Michael David Bates

About

With a robust background in marketing and communications, I have honed my expertise across various industries, including retail, advertising, and media. I hold an Ontario College Advanced Diploma in Broadcast Television and Communications Media from Mohawk College and have pursued further education in Advertising at the University of Toronto. Currently, I am enhancing my skills with a Certificate of Creative Writing from Wesleyan University. My professional journey includes a pivotal role as Director of Marketing & E-commerce at North Arc, where I lead strategic marketing initiatives and manage retail operations through Shopify. Previously, I served as an Account Director at multiple ad agencies, focusing on customer engagement and conversion. My tenure at Torstar Corporation and Steam Whistle Brewing further solidified my capabilities in digital marketing, acquisition strategies, and communications. I am passionate about driving growth and innovation, leveraging my skills to achieve key performance indicators and foster team development.

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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