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
- Adobe Analytics
- Adobe Target
- CRM Systems
- Conversion Rate Optimization (CRO)
- Digital Marketing
- Personalization
- WordPress
- Zoho
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.
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.
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 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
Digital Marketing, Google Ads, Google Tag Manager, Conversion Rate Optimization (CRO), Marketing, SEO Tools, Organic SEO, Paid Advertising, Marketing Analytics, Funnel Marketing, Search Engine Optimization (SEO), Keyword Research, A/B Testing, Lead Generation, On-page SEO, Marketing Automation, Pay-per-Click (PPC), Omnichannel Marketing, Google Paid Ads, Social Media Marketing (SMM), Audience Targeting, Product Marketing, Growth Hacking, Ad Campaigns, Marketing Technology (MarTech), Testing, Funnel Optimization, Performance Marketing, WordPress SEO, SEO Marketing, Landing Pages, B2C Marketing, Email Marketing, Facebook Ads, SEO Audits, Google SEO, LinkedIn Ads, Content Marketing, Search Engine Marketing (SEM), LinkedIn Marketing, Digital Marketing Strategy, Campaign Management, Social Media, Customer Engagement, Marketing Strategy, Channel Strategy, Inbound Marketing, Local SEO, Affiliate Marketing, App Store Marketing, App Store Optimization (ASO), TikTok Ads, Link Building, SMS Marketing
Platforms & Tools
Google Analytics 4, Google Analytics, Zoho, CRM Systems, Facebook Ads Manager, Google Data Studio, Mixpanel, HubSpot
Technical
Google Search Console
Business Models
Business to Consumer (B2C), Business to Business (B2B)
Other
WordPress, Adobe Analytics, Adobe Target, Personalization, Adobe Launch, Web Development, Search Engines, Analytics, Paid Media, Landing Page Optimization, Web Analytics, Growth Marketing, Sales Funnel, eCommerce, Sales & CRM Platforms, Customer Relationship Management (CRM), Keyword Analysis, Dashboards, Audience Segmentation, eCommerce Marketing, Website Optimization, Product Growth, Startups, Reporting, Customer Journeys, Performance Analysis, WordPress Themes, WordPress Design, Technical SEO, Data Analysis, Growth Strategy, Pixel, Data Analytics, Campaign Optimization, Business Management, Product Development, Business Cases, Financial Modeling, Design, Customer Acquisition, User Experience (UX), Ad Optimization, Sales Effectiveness, Meta Ads, Product Launch, Demand Generation, UX Design, Paid Search, Online Sales, Cryptocurrency, Web Design, Web UI, Web UX, Integration, Google Shopping, Product Analytics, Hotjar, Economics, Accounting, Behavioral Science, Hosting, Project Planning, Salesforce, Shopify
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