Aisling McCabe
Toronto,ON
Summary
A results-driven marketing professional, I’ve quickly climbed the corporate ladder by combining a passion for learning with a tireless work ethic. My ability to connect with people and adapt to changing market conditions has consistently led to success. I’m always looking to learn from the great people around me and continue to seek new ways to improve the business.
Overview
8
8
years of professional experience
Work History
General Manager
Tug Agency
06.2024 - Current
- Drove year-over-year business growth while leading paid media operations, strategic vision, and long-range planning which resulted in being promoted to GM.
- Managed company P&L, employee evaluations, hiring and client scope of works/contracts.
- Implemented operational strategies and effectively built client and employee loyalty and satisfaction.
- Managed budgets of over $60M/year across a wide range of channels and verticals including finance, B2B SaaS, education, NFPs and eCommerce.
- Continue to operate as Head of Paid Media/Strategy department overseeing all campaign activations and jumping in platform when needed.
Head of Paid Media
Tug Agency
11.2021 - 06.2024
- Promoted from Director of Paid Media in May 2023.
- Plan/implement marketing and advertising strategies for clients, including paid search/social/programmatic/OOH
- Lead the paid media team in North America (Toronto + NYC office) with clients such as D2L and Bluebeam (B2B Saas), WWF (NFP), UofT, Ryerson (TMU) (education), Saven Financial and more
- Reporting to C-Suite on a weekly basis on client KPIs, revenue, resourcing and billing
- Monthly billing with CFO to ensure all client invoices are sent out and payment is processed
- Create pitch decks and present multiple pitches both in person and online across various industries
- Solely responsible for recruitment and retention of the paid media team, developing an exciting work culture that employees want to be part of
- Conducting weekly, monthly and quarterly reports and reviews for clients with regular client facing meetings
- Analyze performance data from digital advertising efforts and conduct reports and case studies for various clients
- Implementing pixels across client websites and tracking conversions – end to end tracking using GTM and GA4
- CRM integrations with Salesforce into direct channels
- Manage multiple client accounts across various platforms including Bing Ads, Search Ads 360, AdWords, Google Analytics, Pinterest, Facebook/Instagram Ads, Amazon Ads & more.
Digital Performance Manager
Jungle Media Inc.
02.2020 - 11.2021
- Plan/implement marketing and advertising strategies for clients, including paid search/social
- Lead the digital performance team based in the Toronto office with clients such as WealthSimple, Capital One, Nesto & 10+ more
- Optimizing ads on a regular basis and meeting weekly with clients to discuss performance, focusing on KPIs and consistently improving ROAS
- Conducting weekly, monthly and quarterly reports and reviews for clients with regular client facing meetings
- Analyze performance data from digital advertising efforts and conduct reports and case studies for various clients
- Implementing pixels across client websites and tracking conversions
- Manage multiple client accounts across various platforms including Bing Ads, Search Ads 360, AdWords, Google Analytics, Pinterest, Facebook/Instagram Ads, Amazon Ads & more.
SEM (PPC) Account Specialist
The Search Agency
05.2018 - 02.2020
- Plan/implement marketing and advertising strategies for clients, including paid/organic search
- Create compelling ad copy that attracts and engages readers
- Optimizing ads on a regular basis and meeting weekly with clients to discuss performance
- Conducting weekly, monthly and quarterly reports and reviews for clients
- Edit all PowerPoint presentations and ad copy across the company before it goes to the client
- Attend monthly Bing/Google events to discover new SEM initiatives
- Manage multiple client accounts across various platforms including Bing Ads, Search Ads 360, AdWords, Google Analytics and more.
Content/Paid Media Specialist
Advertience Inc.
05.2017 - 05.2018
- Curate/create content for the Digital Accelerator Program in Sheridan College
- Created an entire digital workbook for the program which required extensive research/writing and editing
- Write articles for new up-and-coming website projects
- Copywriting/editing all content, including writing an entire workbook used to teach students of the company’s Digital Accelerator Program
- Oversee and edit all presentations, curriculums and content from the company
- Project management: organize and run events such as a cross-Canada roadshow, bootcamps, student programs and more
- Email marketing: using Mail Chimp and Survey Monkey
- Post/manage ad campaigns using DCM, Facebook Ad Manager and LinkedIn advertising
- Create and manage paid search campaigns
- Constructed weekly reports for clients based on campaign experience/biweekly phone calls.
Accounting/Marketing Specialist
Discount Supplements Ireland
05.2016 - 05.2017
- Manage accounts and invoicing for clients
- Accounts payable/receivable using Sage 50 Accounts
- Answer/resolve customer complaints & queries via phone/email
- Data entry using warehouse management system
- Create press releases for new products & contact media
- Manage social media accounts.
Education
Digital AdLab’s (in Partnership with Google) Digital Accelerator Program -
Digital AdLab
Toronto, ON11.2017
Bachelor’s Degree in Journalism -
Dublin City University
Dublin, Ireland05.2016
Skills
- Presenting/Pitching
- Project Management
- Organization/Task Management
- Building/Growing Happy Teams & Clients
- Analytics/Conversion Tracking
Interests
I love to run and play sports. I play multiple Irish sports here in Toronto including Gaelic Football and Camogie. I am also part of a triathlon club and ran the Vancouver marathon last year. Outside of sports, I love to hang out with friends, try new coffee shops and go to trivia nights.
References
References available on request.
Timeline
General Manager
Tug Agency
06.2024 - Current
Head of Paid Media
Tug Agency
11.2021 - 06.2024
Digital Performance Manager
Jungle Media Inc.
02.2020 - 11.2021
SEM (PPC) Account Specialist
The Search Agency
05.2018 - 02.2020
Content/Paid Media Specialist
Advertience Inc.
05.2017 - 05.2018
Accounting/Marketing Specialist
Discount Supplements Ireland
05.2016 - 05.2017
Digital AdLab’s (in Partnership with Google) Digital Accelerator Program -
Digital AdLab
Bachelor’s Degree in Journalism -
Dublin City University
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