Team Leadership & Growth Strategy

Fraser was brought on to revitalize the Marketing department after the business faced challenges during COVID-19. By assembling a 5-person team, launching new high-growth marketing channels, and fostering a growth mindset among the executive team, the brand achieved a record year in 2021.

Hiring and leading a high performance team of both digital (SEM, Content, Social, Analytics) and field marketing specialists, Fraser was the key decision maker and department head.

Fraser led the corporate marketing department for the entire franchise system of more than 70 small businesses in the home services industry

Driving the online bookings for the different franchises across North America—by focusing on a digital first, content marketing strategy, the team was able to deliver tremendous YoY growth for the franchise system. Fraser's approach was driven by data, recognizing that each small business was at a unique stage in its journey. By understanding key metrics and setting KPIs across the top (awareness), middle (nurturing), and lower (conversion) funnels, he ensured that each franchise made progress efficiently.