About Me
Innovative leader and strategic problem-solver with expertise spanning technology, marketing, science, and business strategy. Recognized for delivering creative solutions, driving measurable business impact, and leading transformative initiatives across diverse disciplines and organizations of all sizes.
Independent Consulting
Consultant
2024 - Present
· Supporting venture capital firms and incubation hubs to help start-ups thrive in Canada
· Guiding the design of business concepts, marketing strategies, and go-to-market blueprints.
· Advising on technology selection and identifying the right tools for the right use cases.
Running webinars on start-up essentials, including building online marketing plans and navigating the intricacies of corporate procurement.
Total Drama Queen Inc
Founder & Sole Developer
2024 - Present
TDQ provides Kathy, a free iPad app for kids that empowers them to explore and strengthen their emotional well-being with fun, kid-friendly activities
· Design, develop, and maintain Kathy, a free iOS app for iPads using React Native and Expo, serving as the sole developer, QA tester, E2E automator, and product owner.
· Create and curate app content, drawing from evidence-based principles of CBT, DBT, and mindfulness, featuring playful characters like Bob the turtle and Shadow the dog to make emotional well-being tools accessible for children.
· Founded and legally registered the business in Ontario, Canada.
· Plan, recruit, and conduct user testing sessions with children, leveraging my neuroscience, marketing, product ownership, and technical background to design experiments and gather actionable feedback.
· Market the app independently; crafting outreach strategies to connect with parents and educators while ensuring the app remains privacy-focused and ad-free.
Canadian Tire Corporation
Associate Vice President, Digital Marketing Innovation
2019-2023
Integrated MarTech expertise with organizational leadership by building and managing pod-based teams, delivering faster, more effective personalization campaigns and unlocking new efficiencies.
· As the youngest AVP in the company, led the transformation of the organization’s MarTech and innovation strategy, supporting all banners, including Canadian Tire Retail, Mark’s, and SportChek.
· Designed and managed an agile, pod-based organizational structure—a cross-functional team of data scientists, designers, marketers, and programmers, all reporting directly to me. Eliminated departmental silos, streamlined workflows, and reduced time-to-market for personalized campaigns by over 50%.
· Became the company’s personalization evangelist, driving understanding and adoption of personalization strategies across the organization. Built a foundation of technology, processes, and education to enable teams to use personalization effectively and strategically.
· Led multi-million dollar RFPs to select vendors that aligned with organizational needs, including consolidating multiple customer-facing email platforms into a single vendor. Achieved $500K/year in cost savings while enhancing personalization capabilities and consolidating customer data.
· Spearheaded the step-by-step implementation of Customer Data Platforms (CDPs): first building an in-house solution to understand the ecosystem, then selecting and deploying a large-scale platform, leveraging this deep understanding to ensure seamless integration and scalability.
· Delivered cost-saving innovations and actionable insights by creating a cross-banner digital business intelligence tool, accelerating decision-making and improving efficiency across teams.
· Presented at multiple venues, showcasing the company’s use of APIs, automation tools, and data science to build innovative audience pipelines for Google Ads, social platforms, and DV360, maximizing impact and ROI.
· Pioneered cultural change by co-founding PRISM, the company’s first LGBTQ+ employee resource group, and leading the “It’s Ok to Be You” workplace authenticity seminar, with the CEO as one of the panelists.
Canadian Tire Corporation
Manager, Digital Operations and Insights
2017-2019
A pivotal role blending technical expertise and strategic innovation, driving advancements in MarTech and AdTech while fostering collaboration, experimentation, and a culture of data-driven excellence.
· Transformed the company’s MarTech and AdTech capabilities by integrating Google Ads, Facebook Ads Manager, and Google Tag Manager (GTM) to optimize targeting, analytics, and campaign performance, while activating in-house data models (e.g., churn models).
· Led innovative test-and-learn experiments, including a loyalty segmentation study combining YouTube Ads and Facebook Ads, resulting in measurable in-store sales lift, and discovering a complex user trait that improved profitability by 3x on a Facebook Ads campaign.
· Launched Local Inventory Ads (LIA) for Canadian Tire Retail, becoming one of the first adopters in Canada and significantly increasing visibility for in-store inventory.
· Increased CTR by 22% through on-page schema testing, measured via randomized test groups using the Google Search Console API.
· Overhauled tagging frameworks to boost transaction capture rates from ~80% to 94% and reduce load times from 3 seconds to 0.8 seconds, improving analytics reliability and user experience.
· Fostered a collaborative team environment with engaging activities like Jenga lunches and pumpkin carving contests—though my pumpkins were always more “abstract” than “award-winning.”
· Elevated team-wide analytics proficiency by creating a centralized Google Analytics training program, including seminars, a blog, and a Confluence repository, leading to widespread adoption across departments.
· Presented at the Google Toronto Data Summit on building automated audience pipelines into Google Ads using Measurement Protocol, data import, customer match, and Ads APIs.
Canadian Tire Corporation
Project Manager, Mobile DevOps
2016-2017
A dynamic introduction to leading high-stakes projects, blending hands-on technical expertise, innovative process optimization, and people-first leadership to deliver impactful results
· Oversaw the continuous development and deployment of the Canadian Tire Retail app, leading major launches and enhancements while resolving high-stakes issues such as hacks and analytics failures.
· Took a hands-on approach to leadership—whether managing a war room, jumping into testing, or fixing a critical analytics bug that baffled the team after 18 hours of code diving and self-taught Google Analytics troubleshooting.
· Fostered a high-performing team environment for 23 onshore and offshore developers during significant downsizing, providing structure, leadership, and unwavering support.
· Optimized development workflows by transitioning to smaller, more frequent release cycles, reducing overhead, minimizing production issues, and increasing app stability.
· Balanced people-first leadership with technical acumen, creating a culture of trust and inclusivity—once staying up past midnight to order pizzas for offshore developers in Ukraine during a launch (because morale matters).
· Budgeted and reported on a $1.25M yearly project budget with a variance of just -2% by the end of 2016—a financial feat among PMs.
· Enabled app revenue to more than double during my tenure by driving innovation and maintaining an unwavering focus on quality and user experience.
· Mastered stakeholder communication and earned the trust of executives, ultimately being handpicked by the product owner for my next role.
McMaster University
Lab Manager, LIVELab
2014-2015
LIVELab (http://livelab.mcmaster.ca) is an innovative and first-of-its-kind facility that studies human interaction/psychology in realistic, complex environments using a suite of measurement tools (brain activity [EEG], heart activity [ECG], and more)
· Spearheaded the setup of a $4.8M cutting-edge neuroscience lab, handling procurement, logistics, and integration of complex systems like EEG equipment, custom computers, and theatre seating.
· Organized, helped design measurement protocols, sought ethics and regulatory approvals, and helped design measurements of ground-breaking research activities in the lab.
· Mastered a new procurement and accounting system launched by the university, becoming the go-to expert and expediting approvals to meet tight deadlines.
· Designed and implemented software solutions to integrate rare, disconnected research systems, enabling synchronized data collection across the lab’s unique tools.
· Persuaded ethics boards to greenlight projects by breaking down risks with logic and real-world probabilities, saving research initiatives from rejection.
· Organized the LIVELab’s high-profile grand opening, managing promotions, contracts, catering, and live performances while showcasing the lab’s innovative capabilities.
· Delivered tailored tours to audiences ranging from curious children to potential donors, aligning presentations with their interests to maximize engagement.
· Streamlined operations and research protocols for multi-disciplinary teams, earning trust by combining technical expertise with exceptional organization.
· Liaised with university and industry partners to establish research agreements such as a two-year clinical trial contract with Lallemand Health Solutions.
StoneRidge Insurance Brokers
IT Manager
2011-2013
An immersive introduction to corporate IT and operations, balancing rapid growth with resourcefulness and a growing knack for creative problem-solving.
· Took the initiative to architect and implement a custom software platform for Toronto’s taxi insurance after identifying major inefficiencies in existing workflows. This self-started project replaced disconnected processes with a centralized system, enabling automated client synchronization, improving transparency, and drastically reducing turnaround times.
· Fun fact: At one point, nearly half the insurance certificates displayed in Toronto taxis were generated by this software.
· Spearheaded the transition to a paperless certificate transmission system by digitizing workflows, saving time, trees, and countless printer headaches.
· Directed the acquisition, deployment, and maintenance of over $200K worth of tech assets, from servers to telecommunications systems, ensuring scalability during rapid company growth.
· Directed the establishment of an inter-city fibre optic network, supporting the company's rapid expansion and enabling the launch of new branches.
· Orchestrated the opening of three new offices, providing technical infrastructure and training for staff.
· Enhanced accounting software efficiency, slashing a repetitive three-minute process down to less than 30 seconds—because every second counts.
· Cultivated a collaborative and enjoyable work environment with team-building activities, holiday-themed login screens, and the occasional April Fools' Day prank that kept the office laughing.
Neogenisis
Founder/President
2000-2007
An early start to building and running my own tech business from my parents’ living room.
· At age 11, built an online community/website from scratch using nothing but Notepad and a hand-me-down server—back when the internet still sounded like dial-up.
· Integrated a blog, an articles section, Oekaki, and forums, attracting nearly 5,000 daily visitors at the peak of its popularity.
· Became a teenage entrepreneur by 13, monetizing the site with ad placements and white-labeling community-building services for others.
· Mastered the art of growth hacking before it was even a term, running a thriving digital space without ever spending a dollar on marketing.
· Showcased ingenuity, determination, and a flair for community that foreshadowed a future of blending creativity with cutting-edge tech.
Professional Experience
Independent Consulting
Consultant
2024 - Present
· Supporting venture capital firms and incubation hubs to help start-ups thrive in Canada
· Guiding the design of business concepts, marketing strategies, and go-to-market blueprints.
· Advising on technology selection and identifying the right tools for the right use cases.
Running webinars on start-up essentials, including building online marketing plans and navigating the intricacies of corporate procurement.
Total Drama Queen Inc
Founder & Sole Developer
2024 - Present
TDQ provides Kathy, a free iPad app for kids that empowers them to explore and strengthen their emotional well-being with fun, kid-friendly activities
· Design, develop, and maintain Kathy, a free iOS app for iPads using React Native and Expo, serving as the sole developer, QA tester, E2E automator, and product owner.
· Create and curate app content, drawing from evidence-based principles of CBT, DBT, and mindfulness, featuring playful characters like Bob the turtle and Shadow the dog to make emotional well-being tools accessible for children.
· Founded and legally registered the business in Ontario, Canada.
· Plan, recruit, and conduct user testing sessions with children, leveraging my neuroscience, marketing, product ownership, and technical background to design experiments and gather actionable feedback.
· Market the app independently; crafting outreach strategies to connect with parents and educators while ensuring the app remains privacy-focused and ad-free.
Canadian Tire Corporation
Associate Vice President, Digital Marketing Innovation
2019-2023
Integrated MarTech expertise with organizational leadership by building and managing pod-based teams, delivering faster, more effective personalization campaigns and unlocking new efficiencies.
· As the youngest AVP in the company, led the transformation of the organization’s MarTech and innovation strategy, supporting all banners, including Canadian Tire Retail, Mark’s, and SportChek.
· Designed and managed an agile, pod-based organizational structure—a cross-functional team of data scientists, designers, marketers, and programmers, all reporting directly to me. Eliminated departmental silos, streamlined workflows, and reduced time-to-market for personalized campaigns by over 50%.
· Became the company’s personalization evangelist, driving understanding and adoption of personalization strategies across the organization. Built a foundation of technology, processes, and education to enable teams to use personalization effectively and strategically.
· Led multi-million dollar RFPs to select vendors that aligned with organizational needs, including consolidating multiple customer-facing email platforms into a single vendor. Achieved $500K/year in cost savings while enhancing personalization capabilities and consolidating customer data.
· Spearheaded the step-by-step implementation of Customer Data Platforms (CDPs): first building an in-house solution to understand the ecosystem, then selecting and deploying a large-scale platform, leveraging this deep understanding to ensure seamless integration and scalability.
· Delivered cost-saving innovations and actionable insights by creating a cross-banner digital business intelligence tool, accelerating decision-making and improving efficiency across teams.
· Presented at multiple venues, showcasing the company’s use of APIs, automation tools, and data science to build innovative audience pipelines for Google Ads, social platforms, and DV360, maximizing impact and ROI.
· Pioneered cultural change by co-founding PRISM, the company’s first LGBTQ+ employee resource group, and leading the “It’s Ok to Be You” workplace authenticity seminar, with the CEO as one of the panelists.
Canadian Tire Corporation
Manager, Digital Operations and Insights
2017-2019
A pivotal role blending technical expertise and strategic innovation, driving advancements in MarTech and AdTech while fostering collaboration, experimentation, and a culture of data-driven excellence.
· Transformed the company’s MarTech and AdTech capabilities by integrating Google Ads, Facebook Ads Manager, and Google Tag Manager (GTM) to optimize targeting, analytics, and campaign performance, while activating in-house data models (e.g., churn models).
· Led innovative test-and-learn experiments, including a loyalty segmentation study combining YouTube Ads and Facebook Ads, resulting in measurable in-store sales lift, and discovering a complex user trait that improved profitability by 3x on a Facebook Ads campaign.
· Launched Local Inventory Ads (LIA) for Canadian Tire Retail, becoming one of the first adopters in Canada and significantly increasing visibility for in-store inventory.
· Increased CTR by 22% through on-page schema testing, measured via randomized test groups using the Google Search Console API.
· Overhauled tagging frameworks to boost transaction capture rates from ~80% to 94% and reduce load times from 3 seconds to 0.8 seconds, improving analytics reliability and user experience.
· Fostered a collaborative team environment with engaging activities like Jenga lunches and pumpkin carving contests—though my pumpkins were always more “abstract” than “award-winning.”
· Elevated team-wide analytics proficiency by creating a centralized Google Analytics training program, including seminars, a blog, and a Confluence repository, leading to widespread adoption across departments.
· Presented at the Google Toronto Data Summit on building automated audience pipelines into Google Ads using Measurement Protocol, data import, customer match, and Ads APIs.
Canadian Tire Corporation
Project Manager, Mobile DevOps
2016-2017
A dynamic introduction to leading high-stakes projects, blending hands-on technical expertise, innovative process optimization, and people-first leadership to deliver impactful results
· Oversaw the continuous development and deployment of the Canadian Tire Retail app, leading major launches and enhancements while resolving high-stakes issues such as hacks and analytics failures.
· Took a hands-on approach to leadership—whether managing a war room, jumping into testing, or fixing a critical analytics bug that baffled the team after 18 hours of code diving and self-taught Google Analytics troubleshooting.
· Fostered a high-performing team environment for 23 onshore and offshore developers during significant downsizing, providing structure, leadership, and unwavering support.
· Optimized development workflows by transitioning to smaller, more frequent release cycles, reducing overhead, minimizing production issues, and increasing app stability.
· Balanced people-first leadership with technical acumen, creating a culture of trust and inclusivity—once staying up past midnight to order pizzas for offshore developers in Ukraine during a launch (because morale matters).
· Budgeted and reported on a $1.25M yearly project budget with a variance of just -2% by the end of 2016—a financial feat among PMs.
· Enabled app revenue to more than double during my tenure by driving innovation and maintaining an unwavering focus on quality and user experience.
· Mastered stakeholder communication and earned the trust of executives, ultimately being handpicked by the product owner for my next role.
McMaster University
Lab Manager, LIVELab
2014-2015
LIVELab (http://livelab.mcmaster.ca) is an innovative and first-of-its-kind facility that studies human interaction/psychology in realistic, complex environments using a suite of measurement tools (brain activity [EEG], heart activity [ECG], and more)
· Spearheaded the setup of a $4.8M cutting-edge neuroscience lab, handling procurement, logistics, and integration of complex systems like EEG equipment, custom computers, and theatre seating.
· Organized, helped design measurement protocols, sought ethics and regulatory approvals, and helped design measurements of ground-breaking research activities in the lab.
· Mastered a new procurement and accounting system launched by the university, becoming the go-to expert and expediting approvals to meet tight deadlines.
· Designed and implemented software solutions to integrate rare, disconnected research systems, enabling synchronized data collection across the lab’s unique tools.
· Persuaded ethics boards to greenlight projects by breaking down risks with logic and real-world probabilities, saving research initiatives from rejection.
· Organized the LIVELab’s high-profile grand opening, managing promotions, contracts, catering, and live performances while showcasing the lab’s innovative capabilities.
· Delivered tailored tours to audiences ranging from curious children to potential donors, aligning presentations with their interests to maximize engagement.
· Streamlined operations and research protocols for multi-disciplinary teams, earning trust by combining technical expertise with exceptional organization.
· Liaised with university and industry partners to establish research agreements such as a two-year clinical trial contract with Lallemand Health Solutions.
StoneRidge Insurance Brokers
IT Manager
2011-2013
An immersive introduction to corporate IT and operations, balancing rapid growth with resourcefulness and a growing knack for creative problem-solving.
· Took the initiative to architect and implement a custom software platform for Toronto’s taxi insurance after identifying major inefficiencies in existing workflows. This self-started project replaced disconnected processes with a centralized system, enabling automated client synchronization, improving transparency, and drastically reducing turnaround times.
· Fun fact: At one point, nearly half the insurance certificates displayed in Toronto taxis were generated by this software.
· Spearheaded the transition to a paperless certificate transmission system by digitizing workflows, saving time, trees, and countless printer headaches.
· Directed the acquisition, deployment, and maintenance of over $200K worth of tech assets, from servers to telecommunications systems, ensuring scalability during rapid company growth.
· Directed the establishment of an inter-city fibre optic network, supporting the company's rapid expansion and enabling the launch of new branches.
· Orchestrated the opening of three new offices, providing technical infrastructure and training for staff.
· Enhanced accounting software efficiency, slashing a repetitive three-minute process down to less than 30 seconds—because every second counts.
· Cultivated a collaborative and enjoyable work environment with team-building activities, holiday-themed login screens, and the occasional April Fools' Day prank that kept the office laughing.
Neogenisis
Founder/President
2000-2007
An early start to building and running my own tech business from my parents’ living room.
· At age 11, built an online community/website from scratch using nothing but Notepad and a hand-me-down server—back when the internet still sounded like dial-up.
· Integrated a blog, an articles section, Oekaki, and forums, attracting nearly 5,000 daily visitors at the peak of its popularity.
· Became a teenage entrepreneur by 13, monetizing the site with ad placements and white-labeling community-building services for others.
· Mastered the art of growth hacking before it was even a term, running a thriving digital space without ever spending a dollar on marketing.
· Showcased ingenuity, determination, and a flair for community that foreshadowed a future of blending creativity with cutting-edge tech.
Skills Highlights
Leadership - Public Speaking - React Native - Javascript - App Development - Web Development - Strategic Thinking - Growth Hacking - Mental Health - Research Design - Neuroscience - Psychology - Data Analysis - Procurement - Creative Solution Making - Business Leadership - Culture Change Management - Google Ads Manager - DV360 - Google Tag Manager - Optimizely - Salesforce - Affiliate Marking - Agile Project Management - JIRA - Confluence - Financial Budgeting - Financial Management - MarTech Expert - Test & Learn Master - API Development - Google Cloud - Amazon Web Services - Local Inventory Ads - In-Store Sales Lift Measurement - Personalization Evangelist - Customer Data Platforms (CDP) - RFPs - Consulting - Business Design - Coach - User Experience Testing
Get in touch
© Carl Karichian, 2025