Branding
High-Growth Acquisition Engine & Content Strategy
Spearheaded the end-to-end digital acquisition strategy for CMC Markets Canada, managing a $3.5M annual budget to drive high-value client onboarding. Orchestrated the development of high-conversion educational hubs (e.g., How to Trade Stocks, Risk Management) and integrated them into a data-driven performance marketing ecosystem, exceeding lead generation targets by 120%.
Year :
2025
Industry :
Finance, trading
Client :
CMC Markets
Project Duration :
2.5 months
Problem :
In the highly regulated and competitive Canadian fintech landscape, user acquisition costs (CPA) were rising while user trust remained a barrier to entry. Potential clients were interested in trading but intimidated by the complexity of the platforms and the perceived risks of CFDs.
The Gap: Existing landing pages were focused on "hard selling" the platform features rather than nurturing the user's journey, leading to drop-offs at the "Sign Up" phase.
The Disconnect: Marketing data was siloed from product data, making it difficult to attribute high-value clients to specific campaigns.
Solution :
I shifted the strategy from direct-response advertising to a Content-Led Growth Model, supported by a robust data infrastructure.
Strategic Content Hubs: I directed the creation of comprehensive "Power Pages" (like the How to Trade page you shared). These were not just articles; they were conversion engines designed to answer high-intent queries ("How does it work?", "Managing Risk") to build authority and trust immediately.
UX/UI Optimization: Collaborated with UX teams to redesign the page architecture. We implemented clear, value-driven modules (e.g., "0 Commission," "Regulated Broker") and strategic CTAs, resulting in a 25% improvement in user experience metrics.
Full-Funnel Integration:
Top of Funnel: Utilized the educational content to capture broad traffic via SEO and social display.
Mid-Funnel: Retargeted engaged visitors with "Demo Account" offers ($10,000 virtual funds) to lower the barrier to entry.
Bottom of Funnel: Optimized the "Create Account" pathway by highlighting key differentiators (e.g., Minimal Slippage, 10,000+ Products) at crucial decision points.
Data-Driven Decisions: Built custom dashboards integrating CRM and ad platforms to enable real-time A/B testing, allowing us to pivot budget allocation toward the highest-performing channels instantly.
Challenge :
The primary challenge was to bridge the gap between educational intent (users searching "how to trade") and transactional action (users funding an account), all while strictly adhering to Canadian regulatory compliance (CIRO).
Key hurdles included:
Balancing UX & Compliance: Designing a seamless user flow that educated users on risks (as seen in the Risk Management sections) without friction that killed conversion.
Cross-Functional Alignment: Coordinating with global teams (UK, Australia, Singapore) to localize brand messaging while ensuring the specific Canadian value propositions (e.g., "0 commission on global shares") were front and center.
Data Integration: Merging insights from Google Ads, Bing, and ASA with internal CRM data to optimize for Customer Lifetime Value (CLV) rather than just clicks.
Summary :
By transforming the website from a static brochure into a dynamic lead-nurturing ecosystem, I successfully reinforced CMC Markets' footprint in Canada.
Exceeded Targets: Delivered 120% of the lead acquisition target, effectively lowering the blended CPA.
Budget Efficiency: Optimized a $3.5M budget to maximize ROI, cutting waste in underperforming channels through rigorous A/B testing.
User Experience: Achieved a 25% uplift in UX metrics, proving that educational content—when properly structured—drives tangible business results.
Global Alignment: Successfully localized global campaigns to resonate with the Canadian investor mindset, balancing aggressive growth with responsible trading education.
More Projects
Branding
High-Growth Acquisition Engine & Content Strategy
Spearheaded the end-to-end digital acquisition strategy for CMC Markets Canada, managing a $3.5M annual budget to drive high-value client onboarding. Orchestrated the development of high-conversion educational hubs (e.g., How to Trade Stocks, Risk Management) and integrated them into a data-driven performance marketing ecosystem, exceeding lead generation targets by 120%.
Year :
2025
Industry :
Finance, trading
Client :
CMC Markets
Project Duration :
2.5 months
Problem :
In the highly regulated and competitive Canadian fintech landscape, user acquisition costs (CPA) were rising while user trust remained a barrier to entry. Potential clients were interested in trading but intimidated by the complexity of the platforms and the perceived risks of CFDs.
The Gap: Existing landing pages were focused on "hard selling" the platform features rather than nurturing the user's journey, leading to drop-offs at the "Sign Up" phase.
The Disconnect: Marketing data was siloed from product data, making it difficult to attribute high-value clients to specific campaigns.
Solution :
I shifted the strategy from direct-response advertising to a Content-Led Growth Model, supported by a robust data infrastructure.
Strategic Content Hubs: I directed the creation of comprehensive "Power Pages" (like the How to Trade page you shared). These were not just articles; they were conversion engines designed to answer high-intent queries ("How does it work?", "Managing Risk") to build authority and trust immediately.
UX/UI Optimization: Collaborated with UX teams to redesign the page architecture. We implemented clear, value-driven modules (e.g., "0 Commission," "Regulated Broker") and strategic CTAs, resulting in a 25% improvement in user experience metrics.
Full-Funnel Integration:
Top of Funnel: Utilized the educational content to capture broad traffic via SEO and social display.
Mid-Funnel: Retargeted engaged visitors with "Demo Account" offers ($10,000 virtual funds) to lower the barrier to entry.
Bottom of Funnel: Optimized the "Create Account" pathway by highlighting key differentiators (e.g., Minimal Slippage, 10,000+ Products) at crucial decision points.
Data-Driven Decisions: Built custom dashboards integrating CRM and ad platforms to enable real-time A/B testing, allowing us to pivot budget allocation toward the highest-performing channels instantly.
Challenge :
The primary challenge was to bridge the gap between educational intent (users searching "how to trade") and transactional action (users funding an account), all while strictly adhering to Canadian regulatory compliance (CIRO).
Key hurdles included:
Balancing UX & Compliance: Designing a seamless user flow that educated users on risks (as seen in the Risk Management sections) without friction that killed conversion.
Cross-Functional Alignment: Coordinating with global teams (UK, Australia, Singapore) to localize brand messaging while ensuring the specific Canadian value propositions (e.g., "0 commission on global shares") were front and center.
Data Integration: Merging insights from Google Ads, Bing, and ASA with internal CRM data to optimize for Customer Lifetime Value (CLV) rather than just clicks.
Summary :
By transforming the website from a static brochure into a dynamic lead-nurturing ecosystem, I successfully reinforced CMC Markets' footprint in Canada.
Exceeded Targets: Delivered 120% of the lead acquisition target, effectively lowering the blended CPA.
Budget Efficiency: Optimized a $3.5M budget to maximize ROI, cutting waste in underperforming channels through rigorous A/B testing.
User Experience: Achieved a 25% uplift in UX metrics, proving that educational content—when properly structured—drives tangible business results.
Global Alignment: Successfully localized global campaigns to resonate with the Canadian investor mindset, balancing aggressive growth with responsible trading education.
More Projects
Branding
High-Growth Acquisition Engine & Content Strategy
Spearheaded the end-to-end digital acquisition strategy for CMC Markets Canada, managing a $3.5M annual budget to drive high-value client onboarding. Orchestrated the development of high-conversion educational hubs (e.g., How to Trade Stocks, Risk Management) and integrated them into a data-driven performance marketing ecosystem, exceeding lead generation targets by 120%.
Year :
2025
Industry :
Finance, trading
Client :
CMC Markets
Project Duration :
2.5 months
Problem :
In the highly regulated and competitive Canadian fintech landscape, user acquisition costs (CPA) were rising while user trust remained a barrier to entry. Potential clients were interested in trading but intimidated by the complexity of the platforms and the perceived risks of CFDs.
The Gap: Existing landing pages were focused on "hard selling" the platform features rather than nurturing the user's journey, leading to drop-offs at the "Sign Up" phase.
The Disconnect: Marketing data was siloed from product data, making it difficult to attribute high-value clients to specific campaigns.
Solution :
I shifted the strategy from direct-response advertising to a Content-Led Growth Model, supported by a robust data infrastructure.
Strategic Content Hubs: I directed the creation of comprehensive "Power Pages" (like the How to Trade page you shared). These were not just articles; they were conversion engines designed to answer high-intent queries ("How does it work?", "Managing Risk") to build authority and trust immediately.
UX/UI Optimization: Collaborated with UX teams to redesign the page architecture. We implemented clear, value-driven modules (e.g., "0 Commission," "Regulated Broker") and strategic CTAs, resulting in a 25% improvement in user experience metrics.
Full-Funnel Integration:
Top of Funnel: Utilized the educational content to capture broad traffic via SEO and social display.
Mid-Funnel: Retargeted engaged visitors with "Demo Account" offers ($10,000 virtual funds) to lower the barrier to entry.
Bottom of Funnel: Optimized the "Create Account" pathway by highlighting key differentiators (e.g., Minimal Slippage, 10,000+ Products) at crucial decision points.
Data-Driven Decisions: Built custom dashboards integrating CRM and ad platforms to enable real-time A/B testing, allowing us to pivot budget allocation toward the highest-performing channels instantly.
Challenge :
The primary challenge was to bridge the gap between educational intent (users searching "how to trade") and transactional action (users funding an account), all while strictly adhering to Canadian regulatory compliance (CIRO).
Key hurdles included:
Balancing UX & Compliance: Designing a seamless user flow that educated users on risks (as seen in the Risk Management sections) without friction that killed conversion.
Cross-Functional Alignment: Coordinating with global teams (UK, Australia, Singapore) to localize brand messaging while ensuring the specific Canadian value propositions (e.g., "0 commission on global shares") were front and center.
Data Integration: Merging insights from Google Ads, Bing, and ASA with internal CRM data to optimize for Customer Lifetime Value (CLV) rather than just clicks.
Summary :
By transforming the website from a static brochure into a dynamic lead-nurturing ecosystem, I successfully reinforced CMC Markets' footprint in Canada.
Exceeded Targets: Delivered 120% of the lead acquisition target, effectively lowering the blended CPA.
Budget Efficiency: Optimized a $3.5M budget to maximize ROI, cutting waste in underperforming channels through rigorous A/B testing.
User Experience: Achieved a 25% uplift in UX metrics, proving that educational content—when properly structured—drives tangible business results.
Global Alignment: Successfully localized global campaigns to resonate with the Canadian investor mindset, balancing aggressive growth with responsible trading education.