Travis Reason
Senior Manager of Digital Growth & Media Planning @Skip
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WORK HISTORY
Senior Manager of Digital Growth & Media Planning @Skip
Montreal, QC, CA
Own performance and brand media strategy end-to-end, aligning investment decisions with executive leadership priorities and EBITDA objectives across a complex, multi-channel ecosystem.Set the media operating model across TV, Radio, OOH, Digital Audio, Paid Social, Search, and app-focused performance channels, balancing upper-funnel brand growth (e.g, TOMA) with lower-funnel acquisition and transaction efficiency.Lead data-driven media mix and budget allocation decisions, managing high seven-figure monthly investments, using a combination of platform analytics, experimentation, and Marketing Mix Modeling to guide decisions in imperfect attribution environments.Act as the primary strategic partner to senior leadership, agencies, Product, and Business Insights teams, translating performance data into clear executive narratives and actionable investment recommendations.Drive growth innovation by identifying, testing, and scaling emerging channels, platforms, and partnerships, ensuring the organization stays competitive in a fast-moving market.Lead and govern the external media agency of record, defining strategy, performance expectations, and operating cadence across planning, activation, optimization, and reporting, while holding partners accountable to growth, efficiency, and brand outcomes.Achievements:Supported a return to order growth following a multi-year decline.Contributed to a major rebrand and renewed growth momentum.Reallocated investment away from underperforming channels based on insights.
EDUCATION
John Molson School of Business, Concordia University
Bachelor's Degree, Business Administration
SKILLS
ABOUT TRAVIS REASON
I’m a digital & performance marketing leader with 10+ years of experience owning growth across paid media, SEO, and brand-driven acquisition in complex, multi-channel environments.I currently lead media and performance strategy end-to-end — from budget planning and forecasting to channel mix decisions, experimentation, and executive reporting — with a focus on scalable growth and efficiency.I’ve operated in environments where attribution is imperfect, leveraging tools like and directional analytics to make confident investment decisions despite measurement constraints.I’m known for being a strong connective leader — translating performance data into clear narratives for executives, aligning both internal teams with external agencies, and ensuring media strategy supports broader business goals.
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