Year-over-year growth in marketing-qualified pipeline
Global PaymentsSenior marketing leader
Growth, Lifecycle & CRM Marketing Leader
Turning customer relationships into measurable business growth.
I help B2B and B2C organizations acquire, activate, engage and retain customers through data-driven marketing, automation and continuous optimization.
Open to Full-Time Marketing OpportunitiesGrowth · Lifecycle · CRM · Marketing Automation · Marketing Operations
Welland, Ontario · Remote roles across Canada preferred
Welland, Ontario · Remote roles across Canada preferred
Strategy · Automation · Analytics
CUSTOMER JOURNEYS / REAL RESULTS
Marketing that moves
the metrics that matter.
Acquisition → Activation → Engagement → Retention
+20%Qualified pipeline
+25%Email engagement
90→30Days to first deposit
+18%Lead-to-opportunity
Growth Marketing
Acquisition, conversion optimization, experimentation and revenue growth.
Lifecycle Marketing
Onboarding, activation, engagement, retention and win-back journeys.
CRM & Marketing Automation
Segmentation, personalization, automated journeys and marketing operations.
Key Results
A track record of measurable impact across multiple industries.
Increase in email engagement through lifecycle optimization
Global PaymentsApproximate days to first deposit following onboarding improvements
Global PaymentsIncrease in inbound leads through digital acquisition and conversion improvements
Enviro-Niagaraglobalpayments▣ BOOK DEPOT◉ ENVIRO-NIAGARA
Professional Experience
Marketing leadership, hands-on execution and cross-functional impact.
globalpaymentsApr 2022 – Jun 2025
Senior Manager, Lifecycle Marketing & Automation
- Led international lifecycle marketing and automation strategy across onboarding, nurture, retention and re-engagement.
- Improved qualified pipeline by 20%+ and lead-to-opportunity conversion by 18%.
- Reduced time to first deposit from approximately 90 to 30 days and increased email engagement by 25%.
- Partnered with Sales, Product, Analytics and Creative across markets; coached and mentored team members.
▣ BOOK DEPOT / BOOK OUTLETMar 2008 – Jan 2019
Director of Marketing & E-Commerce
- Led customer acquisition, e-commerce, retention, loyalty and digital marketing for B2B and B2C audiences.
- Improved checkout conversion by approximately 15–20% through testing and reduced shipping friction.
- Managed marketing investments, vendors and a team of approximately 15–20 people.
◉ ENVIRO-NIAGARASep 2021 – Apr 2022
Manager, Marketing & Communications
- Managed digital acquisition, website conversion, SEO, paid search, email and CRM programs.
- Increased inbound leads by 30% through website, search and conversion improvements.
Featured Marketing Case Studies
Real challenges. Practical strategies. Measurable results.
From 90 Days to 30: Faster Customer Activation
Global Payments. Reworked onboarding journeys, targeting, messaging and follow-up to reduce the approximate time to first deposit.
Read approach & outcome ↓
Mapped onboarding friction, refined journey logic and aligned automated messaging with timely sales follow-up. The result was a reduction in approximate time to first deposit from 90 days to 30 days.
Re-engagement & Win-Back
Global Payments. Built targeted journeys for dormant and stalled leads, testing sender strategies to improve engagement.
Read approach & outcome ↓
Used CRM status and inactivity signals to identify segments and test more relevant outreach. Programs achieved approximately 14–18% re-engagement; sender testing lifted opens by around 10–15%.
Reducing Checkout Friction
Book Depot. Identified shipping-related abandonment and tested a clearer pricing and shipping experience.
Read approach & outcome ↓
Analyzed checkout drop-off, then introduced a flat shipping fee and free-shipping threshold. A/B testing indicated an approximately 15–20% conversion improvement.
Growing Inbound Leads by 30%
Enviro-Niagara. Improved website conversion paths, search visibility and digital campaign performance.
Read approach & outcome ↓
Combined website updates, search engine optimization, paid search and performance reporting to improve lead generation, resulting in approximately 30% more inbound leads.
Innovation & Applied AI
Independent projects that explore how AI can accelerate research, customer experience design and practical product development.
Niagara Wine Scene
A personal wine journal helping visitors save wines, ratings, photographs and tasting memories while discovering Niagara wineries.
Built through: Customer journey design · AI-assisted development · Real-world testing · Analytics.
Visit Niagara Wine Scene →
My Bridal Journal
An independent dress-shopping journal helping brides document dresses they try, organize favourites and preserve memories.
Built through: Customer research · Journey design · AI-assisted prototyping · Iteration.
Visit My Bridal Journal →
POCUS Choice
An independent comparison tool for exploring handheld ultrasound devices by clinical use, specifications and workflow.
Built through: Market research · Decision-support UX · AI-assisted development.
Visit POCUS Choice →Independent, AI-assisted projects developed through research, experimentation and ongoing improvements—not client engagements. With occasional supervision from Jesse James, Chief Feline Officer (CFO). 🐾
Skills & Tools
Marketing platforms, analytics, experimentation and operations expertise.
SalesforcePardot / Account EngagementMarketoHubSpotSalesforce Marketing CloudKlaviyoAdobe AnalyticsGA4LookerTableauPower BIAdobe WorkfrontEmail DeliverabilityA/B Testing & CROSegmentation & Lead ScoringMarketing OperationsBasic SQLAI-Assisted AnalysisChatGPT & Claude
Selected Campaign Work
Examples of marketing landing pages and email experiences from prior roles.
Global Payments — Payment Solutions ↗Global Payments — Accept Online Payments ↗Global Payments — Get Started Selling ↗Global Payments — Partner Referral ↗
External examples are hosted by their respective organizations and may change over time. Shared as examples of work, not as current organizational endorsements.
Let's work together
Open to Full-Time
Marketing Opportunities
Growth Marketing · Lifecycle Marketing · CRM · Marketing Automation · Marketing Operations
Based in Welland, Ontario · Remote roles across Canada preferred.
Email me directlytimianmichael@outlook.com ↗