Yuli Shumsky
Richmond Hill,ON
Summary
Highly accomplished digital marketing and operations executive with a proven track record of building and leading high-performing teams, driving significant revenue growth, and delivering exceptional results. Expertise in developing and executing innovative digital marketing strategies, leveraging data-driven insights to optimize performance, and managing complex budgets and operations. Proven ability to build and lead high-performing teams, foster strong relationships with stakeholders, and deliver exceptional results.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Associate Vice President, Digital Media and Ops
Canadian Tire Corp
10.2018 - Current
- Successfully spearheaded the transition to an in-house digital marketing and media agency, leading to $7 million annual savings in agency fees, consulting costs, and media margins.
- Built and managed a team of 35+ digital marketers across multiple channels, including paid search, social, programmatic, display, native, and CTV advertising.
- Developed and implemented data-driven digital media and marketing strategies to support a $2 billion+ e-commerce business, directly attributing $500 million - $700 million annually to in-house agency efforts.
- Increased campaign performance by 15% through the implementation of privacy-focused conversion APIs across various ad tech platforms and e-commerce properties.
- Onboarded and operated various media and data platforms supporting execution of $150MM annual marketing media budgets across Canadian Tire Retail, Canadian Tire Mastercard, SportChek, Marks, Triangle Rewards and Party City.
Director, Digital Marketing and Operations
CIBC
07.2016 - 10.2018
- Led the migration of paid search, programmatic, and display media planning and execution to an in-house agency, resulting in $2 million annual savings on agency fees and media margins.
- Built and managed a team of 10+ digital marketers, driving improvements in credit card user acquisition costs (down 30%) and accounts acquisition costs (down 20%) compared to the previous agency.
- Increased conversion rates by 10% for card acquisitions through effective marketing strategy and dynamic creative personalization.
- Managed relationships with media planning & creative agencies, technology partners, eCommerce channel and internal stake holders to ensure unified approach and quantifiable outcomes.
Director, Programmatic Strategy and Operations
Media Experts IPG
05.2013 - 07.2016
- Pioneered and launched Canada's first independent agency trading desk, generating $20 million annual revenue through programmatic channels.
- Built and managed a team of 10 digital marketers across Toronto and Montreal, overseeing account management, programmatic strategy development, and execution for major clients like Bell Canada, WestJet, BMW Canada, and Interac.
- Achieved a 25% margin on programmatic media buying and campaign execution by leveraging data management platforms (DMPs) and building strong relationships with premium publishers and ad networks.
- Built and grew business relationships with premium Canadian publishers and Ad Networks to develop rich and robust Private Market Place covering majority of Canada's premium digital landscape.
Team Lead. Programmatic Media Buying
Mediative, Yellow Pages Group
06.2010 - 05.2013
Affiliate Manager
AzoogleAds / Epic Advertising
09.2004 - 05.2008
Education
Specialized Honours - Marketing
York University
Toronto06.2006
Skills
- Vendor, Agency and Brand Experience
- Digital Marketing Strategy for Performance, Brand Lift and Consumer Engagement
- Enterprise level CRM & 1st Party Data Segmentation & Deployment
- Digital Advertising Operations, Leadership, Process & Logistics
- Digital Talent Recruitment
- Digital Marketing Education & Mentorship
- Programmatic Advertising & Data Driven Marketing
- Brand Safety & Verification
- Digital Product Management & Monetization
Certification
- Walmart Connect Retail Media Certification (2023)
- StackAdapt Native Channel Certification (2023)
- StackAdapt Connected TV Channel Certification (2023)
Timeline
Associate Vice President, Digital Media and Ops
Canadian Tire Corp
10.2018 - Current
Director, Digital Marketing and Operations
CIBC
07.2016 - 10.2018
Director, Programmatic Strategy and Operations
Media Experts IPG
05.2013 - 07.2016
Team Lead. Programmatic Media Buying
Mediative, Yellow Pages Group
06.2010 - 05.2013
Affiliate Manager
AzoogleAds / Epic Advertising
09.2004 - 05.2008
Specialized Honours - Marketing
York University
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