2018 – Present
As the Director of Marketing & New Business at BlackboxMyCar, I’ve been instrumental in establishing our position as North America’s leading supplier of high-quality dash cams from Korea and China. By fostering relationships with key players like BlackVue, Thinkware, VIOFO and FineVu, we consistently deliver the best products to our customers.
In 2018, I transitioned to a full-time role at BlackboxMyCar, an eCommerce leader in dash cams since 2012, serving North America. Previously, I worked with Alex, the CEO, for 3-4 years on a freelance basis, contributing to key marketing initiatives.
During this time, I witnessed the company’s impressive growth from a single employee to over 20 team members. Motivated by this expansion, I took charge of the entire marketing operations, enhancing brand visibility and driving revenue.
My efforts have supported BlackboxMyCar’s mission to deliver cutting-edge dash cam solutions, ensuring safer roads for our customers.
From 2018 onwards, my team and I led the execution of rebuilding blackboxmycar.com (US) and blackboxmycar.ca (CA) with customized apps & Liquid coding in Shopify from scratch, resulting in a 25% growth in revenue & an increase in Average Order Value (AOV) over four years. We tracked our KPIs through Google Analytics 4 (we successfully migrated from Universal Analytics), while managing our project through Asana and Google Docs.
This was achieved through the work of a 7-person team in executing comprehensive marketing strategies between monthly promotions, digital advertisements, social media, emails, influencer marketing & more, resulting in monthly traffic of half a million users.
To cultivate a high-performance culture, I also prioritized mentorship and fostered open communication within the team.
Shopify
Asana
Google Analytics
Successfully spearheaded the launch and marketing of over 5,000+ SKUs, coordinating the release of new products along with a new marketing campaign.
This includes weekly price changes, promotions and product feed alignments to ensure a wide distribution channel.
Executed the introduction of new revenue streams through add-on products in automotive safety, wireless accessories, and warranty and insurance options.
The introduction of our own BlackboxMyCar-branded products brought in over $50,000+ within its first year.
Collaborated with numerous non-profits, contributing over $50K to the community, including organizations such as the Greater Vancouver Food Bank, Regional Animal Protection Society (RAPS), BC Children's Hospital, and healthcare professionals.
To enhance team efficiency and improve cross-team communication, we integrated automation and AI tools, including Zapier and Klaviyo, into our workflow.
Klaviyo Flows enabled us to automate various functions such as Cart/Browse Abandonment, Welcome Offers, Ticket Resolution, and others, generating over 8-figures in annual revenue and engaging over 250,000 users monthly.
Meanwhile, Zapier facilitated seamless communication between various tools, assisting in crossposting content across platforms like TikTok and Instagram, tracking competitor content, alerting on new sales, and automating content sharing across multiple social networks and collaboration tools.
There were over 20+ tools that I used regularly throughout my tenure at BlackboxMyCar, and tools would be swapped from time-to-time as I continued to explore new ones in pursuit of efficiency and organization.
Klaviyo
Gorgias
Zapier
ChatGPT
Postscript
Descript
Steering a $250+ annual marketing budget, I efficiently utilized Google Ads & Facebook Ads, yielding an average monthly ROAS of 12.14 and a CPA of $20, highlighting proficient budget management and strategic ad deployment.
Google ad campaign strategy includes Dynamic Search, Remarketing, Dynamic Display, Shopping and Single Keyword Ad Groups (SKAG).
For about a 6-month period, we even explored Reddit Ads to gauge its potential. We ultimately realized that Reddit Ads were more meant to be for a top-of-funnel strategy, and it did not provide us with the ROI that we were looking for.
Meta Ads
Google Ads
Reddit Ads
Through our collaborative efforts, we established a strong social media presence on Instagram & TikTok, resulting in an impressive 200% year-over-year increase in followers. Consistently sharing 2-3 stories & reels daily, we actively engaged with our community, fostering meaningful connections.
In parallel, our team created hundreds of captivating YouTube videos, accumulating 6+ million views in just 4 years and gaining a subscriber base of 36,000+. Collaborating with 60+ YouTube influencers, we reviewed the latest dash cams, gadgets, and automotive tech, providing comprehensive insights to our audience.
Check out some of our 300+ videos on our YouTube channel.
We also learned that Reddit is a great community for product research, and we spend a lot of time in community management to assist our customers with technical issues, ultimately ensuring that BlackboxMyCar stays top-of-mind for them when they’re looking for their next dash cam. In fact, we got a BlackboxMyCar thread pinned at the top of the r/dashcam subreddit!
YouTube
TikTok
In addition to my marketing responsibilities, I played an active role in the human resources and employee benefits aspects at BlackboxMyCar. Despite the absence of an HR department, I was extensively involved in the hiring process, utilizing platforms such as Indeed and ZipRecruiter to source and recruit talent.
Notably, I collaborated with a remote hiring company, including Treantly, to support our recruitment efforts. Furthermore, I led the implementation of BambooHR and HR Partner, integrating it into our operations for over 3 years.
I adeptly set up comprehensive employee benefits using Manulife, negotiated through our mediator, The Reframe Group, and later transitioned to Jung Financial Services to ensure our team had an advantageous benefits plan.
These initiatives, coupled with my ongoing involvement in fostering a beneficial and rewarding work environment, have been instrumental to our organization’s success despite our size and resource constraints.
BambooHR
HR Partner
Manulife
