Curtis Young
Verified Expert in Marketing
Digital Marketing Expert
Krugersdorp, Gauteng, South Africa
Toptal member since August 15, 2024
Curtis is an expert in leading digital data analyses, utilizing diverse data sources to provide consumer insights and support strategic planning. Renowned for promoting effective governance and driving positive change, he has enhanced operational efficiency, business performance, and product awareness. Curtis excels in managing complex projects from inception to completion, consistently delivering within agreed timeframes and specifications.
Project Highlights
Expertise
- A/B Testing
- Conversion Rate Optimization (CRO)
- Google Analytics
- Google Tag Manager
- Marketing Analytics
- Marketing Technology (MarTech)
- Personalization
- Web Analytics
Work Experience
Head of Product and Strategy Development
Fixxr
- Led the development of product enhancements, driving a 95% increase in closed bookings yearly.
- Developed new subscription-based products, transitioning the existing business model to a monthly recurring revenue (MRR) model.
- Spearheaded the development of internal processes, achieving operational time efficiencies of over 70% on our internal CRM systems.
Head of Digital Marketing Analytics
Standard Bank South Africa
- Expanded A/B testing and web personalization capabilities, increasing from 16 to over 300 successfully implemented experiences annually.
- Headed initiatives to use 1st-party data in marketing campaign personalization, with 30% of experiences leveraging this data.
- Pioneered using Customer Match for targeted media campaigns within the organization.
Digital Marketing Analytics Manager
Standard Bank South Africa
- Led an initiative to generate customer behavioral insights by working with customer insights and campaign analysts. Identified over ZAR 7 billion in potential opportunities to support decision-making.
- Deployed continuous improvements in extraction, aggregation, profiling, testing, and analysis of terabytes of customer data.
- Received the Mark of Excellence (2020) award for exceptional performance across the organization and was nominated again in 2021.
Founder and Managing Director
MTYsquared Holdings
- Headed the increase of over 60,000 unique monthly visitors to a new client site through strategic search engine optimization (SEO) enhancements, starting from zero.
- Built scalable digital solutions that significantly expanded clients' offerings and growth potential across numerous small and medium-sized businesses with no prior robust digital presence.
- Launched a web hosting service to complement the existing web development and design offerings for clients.
Portfolio Optimization Manager
Standard Bank South Africa
- Built and maintained collaborative relations with project teams to support the finance planning cycles.
- Tracked performance of initiatives against strategic objectives through a benefits management framework.
- Built various business cases to provide strategic investment advice to the PMO, assessing whether projects were ready and worthwhile for funding.
- Received the Standard Bank Mark of Excellence (2014), which recognizes top performers within the organization.
Project History
Fixxr Website
http://fixxr.co.za/Led product enhancements, achieving a 95% annual increase in closed bookings.
Fixxr is an online platform that connects customers with expert mechanics in their area. Fixxr expert mechanics come to customers’ homes or offices.
I led the platform’s product development and created visibility among users.
Scaled Digital Marketing Analytics Capability at Standard Bank
Expanded A/B testing and web personalization capabilities from 16 to over 300 experiences annually.
As the recent head of digital marketing analytics at Standard Bank, I refined my analytical skills to uncover opportunities through data management and analytics. My focus was on driving data-informed decisions, enhancing customer experiences, and creating sustainable value. This role emphasized the importance of data-driven strategies and their transformative impact on digital and marketing initiatives.
Conversion Rate Optimization Activities for the 1st Tokenized Bond in Africa
Led the implementation of martech capabilities, enabling web personalization and conversion rate optimization (CRO) expertise in setting up customer relationship management (CRM) user journeys to maximize conversions.
I spearheaded the implementation of martech capabilities to enhance customer engagement for Africa’s 1st tokenized bond offering. My role focused on leveraging CRO strategies and web personalization to create a tailored user experience.
I started by analyzing user behavior and identifying key touchpoints that could influence the decision-making process. Based on these insights, I designed and implemented personalized user journeys within the CRM, ensuring each interaction was relevant and value-driven.
By integrating advanced analytics tools and A/B testing, I continuously optimized the web experience, refining messaging, calls for action, and layout to increase engagement. This approach resulted in a significant uplift in conversion rates, driving both user acquisition and retention.
Moreover, I collaborated closely with the marketing and product teams to align the CRO strategies with broader business goals, ensuring a cohesive approach that maximized the bond’s market impact. The successful execution of this project enhanced the user experience and set a new benchmark for digital finance solutions in Africa.
Education
Bachelor's Degree in Accounting and Economics
Nelson Mandela University - Port Elizabeth, South Africa
Certifications
Google Analytics Certification
SEO Certified
HubSpot Academy
LinkedIn Marketing Fundamentals
LinkedIn Marketing Labs
Growth-driven Design Certified
HubSpot Academy
Digital Marketing Certified
HubSpot Academy
Responsive Web Design
FreeCodeCamp
Advance as a Digital Marketing Specialist
Skills
Core
Google Tag Manager, Conversion Rate Optimization (CRO), SEO Tools, Organic SEO, Paid Advertising, Marketing Analytics, Funnel Marketing, Search Engine Optimization (SEO), A/B Testing, Marketing Automation, Pay-per-Click (PPC), Omnichannel Marketing, Google Paid Ads, Audience Targeting, Marketing Technology (MarTech), Funnel Optimization, Performance Marketing, WordPress SEO, Digital Marketing, Google Ads, Marketing, Facebook Ads, Keyword Research, Lead Generation, SEO Audits, Google SEO, On-page SEO, LinkedIn Ads, Search Engine Marketing (SEM), LinkedIn Marketing, Social Media Marketing (SMM), Growth Hacking, Ad Campaigns, Campaign Management, Customer Engagement, SEO Marketing, Landing Pages, B2C Marketing, Email Marketing, Local SEO, Affiliate Marketing, Digital Marketing Strategy, Product Marketing, App Store Marketing, TikTok Ads, Social Media, Link Building, Marketing Strategy, Channel Strategy, SMS Marketing, Inbound Marketing
Platforms & Tools
Google Analytics 4 (GA4), Google Analytics, Zoho, CRM Systems, Facebook Ads Manager, Google Data Studio, Mixpanel, Looker Studio, HubSpot
Technical
Google Search Console
Business Models
Business to Consumer (B2C), Business to Business (B2B)
Other
WordPress, Adobe Analytics, Adobe Target, Personalization, Web Development, Search Engines, Analytics, Landing Page Optimization, Web Analytics, Dashboards, Audience Segmentation, Website Optimization, Startups, Reporting, Customer Journey, Performance Analysis, Technical SEO, Data Analysis, Pixel, Product Analytics, Data Analytics, Data Analytics (Marketing), Business Management, Product Development, Adobe Launch, Business Cases, Financial Modeling, Paid Media, Customer Acquisition, Growth Marketing, Sales Funnel, eCommerce, User Experience (UX), Ad Optimization, Sales & CRM Platforms, Customer Relationship Management (CRM), Keyword Analysis, Meta Ads, Product Launch, Demand Generation, Paid Search, eCommerce Marketing, Online Sales, Product Growth, Web Design, Web UI, Web UX, Integration, WordPress Design, Hotjar, Campaign Optimization, Reporting & Dashboards, Conversions API, Documentation, Economics, Accounting, Behavioral Science, Hosting, Project Planning, Sales Effectiveness, UX Design, Salesforce, Google Shopping Ads, Shopify, Growth Strategy, Growth Experimentation, Event Tracking, Server-side Tagging
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