Best Buy Canada

Image Source: Best Buy Annual Reports

Canada’s largest consumer electronics retailer operating Best Buy, Geek Squad, and Best Buy Mobile (BBYM) brands

DIGITAL MARKETING intern

As part of Best Buy’s Digital Marketing Team, I project managed 15 multi-channel (display, social, paid search, and video) campaigns with total operating budget of $500k for the home appliances, portable audio, home theatre, PC gaming, computing solutions, and emerging business categories. By working collaboratively with team members and cross-functionally across various departments, I identified weekly vendor product promotions by developing robust media plans and channel specific blocking charts. I had the opportunity to project manage a diverse range of campaigns by allocating budget towards appropriate KPI driven channels, strategizing prospective and retargeted audience groups, and analyzing in-market and post-campaign performance through front-end and back-end data platforms on Facebook Business Manager, Adobe Analytics and Power BI. Along with hands-on experience learning from the Digital Marketing Team, I also optimized the external media buying and programmatic display strategies for the Best Buy Mobile Friends & Family events by selecting publishers, including Google Display Network, Red Flag Deals, Oath, CBS, and Kijiji, with the highest ROI to drive an increase in impressions, link clicks and revenue. My proudest achievements in this role include project managing the “Sounds of Summer” branded video campaign from beginning to end, spearheading the need for an in-house customer service team by presenting case-based strategies and industry research findings, and championing Best Buy’s Back-to-School 2019 initiatives.

Thank you to everyone who made such a positive impact on my unforgettable summer at Best Buy! I’ve experienced such an insane amount of learning and growth and that’s because of the time, effort and dedication of each and every individual. You are all true superstars so keep on unleashing the power of our people and having fun while being the best!

Here’s a brief look at some of the key projects that I had the pleasure of taking part in as a Digital Marketing Intern for Best Buy Canada.

Disclaimer: All marketing advertisements and images belong to Best Buy Canada.

sounds of summer

The ‘Sounds of Summer’ campaign was a brand department initiative that featured JBL, Ultimate Ears and Sony speakers at the Best Buy booth during the Khatsilano Summer Festival. I worked closely with the Senior Digital Marketing Specialist to develop a comprehensive media plan that was presented to the brand, production, and creative teams and the portable audio category marketing specialist. The objective of this campaign was to create awareness through affinity and interest targeting of long form (60 sec) video followed by retargeting strategies of shorter form (30 sec) video that showcased each of these vendor funded speakers from JBL, Ultimate Ears, and Sony (15 sec).

As the digital marketing project owner of this campaign, I had the opportunity to actively cross collaborate with multiple teams within the larger marketing department including brand, production, creative, etc. It allowed me to take on more initiative and ownership to make calculated and justified decisions that included planning out the blocking chart, allocated budget, and coordinating with team members.

in-house customer service case

BEST BUY MOBILE FRIENDS & FAMILY EVENT

The Best Buy Mobile Friends & Family event is a quarterly initiative focused on mobile phone products and plans. By focusing on how to best allocate total budget towards Android and Apple mobile products, selecting the appropriate marketing mix of direct publishers for the display network, and optimizing ad spend on paid social and search channels, the goal of this campaign was to generate awareness, traffic and revenue to the vendor-funded products. In just four brief months, myself and the other Digital Marketing Intern co-led this campaign with the support and guidance from our supervisor, the Agile Marketing Team, and the Mobile Category Marketing Specialist. Shout out to Mirah, my co-leader, for being such a trtue superstar on this campaign with me. I couldn’t have asked for a better person to have collaborated and befriended with at Best Buy ☺️!

Disclaimer: All marketing advertisements and images belong to Best Buy Canada.

unleash the power of our people