National Bank of Canada


My time at the National Bank of Canada was instrumental in launching my career in Digital Marketing and Project Management within a online-first environment.

National Bank General Insurance is a Property & Casualty insurance firm that provides automobile and home insurance services directly to Quebec residents under the National Bank Insurance banner.

At the National Bank of Canada, I launched and managed the digital marketing strategy for the Insurance division. I also provided strategic counsel and analytical leadership on overall digital campaign performance. My role of digital marketing analyst at the National Bank consist of 5 essential tasks:

  • Contribute to the launch of an eCommerce platform where customers could obtain an auto insurance quote online instantly, and purchase directly without having to contact the call-centre. My role consisted of providing UX design recommendations based on industry best practises.
  • Contribute to the development of an Online Client services web-app in which existing clients could make changes to their insurance policies without having to contact the call-centre.
  • Manage a complete redesign of the informational website, based on industry best practises, working with an external design agency providing wire-frames and mock-ups for integration onto the platform.
  • Work with IT to onboard the Adobe Analytics tool onto the web-property, replacing the existing Google Analytics platform.
  • Create and manage a suite of digital marketing initiatives, including search engine optimization, paid search, email, social media, display advertising and affiliate marketing.
  • Liaison with marketing representatives across the various divisions of the Bank to integrate several digital services into a comprehensive portal for clients to access their information in one place.

Overall, my experience at the National Bank of Canada was successful. I managed to provide effective leadership and strategic counsel in digital for my division, while excelling at learning about the financial services industry vertical.

While this experience was worthwhile, I had decided that I wanted to pursue higher education, in the form of a master’s degree in business. The opportunity to complete such a degree at Queen’s School of Business, and abroad at Università Bocconi in Milan presented itself to me.

The team at the National Bank of Canada was sad to see me go as they were impressed with my performance as digital analyst. They offered me an extended leave of absence, in which I was still employed by the Bank, where I was able to work remotely as required. This was somewhat of an honour for me, as it is something not commonly offered to employees at the Bank.

2015-02-09 08.52.50 pm

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