A data-driven marketing leader with a focus on strategic growth
CV
Professional Summary
A diligent, adaptable and results-driven Marketing Executive with progressive experience leading Product Marketing and eCommerce teams. An accomplished Growth Leader with demonstrated ability to strategize business direction while creating operational efficiencies.Fraser is a data-driven leader with a strategic focus on accelerated growth.
Equipped with 10+ years of progressive digital marketing experience, he carries a vast knowledge of the digital landscape, excels managing people, and has developed go-to-market strategies for Canadian, American, and European markets. As Director of Marketing at FreshGrade, Fraser implemented change (people, processes, and tools) and executed a hyper-targeted strategy that led to 240% YOY user growth.
Experience
O2E Brands – Vancouver, BC
Head of Marketing
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Execute Corporate marketing strategy that led franchises to record YoY growth
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Manage a 5-person marketing team as the decision-making hiring executive
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Work with executive leadership team to align our annual strategic bets, goals, and rocks
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Leverage corporate marketing budget to ensure our franchise partners exceed targets​
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Lead the corporate Marketing team, driving growth for 70+ franchise businesses
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FreshGrade – Kelowna, BC
Director of Marketing
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Drove global marketing strategy that led the business to achieve paramount growth
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Manage a 7-person marketing team as the decision-making hiring executive
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Develop all B2B and B2C Marketing channels, transitioning to a data-driven digital approach
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Implement SaaS marketing and selling model that takes a Lifetime Value approach
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Oversee marketing budget, allocating dollars that ensure a strong ROI
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Lead international go-to-market strategy, successfully growing business in the US
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RightMetric – Vancouver, BC
Digital Marketing - Strategy Manager
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Delivered strategic plans to clients (Lululemon, RedBull), outlining competitive landscape
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Led a team of Data Scientists to ensure a holistic digital marketing strategy
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Drove SEO initiatives for clients and RightMetric, as the in-house expert
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Developed paid advertising strategy for E-commerce clients that ensured a positive ROI
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Leveraged tools (SimilarWeb, Google Analytics, Crimson) to support digital strategy
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RYDERS eyewear – North Vancouver, BC
Marketing Manager
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Created budget proposals annually with ongoing management/maintenance
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Developed brand and product-focused advertising campaigns for different target markets
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Oversaw strategy, development, content, digital marketing, SEO, SEM, and reporting
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Developed annual marketing plans that include B2B and B2C initiatives (retail and digital)
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Managed Intermediate Graphic Designer, Marketing Coordinator, and Photographer
Digital Marketing E-Commerce Manager
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Executed omni-channel plan including GTM strategy with extensive B2B and B2C marketing
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Managed digital channel, driving consumers through sales funnel—183% YOY
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Oversaw e-commerce strategy, development, content, marketing, SEO, SEM, reporting
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Strategically positioned product within various targeted market segments
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Developed and executed launch of premium technology into North American and Europe
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Reported to parent company weekly on KPI’s, ensuring profitable ROI
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Onison Corporation – Vancouver, BC
Marketing Manager
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Strategically developed, analyzed and enhanced web presence
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SEO, Analytics (Google, Alexa, Hubspot), Social Media
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Graphic design - web and print
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Technical writing - press releases, directories, website, blog
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E-Commerce Product marketing/merchandising