Kirat Pannu, Marketing Expert in Toronto, ON, Canada
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Kirat Pannu

Verified Expert  in Marketing

Marketing Strategy Expert

Location
Toronto, ON, Canada
Toptal Member Since
May 9, 2023

Kirat is a marketing and strategy expert with extensive experience serving diverse clients, from startups to market leaders and Fortune 500 enterprises. He uses his in-depth market dynamics and consumer psychology knowledge to craft effective campaigns and strategies and to deliver growth for B2B and B2C clients. With expertise in data analysis, creative ideation, and lead generation, Kirat is a valuable asset to any organization seeking to enhance its brand awareness and drive business growth.

Project Highlights

Loblaw | Click and Collect
Managed and developed a nationwide campaign in collaboration with senior executives and management at the industry leader, Loblaw, successfully launching their Click and Collect platform.
Wayne Gretzky No.99 Whiskey
Launched Wayne Gretzky's entry into the whiskey market with resounding success and exceeded Q1 and Q2 sales goals by a significant margin.
Car Nation Canada Marketing Plan
Created and led a new marketing department for Car Nation Canada, a dealership group in Southern Ontario, leading to a paradigm shift in the marketing strategy of the automotive industry. Received multiple national-level awards across 13 dealerships.

Expertise

Work Experience

Head of Strategy

2022 - PRESENT
2Track Entertainment
  • Identified financial growth and content marketing strategy and impairment factors, resulting in a 30% increase in customer acquisition cost (CAC) efficiency within two months.
  • Led and mentored a cross-department digital marketing team in creating social media strategies, with input from sales, finance, product, creative, and digital marketing teams, achieving significant Instagram growth and brand presence.
  • Redesigned the company business model and overall strategy with a new messaging and content strategy for marketing collateral development, leading to a 30% increase in total revenue. This included aspects of multimedia production and screenwriting.

Marketing and Strategy Consultant

2012 - PRESENT
Independent Contractor
  • Worked with senior management and C-suite executives to elevate the business and marketing channel strategy, focusing on B2B and B2C channels, including utilizing ad networks, including Reddit Ads, to reach target audiences and drive engagement.
  • Achieved 1,500% lead growth in three months, 400% organic social media growth in two months, and 40% profit increase via ad-spend optimization, app store optimization (ASO), influencer marketing, user stories, and performance marketing.
  • Developed end-to-end solutions leveraging HubSpot and fostering future growth by collaborating across teams, including marketing, creative, sales, and product, from concept to execution.
  • Collaborated with diverse industry leaders like Apple, Twitter, Meta, Wealthsimple, Loblaw, Universal Music, Sony, and numerous others.
  • Developed scalable marketing strategies, brand design, startup marketing, social media strategies, and inbound marketing campaigns, serving small local companies, venture capital (VC) funded startups, and national or international corporations.

Marketing and Communications Manager

2018 - 2020
Car Nation Canada
  • Increased lead generation by over 1,000% within the first year and won multiple industry awards.
  • Led and mentored multiple marketing, customer journeys, customer success, and sales teams across 13 dealerships.
  • Developed and led companywide and individual marketing strategies for each dealership within the group, setting industrywide precedence for email marketing, using Sprout Social for social media strategies and overall brand design and development.

Digital Marketing Specialist

2017 - 2018
Iris Blu
  • Led cross-functional teams and collaborated with senior executives of national market leaders to successfully launch new products across multiple departments.
  • Launched a software as a service (SaaS) product, a whiskey brand, and national industry events, achieving success across various sectors.
  • Executed marketing strategies, including content strategies for Instagram, multimedia marketing events, and B2C marketing, for clients such as Loblaw, Peller Estates, Wayne Gretzky, and AutoTrader.

Social Media and Digital Marketing Manager

2016 - 2017
United Way
  • Implemented a brand strategy to rebrand United Way, successfully capturing the attention of Generation Z and millennials, which resulted in a 30% increase in donations.
  • Developed a content strategy and unique content for blogs and various channels to improve presence and brand awareness.
  • Managed various social accounts to maintain brand awareness with an emphasis on increasing engagement and analytics.

Loblaw | Click and Collect

Managed and developed a nationwide campaign in collaboration with senior executives and management at the industry leader, Loblaw, successfully launching their Click and Collect platform.

I assembled and led a team to launch Click and Collect, a cutting-edge software solution for online groceries, ahead of competitors in a discerning market of 35 million people. Also, I successfully executed the product launch and initial marketing strategy with a total budget of 1.7 million CAD.

Wayne Gretzky No.99 Whiskey

Launched Wayne Gretzky's entry into the whiskey market with resounding success and exceeded Q1 and Q2 sales goals by a significant margin.

With his legacy as a Canadian hockey legend, Wayne Gretzky carried great weight behind his name. In addition to his popular budget wine, he wanted to venture into the whiskey market. As the agency team manager and client team leader, I orchestrated a successful launch campaign for the whiskey, utilizing digital and performance marketing strategies and a series of marketing events.

Car Nation Canada Marketing Plan

Created and led a new marketing department for Car Nation Canada, a dealership group in Southern Ontario, leading to a paradigm shift in the marketing strategy of the automotive industry. Received multiple national-level awards across 13 dealerships.

Car Nation Canada is a Southern Ontario-based dealership group wanting to enter the digital marketing era. I revolutionized their digital marketing strategy, resulting in a shift in the automotive industry's marketing approach. Previously limited to manufacturers and high-end dealerships, the strategy increased sales volume for new and used cars ranging from $5,000 to $200,000. As a result, multiple dealerships within the group received national-level awards and inspired changes in marketing strategies across North American dealerships.
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