Max Tremblay - Principal, Maxtfactordigital

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Work Background

MaxtFactor DigitalPrincipal Consultant

Jan. 2021Toronto, Ontario, CanadaDigital marketing consultancy focusing on growth strategies including revenue, leads, user acquisition & traffic generation. Devised and executed brand & digital marketing plans including; organic (SEO, content, blogs, social media, PR) paid/performance (SEM, programmatic, affiliate) and advertising & branding (value prop, segmentation, media). For more details visit my portfolio on https://www.maxtfactordigital.com/portfolio Some of the clients include: CMI Mortgage Investment, Sentrexco.com, Valnet.ca • Developed new multichannel strategies and campaigns on Google, Facebook and Linkedin, reduced the budget by -65% while increasing qualified high-value leads by 6% and the number of converted investors by 20%. • Increased new investors by 20%, contributing to +$3.4 million in annual mortgage investments, by redesigning the CRO conversion analysis using Salesforce, Google, Hotjar and FB data sets to identify and deploy new keywords, landing pages, target audiences and launching 3 new websites to triple conversions.

MaxtFactor DigitalPrincipal Consultant

Jan. 2010 - Dec. 2014Toronto, Ontario, CanadaShaw Media - Brand & Publicity, Dramatic & Factual (contract) 2011-2013 Developed the digital launch plans for History, Showcase, NGO networks. Grew core 18-54 years old audience viewership +5%. Build the digital launch plan for “Continuum” 2012’ #1 specialty show. Yahoo! Canada – Acting Director Marketing & Insights (contract) 2009-2011 Built new traffic acquisition strategies, by executing targeted dynamic news (Finance, Entertainment, Regional) content placement that delivered +3% lift in annual unique visitors.

Toronto Region Board of TradeSenior Director, Member Marketing, Experience & Data Analytics

Jan. 2022 - May. 2024Toronto, Ontario, Canada · Hybrid•Developed the strategies and deployed the 2022/23 new member acquisition paid digital campaigns, redesigning the bidding, keywords and creative strategies. Drove increased leads by 80%, new revenues by +118% in 2022 VYA and +185% in 2023 VYA, now contributing to 42% of all acquisitions. •Directly managed all paid digital campaigns to promote and sell TRBOT 40+ events tickets and tables, generating $700K in yearly revenues. Lead all creative development, bidding and audience segmentation on Linkedin, Google Search, Google Display, FB and Instagram. Used A/B creative and audience geo-fencing to reduce Google and LinkedIn channel spending by 20%+ in 2022 and 12% in 2023. •Created the digital member journeys and touchpoints, testing and using Artificial Intelligence Chat GPT to build script copy based on detailed member segmentation. Executed the lifecycle campaigns via the CRM (MS Dynamic CRM) and Marketing Automation platform to deploy all member 1/3/6/9/12 month engagement as well as weekly emails and Newsletters to TRBOT’s 11,500 members, improving open rates by 30% and CTR rates by 4.2%. •Grew TRBOT annual membership revenues by $150K by leading and implementing a +16% price increase on all tiers (the first in 9 years). •Built and deployed TRBOT’s new event pricing/promotional strategies, delivering an incremental $200K in revenues.

Toronto Parking AuthorityDirector, Marketing

Jan. 2020 - May. 2021Toronto, Canada Area•Led the new Green P mobile app version 2.0 product development, conducting extensive usability testing to identify and fix defects for new payment functionality with Apple Pay and Google Pay. •Developed the strategic launch plan and execution of digital elements, including creating a new website, self-serve customer support, organic and paid social media messaging in-app text pushes, and “how-to” videos to ensure seamless upgrade retention with the 1 million app users. •Wrote Bike Share Toronto 2020-22 strategic business plan and built an extensive digital and on/off-street advertising campaign, contributing to growing Bike Share revenue +50% and profitable casual membership +60% YOY. •Negotiated the Bell/Astral and Bike Share advertising and sponsorship agreement, driving incremental $500,000/year. Executed the integrated CAA/Bike Share program via unique member offers and the Free Ride Wednesday Promotion driving trial with new users and double-digit ridership vs last year.

IG Wealth ManagementDirector, CRM, Content and Social Media

Jan. 2018 - Dec. 2020Toronto, Canada AreaDeveloped client and advisor-facing content strategies for IG’s 17 media channels using Hootsuite. Deployed data-driven metrics through SEO/taxonomy driving organic growth on Facebook, LinkedIn engagement by 25% YOY. Managed the end-to-end process of IG Private Wealth advisor websites, creating the content strategy, architecture, SEO plan. Launched 60+ consultant websites in 2019. Orchestrated the RFP to select a social media/selling platform for IG 4000 advisors. Designed the pilot and rollout plan for Hootsuite and Advisor Stream, with a 40% take rate by advisors, expanding IG’s organic reach by 500%.

Desjardins General Insurance GroupVice President/Senior Director - Client Experience Omnichannel and Digital Marketing

Jan. 2015 - Dec. 2018Toronto, Ont/Quebec City, Qc• Transformed the Client Experience Net Promoter System, establishing a structured improvement process and new collaborative platform with sales, actuary, underwriting and claims sectors. The NPS score (see Bain System http://www.netpromotersystem.com/) is a key strategic pillar accounting for 45% of the annual incentive plan. • Orchestrated the plans that accelerated NPS score improvements of +14%, exceeding targets from 2015-17. •Introduced a new Voice of Customer analysis and client journey mapping processes, using all channel data (Web, Mobile, Phone) to run a statistical regression analysis. Leveraged key insights to develop a new Sales & Service moment of truth improvements plan that drove +6% NPS gains in 2 years. •Designed Desjardins Insurance's digital transformation of client care communication reaching millions of customers across multiple brands (Desjardins, The Personal, State Farm) and distribution channels (CCC, Web, captive agents). •Devised new personalized campaigns via Eloqua Marketing Automation platform to optimize car un-storing processes with 300,000 clients. The pilot reduced inbound client calls by 40%, driving a 60% increase in online usage. •Engineered and formalized the strategic business requirements of Customer Relation Management (CRM – Oracle Siebel) and Marketing Automation (Oracle - Eloqua) solutions. •Formulated the SEO (Search Engine Optimization) strategies for all lines of business. Built an analytical framework to implement a new URL structure and keyword optimization, driving a +50% increase in organic traffic and leads. •Built the digital marketing and technical plan to route State Farm/Desjardins 5 million unique visitor traffic to appropriately feed the three key channels of Brokers, Call Centers and Web/Mobile sites

Yellow Pages Next HomeDirector of Marketing and Product Management

Jan. 2014 - Dec. 2015Toronto, OntarioRepositioned Wall2Wall Media to YP Next Home branding to align the B2C/B2B product development and strategic roadmap to capitalize on Yellow Pages deep brand equity and digital/SEO strength. Launched three digital vertical experiences: In May 2014, launched the rentersguide.ca and in October 2014 launched the newhomeandcondoguide.ca websites & iPhone and Android apps. Renters Guide IOS app was selected as a "Featured App" in the iTunes store five weeks post-launch. Executed go-to-market launch strategies to drive awareness, traffic and engagement using social media, PR and email retention, resulting in a 220% ROI on SEM & SEO investment.

WorkopolisVP Marketing and Ecommerce

Jan. 2005 - Dec. 2009Toronto, Canada Area•Executive sponsor responsible for charting the long-term strategic plans, communication platform, pricing, new product innovation and high-impact partnerships (VANOC, MSN). Accountable to drive sales and accelerated growth for Workopolis’ e-commerce channel from $7 to $19 million per year. •Tripled sales and lead generation growth over four years (from 90M to 400M per year). Expanded new revenue channels, including email, affiliate marketing, SEM & Telesales. •Developed fully integrated B2C offline and online programs driving online recruiting category leadership, making Workopolis the 10th most visited Canadian-based website property. •Responsible for driving double-digit growth for Workopolis key performance metrics, including; revenue (CAGR +33%), profit (+33% YOY), traffic (from 2.1million to 3.6 million unique visitors/month) and awareness (Unaided 25% to 44% and Aided from 70% to 91%) in all regions over the last 4 fiscal years. •Managed and negotiated under budget all agencies' (creative, media, PR and consulting) service agreements. •Oversaw Workopolis’ new products/features with the support of the brand and development teams to launch products like the Mobile platform, many employer branding tools, and B2B lead generation. •Negotiated high impact business building sponsorships with the 2010 Vancouver Olympic Committee and online portal agreements with MSN/Sympatico, Google, Yahoo and The Weather Network. •Established SEO/M metrics evaluation to ensure a +170% ROI delivery on Google, Yahoo and MSN Ad campaigns. •Reported to the President and part of the Senior Management team. Managed, trained and mentored a team of 12.

HJ HeinzSr. Marketing Manager - Heinz Ketchup & Condiments

Jan. 2002 - Dec. 2005Toronto, Canada AreaDelivered 3 consecutive years of double target volume, Net sales and profits on Heinz Ketchup, driving the category to grow +2.5% for 3 consecutive years. Heinz brand grew volume FY03: +4% and FY04+5% VYA, and +3% in FY05. Delivered record market shares of dollar (+3.2pts over 3 years) and tonnage (3.2pts over 3 years). Initiated consumer research to develop insights and subsequently developed the plan to increase usage frequency and volume, via a Canadian specific recipe dissemination program. Launched the Heinzitup.com website with integrated support program in July 2004. Implemented two price increases of +5% on Ketchup in 2002 and 2004. Re-engineered new pricing/promotional strategies to drive increased profit via deal spend optimization with Loblaws, Sobeys, Wal-Mart, Costco, Safeway & Metro.

Bell ExpressVuSr. Manager Omni-Channel Acquisitions

Jan. 2000 - Dec. 2002Toronto, Canada AreaGrew direct acquisition channels from 2% in 2001 to 12% in 2002. Contributed to ExpressVu’s doubling its customer base growth in less than 1 year. Developed and implemented strategic roll-out plan for selling Satellite/ExpressVu products via 310-Bell Canada Call Centres (3000 Customer representatives). Negotiated Service Level agreement between Bell and ExpressVu.