Gregory Haywood

Digital Strategy | Digital Marketing
SEO | Demand Generation

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Personal Profile

Experienced Digital Marketing Professional

Versatile digital marketing professional with several years of experience in
strategic marketing planning, website development, campaign management and demand generation seeking a
senior level position with progressive organization. Skilled at building effective online business models,
optimizing digital marketing strategies and building effective working relationships
with clients and stakeholders.

Skills

Building and Optimizing Online Business Models

Strategic Planning

Leadership

Staff Management

Business Planning

Marketing

Analytics

Email Campaigns

Search Optimization

Search Marketing

Affiliate / Partnerships

Content Stategy

e-Commerce

Demand Generation

Sales Conversions

Social Media

CRM Integration

SaaS

HTML/PHP/.NET

Education

Diverse Education and Professional Training

Schulich School of Business

Developing and Implementing Strategic Marketing and Sales Plans Certification - Toronto: 2014

Comprehensive course for developing a Go-To-Market plan beyond basic care variables. Focus on understanding customers, creating customer value, delivering customer value and measuring customer value.

University of Alberta

e-Commerce Management - Alberta: 2011

eCommerce Management, Digital Marketing, Advertising and Promotion, Business Communications.

Mohawk College

Web Certification Program - Hamilton

Advanced web design, graphic design, javascript, server pages, infrastructure, html.

McMaster University

Commerce - Hamilton

Marketing, organizational behaviour, accounting, finance, economics, computer science.

Experience

15 Years Experience in the Digital Industry

Web and SEO Strategy

Kinaxis / Toronto, ON / 2021 - Present

Lead the SEO strategy, including technical updates, keyword analysis, external and internal backlink strategy and on-page content analysis demonstrating repeated annual growth in first page keyword positioning and click-through rates.
Own the strategy and operational management of Kinaxis websites, establishing an ongoing digital roadmap and strategic direction on the technology architecture. Tools include CMS, website personalization, video streaming, content intelligence, ABM software and analytics.
Lead website conversion rate optimization (CRO) to generate qualified leads and evaluating all aspects of digital program performance. This includes implementing new web personalization and A/B testing tools to optimize the digital experience and manage customer journeys. CRO also includes website chatbot management and form performance optimization in coordination with key stakeholders.
Developed the strategy for targeted digital solutions for lead generation from strategic planning, business modelling, product roadmap, operations, marketing, and support.
Realized first page SEO listings for targeted keywords. Strategically positioned content on all platforms and media, including website, social media, video and print content.
Managed high performing digital marketing professionals and coordinated initiatives with cross-functional teams across the organization including corporate marketing, demand generation, product management, customer success and finance.
Created and implement policies and procedures to help maintain organization and productivity in a fast-paced environment.

Director, Digital Marketing

ThincMedia.ca / Equitie.co / Toronto, ON / 2018 - 2021

Responsible for planning and optimizing the digital strategy and roadmap for the organization including long-range planning for the development of SaaS busines models, brand and digital marketing solutions. Worked with clients for creative content generation including ShowcaseTV, Rogers, Cadillac Fairview.
Assumed role of Head of Digital for start-up Equitie.co, a mobile platform that empowers sports fans to easily invest in assets they are passionate about.
Owned digital solutions and marketing plans for SaaS busines model. Strategic planning, business modelling, product roadmap, operations, marketing and support.
Created journey mapping and demand marketing / user acquisition strategy along the sales funnel for SaaS solution including digital marketing, e-commerce and marketing automation strategies.
Realized first page SEO listings for targeted keywords. Strategically positioned content on all platforms and media, including website, social media, video and print content.
Content and personalization strategy / UX, UI, SEO, SEM, SMO, email marketing, marketing automation, sales funnels, lead scoring, PPC Google Ads, Facebook, Instagram.
Implemented project management processes to oversee marketing projects and delivered actionable results on time.
Event strategy and management.

Digital Strategy / Digital Marketing Manager

WSPS / Toronto, ON / 2010 - 2019

Multiple large public and private clients including Ministry of Labour, Amazon and Sobeys. Owned digital solutions and Go-to-Market strategy. Built an award-winning e-commerce website to be the category leader with top organic search listings for all targeted keywords. Drove demand generation and customer acquisition for digital solutions across online and offline channels. Developed customer success plans and new ways to engage and retain customers.
Developed and implemented mobile solutions to support attendees at conferences and events. Promoted partner and client initiatives with live polls and surveys, ratings, community, gamification, in-app messaging and ad placements.
Generated demand for digital products, delivering quarter over quarter growth in pipeline and revenue. Realized a 100% growth in annual online visitors and sales over a 4-year period. Realized continued 25% growth in 2017-2018 fiscal year for website metrics digital solutions.
Performed research for emerging web development practices and technology. Conducted market analysis and identify opportunities to identify market opportunities and defined business models. Developed long-range planning for the development of digital products and digital marketing solutions.
Managed a diverse and talented team of business analysts, web developers, web producers, product managers, digital marketing specialists and content managers to meet strategic and operational goals.
Created system design specifications and project plans for corporate web site, extranet, online software applications and relational databases. Researched and selected internet hosting/web infrastructure and architecture. Sourced and evaluated technology/suppliers/vendors as required.
Human resource planning and evaluation, including hiring, training and performance appraisals, as well as coaching/mentoring staff in learning new skills and expanding their competencies.
Developed corporate policies and guidelines pertaining to web development, online publishing standards, digital marketing, privacy, user terms and conditions and partnership development in adherence to web development and digital marketing industry standards and legal requirements.

Web/Digital Marketing Lead

IAPA / Toronto, ON / 2003 - 2010

Responsible for developing the digital marketing strategy for the organization. Led a group of digital marketing and content producers to meet strategic and operational goals for online business models and digital marketing initiatives.
Developed and implemented framework for cross-functional integrated marketing communications plans. Provided oversight for Digital Marketing campaign strategies including search engine optimization, search engine marketing, partnership development, banner advertising, social media, e-Newsletters and email promotional campaigns.
Committee lead to manage development of system design specifications and project plans for CRM and WCMS.

Web Manager/Business Development

DPCDSB / Mississauga, ON / 1999 - 2002

Lead of business development group responsible for obtaining business partnerships and sponsorship. Successfully developed and implemented sales training programs for staff.
Provided consulting services for strategic business planning, event and trade show management.
Awarded contract to manage online elearning development project for cooperative education.
Awarded role of manager/developer for career information/elearning website including initial design document, interface design, database integration and targeted digital strategies.
Awarded management role for the development of a career education database in cooperation with The Workplace Skills Training Partnership and the Conference Board of Canada.

Portfolio

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Contact

Fee free to call, send an email or use the contact form below.

Contact Info

Burlington, ON

haywood.gregory@gmail.com

ShowCase Video