, they were able to outgrow their white-label business within the year.

The following year, I’m working with GreenPlanet Nutrients, helping them transition from the legacy market into the white market. 2018 was no ordinary year in Canada, as it was the year that saw the legalization of Cannabis. With that GreenPlanet Nutrients wanted to freshen up its label designs and create consistency across its line of products.

Working with stakeholders and the manufacturing team, I was able to recreate the look and feel of GreenPlanet Nutrients. Helping them become a staple within every grow. As well as ensuring they stood out on the shelves, attracting the customers to the promise GreenPlanet Nutrients guarantees – increase massive yields with GPN.

GreenPlanet Nutrients was by far the most challenging project. 30 SKUs with 4 to 5 variations per SKU. I had to create labels for Canadian, US, and European. The fertilizer industry has some of the most stringent rules for its label requirements -a challenge that helped me develop my skillsets.

Mentoring Team Members to Become Leaders.

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Leading teams to success.

For the last seven years, I have fostered a culture of responsibility among the many teams I have led. My supervision style has encouraged others to become team leaders by setting clear expectations and responsibilities. I encouraged and enabled each member to share their ideas, expertise and pearls of wisdom on my marketing plans and ideas, which has enormously contributed to the successful completion of the company objectives. By empowering team members and delegating tasks with trust, the team has become energized, engaged and industrious. As a result of this, the team has been capable of achieving the organization’s vision.

Over the course of my career, I have taken pride in cultivating a culture of accountability and collaboration within the teams I have had the privilege of leading. In my capacity as a supervisor, I have found success in creating an environment that empowers individuals to take ownership of their work, and to aspire to become leaders themselves.

A key aspect of my leadership approach has been to establish clear expectations and responsibilities for team members, and to provide the necessary tools and support to help them excel. By fostering an atmosphere of open communication, I have encouraged each team member to contribute their unique ideas, expertise, and perspectives towards the successful realization of company objectives.

One of the most critical elements of this approach has been delegation. By trusting team members to take on tasks and responsibilities, I have helped to create a sense of collective ownership and investment in the success of the organization. This, in turn, has led to an environment in which team members feel energized, engaged, and motivated to do their best work.

As a result of these efforts, the teams I have led have consistently achieved the organization’s vision and goals. By empowering team members to become leaders in their own right, I have helped to create a culture of excellence, collaboration, and continuous improvement. It has been a privilege to work with such dedicated and talented individuals, and I am proud of the contributions we have made together.

Blog Engagement

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Increased engagement with readers.

I have successfully increased reader engagement on my blog through careful monitoring of key metrics. My efforts have led to a reliable bounce rate of only 27%, which indicates that readers find my content interesting enough to stay on my site and explore further. Furthermore, I have achieved an impressive average of 5.5 pages viewed per session and an average session duration of 5 minutes, demonstrating that readers are actively seeking out and consuming multiple pieces of content during their visit to my blog.

These impressive statistics are a result of my commitment to creating high-quality and engaging content that resonates with my target audience. By delivering consistent value to my readers, I have built a loyal following and driven significant engagement on my blog. I take pride in these accomplishments and remain dedicated to maintaining and improving upon these metrics in the future.

Throughout my career, I have consistently demonstrated my ability to drive significant reader engagement on the blogs I have worked on. By carefully monitoring key metrics, I have been able to optimize content strategies and increase reader engagement to impressive levels.

One of my most notable accomplishments in this regard is achieving a reliable bounce rate of just 27%. This indicates that readers are finding my content interesting and engaging enough to stay on my site and explore further.

Furthermore, I have been able to achieve an average of 5.5 pages viewed per session, demonstrating that readers are actively seeking out and consuming multiple pieces of content during their visit. This high level of engagement is further highlighted by the average session duration of 5 minutes.

These impressive metrics are a direct result of my unwavering commitment to creating high-quality, engaging content that resonates with my target audience. By consistently delivering value to my readers and providing content that meets their needs and interests, I have been able to build a loyal following and drive significant engagement on the blogs I have worked on.

I take great pride in these achievements and remain committed to maintaining and improving upon these impressive metrics in the future. Through continued dedication to creating valuable and engaging content, I am confident that I can continue to drive meaningful results for any blog or website I work on.

E-Commerce DTC Platform

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1.3 % Annual Conversion rate for a DTC website.

I successfully created multiple e-commerce websites with annual conversion rates ranging from 1.3% to 2%, using my expertise in web design and development to create visually appealing and user-friendly websites that attracted and retained customers. By utilizing my knowledge of data analysis to create interactive graphs, I provided stakeholders with insights into revenue, user behavior, transactions, and average order value, enabling them to make data-driven decisions to improve conversion rates and adjust strategies. My detailed information on the source and medium of website traffic helped the business to invest resources accordingly and maximize returns, resulting in revenue and growth. I am committed to staying up-to-date with the latest web design and data analysis techniques to continue delivering value and success to my clients.

I am proud to share my achievement in creating multiple e-commerce websites with impressive conversion rates ranging from 1.3% to 2% annually. Through my expertise in web design and development, I was able to create visually appealing and user-friendly websites that attracted and retained customers, resulting in high conversion rates.

Furthermore, I utilized my knowledge of data analysis to create Google Looker Studio interactive graphs that allowed stakeholders to easily access and understand key metrics. These graphs provided valuable insights into revenue, user behavior, transactions, and average order value, as well as channel and device breakdowns. With this information, stakeholders were able to make data-driven decisions and adjust strategies to further improve conversion rates.

In addition to providing overall conversion rates, I also generated detailed information on the source and medium of website traffic, as well as individual conversion rates for each. This allowed for a deeper understanding of which marketing efforts were driving the most revenue, enabling the business to invest resources accordingly and maximize returns.

Overall, my ability to create high-converting e-commerce websites and provide valuable data analysis through interactive graphs was instrumental in driving revenue and growth for the business. I am proud of these achievements and remain committed to staying up-to-date with the latest web design and data analysis techniques to continue delivering value and success to my clients.

Managed Domestic to Global Brands

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Transformed brands from domestic to global success stories.

As a successful brand manager, I excel at managing domestic to global brands by understanding each market’s unique needs and developing effective strategies. I led the global launch of a new product line for a well-known consumer goods company by conducting extensive market research and developing customized marketing strategies, leading to successful launches in over 10 countries. Additionally, I managed the rebranding of a domestic company for its expansion into global markets and successfully developed a new brand identity. My achievements have been recognized by industry peers, and I have driven growth and revenue for the companies I work with.

As a brand manager, I have a proven track record of successfully managing domestic to global brands. My ability to understand the unique needs of each market and develop effective strategies to meet those needs has been the key to my success.

I have successfully managed the brand transition of several companies from domestic to global markets, including developing and executing marketing campaigns to raise brand awareness and increase market share.

One of my most significant achievements was managing the global launch of a new product line for a well-known consumer goods company. I conducted extensive market research to identify consumer preferences and behaviors in different regions, which allowed me to develop a customized marketing strategy for each market. As a result, the product line was successfully launched in over 10 countries.

Another accomplishment was managing the rebranding of a domestic company that was expanding into global markets. I conducted a thorough analysis of the company’s current branding and identified areas for improvement. I then worked with a team of designers and marketers to develop a new brand identity that was well-received by customers and industry professionals alike.

My ability to manage domestic to global brands has been recognized by industry peers. Overall, my achievements demonstrate my ability to effectively manage brands in both domestic and global markets, driving growth and revenue for the companies I work with.

B2B E-Commerce Wholesaler

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Accomplished B2B marketer: Developed targeted strategy, improved UX, increased revenue.

As a marketer for an e-commerce B2B wholesaler, I have achieved notable accomplishments.

I developed a comprehensive marketing strategy that effectively targeted our B2B customers, resulting in increased customer engagement and revenue growth. I improved our website’s user experience, resulting in higher site traffic and conversion rates. I implemented a successful email marketing campaign that led to increased sales and customer satisfaction. I expanded our social media presence and developed a content marketing strategy that positioned our brand as a thought leader and expert, leading to increased brand awareness and loyalty.

Overall, my achievements in developing and executing effective marketing strategies have solidified our position as a leader in the
industry.

As a marketer for an e-commerce B2B wholesaler, I have achieved several significant accomplishments. One of my most notable achievements was developing and implementing a comprehensive marketing strategy that effectively targeted and engaged our B2B customers. Through extensive research and analysis, I identified our customers’ pain points and needs, and then developed customized marketing plans to meet those needs. This approach led to increased customer engagement, retention, and ultimately, revenue growth.

Additionally, I played a key role in improving our website’s user experience by implementing a user-friendly interface and enhancing site navigation. This resulted in a significant increase in site traffic and higher conversion rates.

Another significant achievement was implementing a successful email marketing campaign that effectively communicated our latest product offerings, promotions, and discounts to our B2B customers. The campaign resulted in increased sales and higher customer satisfaction rates.

Furthermore, I worked on expanding our social media presence and developing a content marketing strategy that showcased our brand’s value proposition and expertise in the industry. This approach helped position our brand as a thought leader and industry expert, leading to increased brand awareness and customer loyalty.

Overall, my achievements in developing and executing effective marketing strategies for our e-commerce B2B wholesaler have driven growth, increased revenue, and solidified our position as a leader in the industry.

Succesful Youtube Channel

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Succesful YouTube Marketer.

As a marketer for a YouTube community channel, I have achieved significant results, averaging 85,000 views per video. My accomplishments include creating a strong brand identity, developing a comprehensive marketing calendar, and working with the video production team to plan and execute engaging video content. By analyzing engagement
metrics, collaborating with other creators, and engaging with our audience, I created a loyal community of viewers who actively shared our
content and helped grow our channel.

As a marketer for a YouTube community channel, I have achieved several significant accomplishments. From the brand’s creation to the execution of the marketing calendar and video story planning, my efforts have resulted in an average of 85,000 views per video.

My first accomplishment was developing the brand’s identity, including the logo, color palette, and messaging, to ensure consistency across all channels. Next, I created a comprehensive marketing calendar that strategically planned video releases and promotions, ensuring that we consistently engaged our audience and grew our following.

To develop engaging content that resonated with our viewers, I worked closely with the video production team to plan and execute video storylines that aligned with our brand’s messaging and goals. By analyzing engagement metrics, I was able to identify which types of videos performed best and refine our strategy accordingly.

In addition to creating content, I actively engaged with our audience by responding to comments, collaborating with other creators, and running contests and promotions. This helped to build a strong community of loyal viewers who actively shared our content and helped to increase our reach.

Overall, my achievements as a marketer for this YouTube community channel have resulted in a consistent growth of our audience and an average of 85,000 views per video. By developing a strong brand identity, a comprehensive marketing calendar, and engaging video content, I was able to create a loyal community of viewers who actively engaged with our content and helped to grow our channel.

Social Media Community Building

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Created successful social media community.

One of my few greatest achievements as a marketer was creating a thriving social media community with high engagement and interaction. Through my strategy, I was able to achieve a remarkable 7% engagement rate. I started by conducting research to understand our target audience’s interests and developed a content calendar with a mix of educational, entertaining, and promotional content that aligned with our brand’s messaging and values. By engaging with our followers through comments, messages, and mentions, we were able to build trust and foster a sense of community, which resulted in increased engagement and brand loyalty.

I also developed partnerships with other brands and influencers, which helped to expand our reach and attract new followers. Regularly analyzing engagement metrics allowed us to track our progress and refine our strategy. As a result of these efforts, our social media community saw significant growth in terms of followers, engagement, and brand awareness, with our content regularly shared and followers actively participating in discussions, contests, and other promotions. This success was a testament to the importance of a comprehensive strategy that focused on creating value, building relationships, and fostering a sense of community.

As a marketer, creating a successful social media community with high engagement is a critical aspect of any marketing strategy. It requires a comprehensive plan that focuses on creating valuable content, building relationships with followers, and fostering a sense of community.

In my experience, conducting research to identify our target audience’s interests and pain points was essential in creating content that resonated with them. It involved developing a content calendar that included a mix of educational, entertaining, and promotional content that aligned with our brand’s messaging and values.

However, it’s not enough to create content and post it online. Engaging with our followers by responding to comments, messages, and mentions promptly was crucial. This helped build trust and foster a sense of community, which resulted in increased engagement and brand loyalty.

Moreover, creating partnerships with other brands and influencers in our industry was an effective way to expand our reach and attract new followers. By collaborating with these brands and influencers, we were able to leverage their audiences and share our content with a wider audience.

Regularly analyzing engagement metrics to track our progress and refine our strategy was also critical. Monitoring likes, shares, comments, and other key performance indicators ensured that we were meeting our goals and continually improving.

The results of these efforts were impressive. Our social media community saw significant growth in terms of followers, engagement, and brand awareness. In particular, our engagement rate was at a healthy 7%. Our content was regularly shared, and our followers actively participated in discussions, contests, and other promotions.

In conclusion, creating a thriving social media community requires a comprehensive strategy that focuses on creating value, building relationships, and fostering a sense of community. By conducting research, developing a content calendar, engaging with followers, creating partnerships, and regularly analyzing engagement metrics, we were able to achieve remarkable results. The 7% engagement rate was a testament to the effectiveness of our strategy and the importance of social media in any marketing campaign.

Multi-Tasking

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Managed 7 websites & YouTube, led 6 creatives.

One of my biggest achievements as a marketer was successfully managing seven websites for global and domestic brands, as well as a thriving YouTube channel, all while leading and mentoring a team of six creatives. This required exceptional time management and organizational skills, as well as effective communication and leadership to ensure that the team delivered high-quality work. Despite the complexity and fast-paced nature of the role, I was able to align the content of each website and video with the respective brand’s messaging and values. My success as a multi-tasker is a testament to my ability to manage complexity, lead a team, and achieve results in a dynamic environment.

As a marketer, I’m a very successful multi-tasker. I was able to manage seven websites for global and domestic brands, along with a successful YouTube channel. I accomplished this while also managing, mentoring, and leading a creative team of six individuals consisting of designers, copywriters, and marketers.

Managing multiple websites for different brands can be a daunting task, especially when it comes to ensuring that each website’s content is aligned with the brand’s messaging and values. However, with effective time management and organizational skills, I was able to successfully juggle all of these responsibilities.

In addition to managing these websites, I also oversaw a successful YouTube channel. This required careful planning and execution of video content that aligned with the brand’s messaging and resonated with the audience.

Lastly, I managed, mentored, and led a team of six individuals, which included designers, copywriters, and marketers. Effective communication and leadership skills were critical in ensuring that the team worked cohesively towards our goals and delivered high-quality work.

Overall, my success as a multi-tasker was a testament to my ability to manage complex tasks, lead a team, and deliver results in a fast-paced and dynamic environment.

Brand Development

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Building brands to last.

Drawing on my foundation degree in art and BA in visual communications, I approach branding with a focus on design. Throughout my career, I have specialized in creating brands that can stand the test of time. I take a comprehensive approach to branding by conducting thorough research on the industry, target audience, and competitors, developing a unique branding strategy, and refining the brand over time. With a visually appealing and engaging approach to branding, I have helped businesses of all sizes establish themselves in their markets and achieve long-term success.

As a marketer with a foundation degree in art and a BA in visual communications, I have a design-first approach to branding. Throughout my career, I have specialized in creating brands that can withstand the test of time. I understand the importance of building a strong foundation and ensuring that every element of the brand is cohesive and aligned with the brand’s values.

Whether working with start-ups or established businesses, I have honed my skills in identifying gaps and opportunities to reinforce the brand’s longevity. This involves conducting thorough research on the industry, target audience, and competitors, and developing a comprehensive branding strategy that sets the brand apart from the competition.

My design-first approach ensures that every aspect of the brand, from the logo and color scheme to the website and marketing materials, is visually appealing and engaging. This helps to build brand recognition and loyalty, which is crucial for long-term success.

In addition to creating strong brands, I also focus on maintaining and evolving them over time. This involves staying up-to-date with industry trends and constantly refining the brand’s messaging and visuals to ensure that it remains relevant and resonates with the target audience.

Overall, my expertise in creating lasting brands has helped businesses of all sizes to establish a strong presence in their respective markets and achieve long-term success.

The Art of Looking Sideways

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Looking sideways to overcome hurdles.

As a marketer with a creative background in art, my unique perspective and innovative problem-solving skills have been invaluable throughout my career. Thinking outside of the box has enabled me to develop effective marketing strategies, craft compelling brand narratives that drive sales, and create visually stunning designs that leave a lasting impression on audiences. My creative background has been a key factor in my success, allowing me to approach challenges with fresh perspectives and deliver results for my clients.

As a marketer with a creative background in art, I have always had a unique perspective and approach to problem-solving. My ability to see things in a creative and innovative way has been a valuable asset throughout my career as a marketer, storyteller, and designer.

The art of looking sideways and thinking outside of the box has allowed me to overcome obstacles and find new solutions to complex challenges. By approaching problems from different angles and considering unconventional ideas, I have been able to develop unique and effective marketing strategies that set my clients apart from the competition.

My creative background has also allowed me to excel in the art of storytelling. By crafting compelling narratives that resonate with audiences, I have been able to establish emotional connections between brands and their customers. This approach has not only helped to increase brand loyalty but has also driven sales and revenue growth for my clients.

As a designer, my creativity has allowed me to develop visually stunning and memorable branding materials that capture the essence of the brand and its messaging. From logos and packaging to websites and social media content, my designs have helped my clients stand out and make a lasting impression on their target audience.

Overall, my creative background has been a key factor in my success as a marketer, allowing me to approach challenges with fresh perspectives and develop unique strategies that drive results.

Humanizing Brands

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I humanize brands and build relationships with customers.

As a marketer, I specialize in humanizing brands and building meaningful relationships with customers. By creating a relatable and authentic brand persona, using storytelling to convey the brand’s values and mission, and engaging with customers through various channels, I have seen significant improvements in customer engagement, brand loyalty, and overall success. I believe that establishing emotional connections with customers is crucial for a brand’s success, and my expertise in this approach has helped brands increase their revenue and create a positive impact on their communities.

As a marketer, my expertise lies in humanizing brands and building meaningful relationships with customers. Over the past decade, I have specialized in this approach to marketing and have seen significant success in creating authentic connections between brands and their audiences.

I believe that a brand’s success is not just measured in its sales and revenue but also in its ability to establish emotional connections with customers. By understanding the needs and desires of the target audience, I am able to create messaging that resonates with them on a personal level, helping to build trust, loyalty, and brand advocacy.

My approach to humanizing brands involves creating a relatable and authentic brand persona, using storytelling to convey the brand’s values and mission, and engaging with customers through various channels, such as social media and email marketing. By being transparent and open with customers, brands can establish a sense of authenticity that fosters deeper connections with their audience.

Through my experience in humanizing brands, I have seen significant improvements in customer engagement, brand loyalty, and overall success. By focusing on building meaningful relationships with customers, I have helped brands to not only increase their revenue but also create a positive impact on their communities and the world at large.

Multiple Industry Standards

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Acquired diverse unique insights and strategies.

As a marketer, I have worked across various industries, gaining unique insights into different markets and bringing the best industry standards to my clients. My diverse experience has given me a fresh perspective, enabling me to tailor strategies to fit each business’s specific needs and goals. With a broad range of skills, from branding to digital marketing, I develop comprehensive strategies that achieve maximum impact. Leveraging my knowledge, I help my clients stand out in their respective markets and achieve long-term success.

Throughout my career as a marketer, I have had the opportunity to work across a variety of industries, including fashion jewelry, charities, mobile phone franchises, digital agencies, nutritional gummy manufacturers, and the horticulture industry. This diverse experience has allowed me to gain unique insights into different markets and bring the best industry standards and practices to the businesses I partner with.

By working in various industries, I have developed a keen understanding of the challenges and opportunities that each sector presents. This has enabled me to approach marketing challenges with a fresh perspective and tailor my strategies to fit the specific needs and goals of each business.

My experience has also allowed me to develop a broad range of skills, from branding and design to digital marketing and social media management. This diverse skill set has proven invaluable in helping me to develop comprehensive marketing strategies that integrate various channels and tactics to achieve maximum impact.

Overall, my experience working across different industries has given me a unique perspective and set of skills that I bring to every partnership. By leveraging my insights and knowledge, I am able to develop effective marketing strategies that help my clients stand out in their respective markets and achieve long-term success.

Management Style

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Bilateral thinking with lateral accountability

As a marketing manager, I foster a collaborative work environment where every team member contributes unique insights. My approach involves bilateral thinking with lateral accountability, ensuring everyone’s ideas are heard, and tasks are executed efficiently. This approach has led to innovative solutions, improved team morale, and productivity, ultimately exceeding expectations.

As a marketing manager, I strongly believe in fostering a collaborative work environment where every team member is encouraged to contribute their unique insights and ideas. My management approach involves bilateral thinking with lateral accountability, which means that everyone in my department has a voice, from junior to senior members.

During the ideation and exploration phase, I make sure that everyone’s ideas are heard and considered, regardless of their position in the company. This approach not only fosters a sense of teamwork but also leads to more innovative and effective solutions.

However, I also understand the importance of accountability in ensuring that tasks are executed in a timely and efficient manner. As such, I implement a lateral management approach where team members in charge of specific tasks are held accountable for their successful completion. This approach not only ensures that everyone is responsible for their assigned tasks but also promotes a culture of transparency and ownership.

Through my management style, I have seen significant improvements in team morale, productivity, and overall success. By fostering a collaborative and accountable work environment, I have been able to lead my team to achieve their goals and exceed expectations.

Problem-Solving Thinking Style

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Annual creative think tanks with colleagues yield innovative ideas.

As a marketing manager, I foster creativity by holding annual think tanks with my team and other colleagues. We use convergent thinking to generate ideas and leave them for a month before using divergent thinking to evaluate and implement feasible options. This approach has led to innovative ideas such as creating videos for our inbound marketing strategy, resulting in increased engagement rates. By involving everyone in the creative process, we identify new opportunities and overcome obstacles, leading to greater success and growth for the department and company.

As a marketing manager, I have developed a unique approach to overcoming hurdles and identifying opportunities in my department. Each year, I hold creative think tanks with my team and other members of the company. We begin with convergent thinking, where we generate as many ideas as possible to address a particular challenge or plan, such as our marketing focus for the upcoming year.

After we’ve gathered all ideas, we place post-it notes everywhere and leave them for a month. We then move onto divergent thinking, where we evaluate the ideas we believe we can work with. For example, a junior team member suggested creating videos for our inbound marketing strategy, which we implemented the following year, resulting in increased engagement rates on YouTube and our blogs.

By involving all team members in the creative process, we can generate a variety of unique and innovative ideas that we may not have considered otherwise. This approach has helped us identify new opportunities and overcome obstacles, resulting in greater success and growth for the department and the company.

Creative Background – Feedback

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My art background equips me to handle feedback and approach marketing creatively.

As a marketing manager, my background in art has equipped me with the ability to handle feedback constructively and approach marketing challenges with a unique perspective. In the art world, feedback is a regular part of the creative process, which has given me a thicker skin, allowing me to evaluate criticism objectively. This skill is crucial in marketing where receiving feedback is necessary to improve campaign performance. Furthermore, my artistic background has also helped me develop a more creative approach to marketing. As an artist, I was encouraged to think outside the box and approach problems from different angles. This mindset has translated to my work as a marketer, where I am constantly seeking innovative solutions and pushing creative boundaries to stand out in a crowded market.

As a marketing manager, my background in art has strengthened my ability to handle constructive feedback. In the art world, feedback is a regular part of the creative process, as the subjectivity of art often requires artists to justify and defend their work. This experience has given me a thicker skin, allowing me to accept and learn from criticism without taking it personally.

In marketing, receiving feedback is crucial to improving campaign performance and achieving desired outcomes. By utilizing the skills I gained from my background in art, I am better equipped to evaluate feedback objectively and use it to make necessary adjustments to our marketing strategies.

Furthermore, my artistic background has also helped me develop a more creative approach to marketing. As an artist, I was encouraged to think outside the box and approach problems from different angles. This mindset has translated to my work as a marketer, where I am constantly seeking innovative solutions and pushing creative boundaries to stand out in a crowded market.

Overall, my background in art has been a valuable asset in my role as a marketing manager, enabling me to handle feedback constructively and approach marketing challenges with a unique perspective.

The Cordeeple Method

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Courting the digital People

I have developed the Cordeeple Method, which involves “courting the digital people” by combining our knowledge with the reasons why we do what we do. This method has five steps, beginning with presenting ourselves creatively to stand out from the crowd. We then pursue the right reasons and implement deliverables to maximize ROI. We analyze data to create actionable goals for the business, and ensure that our marketing has a clear purpose to reach those goals. Finally, we take the time to court the digital consumer and ignite a spark between brands and consumers. The Cordeeple Method has been successful in helping us reach our business goals and build meaningful connections with our audience.

E-Harmony of Marketing

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I’m the e-harmony of marketing; because I match brands with their consumers.

I am a marketer with a unique approach to building brand-consumer relationships. I consider myself the “e-harmony of marketing” by matching brands with their ideal consumers through careful analysis and understanding of their target audience. My focus is on developing a deep understanding of the brand’s values and the needs and desires of their consumers. By leveraging tools such as market research, social media listening, and customer feedback, I identify the ideal audience for the brand. I then develop targeted messaging and campaigns that speak directly to their needs and preferences while optimizing strategies through data and analytics. My e-harmony approach has helped numerous brands achieve their business goals and build lasting relationships with their consumers. By taking the time to truly understand both the brand and its target audience, I create authentic and meaningful connections that drive results.

As a marketer, I have a unique approach to brand-consumer relationships. I see myself as the e-harmony of marketing, matching brands with their ideal consumers through careful analysis and understanding of their target audience.

To achieve this, I focus on building a deep understanding of the brand’s values, mission, and vision, as well as the needs and desires of their consumers. By utilizing various tools and techniques, such as market research, social media listening, and customer feedback, I am able to identify the ideal audience for the brand.

Once the ideal audience has been identified, I work on developing targeted messaging and campaigns that speak directly to their needs and preferences. I also leverage data and analytics to continuously refine and optimize our strategies, ensuring that we are always reaching the right audience with the right message at the right time.

Through my e-harmony approach to marketing, I have helped numerous brands achieve their business goals and build lasting relationships with their consumers. By taking the time to truly understand both the brand and its target audience, I am able to create authentic and meaningful connections that drive results.

MOBILE BELOW

Website KPI Tracking

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Created reports for data analysis.

Google Adwords (PPC)

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Successful Google Ads campaigns, 6:1 ROAS.

Social Media Marketing Strategy

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Devised succesful social media strategy

Managing Team and Expectations

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A Leader & Marketing Connoisseur

Autumn of 2018, I was hired by GreenPlanet to help them with the numerous brands under the umbrella company.

These brands operated domestically and globally and catered to the B2B & B2C ecommerce marketplace, as well as one informational platform focusing on Youtube content.

plans for all of my team. I wanted to foster individuals who took pride in their work and progression. With their support, I could redesign all seven websites, create a social following from zero to over twelve thousand followers, and create a successful youtube account that has, on average 70k views a video.

Trade show Marketing Champion

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Designed tradeshow space for brands.

every element of the booth, including graphics, signage, displays, and promotional materials.

Organic SEO Strategy

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Increased Organic SEO growth.

Helping Brands Transition from Grey to White Market

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Established brands into the legal market

abreast of the constantly evolving legal landscape.

ensuring that the brand stayed relevant and effective within a rapidly growing industry.

Design-eye First to Establish Succesful Brands

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Specialized in brand development

GreenPlanet brought me on board to revamp their marketing efforts, which had become stagnant despite their decades-long success. I quickly realized that the solution was to define the various brands under their umbrella, which had begun to blend together. Using my design background, I developed brand guidelines and separate websites for each brand, giving them unique identities and styles. I also prioritized consistency in all marketing touchpoints. Within a year, I established the identities and developed a marketing plan for the in-house team, resulting in GreenPlanet Wholesale becoming a leading brand in the Canadian Horti-Culture market and GreenPlanet Nutrients operating globally and attracting top talent.

After the first three months with the company and one tradeshow down, I had my solution for them.

It was defining their brands. GreenPlanet had multiple brands within its umbrella of companies, and these brands were seeping into one another; the tone of voice, messaging, and even styles.

message within all the digital and traditional touchpoints.

Within the first year of operation, I established identity; through brand guidelines and developed a marketing plan for the inhouse marketing team to follow. This highlighted how they should represent the business in the digital and physical
spaces, ensuring the content produced represented the many brands. GreenPlanet Wholesale is the leading brand within the Canadian Horti-Culture marketplace, winning new products and partners every week due to the marketing and design efforts of the team.

Creating Industry Leaders & Setting Industry Standards.

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Crafted numerous Cannabis industry leaders

Adaptable to the Company’s Needs.

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Resilient in the face of adversity.

I have an ability to overcome any hurdle and obstacke that I may face, displaying resilience in the face of adversity. With a drive for success, I have pregressed from being a designer to a boss in marketing, continually learning and improving. The willingness to take on challenges and embrace growth has been key to my success, adapting and thriving in changing circumstances. My career path is an example thatdemonstrates the value of resilience, determination, and commitment to personal and professional growth, inspiring others to overcome obstacles and achieve their goals.

Helping GreenPlanet transition as market leaders required leadership that evolved with their needs.

The short-term goals focused on creating the foundations for a successful future, from creating multiple websites to building a solid social presence with a community of dedicated followers.

Consumer Packaged Goods (CPG) experience

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CPG design expert with experience.

I possess a significant amount of expertise with regards to Consumer Packaged Goods (CPG). My background in design has enabled me to complete leading design, development, and distribution undertakings for CPG items for a nutritional gummy manufacturer from Canada, a North American plant nutrient business, and a mobile phone retail franchise from the United Kingdom, namely Go Mobile, Herbaland Gummies, and GreenPlanet Nutrients. I initially took on a Senior Designer role for Go Mobile in 2014, designing the packaging for their accessory line. In 2017, I became the Marketing Manager for Herbaland Gummies, and had the responsibility to rebrand their in-house nutritional gummies. I also offered assistance to GreenPlanet Nutrients in 2018, to help in the transfer from their legacy market onto the white market and recreated their product labels to adjust to exacting standards. This experience is a testament to my competencies on product design, branding, and label building within the CPG sector.

Mentoring Team Members to Become Leaders.

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Leading teams to success

Blog Engagement

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Increased engagement with readers

E-Commerce DTC Platform

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1.3 % Annual Conversion rate for a DTC website.

My Accomplishments

Introduction

Hey there! My name is Billy Adam James, and I’m sure you’ve heard the saying that you can trust someone with three names – I thought it might be worthwhile to tell you a bit more about myself!

Throughout the past decade, I have held various positions, from Graphic Designer to Marketing Director, allowing me to develop a varied and extensive portfolio of knowledge. This journey has made me an expert in personalizing and humanizing brands, matching them with their people – making me the “eHarmony” of marketing.

I grew up in England and obtained a BA in Visual Communications. This led me to my first role as a Senior Graphic Designer for a highly successful Mobile Phone retailer, Go Mobile. My responsibilities included working alongside the Marketing Director, which enabled me to create campaigns and social media posts for the 120 + franchise stores within the chain.

While working at Go Mobile, I realized I wanted to progress further than a senior designer. I wanted to be the one who created the yearly marketing plans and led the marketing team toward the goals and objectives. I knew I had to step back in my career to transition into the new role as a Marketing individual. That’s why I wanted to leave the highly competitive UK market and try again within a country where I could develop professionally and personally.

A passion for creative projects drove me to join Herbaland as their Marketing Manager in Canada. I drew on my background in design to improve their marketing strategy, focusing on nutritious gummies that are both fun and functional.

After a year, I wanted to learn about other industries. My journey continued as I worked for Pyrrha, a fashion jewelry company. Honing my skills in project planning and storytelling. Fashion can be an overwhelming yet tremendously fulfilling and feverishly fast-moving industry – and I’ve certainly held on to many of the skills I’ve learned from it to this day!

Following that, I landed a job with GreenPlanet, a horticulture company, to assist them as they move from a startup to the corporate sector. My role involved creating brand guidelines, defining the company’s tone of voice, and effectively humanizing their global and domestic brands. Despite the varying degrees of global cannabis legalization, I successfully developed numerous B2C and B2B websites, catering to both local and international markets. In the process, I’m proud to say that I’ve helped create some of the most prominent players in this new industry!

Design was my first love, Marketing became my obsession, Public Relations became my conviction, and storytelling became my calling. I am proud to have helped these domestic and global brands succeed in their fields, and I look forward to continuing to grow and learn in my career.

You won’t feel silly for working with this Billy.

– Estimated reading time: 2 minutes, 20 seconds. Contains 467 words

My Thirst for Knowledge

Replace fear of curiosity is my favorite quote, and I use it as a motto in my life – replacing my fear of the unknown with opportunities to grow. I am continuously finding areas where I can further develop, whether through storytelling, public speaking, or writing.

I am continuously learning and striving for growth, both professionally and personally. Every year I set personal and professional goals, and my line manager provides valuable assistance with the professional goals. Throughout the year, I identify areas where I should further develop my skills and, accordingly, pursue additional courses to hone my existing to benefit the company. My line manager also offers feedback on areas they would like me to improve.

Personally, I am looking to further refine my abilities in storytelling through words, visuals, and verbal. Stories have the potential to motivate, inspire and engage customers and colleagues. Similarly, professionally, I am looking to be a more valuable asset to the companies I partner with by finding areas I can develop in.

My Strengths

A craft built upon years of experience.

Working in numerous industries has given me great flexibility and adaptability, which I’ve used to my advantage. I’m able to think quickly and come up with creative solutions by combining convergent and divergent thinking, with the help of lateral and bilateral management, to boost the marketing team’s performance.

Convergent thinking allowed my team to think of as many ideas simultaneously. Then refining one or two ideas through divergent thinking and exploring what was possible and beneficial for the company.

One idea for 2023 was to create video content to accompany our blogs. Video content increases engagement rates. Therefore we decided as part of our marketing plan; I should include video content creation.

I take responsibility for all the failures, and my team takes responsibility for the wins.

My Weakness

I don’t believe in weaknesses – but opportunities to grow.

At the start of each year, I like to set some goals for myself – both professionally and personally – that seek to improve on the areas that I’d like to focus on and cultivate. It’s a great way for me to challenge myself and really take on some opportunities for growth!

One particular area for growth was in 2019. I have worked with various skilled professionals – designers, marketers, and content creators. However, as of 2019, I had hired a junior copywriter fresh out of college. His struggles were unfamiliar to me, so I enrolled in courses related to writing: grammar, storytelling, UX/UI, and content writing. Through this learning experience, I could direct my team efforts toward the big-picture vision for the year, a comprehensive inbound marketing strategy.

I always check in with my line manager at the end of the year to see how I’m doing and where I can improve. I like to be aware of the company’s direction and how I can lend my help.

HERE ARE TIMES THAT I FAILED AND SUCCEEDED

A Time When I failed
One particular failure that resonates with me the most is a campaign I created for GreenPlanet Nutrients(GPN). GPN had launched an outdoor fertilizer to help outdoor gardeners before my arrival with the company. They had hoped that putting this product into the hands of growers would be enough to see word-of-mouth marketing growth. However, this didn’t happen as planned. The product didn’t get any traction with sales or acknowledgment.

Usually, fertilizers are liquid. And with the trend of saving commercial growers on costs, powdered nutrients have become a new trend. Powdered nutrients are considerably cheaper to run within the growing cycle of plants.

Farmers/growers usually have a feed program of nutrients which consists of various products developed for vegetative and blooming stages. Traditionally liquid nutrients used for these feed programs weighed considerably and were very costly. Even transporting them within the grow facility or area can take a lot of energy, time, and money.

Therefore BackCountry’s Outdoor 2-Part Feed program was developed to save growers time, money, and labor. Because traditional Cannabis growers within Humbolt, California, would grow Cannabis within the mountain region. Therefore this product was designed so that less was needed within a plant growth cycle. Meaning less to carry and less was needed throughout the feeding. “Set it and forget” became the product mantra.

After the slow progression of this product, I took it upon myself to relaunch it as a product campaign telling the story behind its creation and its benefits, saving labor, money, and time.

I used my idea creation method of convergent & divergent thinking to find a solution. After many ideas, one junior member had a fun and interesting idea. That idea was to tell the story of the product’s benefits as Bigfoot(Sasquatch). Being a company based in British Columbia, Canada. The Sasquatch is a myth and legend within the part of the area. We borrowed the legend and tweaked it into our product narrative. Using them as our protagonists in our product campaign that succeed in their mission due to our product.

Through the next phase of divergent thinking, we came up with all the necessary components to make this campaign successful; testimonials, product information, sales tools, blogs, and sales resources.

I created a presentation to get stakeholders’ and department buy-ins—our first hurdle. The idea wasn’t unanimous in the go-ahead. It revealed some concerns with the perception of campaigns. The stakeholders saw this as a brand campaign, not a product campaign. After much explanation of the differences between brand and product, I created a new opportunity further down the line. After convincing my stakeholders to allow me to proceed, I would also create a brand campaign to tell the story of the brand’s purpose.

After creating blog content, marketing collateral, and sales tools, I walked through the campaign with the sales reps to flush out any more tools or resources to help the campaign succeed.

The aim was to launch the campaign on April 1st for Arpil’s fools day. We soft-launched content prior to building interest and awareness with the hard launch of our Youtube video of a big foot sighting. We sent care packages to our stores. Sales rep prepped with the tools. We were a full launch.

Promoting this story about the outdoor nutrients, guaranteed to save you money, labor, and costs – all approved by big foot. The Sasquatch Nutrients.

In the first month, we saw no increase in sales. I submitted my report to stakeholders as slow traction. However, I kept strong and continued the marketing efforts for another month. Luckily for us, one of the US Sales reps championed the idea.

With the support, after the first month, we started to see an increase in sales, specifically the outdoor nutrients. By the end of the Summer, we had a 20% increase in sales, throughout the Summer.’

The year after, and ready for the outdoor season, people reached out to our sales reps for the bigfoot nutrients. We even had other nutrient companies congratulate us on the campaign, as they had similar ideas. They failed to execute in time, which gave us an opportunity to position our product as the bigfoot-approved nutrients.

Even though I didn’t have initial buy-in, the campaign was slow to take off. The Backcountry blend outdoor fertilizer has gained more and more followers every year. With the product line and its benefits closely associated with big-foot meant that every year on April 1st, people would be triggered to remember our line of nutrients. Ready for the outdoor season.

What I learned

Regardless of management level, let everyone have a voice at the table

To create goals and measure for success.

Report failures and wins openly to the team and management

Sometimes a campaign’s success can come down to the individuals on the front line pushing the campaign.

To be willing to fail and learn

Created an emotional trigger with Bigfoot and April 1st, so growers were reminded yearly of our outdoor product range.

That there is a difference between a brand and a product campaign

Not everyone knows the difference, and education helps.

This eventually led me to my success; the brand campaign
A Time When I Succeeded
Every experience allows me the opportunity to adapt and grow.

When I failed in the previous tab, I realized GreenPlanet Nutrients(GPN) needed an umbrella brand campaign—a parent(Brand) campaign for the multiple children (Product) campaigns.

GPN required a brand campaign that could effectively articulate the core purpose of the brand in a manner that resonated with the consumer, enabling them to acknowledge the veracity of the message. As our customer’s viewpoint serves as the foundation for what constitutes the truth for our brand, this truth would be the ideal catalyst for generating both new and existing product campaigns under the main brand campaign.

Once I had established the BackCountry two-part outdoor feed program, I felt that a GPN Brand campaign was necessary in order to solidify the message I wanted to convey to the audience. Each product could have its own campaign and narrative, but all pieces should be knit together through a central theme inspired by GPN Brand Campaign.

GreenPlanet Nutrients required a campaign to expand their reach. Prior to legalization in Canada, GPN’s strategies had been largely concentrated within the Cannabis legacy market. Consequently, there was a need to transcend into other markets and include buyers from different backgrounds, be it Cannabis growers, traditional gardeners, commercial farmers, or hobbyists. This campaign needed to reach out to all kinds of growers.

We utilized convergent and divergent thinking, with lateral and bilateral management, to brainstorm at the ideation board; the successful idea was “There Grows the Neighborhood”, a campaign to make the stigma fashionable.

Prior to legalization, Cannabis gardening was done clandestinely, occurring quietly in the shadows. With legalized Cannabis gardening, these horticulturists have been able to showcase their products and skills. As a result, communities have been provided with a space for individuals to proudly display their hard work and gain expertise, which has developed over time through experimentation. With this vision in mind, GPN’s campaign was created to promote this proud moment and to position themselves as industry leaders, helping all those who partner with them to outgrow the competition.

I sought to create a comprehensive campaign for GreenPlanet. I had the intention of showcasing the foundation on which GreenPlanet has formed while also elevating the discourse around this topic that was once considered inappropriate. Previously, people used to judge and critique their neighbors; they would spread rumors and slander, creating an atmosphere of humiliation. I wanted to take ownership of “There Grows The Neighborhood” and to demonstrate that GreenPlanet Nutrients can allow one to exceed their peers and competitors.

As a Canadian company, I wanted to create a narrative to help our sales representatives enter new legal markets in the United States. This story-first approach would help ensure awareness and reach within this market.

“People remember stories 22 times better than facts alone.” – Cognitive psychologist Jerome Bruner.

I furnished our sales team with essential tools, such as trade show booths, landing pages, and care packages, which enabled them to succeed. Knowing that people are more likely to recall stories over facts, I provided my team with an engaging story to utilize when entering the market.

I have dedicated the last several years to building a comprehensive inbound marketing strategy, with an emphasis on resources, FAQs, and problem-solving, to maximize the success of our campaign and ultimately secure new customers. This campaign was the icing on the cake to bring it all together.

I leveraged the landing page as a resource to empower sales reps at tradeshows with a question-and-answer navigation system to assist customers in discovering the ideal nutrients according to their specifications. Whether they sought a remedy for a problem or an additive to increase performance, I made sure all options were readily available with the simple click of a button.

This underlying message for the campaign was that with the help of GreenPlanet Nutrients, anyone for any plant could grow massive. Massive yields, massive flowers, and massive boasting rights within your neighborhood.

The success of this campaign was quantified by its ability to adeptly translate across various mediums, from print to digital through tradeshow engagements and case-studies. We have the capacity to share our successes and rally our loyal followers around us. Aiming to serve as the ‘parent campaign’ for product launches and all associated activities, this campaign seeks to help our growers become celebrated names in the industry.

What did I learn

Emotional triggers work with campaign success.

Allowing our followers to shout out their bragging rights has helped with word-of-mouth marketing within their communities.

Difference between a product and brand campaign

Allowing the landing page to do more than awareness and conversion but as an educational platform

The biggest issue I saw from our consumers was locating or knowing the available resources and remembering them.

“Failure is not the opposite of success; it’s part of success.” – Arianna Huffington

My Grit To Succeed

Here is a story about a difficult time in my life that defined my grit and determination to succeed

In my early twenties, I learned how to fail, and boy, did I fail miserably.

I loved art, and after a year of doing a one-year Art Foundation Course at a college in England, I found a passion for Graphic Design. It was one of many modules within the course, and it showed me an opportunity to pursue my love of art through another creative medium.

Fast forward to my early twenties and my last year of university on a Graphic Design course at De Montfort University in the UK. Finally pursuing my passion for being creative, and I’m failing miserably. I believe I’m a hard worker and apply myself entirely to every task; however, my last year at university couldn’t be any worse, even if I tried to fail on purpose.

It all started in my first week at university in my final year. My support lecturer, who was in charge of mentoring me for my last year, commented on how I didn’t look like a designer. Throughout the final year, he told me that my work style was wrong and wouldn’t work to secure me a job. Baffled and terrified by his remark, I spent the last year trying to find my identity and style to fit the mold that the world would like. I worked late every night, trying to work the way he wanted me to. In the pursuit of making an effort to get my grades up, I failed even more so. My teachers acknowledged I was working hard but not smart enough. I ended up closing myself off to my fellow course students, and I felt like an imposter that didn’t belong there.

I couldn’t get my confidence up and eventually failed miserably.

Deterred and a little lost, I got a 9-5 job(Bar work, Lifeguarding, Teaching Swimming, and eventually some Design Internships).

During that time, I reflected on my last year and spent time trying to figure myself out: hoping to find inspiration again.

Inspiration was easy to find at my family home. My mum was a single parent of five children. She was raising us all by herself. The more people told her she couldn’t do it, the harder she tried and succeeded. She has always said to me that in life, all you can do is try.

After a few months of dwelling on my failed attempt, I decided to try again.

I applied to the university in my hometown of Northampton to complete my final year of studies. It was here that I met some incredible teachers who liked my work style. They were able to nurture my passion for being creative and made me feel like I belonged.

Their constructive feedback helped me grow; eventually, I could work smarter, not harder. I could even work collaboratively with my fellow students, making lifelong friends in the process.

With my teachers, and new friends made, I was able to believe in myself to finish my last year. I got a 2:1, which would be a B+.

This is experience gave me the drive to succeed, and to learn how to get up from the hits that life has to offer and to be the person that I believe I can be.

Click here to see my Resume

Click here to see my Why

Click here to see my Persona