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Michael (MJ) Allen

About Michael (MJ)

15 year strategic leader in digital, pioneering transformation and growth in the digital economy for visionary start-ups in ecommerce to global enterprises.



Brands who have trust in me…

What I do?

If simplicity is the art of sophistication, then I make digital simple…and make it work

It’s just the tip of the iceberg…

I bring extensive strategic leadership experience to deliver digital transformation and measure its maturity and revenue performance across organizations digital eco-system through strategy and integration, channel strategy (paid, owned and earned), data and analytics, technology, human capital and governance. The results have netted over $12,000,000 in revenue, $500,000 in operational efficiencies, 20% lift in customer lifetime value, 3X lift in conversions, and numerous other KPI’s.

I’m known for my entrepreneurial DNA that has delivered innovation and results across the online customer journey. I’ve delivered eco-systems that embrace over 70 website customer platforms integrated with variety of marketing technologies to deliver a personalized experiences across a multi-touchpoint customer journey, across devices, and offline.

The career journey has led deep digital experience for over 70 brands (Western Union, BDC, Bodog, Yoplait, Fox Sports, MasterCard, SnoopDog, MySpace) across consumer ecommerce to B2B landscapes.  This includes success in the top competitive markets online – international payments and money transfer, foreign exchange (FX), online gaming, entertainment and +30 other industries to drive brand re-appraisal, demand generation, lead generation and pipeline acceleration, and customer lifecycle retention.

My acumen to deliver marketing transformation covers a track record spanning over 500 digital properties. I’ve delivered digital eco-systems and the operations that are driven with underlying customer experience technologies as website and product content management systems, data management platform (Oracle BlueKai), marketing automation (Exact Target, Eloqua, Strongman), CMS (SalesForce, Goldmine), analytic platforms (Adobe Analytics / Omniture, GA), social media (Spredfast, Net base) and more. I’ve incubated start-ups to raise over $1,000,000, intraprenuership to move the needle in political red-tape corporate cultures, coached executives and mentored teams in digital strategy to grow organizations digital maturity.

A driving force behind my success is my entrepreneurial drive to lead by example and embrace the rituals of agile methodology and visionary leadership to manage by mind, and lead by the heart. A mentor to cross-functional teams, I’ve pioneered brands in roles as VP Digital Marketing, Head of Digital, Digital Marketing Director, Strategist, Consultant, Board Director and a Coach.

I’ve led teams and agencies to grow organizational performance across multi-device, multi-channel distribution by building foundational pillars of customer engagement and access, infrastructure and assets, and service economy. In this structure I lead transformation across strategy integration and channel strategy (paid, owned and earned), technologies and digital assets, human capital and governance. Transformation designed in this way allows to operationalize and water its growth using voice of customer, customer segmentation and journey development, customer-centric design, and content strategy.

See some of my work

How about some fun facts?

Revenue I've produced
Brands I've helped
Projects under the belt
Industries I've influenced
Experts I've mentored
Digital 'incubators' I've launched
Social networks & apps. I've built
Blogs I author from time to time

“The results speak for themselves, and we could not be happier!

Russ R., President @ Olympic Dairy

Career Timeline

As Global Digital Marketing Lead at Finning Digital, I lead an agile team in the digital marketing transformation to drive B2B and eCommerce revenue performance (+$300M) across strategy, product innovation, marketing technology, data and analytics, and CX / UX strategy.

I lead a talented team in a global enterprise environment thru agile execution, and fostering innovation to drive transformation, by utilizing data and advanced analytics, marketing technology and customer (CX) insight to enable highly targeted customer and sales growth strategies.

I'm responsible for the global strategy (digital marketing) including its operational enablement, business strategy development and execution to drive high growth performance of Finnings digital customer platforms; B2B demand and lead generation of, eCommerce revenue and  a holistic customer experience.
Finning Digital
As Global Digital Marketing Lead at Finning Digital, I lead an agile team in the digital marketing transformation to drive B2B and eCommerce revenue performance (+$300M) across strategy, product innovation, marketing technology,...
I lead a global role to define and steer the digital transformation strategy to reimagine the CX journey with a customer-centric, data-driven and agile approach to establish best-in-class digital eco-system for WUBS. I help steer the customer journey performance across multi-channel experiences, operationalize teams on various marketing technologies, and deliver channel strategy (paid, owned and earned) that impact CX, demand, lead generation and pipeline speed, and retention. I do this for both WUBS eco-systems of consumer e-commerce and B2B international payments and foreign exchange.

I'm responsible to transform CX by bridging technology, segmentation and personalization, data-driven science, devices by design and alignment to business strategy to transform the organization CX to build acquisition, growth and retention through multi-touchpoint distribution (paid, owned, earned).

1. Digital Transformation & Growth Strategies
I build, lead and enable customer growth strategies (including content strategy) for global and regional go-to-market plans that drive multi-channel customer journey performance. I deliver this through multi-channel strategy integration, channel strategy (paid / owned / earned), and technology enablement; CMS content management, analytics (Adobe Analytics / Omniture), data management platform (DMP Oracle BlueKai), marketing automation (Eloqua), search engine intelligence (BrightEdge), social media intelligence (Spredfast, Netbase) and CRM (SalesForce)

2. Customer Experience (CX) & Digital Channels
I lead the customer experience (CX) strategy to drive multi-device and multi-channel customer journey performance across our digital eco-system and touch-points of Website, Search, Social, Native, Content, PPC, Email, and Display. Across display I oversee look-a-like targeting employing both behavioural-based and BlueKai DMP across DSPs and networks of Exponential, MediaMath, MexAd (DataXU), Martini Media, RocketFuel and OutBrain, and exchanges as Double-click and Adbrite) and more.

Steering customer growth strategies, I've delivered deep content strategy, and marketing, for inbound and customer lifecycle performance for global and regional go-to-market plans.

3. Operations Performance
I lead an operations team to enable global and regional teams with marketing technologies, and the management and CX performance of the core digital eco-system of +70 responsive web properties across both consumer ecommerce platforms, and enterprise B2B website platforms. My operations team mentors and enables teams for global content management, demand and lead generation, analytics understanding, conversion optimization, lead acceleration (nurture and progressive profile) and shift users brand preference.
Western Union Business Solutions
I lead digital strategy and marketing transformation and growth across digital maturity areas of strategy and integration, channel strategy, data and analytics, technology and assets, human capital and governance.
As Global Digital Marketing Manager, Ecommerce, I led the global digital marketing strategy across strategy integration, technology and assets, data and analytics, channel strategy (paid/owned/earned) and governance.

I led and executed a customer-centric web and channel strategy aligned to business metrics against the customer journey  (demand gen., lead gen., retention, loyalty) performance for 15 global multi-language web properties. The performance netted +90% CPA ($85 to $8) improvements across paid media (native, display, ppc), tripled traffic over 3-fold (25K to +90K) and increased TOFU lead gen. from 8% to 24%. I also led in a coaching / mentor role to global cross-functional team (NA, EMEA and APAC).

In this role I delivered: customer segmentation (quantitative and qualitative), value prop definition and messaging, mobile-first responsive website (mobile, tablet, desktop), customer-centric content strategy (+300 artifacts), organic search strategy, MarTech selection and implementation of a new content management solution (CMS - Ektron + Composite C1), data and analytics strategy (Adobe Omniture/ Site Catalyst) and Google Analytics) and reporting and marketing automation integration (Oracle's Eloqua) and CRM (SalesForce).
Western Union Business Solutions
I led the ecommerce / online services LOB in the global digital marketing strategy transformation across strategy integration, technology, data and analytics, channel (paid, owned and earned) and touchpoint strategy and ...
In this senior leadership role I led the teams in the strategy framework and planning to drive commercial performance across a high growth eCommerce business model. I led the brand identity, inbound marketing strategy, and customer experience delivered across two-technology platforms.

As an action oriented leader and with an agile marketing approach, I led teams with a customer-centric understanding of key market challenges and deliver the business and marketing strategy and execution to attain market penetration, product adoption and business growth. My purview covered customer sales acquisition, growth, retention, product innovation, business intelligence, and brand strategy.

This was delivered upon a strategic foundation that embraced an inbound content strategy, marketing automation, deep analytics and performance analysis, project governance, and customer lifecycle optimization that demonstrated clear ROI.

Deadman Heartbeat is a cloud-based IT and application monitoring SaaS.
Leadership in digital marketing and business strategy to incubate this tech start-up in the SaaS market to drive company valuation, product adoption and validation.
I provided strategic leadership in the areas of business strategy and marketing. My role oversaw two core social network brands in the educational vertical and women's fashion vertical (Facebook-like platform targeting women in fashion and beauty).

My cross-discipline role over vision, strategy and operations cultivated and inspired a digital team across multi-channels as technical web development, creative services, IT and infrastructure, digital marketing, business planning and advisory to a c-level management team to take product concepts to MVP's, and deliver and build a validated business model with multiple monetization models that was salable to angels and VC's.

My experience and leadership were key to the success of this role to drive team and business performance through clear objectives, forecasting, prioritizing and continuous improvements.

As Head of Digital, the strategy framework I produced led delivered on areas as: product development and monetization models, market research, hack-growth strategies to build awareness, acquisition and growth, budgeting, forecasting, business-case P/L, hiring and management, develop customer life-cycle programs, business leadership, KPI's and setting targets and owning the onsite performance and influencing the traffic driving initiatives through aggregators - Search, Social, Media/PR, Blogosphere and Email.
Having lead the company to secure $1,000,000 in seed funding, I was brought on-board as Head of Digital for my extensive digital knowledge and demonstrated track record to deliver a strategic vision, commercial performance,...
As a founder, creative technologist, digital strategist, and entrepreneur, I built this digital strategy agency to grow and lead a team of 12 cross-functional experts across 1,500 projects in the successful growth of multiple clients at early stage businesses and the digital transformation of large businesses in digital marketing and business strategy.

I built a client roster of 70 clients across a variety of business landscapes (ecommerce, startup, enterprise, social network, etc.) in over 40 industries, and produced client returns ranging from 20% to 400% ROI, and a 15% YOY growth rate attained through reputation and referrals.

I mentored clients in a customer-centric approach to understanding market challenges and digital strategies to drive business performance, how to build operations and great teams, delivered meaningful business results, and found passion as a coach for small businesses through a financial institutions entrepreneur and small business program.

I delivered X-fold results that exploited the customer journey across multi-channel experiences, including Search marketing, Paid media (native, display, ppc), content strategy, social media strategy and intelligence, marketing automation (customer lifecycle and nurture programs), affiliate/partner development, conversion optimization, and web analytics.

I led in numerous roles ranging from business development, strategist, account executive and management, coach / mentor and project manager and more.
MJA Impressions
A digital agency I founded and sold after 5 years produced digital and integrated marketing strategies, campaigns and website design and development for over 70 brand projects.
I led a senior role in the eMarketing strategy for 6 global brands of Bodog. I produced and executed the eMarketing digital framework and strategy for all operations, and responsible for marketing automation technology and programs, revenue objectives, P/L, budgeting, forecasting, team and project operation management / resources, contingency strategies, thought-leadership and mentor to various departments. I developed corporate policies and procedures for marketing operations, campaign management and delivery, legal compliance initiatives, and business intelligence tracking/reporting.

As advisor to senior executives, directors, channel and product managers and departments, my track record netted an +$5,000,000 in annual revenue, +$500,000 in operational efficiencies, monthly and yearly customer growth and revenue targets of +100%. I achieved this through team leadership, counsel to c-level, operations management, marketing automation, inbound marketing and sales operations programs.

Accolades: Forbes, Fox Networks and CNN.

Related: Exact Target, Email Labs, Silverpop, Talisma, budgeting (6 figures), P/L, forecasting, agency management, direct and cross-functional team management, project management, contract negotiation, vendor procurement, service-center and revenue center, database management of +5,000,000, customer lifecycle programs, event-driven triggerred campaigns, API development, subscription management, and much more.
Bodog Entertainment, Riptown Media
Led the eMarketing strategy and operations team for Riptown Media’s primary client Bodog, a $6 billion company, and its 6 global brands, w/ a direct $100K budget. Received accolade mentions with Forbes, Fox Networks and...
As Website Board Director I led the relaunch of the IIMA website and the online experience. I delivered an exhaustive Discovery phase to deliver the launch of a new brand identity, front-end user-journey, member registration, ecommerce integration, multi-tier member management and content management system.

As advisor I collaborated with other Board Directors in the executive decisions to grow the association in the local and global market. This also entailed membership growth and retention and creation of an industry standard certification delivered through educational institutions as the University of British Columbia.
International Internet Marketing Association
Led for a 2 year term as Board Director to oversee all things web related for the association and the online experience with its members.

A glimpse of work I’ve done for
forward thinking brands…

Global B2B Marketing & CX Transformation

Consumer Digital Business Strategy

Brand Strategy

Global eCommerce Marketing Strategy

Social Brand Gamification

Mentoring & Coaching Digital Strategy

Interactive Viral Campaign

Marketing Automation Strategy

Marketing Solution (CMS & Backoffice)

Responsive UX Web Design

Wonderful digital things require
a good mix of combined skills and experience

What others had to say

James Richardson
The Agency has worked with Michael on several projects over the past year and half. I’ve found Michael to possess a demonstrably good eye for detail and a head for data-driven decision making. In particular, we’ve been able to collaborate with Michael on projects that delivered significant and measurable value to the business. In an age where large organizations are undergoing significant digital transformation in their business and customer relationships, it’s hugely helpful for Agencies like ours to have client partners who get digital. His core understanding of the principles related to User Experience, Content Strategy, Interactive Design and Analytics requires no evangelism on our part and that’s truly beneficial. We get to better outcomes, faster.
James Richardson
Vice President of Operations -
Lorraine McGregor - Founder and Partner at Spirit West Management, Co-Author: Fast-Track Secrets for Making Your Business Saleable
MJ is superb a diagnosing what isn't working with a marketing strategy - whether it is ecommerce, SEO, web traffic, conversions, content or the entire game plan. He is very knowledgeable about what works and what doesn't, and some how keeps up with the constantly evolving technology landscape.
Lorraine (Rieger) McGregor
Founder, Partner and Author -
Morgan Stewart
MJ is a consummate professional who manages to combine sophisticated analytical data and industry insight developed over a number of years into marketing plans that can be actioned, measured and quantified.

He has overseen key digital strategies, essential to our online business, helping us to achieve key customer targets for 2013.
MJ is a team player who thinks strategically but executes on all the tactics too. He manages to do all this whilst retaining a dry sense of humour, a very personable attitude and is a genuine all round “good guy”."
Morgan Stewart
Director, Product Management -
Sandrine Desmares-Vaury
I was very privileged to work with MJ on the relaunch of Online FX (an online self-serve site to send money overseas) targeted at High Net Worth Individuals and micro-SME. His expertise to SEO/PPC, search marketing and UX to optimise the digital customer experience is second to none with impressive results. MJ is simply: Driven, Connected and a Game Changer.
Sandrine Desmares-Vaury
B2B Digital Marketing Manager, UK & EMEA -
Peter Seers
I have now worked with MJ for 12 months and in that time I've admired his ability to think strategic, broadly and provide well-constructed feedback, in a language that everyone can understand. His extensive knowledge and experience in the digital marketing group is a valued commodity and MJ always takes the time to share and add value to our discussions. With all the opportunities available on the digital landscape today, it’s a challenge to identify the best strategic mix to drive revenue and achieve goals. MJ has displayed a real passion for discovering what the best mix looks like and delivers excellent results. I have no hesitation in recommending MJ. He would be a valuable contributor in any organisation
Peter Seers
B2B Digital Marketing Manager - APAC Region -
Victor Hinojosa
My experience in working with MJ has been most enjoyable on various fronts.

First, he one of those rare individuals that can synthesize your ideas and is able to execute on them. You can actually trust him to get something done within the guidelines that he mentions. Therefore, it's easy to leverage his experience in helping to provide the right solutions to our clients.

Second, he has the uncanny ability to bring technology issues down to simple terms so that our clients/colleagues can understand. This is important in our industry as clients only need to understand the salient points of our solution. If the needs arises to increase the technology dialogue he is more than comfortable on this front.

Third, MJ has that uncanny ability to always provide you with great information on how to position our products and ways to improve them. He is simply a very good teacher without being one. I am constantly learning from him when we're working together.

Finally, MJ is one of those individuals that you look forward to working with as he brings a lot to the table. He is definitely an asset to the WUBS organization. He makes creating and implementing solutions for our clients an enjoyable process.
Victor Hinojosa, CTP
Director, Strategic Partnerships -
Jean Sabbagh
Michael was a key leader and pillar of our digital marketing efforts. His positive character, can do attitude and digital marketing expertise helped us establish, launch and increase the productivity of our online foreign exchange (FX) channel. His depth and understanding of a holistic digital strategy for demand and lead generation, across channels as Search and SEM, PPC, Display, affiliate, and content strategy helped us drive critical business growth! He's definitely an asset to any team or organization.
Jean Sabbagh
Senior Marketing Manager -
Russ Rimmer
Finally, someone who can grasp our vision, understand our objectives, and relate to our customer and deliver a meaningful marketing tool that informs as well as interacts with current and potential new customers and consumers. MJ took full control of the project, managed every aspect from concept to design to execution, and delivered on time and on budget. The results of our website speak for themselves, and we could not be happier with the results!
Russ Rimmer
President -
B. Davis
It's very hard to imagine where we would be without the MJ. With having dealt with more vendors and marketing "Pro's" than I care to admit, I can honestly say that my search happily ended with him.

I have never been more impressed nor had a better return on our marketing dollars. MJ came on board, was up-to-speed in record time and continues to produce world class results that effectively showcases our strong product offerings.
B. Davis
Director -
Lisa Gaetz
You did a fantastic job of optimizing our corporate web site, enabling us to rank at or near the top in organic search results with Google, Yahoo, MSN, AOL and many other search engines.
Lisa Gaetz
Vice President Marketing -
Martine Street
His professionalism and knowledge in the field of digital marketing and UX website design have resulted in a highly competitive end product. You were also invaluable for the success of our Whistler market online presence, given us a leading edge above the rest in our local market.
Martine Street
President of Marketing & Sales -
Eddie Abubo
That's so great! I'm very pleased. Google has me on the 1st, 2nd, 4th, and 6th page results and MSN has me on the first position on the first page.
Eddie Abubo
Owner & Creative Director -
Ryan Jenkins
MJ delivered detailed explanations and accurate presumptions that took our site from not showing up on any searches (search engines) to being the number one site for all keywords we identified.
Ryan Jenkins
Director Marketing & Sales -
Marcie Ownen
MJ has an impressive expertise of internet marketing strategies, and always provided excellent guidance as to how these tools could be utilized in my projects, with measureable bottom line results. He always maintained a professional nature, and seamlessly managed any curve balls thrown his way. MJ consistently delivered above and beyond.
Marcie Owen
Project Manager -
Michael Nauss
Phenomenal communication, attention to detail and a passion for what he does. I look forward to many more projects in the near future.
Michael Nauss
Real Estate Agent -
Talia Abubo
Thank you so much MJ for your expertise in the start up of our new online business. All our custom needs were exceeded in the building of our new online business.
The organic SEO strategy has since increased traffic almost 500% since we executed, and the management of our PPC programs has effectively driven numerous new sales leads.
Thank you MJ! I'd be happy to use your expertise again and definitely recommend you to others seeking to make a business impact on the web.
Melody Roberts
We were very pleased with your enthusiasm and well prepared materials in order to guide us into a better understanding of creating an effective web marketing strategy and web site.
Melody Roberts
President -
Jay Rader
We like to thank Michael for their ability to see through our eyes, for helping us create, achieve and improve our goals.
Jay Rader
Managing Director -
Sylvia Slosel
I'm extremely delighted with the creativity of MJ, and end result of my website. The personal touch was very appreciated. Thank you very much!
Sylvia Slosel
Belle Allen
I was extremely impressed with MJ's knowledge of the online marketing business, and how he took our concept and vision, into something far greater than our expectation. As they were referred to us, their reputation speaks for itself. I look forward to work with him in the future.
Belle A.
Owner -
Todd Duncan
In over 4 weeks, we've not only attained the first one or two spots in search engine results, but more importantly the sales. We've already landed 4 new projects, a +300% ROI in a matter of weeks!
Todd Duncan
Principal and Owner -
MJ went out of their way to help me get the answers I needed. I was most impressed with time he took to understand my problem and offer a solution based on industry expertise. Thank you MJ.
Mike Downey
Marketing Operations -
Peter Simpson
We have been extremely impressed by the efficiency and user-friendliness of MJA Impressions services in our Internet marketing strategy. Despite being 10 time zones and 14,000km distant from our African head office, MJA completed the project extremely professionally, quickly and within budget.
Peter Simpson
Partner -
Shahab Bakhtiar
I have been thinking about what to write and there is a lot I can write. You are a fantastic business man with great technical knowledge and as a very normal consumer I gained a lot of information working with. No one other than you and your company could have made me complete this project and make me feel good about my business on the web.
Shahab Bakhtiar
Owner -
Leslie Jones
MJ is a true partner in the very successful launch of the ecommerce eStore area of the Urban Yarns web site. Their professional team managed every detail and delivered. The new eStore and ecommerce area of our site has been running for 3 weeks and sales are already coming in. We are extremely happy with the response! We're very appreciative of MJA Impressions for all of their hard work and results!
Leslie Jones
Owner -


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Address: Vancouver, BC, Canada

Phone: 604.831.9125