Dave Raymond earned his Bachelor of Business Administration in 2005 with a focus on marketing, further enhancing his credentials by completing a Community Economic and Social Development certificate in 2006. This combination provided a strong foundation in both business principles and community-focused strategies.
Today, Dave serves as a Strategic Marketing Director at a dynamic digital marketing agency. In his role, he develops comprehensive marketing campaigns, analyzes market trends, and ensures that clients’ brands resonate with their target audiences. He creates compelling content—including landing pages, videos, and ads—for globally recognized brands using platforms such as Facebook, Instagram, TikTok, Google, and other digital and social media channels. His career journey has been defined by adaptability and impact, spanning various industries and roles that have shaped his expertise in strategic marketing.
His career began at Big Sisters and Big Brothers of Sault Ste. Marie, where he was hired as an Internet coordinator through a FedNor grant to increase volunteerism and funding. He successfully launched annual fundraising campaigns such as Bowl for Kids, setting the stage for his future in strategic marketing. Seeking a new challenge, he moved to Manitouwadge, where he served as the Economic Development Director. In this role, he managed the township’s recreation and community services department while championing economic growth through digital-first marketing strategies. He played a key role in transforming land use planning and forestry management in Northern Ontario, working alongside First Nations communities to promote sustainable development.
Dave’s professional path then took him to Barrick Gold, where he worked as a Business Improvement Coach, leading projects to enhance operational efficiencies, cut costs, and boost production. He was instrumental in planning and maintaining an autonomous mining system, showcasing the power of data-driven strategies in a traditional industry. Later, at Perk, he designed over 100 websites and transitioned into automotive marketing, where he quickly emerged as a revenue leader by blending creative digital solutions with strategic data use.
His ability to apply marketing principles beyond traditional industries led him to the Niagara Region, where he spearheaded a groundbreaking community-based marketing project. Tasked with strengthening the region across 12 municipalities, he developed a comprehensive strategy that repositioned Niagara as more than just a tourist destination—it became recognized as a thriving place to live and invest. Coordinating with various stakeholders, including immigration services, community organizations, and law enforcement, he crafted a compelling narrative that reshaped public perceptions. This initiative won several economic development awards and became a featured immigration portal for Canada.
Dave then joined System 1 / Qool Media, managing a global marketing partnership with a $50 million annual budget, primarily focused on Facebook campaigns. He generated daily returns on investment across multiple industries, languages, and countries. Eventually, he founded his own marketing company, specializing in strategic advertising spend across TikTok, Facebook, and Google. He consistently delivers profitable outcomes for clients while staying ahead of emerging digital trends.
Dave was drawn to strategic marketing because it perfectly blends creativity with data-driven strategy. He finds inspiration in shaping a brand’s story and connecting with consumers in meaningful ways. Marketing is rarely a straight path—plans often change unexpectedly. However, using data to steer strategies not only leads to better outcomes but can also reveal groundbreaking opportunities for clients and even redefine industry standards.
His time at Algoma University laid a solid foundation for his career. The curriculum was hands-on, focusing on real-world applications from marketing theory to practical internships. The collaborative environment pushed him to think creatively and solve problems analytically. Through a cooperative program with leading organizations across Ontario, he gained invaluable practical experience, which empowered him to think outside the box and bring fresh ideas into his work.
One of the greatest challenges Dave faced was convincing others to adopt change in a rapidly evolving digital marketing landscape. When he graduated in 2005, Facebook marketing wasn’t even a topic of discussion. As the Economic Development Director for the Township of Manitouwadge, he had to shift from traditional marketing—like road signage and print ads—to a digital-first approach on a tight budget. By embracing continuous learning, attending workshops, and obtaining certifications, he gradually transitioned to using data-driven strategies. Small wins built on early experiments eventually led to major breakthroughs, and his team became pioneers in using social media for municipal marketing—a practice that was once controversial but is now standard.
Technologies such as AI and automation have revolutionized Dave’s work. They allow him to gain deep insights from data, automate routine tasks, and deliver personalized content at scale. He uses AI daily for creating ads, producing content and videos, and even for tasks like translations and video editing. What once took a week with a team can now be completed in hours. Although the quality of AI-generated work isn’t perfect yet, it’s improving rapidly as he learns to fine-tune his prompts. Embracing these tools has boosted his efficiency, even as he considers the long-term impact of AI on his industry. Continuous learning and adaptation remain crucial.
Dave encourages students to stay curious and commit to lifelong learning. He advises embracing every opportunity—internships, projects, and networking events—as they are invaluable. While hard work is important, recognizing when to pivot and adjust an approach is equally critical. Following one’s passion, adapting to changes, and building a diverse network are key to success. He emphasizes the importance of developing both creative and analytical skills, as data-driven decisions are at the heart of strategic marketing.
One of Dave’s favorite memories is the strong sense of community at Algoma. While studying at the Sault Ste. Marie campus from 2001 to 2006, he not only excelled academically but also built lasting friendships across various disciplines. Living on campus, he connected with many talented and motivated individuals—connections that continue to enrich his professional and personal life through ongoing collaborations and shared opportunities.
Throughout his career, Dave has moved frequently, seeking new challenges and opportunities to make a lasting impact. He thrives on variety and believes in working himself out of a job by creating sustainable, long-term marketing solutions. Among all his experiences, the Niagara Region project stands out as a testament to how strategic, data-driven marketing can reshape communities and drive real economic growth.
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