Digital Marketing Specialist

INVORG – London, ON (IT industry – B2B Sector)

Oct 2023 – Present

My responsibilities include:

• Play a key role in INVORG’s partnership with OPTIMOGOV, a B2B SaaS company providing venue and event management software, as their official reseller in Canada.

• Develop and execute annual and quarterly multi-channel B2B marketing strategies for OPTIMOGOV, leveraging customer journey maps and personas to drive a 40% increase in lead generation and a 25% improvement in conversion rates.

• Manage end-to-end marketing campaigns, incorporating email marketing, marketing automation, social media, SEO, PPC, and content marketing to enhance lead acquisition and brand visibility.

• Design and implement lead nurturing campaigns through Microsoft Dynamics 365, generating 25+ highly qualified leads per month by optimizing workflows, pipelines, and automations for improved lead management and retention.

• Utilize LinkedIn Sales Navigator to identify and nurture potential clients, generating 15+ leads per month through targeted outreach, engagement, and performance tracking.

• Collaborate with OPTIMOGOV’s marketing and sales teams to align strategies, refine customer journeys, and drive engagement, achieving a 15% increase in MQL-to-SQL conversions.

• Develop and maintain advanced lead scoring models and nurture campaigns to effectively convert leads into customers while optimizing the sales cycle.

• Ensure CRM data integrity through regular maintenance and integration with other systems, enhancing data reliability and enabling informed decision-making.

Digital Marketing Analyst

INVORG – London, ON (IT industry – B2B Sector)

Apr 2022– Oct 2023

My responsibilities include:

• Managed end-to-end email marketing campaigns, delivering 50+ targeted campaigns annually to B2B and B2G audiences, generating a 30% increase in Marketing Qualified Leads (MQLs) and achieving an average open rate of 28% with a 15% click-through rate.

• Automated email workflows using Mailchimp and MailerLite, streamlining onboarding, follow-ups, and lead nurturing processes, which enhanced lead conversion rates by 18%.

• Conducted A/B and multivariate testing on subject lines, content layouts, and CTAs, increasing email engagement rates by 20% over a six-month period.

• Designed and executed survey-based email campaigns to gather client feedback, achieving a 30% response rate, which informed service enhancements and improved customer satisfaction.

• Ensured compliance with Canadian Anti-Spam Legislation (CASL) and email marketing best practices, maintaining a clean email list and reducing bounce rates by 25%.

• Organized and executed 5+ webinars targeting industry professionals, achieving a 60% attendance rate and generating a 25% boost in MQLs through effective pre- and post-webinar campaigns.

• Implemented project management best practices to oversee marketing initiatives, ensuring timely delivery, budget adherence, and measurable outcomes for campaigns and webinars.

• Created detailed performance reports and dashboards to analyze campaign effectiveness, identifying actionable insights that improved ROI by 12% and enhanced MQL acquisition.

Digital Marketing Analyst - Internship   

INVORG – London, ON (IT industry – B2B Sector)

Aug 2021 – Mar 2022

My responsibilities include:

• Conducted in-depth market research to identify key industry trends, competitor strategies, and potential client segments, supporting data-driven decision-making for marketing strategies.

• Supported SEO initiatives, including updating meta descriptions, keywords, and internal links, which resulted in a 12% improvement in organic search rankings for key service pages.

• Created and published 30+ engaging content for INVORG’s Social Media pages, driving a 25% increase in follower engagement and broadening the company’s online reach.

• Conducted competitor analysis within the digital transformation sector, identifying key trends and insights that informed future marketing strategies and campaign positioning.

• Contributed to weekly strategy meetings, providing ideas to boost INVORG’s market presence and align marketing with the company’s mission of innovation.

University of Toronto

Feb 2025 - Present

• Strategic Customer Relationship Management and Sales

Google

Jan 2024 - Dec 2024

• Digital Marketing & E-Commerce Professional Certification

University of Peradeniya

Nov 2017 - Mar 2022

• Bachelor of Business Administration (Hons) in Marketing Management

• Research and specialization in Digital Marketing.