Carol Roderick
Marketing Strategist, Paid Media & Growth Operations @Stephen Thomas Ltd St
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WORK HISTORY
Marketing Strategist, Paid Media & Growth Operations @Stephen Thomas Ltd St
CA
Lead paid media strategy across approximately 10 concurrent Canadian and U.S. client accounts, with responsibility for acquisition performance, campaign structure, and reporting reliability. Directed paid media strategy across multiple active accounts, maintaining stable performance as accounts scaled and evolved. Identified performance constraints across targeting, creative, messaging, and funnel flow, recommending structural adjustments to improve efficiency and consistency. Evaluated funnel performance to surface friction, drop off, and misalignment impacting acquisition efficiency. Built and maintained centralized Looker Studio reporting, reducing manual reporting time by approximately 40 percent and improving performance visibility for internal teams. Established repeatable optimization and QA processes to support consistent execution across accounts and testing cycles. Translated performance data into actionable insights that informed budget allocation, testing priorities, and campaign level changes.
EDUCATION
University of New Brunswick
Master of Education (M.Ed.), Adult Education
University of New Brunswick
Doctor of Philosophy, Education Studies
St. Francis Xavier University
Bachelor of Science, First Class Honours, Biology and Interdisciplinary Studies in Aquatic Resources
SKILLS
ABOUT CAROL RODERICK
I work at the point where marketing strategy has to hold up in real life.Most of my time is spent inside growth systems. Acquisition, campaigns, reporting, and how those pieces connect. Not in theory, but in how they operate day to day, including where things slow down or break.What I see often is this. Results rely too much on individual effort. A capable person fills in for unclear processes. A founder relies on instinct because the data is not clear. Over time, the system works only because someone is carrying it.My work focuses on making marketing systems easier to run and more dependable over time. That usually means clarifying ownership, tightening feedback loops, and putting structure around decisions so performance does not depend on constant hands on effort.Across agency, consulting, and in house settings, I have worked on growth systems that support paid media, lifecycle marketing, funnel performance, and reporting. This includes improving acquisition flows, identifying friction in customer journeys, and strengthening measurement so teams can make decisions faster and with more confidence.In practice, this work has led to:40 to 75 percent reductions in cost per leadImproved funnel progression of roughly 25 to 30 percent in active programsReporting systems that cut manual reporting time by about 40 percentJust as importantly, it reduces burnout and creates systems that continue to work as people, priorities, or scale change.I work best with teams that value clarity, accountability, and steady improvement over constant reinvention.If you are responsible for growth and want marketing that feels calmer, more reliable, and easier to manage, feel free to connect: c••••@carolroderick.caSkills:Paid Media Strategy | Marketing Operations | Acquisition Strategy | Funnel Performance | Lifecycle Marketing | Performance Reporting | Web Analytics | Conversion Optimization | A/B Testing | Campaign Optimization | Marketing Systems | Process Design | Automation Strategy | CRM Systems | GA4 | Looker Studio | Meta Ads | Google Ads | Lead Generation | Project Management
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