Kevin Park
Verified Expert in Marketing
Marketing Expert
Toronto, ON, Canada
Toptal member since April 17, 2023
Kevin is a senior digital marketing professional with a background in the tier-1 consumer electronics category and agency experiences in consumer retail, wireless and internet communications, retail finance, and SaaS. He has a deep technical knowledge of all major digital marketing tactics. His specialties are designing end-to-end digital marketing campaigns that connect with customers at all relevant touchpoints and generating business results that look at incremental customers or revenue.
Project Highlights
Expertise
- Business Development
- Customer Relationship Management (CRM)
- Digital Marketing
- Digital Transformation
- Integrated Marketing
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- eCommerce
Work Experience
Director of Global Marketing and Canadian Business Development
PABLO AIR
- Led PABLO AIR’s entry into the Canadian defence market by building high-level relationships with DRDC, DND, domestic defence manufacturers, and leading drone companies, resulting in PABLO AIR's first overseas drone swarming demonstration in Canada.
- Drove executive-level discussions with Canadian defence manufacturers to co-produce Made-in-Canada military drones, laying the groundwork for local production, export pathways, and future procurement opportunities with the Canadian Armed Forces.
- Controlled PABLO AIR’s brand and market positioning in North America by managing LinkedIn and major online communication channels, overseeing English-language marketing assets, and representing the company at major industry events globally.
- Negotiated and executed partnership agreements with InfinitDrones and CERRA, enabling joint demonstrations, co-marketing initiatives, and expanded access to Canadian government stakeholders and operational test environments.
Digital Marketing Consultant
Freelance Digital Marketing
- Co-owned and led marketing for tollaa.com, a Shopify-based eCommerce site generating $400,000 annually. Analyzed consumer behavior and optimized sales across direct, marketplace, and Fulfillment by Amazon (FBA) channels.
- Spearheaded the development of a multilingual website and global B2B digital and trade marketing campaigns as marketing director at KYMA, a tech startup specializing in advanced analyzers for the environmental market.
- Developed Faire's first digital marketing frameworks for the social media campaign setup, B2B customer segmentation, tagging, and data tracking, and website optimization, working directly with the founders. Faire was valued at $13 billion as of June 2022.
- Managed an awareness campaign for NUWIQ, Octapharma's Hemophilia A treatment, by creating inbound-optimized microsites and running compliant online campaigns aligned with Canadian patient protection laws.
Amazon Strategy Product Manager
Dermalogica - Ecommerce CA
- Optimized the Amazon product catalogue, creating and managing PPC campaigns, and building an internal knowledge base to accelerate B2C eCommerce growth.
- Led cross-functional initiatives involving fulfilment, customer service, creative, and compliance to expand strategic SKUs, and follow brand guidelines in redesigning the Dermalogica brand store and preparing engaging marketing communications.
- Acted as the primary point of interaction with Canadian customers, reviewing customer feedback, product return and refund requests, and consolidating customer pain points to clarify product pages and marketing messaging.
- Developed an original case escalation strategy based on Health Canada regulations; worked closely with Dermalogica lab to compile proprietary ingredient lists while masking sensitive information for Amazon compliance, reducing product downtime.
Director of Digital Marketing and eCommerce
Volatus Aerospace
- Unified the drone sales business under the Volatus Drones brand, streamlining operations across Canada and the US by consolidating websites, sales channels, marketing campaigns, and tech infrastructure.
- Launched a reputation program for Volatus Drones, standardizing customer service across platforms and earning a 4.4/5 TrustScore on TrustPilot and the number one ranking in Canada for aerial photography.
- Refocused marketing investments on revenue-driving tactics, reducing costs by 55% YoY in 2023 while increasing online revenue by 60% through optimized paid search campaigns on Google and Bing.
- Overhauled ad account structures, CRM database, and eCommerce product catalog to improve data accuracy and audience targeting. This led to a 181% year-over-year sales increase in the fourth quarter of 2023 from new enterprise SEM campaigns.
Head of Digital Marketing, HP Canada
HP Inc
- Achieved an ANA award in 2021 after crafting a cross-channel strategy to drive customers from Google to the optimized HP brand store on Amazon Vendor Central, yielding 6x ROAS on incremental Amazon sales, leveraging Amazon advertising and Amazon SEO.
- Executed a campaign with a $520,000 annual budget to grow HP's new subscription service, HP Instant Ink; focused on achieving a high ROI by focusing on 1st-party customer data, converting customers at $10 per sign-up compared to the $50 target.
- Led a digital transformation project with a team of eight specialists to in-house online media buying and retail account optimizations; achieved a 14.8% cost reduction and a record paid media revenue at $4.3 million for the HP eCommerce website.
Digital Business Development Manager (Country Online Lead)
HP Inc
- Drove digital transformations by sharing internally-developed online customer experience strategies with Canadian retailers; offered custom solutions and implementation consulting as a subject matter expert to tier-1 partners.
- Engaged with senior executives and digital decision-makers with partner-focused plans to improve digital CX and eCommerce sales in the consumer tech category.
- Extracted actionable insights from enterprise-grade intelligence tools to co-design digital solutions involving cross-company teams, improving traffic to retailer websites and increasing eCommerce revenue from HP products.
- Worked within a matrixed organization, including account, category, marketing, and finance, to efficiently allocate market development funds; created executive reports to influence HP's senior leaders for incremental budgets on revenue-driving projects.
Search Strategist for Rogers Brands
OMD
- Managed a $5 million annual budget across Rogers cable services (OMD Canada's highest spending client), Rogers Bank, and The Shopping Channel (eCommerce website) on Google Ads and Microsoft Ads.
- Led the paid search project for Rogers Apollo, a rebranding initiative that ran from Q1 to Q3, 2015; awarded Gold REAP, OMD Canada's second highest employee distinction, for my contribution to the project.
- Managed paid search campaigns to drive customer acquisition during key seasonal and brand initiatives such as Rogers Ignite (internet), back to school, Fido Pulse (mobile), and Rogers Platinum MasterCard (financial).
Digital Marketing Assistant
Deloitte Digital
- Prepared the first drafts of integrated digital marketing strategies involving paid search and social media for manager review.
- Installed advanced tags in Google Tag Manager and created custom conversion actions in Google Analytics for Canon, Sobeys, and other clients to track event-based goals and to create custom customer segments.
- Handled day-to-day management of the accounts by reviewing performances and making budget adjustments.
Project History
Young Lions Marketing Competition Finalist
Named one of the top five finalists in Canada for the 2022 Young Lions Marketing Competition.
Created an imaginary AI service that could detect mental health issues in children by analyzing text messages sent on the Rogers network (a brand that the team picked to create this hypothetical service). Our team created a holistic national marketing strategy to get Canadian parents with mobile family plans to enroll in the service to take advantage of AI-powered detection and customized treatment plans. The team was recognized for our creativity in creating a hypothetical AI solution based on the brand (Rogers) fit and creating a marketing strategy with a deep understanding of the target audience and the market need. We finished the competition in the top five out of all teams from Canada.
Winner of 2021 Best Media Thinking Category
Won the 2021 Association of National Advertisers In-House Excellence Award for Best Media Thinking.
Executed a cross-channel campaign using HP brand store pages as landing pages in Google Ads campaigns. We wanted to place an ad using another domain that could convert customers efficiently and defend our real estate on Google SERPs. We created custom Amazon store pages optimized for high-intent Google traffic and implemented dynamic sales tracking that could attribute Amazon product sales to the ad spend on Google. The beta test was a massive success, with a 6x ROAS on incremental Amazon sales. We won a Best Media Thinking Award from the Association of National Advertisers in 2021 for being recognized as the first strategy ever to be executed in North America.
Mayweather vs. Pacquiao Boxing Match Pay-per-view Campaign
Ran a last-minute targeted paid search campaign promoting the Mayweather vs. Pacquiao boxing PPV. Paid search, the only paid media that ran from OMD, represented 27% of traffic to the landing page and resulted in 4,000 sales inquiries.
Took the initiative to analyze the revenue opportunity from selling the premium PPV boxing match between Manny Pacquiao and Floyd Mayweather, titled The Fight of the Century. Paid search was the only paid media that supported the exclusive PPV distribution license that Rogers had, because I was the only person who went to the Rogers brand team to get campaign approval. With only two weeks left before the fight, I worked around the clock to launch a paid search campaign that every Canadian wanted to find and click on during that time. Paid search, the only paid media that ran from OMD, represented 27% of traffic to the landing page and resulted in 4,000 sales inquiries.
Education
Bachelor of Business Administration in Marketing
Schulich School of Business, York University - Toronto, Ontario, Canada
Skills
Core
Search Engine Optimization (SEO), Digital Marketing, Search Engine Marketing (SEM), Market Research & Analysis, Google Ads, SEO Audits, Marketing Analytics, Google Tag Manager, Content Marketing, Social Media Marketing (SMM), Facebook Marketing, Instagram Marketing, LinkedIn Marketing, Email Campaigns, Channel Strategy, Sales
Platforms & Tools
Bing Ads, Amazon SEO, CRM Systems, Amazon Advertising, Amazon Vendor Central
Other
Integrated Marketing, Programmatic Marketing, eCommerce, Bid Management, User Experience (UX), Paid Search, Marketing Attribution, Microsoft Advertising, Amazon Seller Central, Marketing ROI Optimization, Consumer Behavior, Brand Management, Customer Relationship Management (CRM), Digital Transformation, Shopify, Sales Pitches, Business Development, Shopify Marketing
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