HC
Overview
As the lead marketer on the COLLECT marketplace app launch, I was the Digital Marketing Manager whose responsibilities were to increase app downloads and user acquisition through organic and paid channels while making sure the greater Marketing team and Product team were aligned in initiatives, feature rollouts, and roadblocks.
As a result, the COLLECT app gained significant traction amongst consumers in the industry. Running ads on Meta and Google Search, we averaged a $3.28 CPI. Organic app downloads increased by 23%, user engagement was high and reflected in our interactions on social, and revenue exceeded expectations. Through curated targeting and retargeting marketing automations, my team was also able reduce churn by 41%.
Approach
I worked alongside the Product team to conduct market research to understand the target audience and their preferences. This involved studying competitor apps, conducting surveys and focus groups, and analyzing customer data. Based on this research, I helped develop a comprehensive marketing strategy that included landing page content, organic social media marketing, email campaigns, influencer marketing, a push notification strategy and paid advertising.
Featured
The launch was also covered in industry media outlets such as Sneaker Freaker, Boardroom.tv and Hypebeast.
Caius Tam 2026
Toronto