7+ years
Digital marketing, agency and in-house
Canada & India
Canadian brands and international agency clients
11 projects
Health, e-commerce, education, construction and beauty
Paid media + analytics
From campaign build to GA4, GTM and dashboards
Selected Work
Projects from in-house roles in Canada and agency client work in India. Each case study covers the business problem, my role and what I learned.
MapleLife Nutrition
E-commerce & Performance Marketing
Google Ads, Meta Ads and Shopify acquisition for a Canadian supplement brand, with GA4 and GTM tracking and dashboard reporting.
Google Ads · Meta Ads · Shopify · GA4 · GTM · Looker Studio
Read the MapleLife case study → In-house · CanadaNutralab Canada Corp.
B2B Marketing & Business Analytics
B2B lead generation and business reporting for a nutraceutical manufacturer, combining LinkedIn, Google Ads, SQL and Power BI.
LinkedIn Ads · Google Ads · SQL · Power BI · GA4
Read the Nutralab case study → In-house · Canada & USActive Green Pro
Amazon Marketplace & TikTok Shop
Amazon Ads, listings and A+ Content, plus TikTok Shop and creator campaigns for US customers, where TikTok Shop is available.
Amazon Ads · A+ Content · TikTok Shop · TikTok Ads · Shopify
Read the Active Green Pro case study → Agency client · Big Frame MediaUAE Higher Education Provider
Student Acquisition & Lead Generation
Google Ads, Meta Ads, SEO and landing page work for a UAE provider of degree programmes and professional certifications.
Google Ads · Meta Ads · SEO · CRO · GA4
Read the UAE education case study →Core Expertise
The five areas I work across, from planning paid campaigns to measuring what they deliver.
Performance Marketing
Paid acquisition across search, social and marketplaces, built around conversion tracking and budget efficiency.
Google Ads · Meta Ads · TikTok Ads · LinkedIn Ads · Microsoft Ads · Amazon Ads
Growth Marketing
Customer acquisition, lead generation and funnel improvements, including influencer and creator programs.
Lead Generation · Funnel Analysis · Retention · Influencer Marketing
Marketing Analytics
Tracking setup and reporting that turn campaign data into clear decisions.
GA4 · GTM · Looker Studio · Power BI · Tableau · Excel · SQL
SEO & Conversion Optimization
Technical and on-page SEO alongside landing page reviews and A/B tests that reduce friction.
Technical SEO · Local SEO · Search Console · A/B Testing · Hotjar
E-commerce & Social Commerce
Marketing for Shopify, Amazon and TikTok Shop, from listings and A+ Content to promotions and email.
Shopify · Amazon · A+ Content · TikTok Shop · Email Marketing
Industries I’ve Worked In
In-house roles in Canada and agency client work in India, across consumer, B2B and service businesses.
Health & Nutrition E-commerce
MapleLife Nutrition — paid media, Shopify and analytics.
View case study → In-houseB2B Manufacturing
Nutralab Canada — B2B lead generation and reporting.
View case study → In-houseAmazon & Marketplaces
Active Green Pro — Amazon Ads, listings and A+ Content.
View case study → In-house · US marketSocial Commerce
Active Green Pro — TikTok Shop, TikTok Ads and creator collaborations for US customers.
View case study → In-houseFamily & Consumer Products
All Mom’s Choice — customer acquisition and product marketing.
View case study → Agency clientStudy Abroad Education
Student enquiry generation through Google and Meta Ads.
View case study → Agency clientHigher Education (UAE)
Student acquisition for degree and certification programmes.
View case study → Agency clientArchitecture & Construction
Local SEO and Google Ads for a residential builder.
View case study → Agency clientBeauty & Wellness
Meta Ads and local SEO for salon appointment enquiries.
View case study →How I Approach a Growth Problem
I start with the business goal, not the platform.
Discovery
Understand the business goal, margins, audience and what has already been tried.
Research
Review competitors, search demand, the customer journey and existing data.
Strategy
Choose channels, budgets, messages and the KPIs that define success.
Implementation
Build campaigns, landing pages and the tracking that measures them.
Measurement
Check data quality first, then report against the agreed KPIs.
Optimization
Test, reallocate budget and cut what isn’t working.
About Me
I started in agency marketing in India at Big Frame Media, running Google Ads, Meta Ads and SEO campaigns for study abroad consultancies, a UAE higher education provider, home builders and beauty salons. Agency work taught me to learn a new business quickly and report results that clients could act on.
In Canada, I completed a Postgraduate Diploma in Digital Marketing at Lambton College in Toronto and moved in-house with Nutralab Canada and its consumer brand MapleLife Nutrition, managing paid media, Shopify and Amazon marketing, influencer programs and performance reporting. With an MBA in Marketing and Finance, I care about cost per acquisition as much as reach.
Where I’ve Worked
7+ years in digital marketing, from agency work in India to in-house roles in Canada.
MapleLife Nutrition
Jan 2023 – Mar 2026Digital Marketing & Performance Marketing Specialist · Full-time · Toronto
Owned the digital marketing budget for five consumer nutrition and wellness brands: MapleLife Nutrition, Active Green Pro, Kidzvita, All Mom’s Choice and Dr Nutrition 360.
Nutralab Canada
Jan 2023 – Jul 2025B2B Digital Marketing & Lead Generation Specialist · Concurrent assignment, parent company
B2B marketing and lead generation for the parent company, working with sales on lead handling and reporting.
MapleLife Nutrition
2021 – Dec 2022Digital Marketing Specialist · Part-time
Day-to-day digital marketing for consumer brands: social media, content, paid ads support, e-commerce promotions and influencer coordination.
Big Frame Media · India
2017 – 2021Digital Marketing Specialist · Part-time, then full-time (2019–2021)
Agency work for clients in study abroad, higher education, beauty and construction. Main contact for two clients and guided a junior team member.
Reporting That Drives Decisions
Every campaign produces data. I set up the tracking, check that the numbers are reliable, and build dashboards that answer the questions teams actually ask.
- Where should the next dollar of budget go?
- Which channels and campaigns bring customers profitably?
- Which products, pages and audiences are converting?
GA4 · Google Tag Manager · Looker Studio · Power BI · Tableau · Excel · SQL
Tools & Technologies
Certifications
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Frequently Asked Questions
What roles are you looking for?
Performance Marketing Manager, Growth Marketing Manager, Digital Marketing Manager and marketing analytics roles, full-time in the Greater Toronto Area or remote across Canada.
Which paid advertising platforms have you managed?
Google Ads (Search, Display, YouTube and Performance Max), Meta Ads, TikTok Ads, LinkedIn Ads and Amazon Ads.
Do you set up tracking and analytics yourself?
Yes. I configure GA4 events and conversions through Google Tag Manager, check data quality, and build reporting in Looker Studio, Power BI and Excel.
What industries have you worked in?
Health and nutrition, e-commerce and social commerce, B2B manufacturing, consumer products, education, construction, and beauty and wellness, across Canada, the US and India.
Are the dashboards on this site real client data?
No. The dashboards use sample data created for this portfolio, so I can show my approach without sharing confidential company results.
What is the difference between your in-house and agency experience?
At Big Frame Media in India, I managed campaigns for multiple agency clients. In Canada, I worked in-house with MapleLife Nutrition and its parent company Nutralab Canada, owning the digital marketing budget for five brands including Active Green Pro.
Hiring for Performance or Growth Marketing?
I’d be glad to talk about how I can help your team grow customer acquisition and measure it properly. View my case studies, download my resume, or get in touch.
Contact me
Anju Mariya Mathew
Performance and growth marketing professional based in Toronto. Open to Performance, Growth and Digital Marketing Manager roles across Canada.
Connect on LinkedIn →