Gavin Zhang

Calgary

Summary

Dynamic individual with hands-on experience in email marketing and talent for navigating challenges. Brings strong problem-solving skills and proactive approach to new tasks. Known for adaptability, creativity, and results-oriented mindset. Committed to making meaningful contributions and advancing organizational goals.

Overview

years of professional experience

Work History

Direct Marketing Lead- Loyalty

Suncor

06.2021 - Current

Led Petro Canada's transition to a new email marketing agency, slashing costs by 20% and accelerating campaign delivery
Drove a 15% increase in Petro-Points redemption rates by launching a high-impact national campaign for ~2 million Petro-Points members, ultimately leading to the implementation of a monthly personalized offer email for members
Directed strategic email communications for Petro-Canada’s loyalty program with a $2 million annual budget across 8 business units
Partnered with the digital products and customer insight teams to incorporate customer data into our ESP tool for automated emails via API setup for ~15 trigger emails
Counseled internal and external stakeholders on strategic marketing plans, assessing the feasibility of targeted email campaigns
Shared post-campaign KPIs and learnings.

Marketing Automation Specialist

Harvest Builders

03.2020 - 06.2021

Managed $10,000 monthly StackAdapt programmatic campaigns for Neo Financial
Managed ~10 projects in Iterable (ESP tool), establishing different nurtures that effectively directed ~100,000 Neo Financial customers to appropriate journeys using various triggers and field matches
Migrated Copper CRM data to HubSpot in one week, streamlining processes with new automation rules for business development reps
Analyzed email and website KPIs to optimize marketing strategies and understand customer behavior
Launched a referral program that brought in ~25,000 potential credit card customers for Neo Financials’ launch.

Specialist Database and Direct Marketing

Southern Alberta Institute of Technology (SAIT)

07.2018 - 03.2020

Managed an ~80,000 student database in Salesforce Pardot maintaining email journeys, email templates, data cleanliness, and naming conventions
Captured ~10,000 potential students through targeted lead generation tactics (website forms, event sign-ups)
Developed and executed email marketing strategies to promote new programs and drive student acquisition
Generated detailed reports using various data sources to accurately gauge engagement and conversion rates of prospective students (open rates, click-through rates, heat maps, student enrollments, geographics, etc.)
Crafted ~200+ emails to drive traffic to SAIT.ca, using post data learnings to continuously optimize campaigns.

Coordinator Loyalty Marketing

Sobeys Western Canada

08.2014 - 04.2018

Analyzed post-marketing data and presented KPIs and insights to stakeholders
Led ad hoc projects on customer behavior analysis, reporting directly to the Loyalty Marketing Manager
Used SAS (Statistical Analysis Software) and SQL to analyze customer spending patterns for data-driven decision-making
Led an in-store beacon trial spanning 10 stores in Alberta, seamlessly delivering exclusive grocery offers to Air Miles members as they entered the proximity of the designated grocery department.

Education

Bachelors, Commerce, Marketing -

Haskayne School of Business University of Calgary

01.2013

Skills

Salesforce Pardot
Iterable
Hubspot
SAS

Google Ads
Google Tag Manager
Google Analytics
Microsoft Suite

Timeline