Joseph A. Fernando

• In this role, I manage the digital presence for Teranet's house of brands (Teranet, PurView, GeoWarehouse, OnLand + GoVeyance). I equally consult for the GeoWarehouse, PurView and REALM applications iterating on user journeys and developing new product features dictated by product marketing roadmaps, revenue targets and in designing user journey models.

Active Assignments

• I) Optimizing UI/UX journey flow for the GeoWarehouse desktop application via in application-adds.
• Ii) Leading content and paid strategy for five enterprise platforms (OnLand, GeoWarehouse, PurView, Polaris, GoVeyance) generating over 1.5M annual pageviews and 100K+ in monthly search traffic.
• Tech Stack Used: Salesforce Marketing Cloud, JIRA, WordPress, GA4 + LookerStudio, Adobe & Figma

• In this role, I manage Tangerine's strategy to grow existing and net new clients specific to CHQ and SAV digital banking products in Canada.
• I facilitate weekly-monthly Product, Scrum and Marketing sessions with Director plus stakeholders in our organization to review upcoming plans and current performance of existing growth initiatives in market to active clients.
• Initiatives that I have worked on include:
• Optimizing Tangerine Money Back and World Credit Card Product Landing pages to increase card applications and increase mobile app adoption usage from 35% to 55% in 2024.
• Driving $1.3 Million in new Saving Account balances to the bank while also leveraging a Toronto Raptors partnership to allow clients to claim a free Jersey all within the Tangerine Mobile App.
• Other core responsibilities include: Optimizing the Tangerine customer journey (new and current clients) client journey mapping, client retention strategy planning, attrition management, legal and compliance requirements and product feature development.
• Tech Stack Used: Figma, Acoustic (eMail), GA4, Confluence + JIRA, Workfront + Journey Optimizer/Braze

• Managing partnerships with RBC (CA + US), Air Canada for Business and ADP in addition to provincial association partners.
• Executing lead gen-acquisition eMail/website campaigns to i)generate high quality leads for sales teams and ii) grow the TELUS wireless and wireline product portfolio
• Training sales teams and storytelling using complex data with internal and external senior leadership team stakeholders.
• Tech Stack Used: Tableau + SFDC for lead management

• AREA OF FOCUS: B2E, B2B
• WHAT I MANAGED: I supported the GM, Biz Dev team and Director of Integrated Marketing to define and implement CDM's MARCOM strategy, brand positioning (part of Cineplex Inc) & how it's represented across all business units at Cineplex Inc and externally.
• PREVIOUS ASSIGNMENTS
• CDM Website Development + Analytics + Reporting
• Implementing Paid Media/New Media Strategy
• Agency + Vendor Management (teams of 4-15 persons)
• High Quality MQL Generation

• In this role I lead our online acquisition team as our canadian social lead for QuickBooks helping ideate, lead, plan, and execute our paid and organic social strategy across Facebook, LinkedIn, Instagram and Twitter.
• Owning the social media and content management strategy for QuickBook Canada's social media growth to the performing subsidiary outside the U.S.
• Deploying 2 email referral programs for both self-employed/SMB audiences & accountants.
• Major milestones of mine include: Demand generation/acquisition for QuickBooks Connect 2018, 2019 and QuickBooks Get Connected 2019 (Edmonton, Vancouver) that trended on twitter within Canada, developing video content for Get Connected Events.
• Major campaigns and efforts that I have worked on previously and am current overseeing include: QBC Toronto 2018 and 2019, Get Connected Vancouver + Edmonton, QuickBooks Canada for TIFF 2019, LinkedIn lead generation (traffic + conversion), shaping the tone and feel of all QuickBooks marketed efforts across Facebook, LinkedIn, Twitter, Instagram and Pinterest (late 2019 effort).

• Owning Microsoft's IT Professional Developer audiences across Facebook, Twitter, LinkedIn and internal employee networks.
• Increasing (month-over-month + year over year) exposure to Microsoft Azure and Developer tools/products via the promotion of online and in person webinars, Microsoft in person technical training events and online paid campaigns.
• Creating customer-focused digital video content for LinkedIn + Twitter/X
• Curating and managing social media editorial calendars (paid + organic), managing high budget campaigns ($10K USD - 85K USD) preparing (weekly + monthly) reports using social listening tools including Sprinklr, Opal, Simply Measured, Onalytica, Microsoft 365 Dynamics.
• Executing high priority stakeholder objectives while also collaborating across different organization teams Cross collaboration with other teams, stakeholders and agency partners to plan and execute high budget campaigns.
• Tech Stack Used: Marketo, LI Ads Manager, Sprinklr