Top Talent like Michelle are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Michelle Karunaratne

Growth Marketing Manager
Social Media Marketing Specialist
Toronto, ON, CA
LinkedIn Ads
Google Search Ads
Facebook Ads
Search Engine Marketing
Display Ads
Social Media
Instagram Ads
Digital Strategy
Social Ad Campaigns
Digital Marketing
Available for hire fromNegotiable
Contracts
Full-Time Roles
Data driven growth marketer with expertise driving business results in growth marketing campaigns across Social, SEM & Display in various industries
Experience with campaign strategy and execution which has required project, stakeholder and budget management, data analysis for actionable insights that drive business results. At agency I worked with clients in financial services, retail, CPG and automotive. Most recently at a top Canadian Bank I manage marketing campaigns planning and execution across social, SEM and display platforms. This also requires collaboration with internal teams such as product, audience and analytics I have good communication and reporting skills to keep all stakeholders up to date with performance. Finally digital marketing required staying up with trends to test and iterate new product offerings. I consider this to be an integral part of the journey.

Projects

Full Funnel Credit Card Campaign Optimization

- Designed and optimized multi-channel acquisition campaigns (Google Ads, Meta, DV360 Display, Amazon Ads, Affiliates) for Scotiabank’s credit-card portfolio (e.g., Amex Gold, Passport, Scene+). - Used MMM and MTA insights to rebalance spend by channel and creative. - Delivered 10% increase in application volume or 8% reduction in CPA.See More

Optimizing to High Value Customers

Our acquisition campaigns were optimized to surface-level digital metrics (clicks, app starts), which didn’t always align with business KPIs like Net New Acquired Accounts (NAA) or LTV. This meant we were often acquiring lower-value customers at higher CPAs. I was tasked with improving efficiency and profitability in paid media by aligning platform AI optimization to business outcomes, not just media proxies. - Partnered with Switch Growth to integrate offline conversion signals (credit card opens, funded accounts, predicted LTV) directly into Google and Meta. - Shifted bidding strategies from app starts to new-to-bank customer quality. - Worked across analytics and media teams to ensure data pipelines were stable and measurable at scale. Results - Improved credit card CPA by -24% and drove +11% more new clients. - Added 10X incremental CC opens within 2 months - Uncovered that Google’s contribution to CC sales was 4X higher when omnichannel durable measurement was applied.See More

Meta Shuttlerock Creative Test – Video Performance

We wanted to see if platform-tailored creatives could boost engagement vs. repurposed assets. Test whether Shuttlerock-built short-form Reels ads would outperform traditional static/video assets. - Launched an A/B creative test: - Control: Standard Scotiabank creative. - Test:Shuttlerock Reels with category hooks (Dining, Grocery, Concert) in the first seconds. Result - Shuttlerock drove a **0.82% CTR vs. 0.66%** for assets (+24% improvement). - Engagement rates were higher, even though video completion was lower — showing that *click intent was stronger earlier*. Learning: I learned the importance of **fit-for-format creative** on social platforms. This became part of my best practices: build for the channel (e.g., short hooks for Reels/TikTok) instead of recycling generic assets.See More

Work History

S

Digital Marketing Manager, Acquisition

Scotiabank Digital FactoryManaging digital acquisition for chequing accounts across paid search, social, display and affiliate channels
C

Account Manager - Paid Search & Social

Catalyst CanadaAug 2016 - May 2019 • 2 yrs 10 mosResponsible for managing paid search and social accounts
T

Communications Assistant

TakingITGlobalNov 2013 - Feb 2014 • 4 mosMaintained social media platforms, blogs and website. Wrote newsletters, press materials and content for online platforms.

Education

U

University of Toronto

Certificate, Digital Marketing Management2014
W

Wilfrid Laurier University

Hon Arts, Political Science and Global Studies2009 - 2013
B

Brain Station

Data AnalyticsApr 2020 - Jun 2020

How Pangea Works

Effortlessly discover top talent

We've distilled the candidate search from endless hours down to just a few minutes. Using Pangea's AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company's niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea's fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team's capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We've combined every part of the hiring process into one platform to eliminate the miscommunication that's unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Data driven growth marketer with expertise driving business results in growth marketing campaigns across Social, SEM & Display in various industries
Experience with campaign strategy and execution which has required project, stakeholder and budget management, data analysis for actionable insights that drive business results. At agency I worked with clients in financial services, retail, CPG and automotive. Most recently at a top Canadian Bank I manage marketing campaigns planning and execution across social, SEM and display platforms. This also requires collaboration with internal teams such as product, audience and analytics I have good communication and reporting skills to keep all stakeholders up to date with performance. Finally digital marketing required staying up with trends to test and iterate new product offerings. I consider this to be an integral part of the journey.

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call

Top Talent like Michelle are on Pangea

Pangea, a YC company, connects companies with fractional talent. Fractional hiring allows companies to move faster and work with more specialized talent, while giving talent more flexibility and independence. If you are talent open to fractional work, apply here. If you’re a company looking for high-quality fractional talent, learn more here.

Michelle Karunaratne

Growth Marketing Manager
Social Media Marketing Specialist
Toronto, ON, CA
LinkedIn Ads
Google Search Ads
Facebook Ads
Search Engine Marketing
Display Ads
Social Media
Instagram Ads
Digital Strategy
Social Ad Campaigns
Digital Marketing
Available for hire fromNegotiable
Contracts
Full-Time Roles

Projects

Full Funnel Credit Card Campaign Optimization

- Designed and optimized multi-channel acquisition campaigns (Google Ads, Meta, DV360 Display, Amazon Ads, Affiliates) for Scotiabank’s credit-card portfolio (e.g., Amex Gold, Passport, Scene+). - Used MMM and MTA insights to rebalance spend by channel and creative. - Delivered 10% increase in application volume or 8% reduction in CPA.

Optimizing to High Value Customers

Our acquisition campaigns were optimized to surface-level digital metrics (clicks, app starts), which didn’t always align with business KPIs like Net New Acquired Accounts (NAA) or LTV. This meant we were often acquiring lower-value customers at higher CPAs. I was tasked with improving efficiency and profitability in paid media by aligning platform AI optimization to business outcomes, not just media proxies. - Partnered with Switch Growth to integrate offline conversion signals (credit card opens, funded accounts, predicted LTV) directly into Google and Meta. - Shifted bidding strategies from app starts to new-to-bank customer quality. - Worked across analytics and media teams to ensure data pipelines were stable and measurable at scale. Results - Improved credit card CPA by -24% and drove +11% more new clients. - Added 10X incremental CC opens within 2 months - Uncovered that Google’s contribution to CC sales was 4X higher when omnichannel durable measurement was applied.

Meta Shuttlerock Creative Test – Video Performance

We wanted to see if platform-tailored creatives could boost engagement vs. repurposed assets. Test whether Shuttlerock-built short-form Reels ads would outperform traditional static/video assets. - Launched an A/B creative test: - Control: Standard Scotiabank creative. - Test:Shuttlerock Reels with category hooks (Dining, Grocery, Concert) in the first seconds. Result - Shuttlerock drove a **0.82% CTR vs. 0.66%** for assets (+24% improvement). - Engagement rates were higher, even though video completion was lower — showing that *click intent was stronger earlier*. Learning: I learned the importance of **fit-for-format creative** on social platforms. This became part of my best practices: build for the channel (e.g., short hooks for Reels/TikTok) instead of recycling generic assets.

Work History

S

Digital Marketing Manager, Acquisition

Scotiabank Digital FactoryManaging digital acquisition for chequing accounts across paid search, social, display and affiliate channels
C

Account Manager - Paid Search & Social

Catalyst CanadaAug 2016 - May 2019 • 2 yrs 10 mosResponsible for managing paid search and social accounts
T

Communications Assistant

TakingITGlobalNov 2013 - Feb 2014 • 4 mosMaintained social media platforms, blogs and website. Wrote newsletters, press materials and content for online platforms.

Education

U

University of Toronto

Certificate, Digital Marketing Management2014
W

Wilfrid Laurier University

Hon Arts, Political Science and Global Studies2009 - 2013
B

Brain Station

Data AnalyticsApr 2020 - Jun 2020

How Pangea Works

Effortlessly discover top talent

We've distilled the candidate search from endless hours down to just a few minutes. Using Pangea's AI-powered search tools, you can find top fractional talent able to take on your next project. Our system looks at your company's niche and your needs to find the perfect match faster than any traditional hiring platform.

Start working with talent today

The top talent on Pangea is ready to get started with you right now. You can message or hire a candidate right from their profile page and start assigning work as soon as they respond. And the best part? Pangea's fractional contract structure lets you start small and ramp up as your needs change, keeping your costs manageable and your team's capabliities flexible.

Track work and invoices in one place

Assign tasks, track progress, and complete invoices all on Pangea. We've combined every part of the hiring process into one platform to eliminate the miscommunication that's unavoidable on other freelance platforms. We even send out 1099s to your contractors at the end of the year!

Talk with a Talent Expert

Members of our team are available to help you speed through the hiring process.
Available Now
Book a Call
Pangea empowers fractional work across the world for marketing and design roles.