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Welcome to Cacao Avenue Consulting
For all your digital marketing needs
A little about me
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I’m a digital marketing manager based in Toronto. There are two things that I am deeply fascinated by as I navigate through my career. First: the never-ending chase to connect with the customer as their attention shift with the technologies. And second: paradoxically, trying to protect the core set of marketing values that consistently speak to the audience beyond the tech – a recurring process of telling a meaningful story where & when it matters most.
So far, I’ve been gifted to learn from the best mentors, agencies, and most importantly, having the space to go through trial and error for myself. Ranging from hefty CPG budgets to lean scrappy start-up efficiency, I’ve set budgets and strategies to steer towards OKRs and have never shied away from rolling up my sleeves to do the heavy lifting, digging through the data to read the room, and acting on insight to drive results.
Outside of work, I am always looking for the next big adventure, I’m an avid runner, hiker, but will not be afraid to nerd out about my latest PC build or mining rig once in a while. Lately, I been exploring the world of Amazon FBA and will be looking to list my first product before the holidays. Wish me luck.
Core Expertise & Experience
4. Leads & CRM Management
Successful lead flow management is about distilling a well thought out system into simple habits that’s consistently acted upon by the marketing and sales team. The system I’ve built boils down two 3 major components. First, creating a unified sales pipeline that insightfully breaks down every useful part of the customer journey. Next creating well defined “Triggers” and “Actions” that either automatically moves the leads along with workflows or justifies a personal response. Finally creating email sequences and outbound material that scales the outreach efforts, drastically cutting down admin time. To date, this system has saved thousands of hours for the team and have increased closing time by more than 30%.
3. Creative Direction & Ad Samples
My favorite part of the job, where I can put the grueling 4 years of after school art programs to good use. Where others know to use strong creatives in marketing, I obsess over it. From the colour pallets to typography, down to the padding sizes, I will happily roll up my shelves to make sure every detail is perfect, often I must because everyone else ran out of patience lol. And I have done it all, from national TV ads to your Tuesday afternoon social post. Canva has been my bread and butter of tools but the Adobe suite is no stranger either. Video production capabilities ranging from Premiere Pro to TikTok editor.
2. Advertising Framework
When it comes to advertising today, there is a sea of channels, tactics, and best practices out there. Success usually comes from testing quickly and effectively to reach a core group of sustainable pillars at every stage of the inbound funnel. Having managed corporate and start-up ad budgets, I have the range to be lean and scrappy or refined and detailed, usually finding a happy medium in between. It is about a process ultimately reach a point of 70/30 split between spending for growth vs spending to testing new ways to grow. Attached you will find my frameworks to B2B and B2C advertising.
1. Strategy & Budget
Starting with the goals first, here I apply the Objective Key Results (OKR) framework to structure the overall direction, making it audacious, transparent, and measurable. Next, taking a performance-driven approach to budgeting, prioritizing spend that moves us towards our OKR. Budgeting based on past performance metrics, while weighted with data-backed prospective targets. Finally, building out the inbound marketing funnel that is aligned with OKRs and within the budget set. A process that I’ve introduced and currently perfecting through my work, it has so far eliminated a lot of excess spends and has redirected working dollars towards key priorities instead of nice to have initiatives.
Contact Me!
I’d love to hear from you! Please feel free to get in touch with any questions or comments and I will get back to you as soon as possible. Open to all Freelance Digital marketing projects.