Catherine Enriquez

• Leads a team of performance marketers (paid and organic search, paid social, Youtube & affiliate marketing) to acquire high value users and grow the revenue Jobber's revenue
• Grew Jobber’s subscriber base over 2.5x in the 2.5 years through paid advertising and organic search
• Maximizes million dollar investments on digital channels that provide the highest returns and incremental value
• Successfully in-housed paid social and online video channels in less than 6 months time by hiring top talent and thorough onboarding

• Prepares 1 and 3 year roadmap for the team (budget, growth forecasts and works with the team to identify high impact initiatives)
• Coaches & mentors team members
• Continuously tests new platforms, ad creatives, bidding strategies, landing pages and investment in new markets (countries) to gain insights and “hunt” for opportunities to scale revenue growth
• Works with the Analytics, Marketing Automation, Product Marketing, Sales, Field Marketing, LIfecycle, Brand and Design teams to create and execute end to end digital marketing customer journeys that drive awareness, user acquisition and retention
• Leads the management of all internal & external vendors to ensure they deliver on business goals and align on project or business expectations
• Educates other members of the team (particularly marketing and sales) on paid media best practices

• Led a team of 6 digital paid media marketers across the globe to to acquire high value (high LTV) users, grow the revenue of Hootsuite
• Maximized million dollar investments on digital channels that provide the highest returns or provide the most incremental value
• Coached & mentored team members
• Continuously tested new platforms, ad creatives, bidding strategies, landing pages and investment in new markets (countries) to gain insights and “hunt” for opportunities to scale revenue growth
• Worked with the Analytics, Marketing Automation, Product Marketing, Sales, Field Marketing, LIfecycle, Brand and Design teams to create and execute end to end digital marketing customer journeys that drive awareness, user acquisition and retention
• Led the management of all internal & external vendors to ensure they deliver on business goals and align on project or business expectations

• Grew the Goodfood subscription base by 70% YoY through paid media channels
• Brought the Paid Social & Display teams in house
• Led the Goodfood digital marketing team to drive the strategy and operative management of channels like paid search, paid social, display, SEO and affiliate marketing
• Prepared 1 and 3 year roadmap for the performance marketing team (budget, growth forecasts and identification of high impact initiatives)

• Grew the Quickbooks Online for Accountant Sign Ups by 30% YoY and met the $20M sales goal of the ProFile/Professional Tax Software Product for the 1st half of fiscal year 2020
• Led overall acquisition for the Accounting & Professional Tax segment at Intuit, with focus on the digital (paid, owned and earned channels)
• Managed monthly and annual marketing spend for all digital acquisition channels
• Delivered against KPIs optimizing digital campaigns to deliver high quality MQLs to meet annual forecast and goals
• Worked with internal sales operations, creative, and planning teams to maximize impact of sales and events

Accomplishments:

• QBSE and TurboTax Self-Employed bundle – 1st QuickBooks and TurboTax partnership in Canada
• Improved the product 3 and 6 month retention rates by over 5 points in a 9-month period through a new customer lifecycle management strategy (email, content and education)
• Intuit Marketing Star Awardee for Toronto International Film Festival (TIFF) – Self-Employed campaign activation

Responsibilities:

• Responsible for developing the long and short term growth and revenue strategy of the QuickBooks Self-Employed product
• Developed the overall positioning, segmentation, messaging strategy, market differentiation, pricing strategy and go-to-market plans for the QuickBooks Self-Employed product
• Collaborated closely with the local and central product management team to influencing product roadmaps - including testing, launching and improving self-employed product features in the Canadian market
• Monitored product feature and usage, and conducts regular user qualitative research on the product to gain deeper product insights, enabling different teams to optimize buyer journeys in different parts of the funnel
• Created and executed integrated marketing programs to launch new product features - Educated internal and external stakeholders about the product; Produces relevant content in different formats for educational purposes

• Online advertising portfolio included Paid Search, Affiliate Marketing and Mobile App Marketing, for Quickbooks, QBSE, Quickbooks for Accountants, Intuit Profile & Enterprise
• Recipient of 3 Intuit Marketing Star Awards in 2017 and 2018 - Led the digital Go-To-Market strategy and execution to launch the Quickbooks Self Employed App in Canada, which exceeded forecasted subscriber targets (and grew 5x faster in Canada than any other region)
• Managed a team of 2 to manage the paid search strategy and execution of initiatives for Canada
• Managed over $15M in marketing budget and allocated appropriately across campaigns
• Led the strategy and management of the Quickbooks Online Referral Program, which rewards current subscribers for successful QBO referrals
• Worked and collaborated with the local, central (US) and global product managers to develop personas, understand audiences (target market) and craft messaging to fuel online advertising initiatives
• Collaborated with the web marketing lead, web designers, developers and customer marketing managers to optimize the digital customer journey on the SBSEG and ProFile web properties
• Led the budget management of the online advertising channels ($13M online advertising budget)
• Worked with the SEO and content team to improve the SEO rankings, the overall content strategy and using audiences from content pages to retarget in paid advertising channels
• Led the creation and testing of digital assets and landing pages, for the online advertising team to produce a seamless digital customer experience
• Performed tests on digital assets and online advertising landing pages with the web lead to improve conversion rates
• Coordinated tagging requirements between the online advertising team, the web lead and the central team

• Defined the paid search strategy of top OMD clients, which includes an auto manufacturer, an eyewear company and a toy manufacturer
• Managed a combined annual budget of $4M for the clients’ digital advertising requirements

• Managed and optimized online advertising for Chartwell (paid search & display, SEO, paid social and email marketing) -
• Managed the $600,000 annual budget and continuously optimizes all paid online campaigns on Google, Bing, Facebook and other programmatic display platforms.

Developed and implemented comprehensive direct response online marketing strategies for prospective and current iGaming clients of Income Access, focusing on SEM, Display, Paid Social, SEO and email marketing

• Designed, developed, implemented, tested and documented the web-based projects for Huntington Marketing clients
• Worked effectively with the account manager and the client to ensure that project schedules and project milestones (based on business objectives, budget, scope, timeline and risk) are met
• Conducted on-site training to clients on how to utilize their new web based system - Prepared and executed online marketing plans for clients, including Search & Display Advertising, On-Site & Off-Site SEO, and
• Social Networking Strategies