Gregg Tilston – Senior Marketing and Technology Leader

Capitalizing on the convergence of marketing, emerging technologies, and user experience.

A recognized thought leader in digital marketing: strategy, execution, and technology.

Accomplished in facilitating strategy sessions with leading global organizations.

Experienced in identifying and understanding the customer’s digital journey, footprint, and impact.

Experimenting with the power and opportunity AI powered tools unlock for sales and marketing growth, customer service, and business intelligence and process improvement.

Delivering results by aligning all marketing activities from acquisition, through engagement, crowdsourcing, activation, and data analysis, to conversion.

CASE STUDIES

Rapid AI Prototyping and Development

Need: Pet project that I shelved nine years ago. This was my first dive into experimenting with and testing rapid AI prototyping and development tools.

Solution: Interactive map based solution where users can upload images, AI generated captions, and locations. Location data used to pre-populate flights, hotel, car, and activities enquiry form. Search query data passed to booking site. Embeddable into creator’s website/blog.

Outcome: Fully functioning, first version application built, by a guy who can’t code his way out of a wet paper bag (me), for <4% of the 2016 development cost estimate.

Paid Media Optimization – Campari Canada

Need: Analyze the Canadian spirits landscape and recommend the go to market, direct to consumer (DTC) strategy.

Solution: In-house built Ecommerce Acceleration platform to optimize Paid Media across the core brands. Geolocation/geo-targeted content (ecomm retailers), based on province. Google Tag Manager (GTM), to optimize future spends.

Outcome: Significant savings versus buying a third party solution.

Product Information Management – Campari Canada

Need: Centralized, online repository of products for use by retail customers, on-premise, on-demand partners, and employees.

Solution: In-house built Product Information Management (PIM) platform to host and manage all brands’ product images and data. Features included filtering, images and .csv export, and XML product feeds.

Outcome: Significant annual savings compared to purchasing a PIM.

DTC Ecommerce – Forty Creek Whisky, Campari Canada

Need: Analyze the Canadian spirits landscape and recommend the go to market, direct to consumer (DTC) strategy.

Solution: Lead the implementation and launch of the first ecommerce, DTC website and fulfillment strategy for Campari, globally.

Outcome: Launched a limited edition Father’s Day kit which sold out in 24 hours as well as other successful paid media and campaigns. (learn more about FortyCreekWhisky.com)

Online Auctions – Iron Gate Auctions

Need: Help charities and not-for-profits leverage the accelerated, digital shift in the fine wine and spirits auction industry due to COVID. Launch Iron Gate Auctions’ own commercial auctions.

Solution: An easy to use auction platform used by the Toronto Symphony Orchestra, Canadian Opera Company, Cystic Fibrosis Canada, and others to raise funds as well as Iron Gate’s commercial auctions.

Outcome: 5 charity auctions resulting in $860,000 raised. (learn more about IronGateAuctions.com)

Ecommerce – IronGate.Wine

Need: Launch new startup. Leverage history of Canadian sister company. Build a user experience (online and offline) not delivered by the competition.

Solution: Simple, clean website design. A personalized website experience and emails based on preferences. Affinity memberships for early access to purchase new wine. Fraud-fee credit card processing and bitcoin payments.

Outcome: 100% revenue growth in second year.

CTO (Pro-Bono) – Conquer COVID-19

Need: Coordinate technology to support a grassroots organization sourcing PPE for frontline healthcare workers.

Solution: Website to facilitate needs/asks with those able to donate/help. Implemented collaborative tools for a team that grew from 6 to 120 within a few weeks.

Outcome: 3 million items of PPE distributed. $2.38 million raised. (learn more about ConquerCOVID-19.ca)

Mobile App – dubdub

Need: Launch new mobile app for video editing. Target content creators. Build user base and increase user engagement and app opens.

Solution: Paid acquisition. Partner with content creation communities. Map user acquisition and experience. Establish retention communications and tactics.

Outcome: Over 100,000 app downloads in first few months. (learn more about dubdub)

Platform – Content Management

Need: Platform to launch campaigns for acquisition. 36 brands in 12 countries. Multiple users and administrators with varying degrees of technical skills.

Solution: SaaS based content management platform facilitating the collaborative design and launch of responsive social applications.

Outcome: 600 applications launched, 300,000 emails triggered, 1,000,000 email opt-ins, and 2,000,000 sessions. (learn more about SMART)

Campaign – Best Travel Job Ever

Need: Position Flight Centre as a ‘cool’ brand with the youth travel segment. 

Solution: User generated content platform with viral components and mechanisms to facilitate reach. 

Outcome: 9,000 participants resulting in 100,000 YouTube views, 175,000 crowdsourced Google search results, and 1,000,000 page views in two months. Brand evangelists, a connected community and 6 hires. (learn more about Best Travel Job Ever)

Platform – User Generated Content

Need: Capture staff knowledge. Demonstrate travel agent value. Capture customer experiences via user generated content.

Solution: Responsive, tactile, map-based user generated content platform. Video/photo tips with Google street view and Facebook commenting.

Outcome: Community rated UGC content used for product intelligence, campaign landing pages, and blogs. Behavioural data, and social data to identify trends and opportunities, segmentation, and personalization. (learn more about Travel Tipsters)

Learn about additional projects, campaigns, and platforms.

GREGG TILSTON – SPEAKER

From London to Singapore, San Francisco to Sydney, and beyond; Gregg’s expertise, insights, honesty, and humour have educated and entertained audiences around the world.

CONNECT WITH GREGG TILSTON

Looking for an experienced global digital marketer to review your customer’s journey and position you for success?

Looking for an engaging speaker who will not only educate, but entertain your audience?

Let’s connect – greggtilston (at) gmail (dot) com