2013 – 2017
As the Design Team Lead at Convertus, a leading digital marketing firm for automotive dealerships, I managed a team of 4 designers, designing SEO-friendly websites for 50+ dealership clients. I fostered a positive culture and implemented efficient processes to achieve remarkable results, providing a competitive edge against other automotive website providers in Canada and the United States.
As the 1st employee at Convertus, a leading digital marketing firm specializing in SEO and PPC solutions for automotive dealerships, I played a crucial role in shaping the company’s trajectory, ultimately leading to its 8-figure acquisition by AutoTrader in 2018, Canada’s largest online automotive marketplace.
This was a great learning experience in my first full-time marketing role out of university, as it allowed me to wear many hats & learn various skills as a jack-of-all-trades in a startup. In my role, I focused on UI/UX designs for automotive websites, as well as handling artwork creation for social media, PPC campaigns, newsletters, and more. This experience honed my skillset and made me adaptable in the dynamic startup environment.
WordPress
Mailchimp
Adobe Cloud
Basecamp
Sketch
Hotjar
It is not often an individual embodies a combination of enthusiasm, passion, and determination that Joseph does. The fact that these are just some of his stand out qualities sets him above those few other that do.
In my time working with Joseph I was continually impressed with the level of enthusiasm he brought to the team on a daily basis. Both professionally and personally, his ardent nature was a key part of his success.
A pleasure to work with personally and professionally, I can both comprehensively recommend Joseph and look forward to any future opportunities to work together.
Nick Williams
Managing Partner @ Convertus
During my 4-year journey, I’ve gained invaluable learnings while navigating through numerous ups and downs. This adventure within the startup realm has been nothing short of fun and fulfilling. I’ve discovered that wearing many hats and embracing versatility is a catalyst for personal and professional growth. The challenges I encountered taught me resilience, problem-solving, and the importance of adaptability.
One of my biggest challenges was stepping into a leadership role for the first time. Learning on the job, I made mistakes, often overstepping my boundaries and leading to disagreements. People management is tough, but through perseverance and learning, I developed skills in delegation, feedback, and fostering a positive work culture.
It became a rewarding part of my journey, teaching me humility, reflection, and continuous growth. I've also learned the importance of admitting when I don't have all the answers, and surprisingly, people respect that.
As the company expanded from 1 to 50 employees, I observed the growing need for specialized skillsets alongside the initial emphasis on being a jack-of-all-trades. While it took time to adjust, this shift was essential for my personal growth.
However, I eventually reached the realization that my contribution to the team was no longer surpassing the collective value. With this understanding, I made the decision to exit the company.
Working in a startup taught me the value of resourcefulness and problem-solving. With limited resources, we had to be nimble and move quickly, even if it meant taking risks and making mistakes.
Embracing this mindset allowed us to tackle challenges on the fly. We utilized tools like Basecamp, Slack, Google Analytics, Hotjar, Adobe Suite, and Google Ads to effectively manage our daily tasks. Being able to adapt, break things, and find solutions in a fast-paced environment was a valuable skill I developed during my time at Convertus.
Kindly note that I am bound by a nondisclosure agreement, which prohibits me from sharing any work done for Convertus clients. However, there are various branding documents created for Convertus that I am permitted to share.
I overhauled the existing website to enhance user experience and align with current design trends. See the live website.
I developed a comprehensive suite of advertising materials that effectively communicate the brand's message.
I created a cohesive branding guide to ensure consistent visual identity across all platforms.
I designed a visually striking standup banner to capture audience attention at events.
I crafted elegant business cards to leave a memorable impression on clients and partners.
I compiled an informative and visually engaging annual report to highlight yearly achievements and financial performance.
I designed a versatile and modern website template for streamlined customization, focusing on scalability as we expanded beyond 50+ clients. As our client base grew, it became crucial to develop a standard set of website templates that could be efficiently presented to clients.
These templates not only helped clients choose the design that best suited their needs but also facilitated clearer communication internally. By limiting the choices available, we enabled our developers to efficiently deliver precisely what clients were looking for. This approach ensured consistency, reduced development time, and allowed us to maintain high-quality service over many projects.
