LOUIS TRAN

Commercial & Business Banking

• Run end to end geographical targeting campaign to promote Scotiabank & Shell partnership in Q1 2026.
  → Driving Shell gross sales in the tested region, coupled with 14% increase in Scene point accumulation.
  → Yielding very high return on ad spend, averaging $50 with 30% acquisition / 70% product awareness in paid media channel mix.
• Lead Business Momentum promotion with targeted audience test with personalized experiences for each professionals' field.
  → Contributing to 23% in new account registration from Healthcare business YTD, underscoring strong influence of highly specific content with semantic meaning resonates with both customer niche, and LLM referrals.

iTRADE Direct Investing

• Lead planning, development, and implementation of web initiatives for Scotia iTRADE, including annual summer/winter promotion campaigns, commission‑free ETF promotions, and investment education programs.
  → Delivered up to 21% increase in application start for 2025 Summer campaign and $1.1B in new money deposits.
• Develop A/B tests and personalized customer journeys using Adobe Target in partnership with analytics, UX, and audience management teams.
  → Built 3‑tiered funnel experiences for 2026 Winter campaign, driving +89% CTR (upper funnel) and +34% mid‑to‑low funnel traffic growth.
• Define and maintain Direct Investing annual digital roadmap, through aligning channel content & branding strategy with overarching Scotia's goals and elevating the overall trading experience.

Corporate Governance

• Facilitate quarterly earnings releases and collaborate with Investor Relations by developing intuitive, user-friendly experiences, ensuring seamless webcasts and upholding accurate regulatory report library.
• Perform monthly site health analysis across Scotia public and authenticated pages, ensuring quality assurance, accessibility compliance, web performance, and flawless functionality.

→ Maintain Digital certainty index above 90% at all time.

• Implement AI‑optimized SEO strategies through structuring alt text, strengthening topic coverage & improving semantic optimization to drive visibility across search engines and LLM‑driven discovery.

→ Contribute to Scotiabank branded search stays on top 3 by AI referrals.

eCommerce Growth & Optimization

• Owned website content, merchandising, and search optimization for Yeti.ca.
  → Grew revenue from $25M (2020) to $45M (2022), exceeding 20% YoY growth targets for 3 consecutive years.
• Led online merchandising strategy using A/B testing, segmentation, and analytics from ContentSquare, Quantum Metrics, and Google Analytics.
  → Increased new visitor traffic by 13% YoY and achieved industry‑leading 8% conversion rate across desktop & mobile.
• Partnered with Marketing and Category Management on storytelling, creative briefs, and product launch strategies.
  → Reduced time‑to‑market from 2 months to 3 weeks through streamlined cross‑department workflows.
• Monitored product performance at impression‑level granularity to inform merchandising and promotional decisions.

Online Experience Design & Personalization

• Worked alongside IT to enhance SFCC/SFRA front‑end and back‑end functionality.

→ Led Reimagined Buy Flow and Personalization initiatives to elevate brand experience and broaden consumer interests.

• Developed localized Canadian digital content with a focus on French‑speaking markets

→ Increased average time on site to 3 minutes and drove over 55% of sales from returning customers.

Digital Merchandising & Paid Marketing

• Managed merchandising and optimization for Umbra's product listings across Amazon, Wayfair, Walmart, and Target storefronts. Executed PPC, paid search, and price promotions to drive listing engagement.

→ Delivered consistent double‑digit sales growth across marketplaces.

• Built Umbra owned website, using Shopify workflows with API inventory integrations and Commerce Hub order data into an unified eCommerce system.

→ Support umbra.com sale from less than $1 mil. (2019) to $3 mil. by end of 2020.

Data Management & Content Systems

• Built and owned Salsify digital content database; developed automated tools supporting 3,000+ SKUs across global B2B, B2C, and retail channels.
• Built a GDSN Data Pool to unify online/offline sale records, reduce manual processes, and eliminate data errors among various systems (Jira/Confluence, Flex PLM, and SAP) used by different business lines.

Cross‑Functional Collaboration

• Partnered with Brand Studio & Design to produce trend research, product positioning briefs and rich media content to support.
• Applied behavioral insights to SEO/SMO and social commerce strategies to grow organic traffic and repeat sales for the long term.