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Hello, I'm Hally!👋🏻

Senior Digital Growth Strategist

I have 7 years of experience specializing in transforming complex marketing and measurement challenges into scalable, insight-driven solutions across analytics, AdTech, and conversion optimization.

My career highlights include leading transformative projects that yielded measurable outcomes:

  • High Budget Campaigns: Managed $3.6M Google & Bing SEM campaigns, surpassing client expectations.
  • Return on Investment: Enhanced search engine rankings, achieving $5.4M YTD profit and $700K year-over-year growth.
  • Google Analytics 4 Migration: Oversaw the transition of 3,000 client websites and applications to the new analytics platform.
  • Technical Debugging: Led AdTech troubleshooting for Google, Meta, Microsoft, and TikTok Ads by developing standardized attribution frameworks that increased form submissions by 55% across 13 website vendors within 3 months.
  • Automated Testing: Integrated regression testing into data pipeline, cutting manual testing by 90%.
  • Agile Leadership: Served as Scrum Master, improving team NPS by 70%. Mentored 4 co-op students, 2 of whom transitioned into full-time roles, and trained 15 product managers in GA4.

    • Outside of work, I enjoy reading the Bible, practicing art therapy, and doing hot yoga.

    Let's connect and explore how we can achieve great things together. ☺️📧

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    Technical Skills

    Languages

    • HTML
    • CSS
    • JavaScript
    • SQL

    Analytic Platforms

    • Power BI
    • BigQuery
    • Looker Studio
    • Tableau

    Experience

    sMedia Ventures Inc.

    Ad Operations & Measurement Lead Dec 2025 - Present

  • Led AdTech troubleshooting and conversion optimization for Google, Meta, Microsoft, and TikTok Ads by developing standardized attribution frameworks that increased form submissions by 55% across 13 website vendors within 3 months.
  • Designed proactive measurement health checks and centralized monitoring processes to identify reporting discrepancies and tracking failures early, contributing to 15% quarter-over-quarter Monthly Recurring Revenue (MRR) growth.
  • Led cross-functional analytics training across client-facing and operational teams, strengthening data literacy and improving client trust through data-driven communication, reducing customer churn by 20% within 3 months.

    • Google Tag Manager
    • Google Analytics 4
    • Measurement Framework
    • Technical Debugging

    Auto Trader

    Analytics Engineer/ Acting Scrum Master May 2022 - Jan 2025

  • Directed the integration of automated regression testing for analytics into the data pipeline, reducing manual testing by 90%, ensuring data integrity, and improving data discrepancy detection for faster, more accurate reporting and streamlined delivery.
  • Spearheaded the migration of 3,000 client digital properties from Universal Analytics (UA) to Google Analytics 4 (GA4), automating 87% of tasks with Google Apps Script, and boosting internal analytics adoption by 65% through custom dashboards and reporting aligned with key business KPIs.
  • Led agile processes as acting Scrum Master, increasing team efficiency and raising Net Promotor Score (NPS) by 70%. Mentored 4 co-op students in digital analytics, with 2 transitioning to full-time roles. Delivered GA4 training to 15 product managers, strengthening their data analysis capabilities.

    • Data Warehousing
    • Data Modeling
    • Extract, Transform, Load (ETL) Pipeline
    • Automation

    CAA Club Group

    SEO/SEM Specialist Oct 2019 - May 2022

  • Executed high-impact Search Engine Marketing campaigns on Google and Bing, managing a $3.6 million budget. Exceeded client expectations through effective strategic planning and optimization.
  • Championed Search Engine Optimization projects to enhance organic search engine rankings and traffic, achieving a year-to-date (YTD) profit of $5.4 million and a $700K year-over-year (YoY) profit increase through effective forecasting and Return on Investment (ROI) strategies.
  • Managed a cross-functional team to integrate AODA compliance with SEO best practices during a website migration, overseeing audits, technical implementations, and performance evaluations, which led to a 68% boost in website accessibility.

    • Search Engine Optimization/ Marketing
    • Data Storytelling
    • Content Strategy
    • A/B Testing

    Eyereturn Marketing

    Paid Media Analyst July 2018 - Oct 2019

  • Exceeded client expectations by designing and optimizing campaign strategies, resulting in a 40% average increase in ROI for 30-50 multi-platform campaigns across Programmatic Demand-Side Platforms (DSP), Social Ads, and Search Ads.
  • Delivered comprehensive post-campaign performance reports, showcasing visual charts and actionable insights that led to an average of 15% improvement in future campaign performance, by leveraging in-depth data analysis and industry benchmarks.

    • Programmatic Advertising
    • Display Advertising
    • Social Media Advertising

    Projects

    Google Analytics 4 Report

    I built a demo dashboard using public data from the Google Merchandise Store.

    Power BI Dashboard

    I crafted a Power BI demo report for a Bike & Sports Accessories store using public data.

    Education & Certifications

    Digital Analytics Association

    Issued Sept 2020

    Certified Web Analyst

    McMaster University

    2009 - 2013

    Bachelor of Commerce