Brad Dicks – Gaming and Entertainment Integrated Digital Marketing Executive

Video game marketing professional - digital marketing manager

Brad Dicks | Integrated Digital Marketing Executive

SUMMARY:

I lead digital, social media and content marketing with a focus on community engagement and event marketing for clients in the gaming and electronic entertainment industry. I employ my considerable experience with SEO best practices to optimize creative content marketing plans, drive traffic acquisition and deliver innovative customer relationship management strategies.

CAREER HIGHLIGHTS:

  • 10+ years of data-driven, digital marketing strategy experience for the retail eCommerce, video games, lifestyle, hospitality, arts and entertainment sectors (Canada and US)
  • Leader and manager of cross-functional, agile teams in a fast-paced, highly competitive corporate retail and eCommerce landscape
  • Design, launch and manage high-yield growth marketing strategies against aggressive timelines by establishing and inspiring collaborative internal and agency partnerships
  • Act as a unifying force among peers, teams and internal partners to foster healthy, productive cultural dynamics focused on leadership and accountability
  • Comfortably present and successfully pitch complex integrated tactics and strategies against commercial targets to stakeholders at the executive level
  • SEO, CRM and life cycle marketing planning, analytics, user research and testing, creative writing, content marketing, persuasive high/mid/low-funnel copy writing, social media marketing campaign design, UX/UI, audience building and development, community management and influencer marketing strategies

CAREER EXPERIENCE:

TWINSTICKS AND TIES (Owner/Freelance) Nov 2019 – Present
Gaming industry veteran and creator with a passion for the business of tabletop and video game entertainment. Special focus on social media, content marketing, community engagement and events.

Integrated Digital Marketing Executive – Video Gaming and Entertainment
SQUADState/NorthernArena: Content Marketing and Live Production Director for one of Canada’s largest gaming culture and esports organizations – social media strategy, live streaming production and content marketing strategy focus

Walmart Canada Gaming – Digital Marketing Manager: Designed and launched SwitchedOnGamer and Walmart Canada Gaming platforms, content marketing execution, event coverage and community engagement | 500+ editorial pieces, eCommerce integrations and social media events

BazNBigly – Creator, streamer and partnered influencer: Launched to near 10,000 followers and subscribers, complete web launch, social marketing plan, stream schedule and monetization path | 1600+ monthly uniques, 2000+ podcast downloads, 50+ affiliate engagements, Twitch (Affiliate) status, YouTube (Partner). Solidified my own presence as an established streamer, content creator, producer, partner, host, moderator and influencer in the tabletop, video gaming, convention and events

DIABETES CANADA Sep 2019 – Jan 2021
I delivered high-impact, data-centric platforms, programs and leadership to drive fundraising, community-building and advocacy for 11M Canadians living with diabetes.

Sr. Manager, Digital Marketing – National

  • Lead executive leadership through the Covid-19 pandemic digital transformation, generating $500,000+ in revenue, 150,000+ unique impressions on Covid-19 education content and launched countless strategic content initiatives during complete budget lockdowns
  • Revamped and re-launched the diabetes.ca website with focus on analytics, UX/UI, user journey, pathing, partnerships and collaboration generating an increase of 1.2M visitors over the first year and 16 top ranking key phrases in organic search
  • Delivered the nationwide regional social media strategy and training, placing social marketing keyholders, response protocols, associate training in each region
  • Completely re-invented our data, analytics, tracking and measurement platform across Google Marketing Platform, proprietary and 3P internal solutions

WALMART CANADA Aug 2018 – Sep 2019
I managed Walmart Canada’s national eCommerce content marketing strategy with a special focus on our video games, tech, electronic and entertainment categories

Manager, Digital Marketing – Content Marketing, Outreach and SEO (Contract)

  • Launched Walmart’s video games portal and social media properties with SwitchedONGamer.ca, delivering 48 new live E3 content exclusives from video game industry partners and influencers in the Canadian gaming community
  • Led corporate content strategy for Walmart Canada’s video game retail business, liaising with triple-A (AAA) gaming publishers, developers and industry influencers
  • Grew dozens of video game product pages, leveraging SEO content to improve rankings, delivering 1st-page results, position zero search snippets, backlinks and influencer placements with no outside budget or PPC support
  • Designed, led and delivered Walmart’s first eCommerce content marketing strategy at theHUB and grew to an average of 15,000 unique visits per week in the first four months from scratch, driving 6-8% purchase conversion, 10-15% CTR with focus on video gaming and lifestyle categories
  • Drove content marketing planning, support and execution for merchant teams across more than 100 product categories and verticals
  • Coached and mentored new associates, developing internal SEO training, education and countless workflow, SOPs and policy improvements

IKO INDUSTRIES Feb 2015 – Apr 2018
Reporting to the Corporate Communications Director and the Brand Director for North America, I managed our Canada and US digital marketing and brand strategy

Digital Marketing Manager (2016-2018)
Social Media Marketing Manager (2015)

  • Created and grew the second largest content marketing platform in our peer group of seven major international competitors (Canada/US/Europe)
  • Created search-optimized marketing content, on and off-page SEO best practices and paid campaigns earning top 10 rankings for long-tail keywords
  • Designed, led and managed online reputation management strategy, community relations policies and response protocols
  • Created and managed editorial calendars, content marketing, events, contests and trade show marketing programs for our Canada and US markets
  • Built and led a team of 12 internal, freelance and agency partners
  • Created and delivered B2B and B2C field sales, distributor and contractor social media marketing training across Canada and the US

Consultant – 2017 CASL (Canada) anti-spam compliance group
Member and Global Administrator – SharePoint 2013 steering committee
Chair and Key Sponsor – Marketing content development committee
Chair and Key Sponsor – Corporate intranet content committee
Founder and Chair – Social media trade professionals group

TARGET CANADA Aug 2014 – Feb 2015
Reporting to the Director of Corporate Communications, I earned valuable experience building communications and working through the closure of our Canadian business

Communications Specialist (Contract)

  • Responsible for SharePoint administration as Microsoft SharePoint specialist, implementing content development strategy and new intranet collaboration sites
  • Reported on web analytics, predictive planning and strategic direction
  • Managed publishing, updates and editorial content for the national intranet, while providing strategic support to editorial, marketing and executive teams
  • Responsible for crafting corporate and executive communications, spokesperson training against brand standards and style requirements
  • Managed and facilitated French translations and maintenance of all multi-language communications and online content

EDUCATION:

Public Relations Advanced Diploma – Humber College 2006 – 2009

  • Promotions Chair – 2008 Student Appreciation Banquet
  • Deputy Returning Officer – Humber Students’ Federation

SKILLS AND PROFICIENCIES:

Core competencies

  • Meticulous organization, team leadership, project management and workflow design
  • Creative writing, blogging, photo, video and audio production, editorial calendar planning
  • Strong proof-reading, editing and publishing skills, pitch and outreach strategy
  • Analytics, reporting and measurement, audience research and trends monitoring
  • SEO, Social Media PPC, SEM, programmatic ad planning and paid campaign management
  • Social media and influencer marketing, audience building, engagement, management

Tools and proficiencies

  • 5PM, LeanKit, AirTable, SharePoint, Salesforce, Wrike
  • WordPress, Photoshop, Premiere (Adobe CC), Microsoft (PC) and Apple (Mac) fluent
  • Google Trends, SimilarWeb, Hootsuite, Grammarly, CP/AP Style fluent, MS Office
  • Google Analytics, Adobe Analytics, SEMRush, Buzz Sumo, Ahrefs etc.
  • MOZ, Google AdWords, Social Marketing Platforms, Google Display Network
  • Instagram, Twitter, Facebook, LinkedIN, YouTube, Pinterest, SnapChat, Twitch etc.

*Direct supervisory references available on request*