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 touch points and generating business results that look at incremental customers or revenue.
Project Highlights
Expertise
- Customer Relationship Management (CRM)
- Digital Marketing
- Digital Transformation
- Integrated Marketing
- Programmatic Marketing
- Search Engine Marketing (SEM)
- Search Engine Optimization (SEO)
- eCommerce
Work Experience
Director of Digital Marketing and eCommerce
Volatus Aerospace
- Managed paid search campaigns on Google and Bing and leveraged Microsoft Advertising to generate 60% of incremental Shopify revenue according to a thorough internal statistical analysis.
- Led the development of new ad account structures, CRM databases, and other key marketing systems, enabling the team to follow defined methods, identify optimal decisions through linear A/B testing, and significantly improve the revenue generated.
- Strengthened Volatus Aerospace’s brand power by consolidating eCommerce operations and rebranding subsidiaries, simplifying the use of enterprise tools through group buying, and increasing operational efficiency by designing cross-market digital systems.
Freelance Digital Marketing Consultant
Freelance Digital Marketing
- Served as co-owner and marketing director of www.tollaa.com, a Shopify-powered eCommerce website with $400,000 annual revenue. I analyzed consumer behavior and optimized key selling channels, including direct selling, marketplace, and FBA.
- Led a project to develop a multi-lingual website and launch global B2B digital marketing campaigns and trade marketing campaigns as the marketing director for KYMA, a tech startup developing advanced analyzers for the global environmental market.
- Created the first digital marketing frameworks for Faire, a B2B marketplace valued at $13 billion as of June 2022. Collaborated directly with the founders for the campaign set up, online customer segmentations, and website optimization.
- Led a project to raise awareness of NUWIQ from Octapharma, a treatment for Hemophilia A. Created microsites optimized for inbound marketing to run online campaigns that abide by patient protection law.
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
Top 5 Finalist (Marketing Category)
Top 5 finalists in Canada for the 2022 Young Lions Marketing Competition (March, 2022)
Winner of 2021 Best Media Thinking Category
Won the 2021 Association of National Advertisers In-House Excellence Award in the Best Media Thinking Category (July 2021)
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.
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, Sales, Channel Strategy, eBay Listings
Platforms & Tools
Bing Ads, Amazon SEO, CRM Systems, Amazon Vendor Central, Amazon Advertising, Fact Sheets
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, Sales Pitches, Shopify, Digital Systems, Business Development, Trade Marketing, Yahoo Ads, eBay Marketing, Shopify Marketing, Fulfillment
How to Work with Toptal
Toptal matches you directly with global industry experts from our network in hours—not weeks or months.
Share your needs
Choose your talent
Start your risk-free talent trial
Top talent is in high demand.
Start hiring