Kevin Park, Marketing Expert in Toronto, ON, Canada
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Kevin Park

Verified Expert  in Marketing

Marketing Expert

Location
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

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.

Expertise

Work Experience

Director of Digital Marketing and eCommerce

2023 - PRESENT
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

2015 - PRESENT
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

2020 - 2022
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)

2018 - 2020
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

2014 - 2015
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

2013 - 2014
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.

Top 5 Finalist (Marketing Category)

Top 5 finalists in Canada for the 2022 Young Lions Marketing Competition (March, 2022)

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 in the Best Media Thinking Category (July 2021)

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, a match 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.
2009 - 2013

Bachelor of Business Administration in Marketing

Schulich School of Business, York University - Toronto, Ontario, Canada

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

Platforms & Tools

Bing Ads, Amazon SEO, CRM Systems, Amazon Vendor Central, Amazon Advertising

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

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