Michael Bates

About

With over 14 years of experience in marketing across multiple industries, Michael has a proven track record of creating and executing innovative and impactful campaigns that drive growth, engagement, and loyalty. Michael's core competencies include creative direction, content creation, social media marketing, email marketing, media planning, analytics, and account management. He is certified by Google, Pinterest, and Reddit in digital marketing and e-commerce best practices. Michael's mission is to find out of the box ways to connect with key audiences, using data as a backbone for making decisions. He is always looking for new and exciting opportunities to collaborate with fellow marketers and storytellers. Let's connect!

Experience

• Director, Marketing & E-commerce · North Arc05-01-2023

  Management of Retail operation through Shopify and an integrated tech stack for Direct (B2C) and B2B channel, including finance oversight and delivering on key performance indicators (KPIs). Strategic marketing lead which include social media marketing (organic & paid), email marketing, lifecycle marketing, storytelling and google + meta ads management across the globe (Key Markets: Canada, US, APAC). Drive growth marketing for customer acquisition and retention with agile mindset and coaching team members to build internal skills.

• Account Director · Multiple Ad Agencies04-01-2022 – 05-01-2023

  Oversaw Account management of multiple brands (Mining, Pharma, Charities, and CPG) planning to drive key metrics like customer engagement and conversion. Included channel planning for paid Meta (Facebook & Instagram), Google Ads, Organic Search, and channel analytics. Team Management of 2 employees.

• Marketing Manager, Acquisition · Torstar Corporation01-01-2021 – 04-01-2022

  Strategize, build, and activate acquisition based campaigns. Own communication plan for acquisition marketing. Manage subscription flow. Work in tandem with product team to develop best in class experiences. AEM management.

• Sr. Marketing Manager, Digital Media + Communications · Steam Whistle Brewing01-01-2020 – 11-01-2020

  Built communication plan for new launches. Launched new Home Beer Delivery store, optimized sales driving +200% in top line revenue. Designed email marketing tests and learns. Drove social engagement increase of +260%. Managed MM Media budget. Ideated campaign ideas, communication plans, and enterprise web development.

• Digital Marketing & Communications Manager · Steam Whistle Brewing07-01-2018 – 01-01-2020

  Lead content + media strategy (paid/organic) for all brands (Steam Whistle, Von Bugle, Biergärten, Fat Tire Canada, Corporate). Build communications plan across all brands. Update, track, and optimize all digital channels (SEO/SEM, Schema, GA). Set KPIs, goals, and build analytic reports for directors. Manage direct report, budgets, and agency relationships. Organize content development.

Education

• University of TorontoAdvertising
• Wesleyan UniversityCertificate of Creative Writing
• Mohawk CollegeOntario College Advanced Diploma, Broadcast Television and Communications Media

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