MarTech Data and Automation Engineer (PL748) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 17 Aug 2025 02:10:16 GMT

Job description: Our client, a leader in the financial services industry, is scaling up personalization across multiple business verticals through its Global Digital Marketing function. This group brings together Marketing Technology (Martech), Demand Generation, Marketing Measurement, Marketing Automation, and Personalization to deliver a full-funnel approach that drives connected, personalized customer journeys. The Martech Automation Engineer will play a key role in implementing, optimizing, and maintaining our Customer Data Platform (CDP) and marketing automation tools. You will collaborate with cross functional teams to leverage customer data for strategic decision-making and deliver impactful, personalized experiences at scale.Key ResponsibilitiesData Architecture: Partner with business leads and data architects to design, implement, and manage end-to-end CDP architecture based on business needs.Data Mapping & Integration: Develop XDM schemas for data from sources such as Azure Data Lake, CRM, marketing platforms, and transactional databases.Data Pipeline Development: Build and manage end-to-end pipelines for extraction, transformation, and loading of customer data into the CDP.ETL Optimization: Continuously improve ETL processes for efficiency, speed, and scalability (real-time and batch).Data Transformation: Apply data cleansing, enrichment, and transformation to ensure high-quality, actionable insights.Data Quality Assurance: Implement validation rules, testing plans, and monitoring to maintain accuracy and integrity.Platform Enhancement: Work with technical leads to identify and implement improvements to CDP integrations and functionalities.Technical Documentation: Maintain clear, comprehensive documentation for data processes and configurations.Collaboration: Engage with data analysts, business stakeholders, and data scientists to translate requirements into technical solutions.Performance Monitoring: Track pipeline performance, troubleshoot issues, and identify optimization opportunities.Governance & Compliance: Ensure adherence to data privacy and compliance standards throughout the data lifecycle.Must-Have SkillsAJO (Adobe Journey Optimizer)MarketoSalesforce Marketing Cloud (SFMC)Journey Optimizer
(Hands-on experience with these tools is required)QualificationsBachelor’s Degree in Computer Science, Information Technology, or related field (Master’s preferred).5+ years as a Data Engineer with experience in data pipelines and ETL processes.Proven experience with Customer Data Platform (CDP) implementations.Familiarity with XDM (Experience Data Model) concepts.Proficiency in programming languages such as Python, Java, or Scala.Hands-on experience with ETL tools, data integration platforms, and data warehousing.Knowledge of cloud platforms (Azure, AWS, or GCP) and associated data services.Strong understanding of data privacy, governance, and compliance best practices.Excellent problem-solving skills and ability to troubleshoot technical issues.Strong communication skills to work with both technical and business stakeholders.Detail-oriented with a commitment to delivering high-quality work in a fast-paced environment.Location: Toronto, ON (Hybrid – 3 days/week in office)Duration: 3 months, with strong possibility of extension

A client in the financial services sector is enhancing personalization through its Global Digital Marketing function, incorporating various marketing technologies. The role of Martech Automation Engineer is crucial for implementing and optimizing their Customer Data Platform (CDP) and marketing automation tools. Key responsibilities include designing CDP architecture, developing data integration schemas, managing data pipelines, and ensuring data quality and compliance.

The position requires hands-on experience with tools like Adobe Journey Optimizer, Marketo, and Salesforce Marketing Cloud, alongside a Bachelor’s degree in a related field and 5+ years of relevant experience in data engineering and ETL processes. This hybrid role is based in Toronto and may last for three months with the possibility of extension.

MarTech Data and Automation Engineer (PL748) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 17 Aug 2025 07:33:25 GMT

Job description: verticals through its Global Digital Marketing function. This group brings together Marketing Technology (Martech), Demand… Generation, Marketing Measurement, Marketing Automation, and Personalization to deliver a full-funnel approach that drives…

The Global Digital Marketing function integrates various elements such as Marketing Technology (Martech), Demand Generation, Marketing Measurement, Marketing Automation, and Personalization. This cohesive strategy aims to enhance the marketing funnel, driving effective results across all stages.

MarTech Data and Automation Engineer (PL748) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 17 Aug 2025 02:07:21 GMT

Job description: Our client, a leader in the financial services industry, is scaling up personalization across multiple business verticals through its Global Digital Marketing function. This group brings together Marketing Technology (Martech), Demand Generation, Marketing Measurement, Marketing Automation, and Personalization to deliver a full-funnel approach that drives connected, personalized customer journeys. The Martech Automation Engineer will play a key role in implementing, optimizing, and maintaining our Customer Data Platform (CDP) and marketing automation tools. You will collaborate with cross functional teams to leverage customer data for strategic decision-making and deliver impactful, personalized experiences at scale.Key ResponsibilitiesData Architecture: Partner with business leads and data architects to design, implement, and manage end-to-end CDP architecture based on business needs.Data Mapping & Integration: Develop XDM schemas for data from sources such as Azure Data Lake, CRM, marketing platforms, and transactional databases.Data Pipeline Development: Build and manage end-to-end pipelines for extraction, transformation, and loading of customer data into the CDP.ETL Optimization: Continuously improve ETL processes for efficiency, speed, and scalability (real-time and batch).Data Transformation: Apply data cleansing, enrichment, and transformation to ensure high-quality, actionable insights.Data Quality Assurance: Implement validation rules, testing plans, and monitoring to maintain accuracy and integrity.Platform Enhancement: Work with technical leads to identify and implement improvements to CDP integrations and functionalities.Technical Documentation: Maintain clear, comprehensive documentation for data processes and configurations.Collaboration: Engage with data analysts, business stakeholders, and data scientists to translate requirements into technical solutions.Performance Monitoring: Track pipeline performance, troubleshoot issues, and identify optimization opportunities.Governance & Compliance: Ensure adherence to data privacy and compliance standards throughout the data lifecycle.Must-Have SkillsAJO (Adobe Journey Optimizer)MarketoSalesforce Marketing Cloud (SFMC)Journey Optimizer
(Hands-on experience with these tools is required)QualificationsBachelor’s Degree in Computer Science, Information Technology, or related field (Master’s preferred).5+ years as a Data Engineer with experience in data pipelines and ETL processes.Proven experience with Customer Data Platform (CDP) implementations.Familiarity with XDM (Experience Data Model) concepts.Proficiency in programming languages such as Python, Java, or Scala.Hands-on experience with ETL tools, data integration platforms, and data warehousing.Knowledge of cloud platforms (Azure, AWS, or GCP) and associated data services.Strong understanding of data privacy, governance, and compliance best practices.Excellent problem-solving skills and ability to troubleshoot technical issues.Strong communication skills to work with both technical and business stakeholders.Detail-oriented with a commitment to delivering high-quality work in a fast-paced environment.Location: Toronto, ON (Hybrid – 3 days/week in office)Duration: 3 months, with strong possibility of extension

Our client, a prominent financial services leader, is enhancing personalization across its Global Digital Marketing division. This initiative integrates Marketing Technology (Martech), Demand Generation, Marketing Measurement, and Marketing Automation to create personalized customer experiences.

The Martech Automation Engineer will be crucial in implementing and maintaining the Customer Data Platform (CDP) and marketing tools, collaborating with cross-functional teams to utilize customer data for strategic decisions.

Key Responsibilities:

  • Design and manage CDP architecture with data architects.
  • Develop data integration schemas and manage data extraction, transformation, and loading (ETL) pipelines.
  • Optimize ETL processes for efficiency.
  • Ensure high data quality through cleansing and monitoring.
  • Enhance CDP functionalities with technical leads.
  • Maintain technical documentation.
  • Collaborate with analysts and stakeholders to fulfill technical requirements.
  • Monitor performance and troubleshoot issues.
  • Adhere to data privacy and compliance standards.

Must-Have Skills:

  • Experience with Adobe Journey Optimizer, Marketo, and Salesforce Marketing Cloud.
  • Bachelor’s or Master’s degree in relevant fields.
  • 5+ years of experience in data engineering and CDP implementations.
  • Proficiency in Python, Java, or Scala, as well as ETL tools and cloud platforms.
  • Strong understanding of data governance and privacy practices.
  • Excellent problem-solving and communication skills.

Location: Toronto, ON (Hybrid – 3 days/week in office)
Duration: 3 months, likely to extend.

Marketing Program Manager (PL724) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 07:44:35 GMT

Job description: Paralucent is seeking a talented Marketing Program Manager to join our dynamic team. In this role, you will be responsible for developing and executing strategic marketing programs to drive brand awareness and customer engagement.Lead the planning and implementation of marketing programsCollaborate with cross-functional teams to ensure successful campaign executionAnalyze program performance and optimize strategies for maximum impactStay up-to-date with industry trends and best practicesIf you are a creative thinker with a passion for marketing and a proven track record of delivering successful programs, we want to hear from you!Overseeing collection of marketing initiatives to achieve specific business objectives. Responsible for planning, executing, and monitoring these programs, ensuring alignment with overall marketing and business strategies.Location: Toronto, Canada (Hybrid Role / occasionally working on site)To thrive in this role, you should bring hands-on experience with a range of modern marketing technologies, including:6+ years of experience in marketing program management or campaign executionProven track record of successfully planning and delivering multi-channel marketing programsExperience working with cross-functional teams in a fast-paced, dynamic environmentMarketing Automation: HubSpot, Marketo, or PardotCRM Platforms: Salesforce or similar (for campaign tracking and segmentation)Analytics & Reporting: Google Analytics, Google Data Studio, A/B testing toolsDigital Advertising: Google Ads, LinkedIn Ads, Meta Ads ManagerSEO & Web Tools: SEMrush, Ahrefs, Google Search ConsoleContent & Creative: Canva, Adobe Creative Suite (Photoshop, Illustrator), WordPress or WebflowEmail Marketing: Mailchimp, SendGrid, KlaviyoProject Management: Asana, Trello, Monday.com, or ClickUpBasic Web Knowledge: Familiarity with HTML/CSS and Google Tag Manager is a plus

Paralucent is looking for a Marketing Program Manager to join their team in Toronto, Canada, in a hybrid role. This individual will develop and implement strategic marketing programs to enhance brand awareness and customer engagement. Responsibilities include planning and executing marketing initiatives, collaborating with cross-functional teams, analyzing performance metrics, and staying current with industry trends.

Candidates should have over 6 years of experience in marketing program management, proven success in multi-channel marketing, and familiarity with various tools such as HubSpot, Salesforce, Google Analytics, and Adobe Creative Suite, among others. Creative thinking and hands-on experience with modern marketing technologies are essential for the role.

Content Strategist (PL723) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 06:14:37 GMT

Job description: Paralucent is seeking a talented Content Strategist to join our team. As a Content Strategist, you will be responsible for developing and implementing content strategies that drive engagement and support our overall marketing goals. You will collaborate with cross-functional teams to create compelling content that resonates with our target audience.Key Responsibilities:Develop and execute content strategies to enhance brand awareness and drive trafficCreate engaging content for various platforms, including website, social media, and email campaignsCollaborate with marketing, design, and product teams to ensure content alignment with brand voice and objectivesAnalyze content performance metrics and optimize strategies for continuous improvementIf you are a creative thinker with a passion for storytelling and a strong understanding of digital marketing trends, we would love to hear from you! Marketer with content marketing experience Primarily execution and managing agencies/projects to develop educational articles, podcast, videos Nice to have if they can support content marketing strategy development.Location: Toronto, Canada ( Hybrid / occasionally working on site)+6 years of experience in content strategy, digital marketing, or content productionStrong proficiency with CMS platforms (e.g., WordPress, Webflow) for publishing and editingExperience using content planning tools (e.g., Airtable, Notion, Trello) and editorial calendarsFamiliarity with SEO tools (e.g., SEMrush, Ahrefs, Yoast) for optimizing content performanceComfortable working with Google Analytics and Looker Studio to track content engagementProficient in collaborating with creative teams, writers, and video/podcast vendorsExperience managing multi-format content projects (blogs, guides, newsletters, podcasts, videos)Understanding of brand voice, tone guidelines, and cross-channel messaging consistencyBonus: Basic design and editing skills using Canva, Figma, or Adobe Creative SuiteStrong writing, editing, and storytelling skills tailored for digital channels

Paralucent is looking for a skilled Content Strategist to enhance engagement and support marketing goals. Key responsibilities include developing and executing content strategies, creating engaging content for various platforms (web, social media, email), collaborating with cross-functional teams, and analyzing performance metrics for continuous improvement. The ideal candidate will have over 6 years of content strategy, digital marketing, or content production experience, strong CMS proficiency (like WordPress), and familiarity with content planning tools and SEO optimization. They should be comfortable with analytics, manage multi-format content projects, and understand brand voice consistency. Bonus skills include basic design capabilities and strong digital storytelling abilities. The position is hybrid in Toronto, Canada.

Marketing Program Manager (PL724) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 03:08:53 GMT

Job description: Paralucent is seeking a talented Marketing Program Manager to join our dynamic team. In this role, you will be responsible for developing and executing strategic marketing programs to drive brand awareness and customer engagement.Lead the planning and implementation of marketing programsCollaborate with cross-functional teams to ensure successful campaign executionAnalyze program performance and optimize strategies for maximum impactStay up-to-date with industry trends and best practicesIf you are a creative thinker with a passion for marketing and a proven track record of delivering successful programs, we want to hear from you!Overseeing collection of marketing initiatives to achieve specific business objectives. Responsible for planning, executing, and monitoring these programs, ensuring alignment with overall marketing and business strategies.Location: Toronto, Canada (Hybrid Role / occasionally working on site)To thrive in this role, you should bring hands-on experience with a range of modern marketing technologies, including:6+ years of experience in marketing program management or campaign executionProven track record of successfully planning and delivering multi-channel marketing programsExperience working with cross-functional teams in a fast-paced, dynamic environmentMarketing Automation: HubSpot, Marketo, or PardotCRM Platforms: Salesforce or similar (for campaign tracking and segmentation)Analytics & Reporting: Google Analytics, Google Data Studio, A/B testing toolsDigital Advertising: Google Ads, LinkedIn Ads, Meta Ads ManagerSEO & Web Tools: SEMrush, Ahrefs, Google Search ConsoleContent & Creative: Canva, Adobe Creative Suite (Photoshop, Illustrator), WordPress or WebflowEmail Marketing: Mailchimp, SendGrid, KlaviyoProject Management: Asana, Trello, Monday.com, or ClickUpBasic Web Knowledge: Familiarity with HTML/CSS and Google Tag Manager is a plus

Paralucent is hiring a Marketing Program Manager to enhance brand awareness and customer engagement. This role involves planning and executing marketing programs, collaborating with cross-functional teams, analyzing performance, and staying current with industry trends. Candidates should have over six years of experience in marketing management, proficiency in marketing technologies (e.g., HubSpot, Salesforce, Google Ads), and a background in multi-channel campaigns. The position is hybrid, based in Toronto, Canada, and seeks a creative thinker with a successful track record in delivering marketing initiatives aligned with business objectives. Familiarity with basic web knowledge and project management tools is also advantageous.

Content Strategist (PL723) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 05:56:09 GMT

Job description: of digital marketing trends, we would love to hear from you! Marketer with content marketing experience Primarily execution… strategy, digital marketing, or content production Strong proficiency with CMS platforms (e.g., WordPress, Webflow…

The content discusses digital marketing trends, inviting input from marketers, especially those experienced in content marketing. It emphasizes the importance of execution in addition to strategy and highlights the need for strong skills with CMS platforms like WordPress and Webflow.

Content Strategist (PL723) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 01:17:19 GMT

Job description: Paralucent is seeking a talented Content Strategist to join our team. As a Content Strategist, you will be responsible for developing and implementing content strategies that drive engagement and support our overall marketing goals. You will collaborate with cross-functional teams to create compelling content that resonates with our target audience.Key Responsibilities:Develop and execute content strategies to enhance brand awareness and drive trafficCreate engaging content for various platforms, including website, social media, and email campaignsCollaborate with marketing, design, and product teams to ensure content alignment with brand voice and objectivesAnalyze content performance metrics and optimize strategies for continuous improvementIf you are a creative thinker with a passion for storytelling and a strong understanding of digital marketing trends, we would love to hear from you! Marketer with content marketing experience Primarily execution and managing agencies/projects to develop educational articles, podcast, videos Nice to have if they can support content marketing strategy development.Location: Toronto, Canada ( Hybrid / occasionally working on site)+6 years of experience in content strategy, digital marketing, or content productionStrong proficiency with CMS platforms (e.g., WordPress, Webflow) for publishing and editingExperience using content planning tools (e.g., Airtable, Notion, Trello) and editorial calendarsFamiliarity with SEO tools (e.g., SEMrush, Ahrefs, Yoast) for optimizing content performanceComfortable working with Google Analytics and Looker Studio to track content engagementProficient in collaborating with creative teams, writers, and video/podcast vendorsExperience managing multi-format content projects (blogs, guides, newsletters, podcasts, videos)Understanding of brand voice, tone guidelines, and cross-channel messaging consistencyBonus: Basic design and editing skills using Canva, Figma, or Adobe Creative SuiteStrong writing, editing, and storytelling skills tailored for digital channels

Job Summary:

Paralucent is looking for a skilled Content Strategist to enhance brand engagement and support marketing objectives. The role involves developing and executing content strategies across various platforms, collaborating with cross-functional teams, and analyzing content performance for continuous improvement.

Key Responsibilities:

  • Create and implement content strategies to boost brand awareness and traffic.
  • Develop engaging content for websites, social media, and email.
  • Work with marketing, design, and product teams for content alignment.
  • Analyze metrics to optimize content strategies.

Qualifications:

  • 6+ years in content strategy, digital marketing, or production.
  • Proficiency in CMS platforms (e.g., WordPress).
  • Experience with content planning tools and SEO tools.
  • Familiarity with analytics tools for tracking engagement.
  • Strong collaboration skills with creative teams.

Preferred Skills:

  • Basic design skills (Canva, Figma).
  • Strong writing and storytelling skills for digital channels.

Location: Toronto, Canada (Hybrid)

Marketing Program Manager (PL724) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Sun, 11 May 2025 00:51:40 GMT

Job description: Paralucent is seeking a talented Marketing Program Manager to join our dynamic team. In this role, you will be responsible for developing and executing strategic marketing programs to drive brand awareness and customer engagement.Lead the planning and implementation of marketing programsCollaborate with cross-functional teams to ensure successful campaign executionAnalyze program performance and optimize strategies for maximum impactStay up-to-date with industry trends and best practicesIf you are a creative thinker with a passion for marketing and a proven track record of delivering successful programs, we want to hear from you!Overseeing collection of marketing initiatives to achieve specific business objectives. Responsible for planning, executing, and monitoring these programs, ensuring alignment with overall marketing and business strategies.Location: Toronto, Canada (Hybrid Role / occasionally working on site)To thrive in this role, you should bring hands-on experience with a range of modern marketing technologies, including:6+ years of experience in marketing program management or campaign executionProven track record of successfully planning and delivering multi-channel marketing programsExperience working with cross-functional teams in a fast-paced, dynamic environmentMarketing Automation: HubSpot, Marketo, or PardotCRM Platforms: Salesforce or similar (for campaign tracking and segmentation)Analytics & Reporting: Google Analytics, Google Data Studio, A/B testing toolsDigital Advertising: Google Ads, LinkedIn Ads, Meta Ads ManagerSEO & Web Tools: SEMrush, Ahrefs, Google Search ConsoleContent & Creative: Canva, Adobe Creative Suite (Photoshop, Illustrator), WordPress or WebflowEmail Marketing: Mailchimp, SendGrid, KlaviyoProject Management: Asana, Trello, Monday.com, or ClickUpBasic Web Knowledge: Familiarity with HTML/CSS and Google Tag Manager is a plus

Paralucent is looking for a Marketing Program Manager to join their team in Toronto, Canada, in a hybrid role. The candidate will develop and execute strategic marketing programs to enhance brand awareness and customer engagement. Key responsibilities include planning and implementing marketing initiatives, collaborating with cross-functional teams, analyzing program performance, and staying updated on industry trends.

The ideal applicant should have over six years of experience in marketing program management, a successful track record in multi-channel campaigns, and proficiency with various marketing technologies such as HubSpot, Salesforce, Google Analytics, and social media advertising platforms. Familiarity with project management tools and basic web skills (HTML/CSS) is also a plus.

Director of Marketing (PL691) – Paralucent – Toronto, ON

Company: Paralucent

Location: Toronto, ON

Expected salary:

Job date: Thu, 06 Mar 2025 04:16:44 GMT

Job description: We are looking for an experienced and results-driven Director of Marketing to lead digital lead generation efforts and oversee a high-performing marketing team. This role is ideal for an experienced marketing manager with a proven track record in digital marketing, campaign optimization, and team leadership. The Director of Marketing will manage a Marketing Manager and a Marketing Coordinator, ensuring that all marketing initiatives align with business goals and drive measurable growth.Key Responsibilities

  • Digital Lead Generation: Develop and execute strategies to drive high-quality leads through paid

media, SEO, email marketing, and other digital channels.

  • Campaign Management: Oversee the planning, execution, and analysis of digital marketing

campaigns to optimize performance and ROI.

  • Team Leadership: Provide guidance, mentorship, and professional development to the

Marketing Manager and Marketing Coordinator, ensuring a collaborative and high-performingteam.

  • Performance Analytics: Track key marketing metrics, generate reports, and leverage insights to

refine strategies for maximum effectiveness.

  • Content Strategy: Collaborate with the team to create compelling content that aligns with

audience needs and supports lead generation efforts.

  • Budget Management: Allocate and monitor the marketing budget, ensuring efficient use of

resources to maximize impact.

  • Collaboration: Work cross-functionally with sales, product, and executive teams to align

marketing efforts with overall company objectives.(Hybrid role)5+ years of experience in marketing, with a strong focus on digital lead generation, campaign optimization, and team leadership.Proven track record in B2B marketing, preferably within the fintech industry.Experience managing paid media, SEO, email marketing, and other digital channels to drive high-quality leads.Strong analytical skills with the ability to track key performance metrics and optimize campaigns for ROI.Experience leading and mentoring a high-performing marketing team.Ability to manage and allocate marketing budgets efficiently to maximize impact.Strong communication and collaboration skills, with experience working cross-functionally with sales, product, and executive teams.Expertise in marketing automation tools, CRM platforms, and analytics software is a plus.

Position Summary: Director of Marketing

We are seeking an experienced Director of Marketing to lead our digital lead generation efforts and oversee a dynamic marketing team. This role is perfect for a seasoned marketing manager with a track record in digital marketing, campaign optimization, and team leadership.

Key Responsibilities:

  • Digital Lead Generation: Develop and implement strategies to attract quality leads through various digital channels, including paid media, SEO, and email marketing.

  • Campaign Management: Plan, execute, and analyze digital marketing campaigns to enhance performance and ROI.

  • Team Leadership: Guide and mentor the Marketing Manager and Coordinator, fostering a collaborative and efficient team environment.

  • Performance Analytics: Monitor marketing metrics, generate reports, and use insights to refine strategies for better results.

  • Content Strategy: Work with the team to create engaging content that meets audience needs and supports lead generation.

  • Budget Management: Effectively allocate and monitor the marketing budget for maximum impact.

  • Collaboration: Coordinate with cross-functional teams, including sales and executives, to align marketing efforts with business objectives.

Requirements:

  • Experience: 5+ years in marketing, specifically in digital lead generation and team leadership, preferably in the B2B fintech sector.

  • Skills: Proven ability to manage paid media, SEO, and email marketing; strong analytical skills; experience in leading a high-performing team; efficient budget management.

  • Communication: Excellent collaboration skills with experience working across different departments.

  • Technical Proficiency: Familiarity with marketing automation tools, CRM platforms, and analytics software is beneficial.

This is a hybrid role designed for a candidate with a strong focus on driving measurable growth through effective marketing strategies.