Overall Experience
During my 6+ year tenure at OpenRoad Group, I was a pivotal part of creating, shaping the digital marketing team from a team of 1 in 2017 to a team of 4 managing over $2.5M in 2023 collectively across all accounts. Our advertising in Google Ads, and Facebook Ads, are industry-leading in terms of cost-per-conversion. We worked with 34 stores, 19 brands, across 2 provinces, and 1 state, on digital advertising, analytics, website management, and SEO. I was also a core leader in the development of our in-house website platform, representing over half of our store websites, suggesting core design changes, using website behaviour tracking tools to optimize layouts.
Website, Tracking
- CMS Network Expansion:
Played a pivotal role in expanding the CMS network to include a diverse range of platforms such as the custom OpenRoad Drupal 8 platform, various WordPress instances (TAdvantage, D2C, Strathcom, Dealer Inspire), Sitecore, XM360, and other custom OEM platforms including MINI and Rolls-Royce. This expansion broadened our capabilities and enhanced our digital presence across different channels. - Website Tracking and Tagging:
As a core team member, I contributed to the meticulous tracking and tagging of all website platforms. This ensured the accurate measurement of core digital marketing Key Performance Indicators (KPIs), which were vital for informing our advertising strategies and analytics platforms.
Digital Advertising, SEO, Analytics
- Website Development and Design:
As a core member of various website projects, I contributed significantly to both in-house developed platforms and OEM-mandated projects. My responsibilities included feature development, user experience enhancements, performance optimization, and providing valuable design input. - Digital Marketing Leadership:
Spearheaded digital marketing initiatives for new corporate marketing endeavors and projects such as Portfolio, NextRoad, TruePrice, Over the Top sale, CPO sales, and Excellent Used Car Sale. By leading these efforts, I ensured effective digital outreach and brand promotion. - Strategic Digital Advertising:
Implemented innovative strategies for digital advertising across various platforms including Google (search, display, video, discovery), local channels, audio platforms, and Facebook Ads. These strategies encompassed precise targeting, web performance optimization, and comprehensive digital reporting to drive impactful results.
Various Milestones
Celebrated a few milestones on the job. Below are snippets from my 6+ years at OpenRoad. From my first work conference being flown to Las Vegas for DrivingSales in 2018, presenting at the OTT Awards, filming the new brand identity of ‘Unlimited Possibilities Ahead’, at the unveiling of a new unique Porsche Now Richmond boutique store in 2019, all the way to my 5-year celebration in 2022.
Media
I have a lot of fun at work. Can’t complain.
