The Canadian tax industry is very competitive. TurboTax and H&R Block are the giants in the space. SimpleTax came along with any innovatively easy product and fun product that challenged the status quo. The brought fun to a stale space. My job was to efficiently bring in new customers to simpletax.ca through primarily paid search, and assisted with paid social activities. It was very important the message was 'on brand' which had a more 'fun' approach than the competitors. We also had tight CPA requirements as the payment model was a 'pay what you want' or donation model.

The challenge faced was how to grow and promote a web development + digital marketing agency, in a hyper competitive space.

In a often mis-understood market and a subject that is regarded as taboo. My role was to challenge and inspire more creative and innovative thinking, leading to better results from paid-for media channels.

They were looking to acquire new customers through better marketing.