Johnny Testa

JOHNNY TESTA- |- PROFESSIONAL PROFILE Top performing Senior Marketing Leader offering 15+ years of experience designing, managing, and optimizing the digital marketing strategy for leading international B2B and B2C corporations. Recognized as an influential change leader who gains consensus amongst – and partners with – team members, external agencies, and senior leadership to launch innovative programs and initiatives. Offering a robust business acumen and a proven history in identifying client needs, assessing market potential, leveraging performance analytics, and introducing improvements that satisfy immediate and long-term objectives. Confident communicator who builds strong working relationships, delivers engaging presentations, translates complicated information into understandable terms, and effectively collaborates with diverse stakeholders. AREAS OF EXPERTISE ü ü ü ü Digital Marketing & Branding Strategic Planning & Execution Performance Tracking & Analysis Project & Campaign Management ü ü ü ü Client & Stakeholder Relations Content Creation & Promotion Privacy & Regulatory Compliance SEO, SEM & Marketing Automation ü ü ü ü Competitor & Market Research Reporting & Presentations Leadership & Team Building Multitasking & Prioritization Languages: English | French | Italian Technical Skills: Microsoft Office Suite | Adobe Photoshop | Illustrator | HTML PROFESSIONAL EXPERIENCE Director of Marketing | 1VALET – Montreal, QC 2021 to 2022 • Recruited to develop, manage, and advance the enterprise marketing strategy for the emerging technology startup that provides smart building operating systems to new and existing condo buildings across Canada and the US • Managed a 6-member marketing team in the design and deployment of email and digital marketing campaigns • Shaped 1VALET’s online presence by producing all videos and written content for the website and social media • Controlled the $360,000 annual marketing budget and tracked and assessed Key Performance Indicators (KPIs) • Fronted Pay-Per-Click (PPC) and Search Engine Marketing (SEM) for Google Ads, LinkedIn Ads, and Facebook Ads • Reported to the VP of Sales & Marketing and offered subject matter expertise to inform strategic direction • Administered the HubSpot customer relationship management (CRM) platform and Marketing Hub features • Accountable for the team hiring, training, talent development, and performance evaluation and management • Procured marketing collateral and organized company’s attendance at industry tradeshows and special events Key Achievements: ü Built the entire marketing team at 1VALET and defined the first marketing roadmap, Search Engine Optimization (SEO), and content creation strategies that allowed the company to penetrate the untapped US landscape ü Generated over $420,000 in new revenues after spending only $60,000 in paid advertising campaigns by employing consumer insights and keyword optimization tactics to maximize reach of LinkedIn advertisements ü Increased monthly website sessions from under 50 in 2021 to over 1,000 visits in 2022 by overhauling the website to include unique landing pages for each product and improve the user friendliness and navigation capabilities ü Boosted social media followers by over 380% and lead generation by over 156% at 1VALET by instituting a consistent posting schedule and creating appealing content that successfully engaged target demographics Marketing Operations Manager | Valsoft/Aspire – Montreal, QC 2018 to 2021 • Directed 5 team members in the day-to-day management of the marketing programs for Aspire Software’s 14 subsidiaries that provide various B2B business management solutions to corporate clients across the globe • Structured all digital plans for content creation, SEO, SEM, PPC, website, social media, and e-mail marketing • Leveraged audience analytics and segmentation to guide ad campaigns on Google and software review sites • Participated in regular meetings with leadership teams to summarize progress and address issues or concerns • Partnered with the design team to manufacture logos, signage, print materials, and web banners and graphics • Launched periodic newsletters, e-blasts, and product and lead-generating campaigns across multiple channels Key Achievement: ü Expanded presence in mature territories and captured competitive market share by revamping 7 of the outdated company websites and integrating a new e-mail marketing platform (Salesforce Marketing Cloud) that streamlined and enriched client outreach JOHNNY TESTA- |-PROFESSIONAL EXPERIENCE CONTINUED Social Engagement Strategist | Valnet – Montreal, QC 2017 to 2018 • Oversaw 2 direct reports and over 20 freelance writers that delivered up to 40 posts per day across 60 social media accounts for the worldwide digital media publishing company that boasted 20+ popular websites and blogs • Formulated the editorial strategy across all social media platforms to propel organic traffic to the websites • Collaborated with the SEO team and Managing Editors to ensure all engagement targets were achieved Key Achievement: ü Grew monthly Facebook views from under 100,000 in 2017 to over 5 million in 2018 by founding the first content management framework and introducing eye-catching images and videos to attract users scrolling in their feeds Marketing & Social Media Manager | Frank + Oak – Montreal, QC 2015 to 2016 • Led a 3-member team in all aspects of the digital marketing strategy across all Frank + Oak social media profiles • Sourced and supervised external creative agencies in the fabrication of promotional videos and social media posts • Devised and presented training sessions at 10 office locations to educate staff on social media best practices • Reviewed, edited, and approved copy from the writing team before it was published to the Frank + Oak blog • Governed the brand ambassador network and piloted marketing campaigns with prominent media influencers Key Achievements: ü Realized up to $250,000 in new monthly sales revenues by pioneering the influencer marketing program and securing over 50 public figures to promote seasonal clothing lines and sign up 5,000+ new members each month ü Played a key role in helping the company rank 1st overall for Deloitte’s Technology Fast 50 Awards in 2015 and founded the Community Managers training program to enhance Facebooks content at each store in North America Marketing & Social Media Lead | Askmen.com – Montreal, QC 2007 to 2015 • Supported the digital marketing and community management activities for the popular online men's web portal • Interacted with followers, updated social media and website, and composed posts, emails, and newsletters • Tasked with performing the keyword targeting, website enhancement, and SEM, SEO, and SMO strategies • Synchronized a team of 7 writers responsible for authoring content for the website and social media pages Key Achievements: ü Instigated partnerships with prominent syndication platforms and signed an agreement with Sports Illustrated that resulted in over 1 million monthly referrals and helped lift site visitors from 2 million to over 8 million per month ü Exponentially escalated social media followers on Twitter, Facebook, and Google+ and negotiated a deal to be showcased on the Google+ featured section that successfully raised followers from under 1,000 to over 100,000 ü Orchestrated the 4 largest feature stories each year on the website by coordinating all contributors and resources ü Contributed design ideas to the website that won Best Design at the Digiday Publish Awards NYC in 2014 EDUCATION Bachelor of Arts & Science in English Literature | Concordia University – Montreal, QC DEC in Liberal Arts | Champlain College – Montreal, QC FREELANCE WORK Digital Marketing Consultant (Freelance) | Box Fan Expo – Montreal, QC 2014 to Present • Spearhead the entire digital marketing strategy for the yearly boxing fan expo that features over 1,000 attendees • Roll-out SEM campaigns on Google Ads and social media content across Facebook, Twitter, and Instagram • Conceive paid ads using Facebook Business Manager and manage editorial content using the CMS platform Key Achievement: ü Integral in heightening yearly attendance by over 150% through effective web and social media campaigns