About Me

Career Biography

Throughout my career I have had the privilege of working with world class leadership and have led some of the best and brightest team members.

 

As a detailed digital and ecommerce leader, I have held mid-to-senior level management roles across various organizations and agencies over the last 15 years.

Leading and developing teams ranging from as intimate as 5 members to as large as 100 members, and managing very large-scale budgets, I help build comprehensive online strategies around the globe to widen digital footprints, increase inroads and traffic to ecommerce platforms, and focus on Cost Per Acquisition analysis and Lifetime Value models to identify associated costs by channel to maximize ROI.

I have driven customer acquisition and retention campaigns, improved self-serve and user-experience for international travel brands such as Delta, United, WestJet and Four Seasons, as well as helped create end-to-end digital landscapes for Nissan, Infiniti, CitiBank and Luxottica, helping to identify and enter new markets and punch above their weight class.

I have managed over $500MM USD in online advertising campaigns (search, social, programmatic, behavioral, retargeting) and have been a member of multiple award-winning digital and marketing teams at WestJet, Critical Mass and Four Seasons.

My tailored approach works with an evolving repertoire of vetted documents around digital audits, search-trend analysis, audience engagement, voice of the customer and market share studies, as well as insights into user signals to assess online traction and website engagement.

I am an active keynote speaker around the world working with organizations such as GDS Summits, NG Ecommerce and Argyle Marketing Events.

I am also an avid golfer, an active member of the IABC, Rotary and Habitat for Humanity and have served two terms with my local Chamber of Commerce.

 

 

Recent Experience

1.

Sears Canada

Div VP, Digital (Term)

2.

Four Seasons

Director, Global eCommerce

3.

Critical Mass

Director, SEO

4.

WestJet Airlines

SEO/SEM Lead, Digital Advisor

References

1.
Mike is an extraordinary digital marketer. He has a great balance of strategy, implementation and comprehensive measurement approach. He just gets it. Definitely one to watch in this space. - Darran Moffatt, Director, Rank Group

2.
I had the pleasure of working with Mike while we were both at WestJet. Mike is extremely talented in the Digital Marketing space (as well as a thought leader) and delivered an immense amount of value to our overall Digital Strategy. Mike was also critical in helping us create an amazing culture that still exists today. - Manoj Jasra, VP Digital, Shaw