Dmitri Echin
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since January 28, 2026
Dmitri is a digital marketing leader with 20+ years of experience driving scalable growth for global brands like Pinterest and iProspect. A specialist in the "Search Everywhere" era, he bridges the gap between traditional SEO and modern AI-driven discovery (AEO/LLMs). Dmitri architects end-to-end digital strategies that prioritize ROI through a blend of technical precision and creative innovation, helping businesses navigate complex digital landscapes with measurable success.
Project Highlights
Expertise
- Account Management
- Google Analytics 4 (GA4)
- Google SEO
- Google Search Console
- Leadership
- Looker Studio
- SEO Tools
- SEO with AI
Work Experience
Digital Marketer
Self-employed
- Partnered with organizations of all sizes to architect and execute end-to-end digital marketing strategies that deliver operational efficiency, strategic clarity, and measurable growth.
- Spearheaded the integration of AI tools (ChatGPT, Claude, Perplexity) into marketing workflows to automate content production and data analysis.
- Developed cutting-edge strategies to optimize brand visibility within AI-driven search environments and LLM responses.
- Architected cross-platform optimization frameworks for high-intent discovery platforms, including TikTok, Reddit, and Pinterest.
- Guided SMBs and mid-market firms through the transition from legacy marketing models to modern, data-centric digital ecosystems.
- Conducted deep-dive technical audits of multichannel media accounts to identify structural inefficiencies and wasted spend.
- Managed and reallocated monthly budgets to maximize ROAS across SEM, Social, and Programmatic channels.
- Engineered unified strategies that ensure message consistency and attribution accuracy across the entire customer journey.
- Leveraged advanced analytics to identify drop-off points in the conversion funnel, improving lead quality and lowering the cost to acquire customers.
- Led comprehensive technical, on-page, and off-page SEO initiatives to secure top-tier rankings in highly competitive verticals.
Account Manager, Ad Sales
- Worked with top Canadian and global brands to showcase their products and services on Pinterest. Guided clients through the full advertising lifecycle, from ideation and strategy development to activation and optimization.
- Managed a diverse portfolio of high-value advertising accounts across telecommunications, tech, entertainment, travel, and QSR verticals, driving increases in year-over-year ad spend through strategic platform adoption and performance optimization.
- Served as a key liaison between my Canadian clients and global engineering teams, providing technical feedback that improved campaign execution and performance.
- Supported clients in navigating the platform, generating tailored solutions that best fit their business goals, and guiding them all the way from ideation to activation.
- Produced media plans and presentations to convey the suggested plan of action.
- Helped the clients activate campaigns, tracked performance, and provided extensive reporting.
- Held post-campaign meetings to share learnings and proposed new and improved initiatives.
- Supported partner managers with technical knowledge and industry insights.
- Proposed platform improvements to engineering teams.
Head of SEO and Digital User Experience
iProspect
- Led the iProspect Canada team in all things SEO and digital customer experience, driving client success and an incremental increase in the scope of work.
- Ensured product offering development, innovation, and evolution. Initiated new business growth, development, and sales support.
- Fostered solutions, vendor relationship development, and management.
- Trained, mentored, and motivated team members in SEO, career development, and personal growth.
- Planned and allocated team resources as required for various projects.
- Developed and implemented SEO strategies for some of the world's largest brands. Completed and presented client and internal performance reports.
- Activated and optimized PPC campaigns to continuously grow the number of conversions and reduce the cost per conversion.
- Developed annual spend budgets and strategies to present to clients.
- Stayed on top of emerging industry trends and anticipated upcoming changes to make sure the strategies developed for clients were future-proof.
- Led the weekly office shared learning sessions to make sure best practices were leveraged by various teams.
Web Marketing Specialist
Newtown Search
- Supported a large number of clients to meet their strategic online goals. Worked with diverse clients that ranged from television channels to large law firms, and was exposed to a wide variety of interesting and engaging projects.
- Directed Pay Per Click (PPC) account management across Google Ads, Bing/Yahoo, and Facebook. Drove web traffic and sales conversions to client sites.
- Implemented strategic SEO keyword research and completed target groupings that were utilized in the entire online marketing effort.
- Interacted with clients to assure that all goals and projects were progressing according to plan.
- Wrote creative, engaging, and keyword-rich content for client websites to ensure web optimization and interest.
- Devised strategic content schedules for writers to enhance organic SEO efforts.
- Trained and managed outsourced employees over Skype and MSN Messenger, assuring that all work was completed to high-quality standards.
- Generated SEO-friendly and engaging metadata to maximize natural targeting and click-through rates.
- Completed social bookmarking of new stories to promote exposure across the most popular social networks.
- Coordinated blog management and content posting of the newest content to drive links and interest.
Assistant Marketing Manager, eCommerce
Silver Crystal Sports Inc.
- Conducted competitive research to establish pricing, product mix, and promotions. Devised seasonal and special campaigns to increase overall sales.
- Worked in a team to set, implement, and evaluate online brand communications and strategy, resulting in higher brand recognition across several eCommerce channels.
- Analyzed, suggested, and tested changes to improve customer website experience and sales conversions, increasing sales and customer satisfaction.
- Played an integral role in revamping the website to be SEO-friendly based on industry best practices, resulting in higher natural search rankings on major search engines.
- Took a lead role in assuring that selling activities across the eCommerce channels were running smoothly, greatly improving customer positive feedback scores across Amazon and eBay sales channels.
- Leveraged the website's content management system to manage sales copy, prices, products, and product photos.
- Prepared and analyzed year-end sales and inventory reports to help project annual procurement requirements.
- Took and edited digital product photos in Adobe Photoshop to be used in sales ads.
- Built automated spreadsheets on Microsoft Excel used to merchandise the Amazon and eBay sales channels.
- Prepared HTML product ads to include in online sales channels.
Event Manager, Conference Speaker Agenda Curator
Gao Group
- Researched and identified high-profile and emerging speakers for mobile, government technology, and financial technology conferences, initiating and managing invitation outreach.
- Developed and organized speaker agendas, including topic selection, time slots, and session sequencing for optimal audience engagement.
- Collaborated with presenters to ensure timely delivery and quality of presentations, providing guidance on content and format.
- Partnered with the sales team to align conference content with market trends and audience needs, enhancing event relevance and speaker impact.
- Contributed to conference marketing campaigns, supporting promotion, advertising, and audience acquisition efforts.
Project History
SEO Projects for First Orlando
https://www.firstorlando.com/- 75% — Increase in the Number of Tracked Branded Keywords Ranking in the Top-3 Spot
- 35% — Increase in Organic Traffic
- 30% — Increase in the Number of Donation Conversions
The client’s website ranked for only a limited number of branded terms and very few generic keyword phrases. There was significant potential to improve branded and generic keywords through SEO. The client was putting up pages that were not optimized for SEO performance. When the client took down pages, they did not follow SEO best practices.
I conducted SEO foundational keyword search volume research and selected a set of keywords to target for rankings improvements across branded and generic terms. I set up SEO tracking in Moz, established baseline performance, and targeted future results. I also set up a monthly Looker Studio reporting dashboard to track performance and drive continuous incremental improvements, and provided SEO recommendations and consulting to implement them.
Branded keyword rankings improved from 40% to 70% in the top-3 results. Tracked generic keyword phrases that rank on the first page improved by 50% and there was a 30% increase in the number of donation conversions.
Mango.org SEO Audit and Fix Recommendations
https://www.mango.org/- 45% — Increase in Organic Keywords Ranking in Top-3 Spots
- 25% — Increase in Organic Traffic
The company needed help transitioning the website to a new platform to improve organic rankings and traffic. There was a large website with English and Spanish language considerations, and the need to preserve legacy SEO equity and link juice.
I conducted a full website SEO audit, focusing on both the technical and content aspects, and provided comprehensive SEO recommendations to give the website the best chance at performance and rankings. I provided website transition best practices and ensured the client understood how important it is to take the necessary precautions when transitioning the website. In addition, I conducted post-transition audits to ensure the transition went according to plan.
I helped avoid major SEO pitfalls that are frequent during major transitions and prepared the site for outstanding performance. I managed a 45% increase in the number of keywords ranking in the top 3. Organic traffic has grown by more than 25%.
GM Canada Geolocation and International Keyword Cannibalization
https://www.gm.ca/en/home.html/- 80% — Reduction in Geographical Cannibalization
- 100% — CTR Increase on Impacted Keywords
- 25% — Increase in Organic Traffic
GM US websites often appeared in the top search results for Canadian users, who clicked on US results and viewed the wrong data, often without realizing it. Geographical search keyword cannibalization was leading to an inferior user experience in many instances.
I implemented hreflang tags globally to specify which version of the GM sites should be displayed in each location. I also implemented a geolocation recognition solution on the site to prompt non-US users to choose whether to be redirected to the correct geo version of the site.
I managed an 80% reduction in users from Canada mistakenly landing on US versions of the GM sites. There was a 100% increase in CTR and a 25% increase in traffic to the Canadian versions of the sites.
Education
Bachelor's Degree in Marketing
Schulich School of Business, York University - Toronto, Ontario, Canada
Certifications
NEXTGEN Leadership Program
Google Digital Academy
Google Analytics Individual Qualification
BrightEdge Certification
BrigthEdge
Marin Software Certified
Marin Software
Microsoft Advertising Accredited Professional
Microsoft
Search Advertising Fundamentls
Google Adwords Reporting and Analysis
Display Advertising Advanced
Google Search Advertising Advanced
Codecademy CSS
Codecademy
Skills
Core
Marketing, Pinterest, Pinterest Marketing, Pay-per-Click (PPC), Search Engine Marketing (SEM), Google SEO, SEO Audits, Google Ads, SEO Content, Organic SEO, Search Engine Optimization (SEO), Business Ethics, Sales, SEO Tools, Local SEO, On-page SEO, YouTube Ads, eBay Listings, Automotive, Content Marketing, Writing & Editing, Display Advertising, Content
Platforms & Tools
Looker Studio, Google Analytics 4 (GA4), Moz, Screaming Frog, Google Analytics, Adobe Photoshop, eBay, Google Display & Video 360 (DV360), YouTube Shorts
Technical
Google Search Console, CSS, HTML
Other
Advertising, Account Management, Pinterest Ads, Presentations, Creative Testing, PPC Campaign Management, Teamwork, Sales Presentations, Media Pitch, Sales Pitches, Pitch Preparation, Automation, SEO Reporting, Paid Search, Search Engines, Remote Work, Collaboration, Web Content, AI Tools, Customer Support, Semrush, WordPress, Finance, Personal Finance, Leadership, Management, Entrepreneurship, Pinterest API, Team Management, Team Leadership, Remote Team Leadership, Distributed Team Management, Pitch Decks, SEO with AI, Web Analytics, Data Reporting, Reporting, Data Analysis, Cross-cultural Collaboration, Team Building, Team Development, Cross-functional Team Leadership, Cross-functional Team Collaboration, Thought Leadership, Strategic Leadership, PPC Tools, Marin Software, Global SEO, YouTube SEO, SEO Writing, SEO Testing, YouTube, YouTube Marketing, YouTube Thumbnails, YouTube Growth Manager, YouTube Channel Management, Conference & Event Production, Research, eCommerce, Inventory, Inventory Management, Organization, Amazon, eBay Marketing, Automotive Sales, Article Writing, Content Writing, Blog Posting, Blogs, Psychology, Creative Design, Google Display Ads, Google Display Network, Display Ad Delivery, Microsoft Advertising, Coding, Web Development, AIOSEO, Customer Research
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