Accountable growth
Spend is a business decision, not a platform setting. I lead with the business goal before the channel, and report what didn’t work as plainly as what did.
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About
Hi, I'm Warren
I'm Warren Chanansingh, a digital strategist in Toronto. For 12 years I've turned marketing spend into measurable results, managing more than $10M USD in media across Meta, Google, social and programmatic.
I've worked agency-side across every digital media client at Lonsdale Saatchi & Saatchi and IUGO Digital in Trinidad and Tobago. Today my work spans strategy, content, analytics, paid media, social, community, email, automation and training, with one rule: every dollar should be accountable to a business result.
I'm completing my Master of Digital Media at Toronto Metropolitan University's The Creative School, where I'm an Academic Assistant for three courses and teach paid media workshops.
Digital Strategist · Toronto
The story behind zabocaman
Cut the waste. Keep the good fat.
You'll find me everywhere as zabocaman. When Instagram was new, I wanted a handle that named something I loved and had no numbers in it, so it would be easy to read. I chose zaboca, the Trinidad and Tobago name for the avocado. The good fat.
It's a family love. My grandfather would cut a zaboca with his knife, add some black pepper, and sit on the staircase to eat it with me.
Some days my father would casually come home with a giant zaboca for breakfast the next morning.
I still look for the good fat, on the plate and in an ad budget. Cut the waste. Keep what feeds the growth.
How I work
Four things I hold to
Media and creative, together
The ad and the audience are one problem. I judge the creative by the numbers it produced, and talk about audiences as people, not segments.
Teaching what works
If you can’t explain it, you don’t control it. I explain the why behind every recommendation and give frameworks away freely.
Built for what’s next
Today’s best practice is tomorrow’s baseline. I test new formats and tools early, in small, measured bets, and share what I learn.
In the room
Workshops, results reviews and planning
Experience and study
Where I have worked, studied and taught
Agency-side, Trinidad and Tobago
Worked across every digital media client at Lonsdale Saatchi & Saatchi and IUGO Digital: paid media strategy and execution on Meta, Google, social and programmatic.
Master of Digital Media
Toronto Metropolitan University, The Creative School. Completing December 2026.
Academic Assistant, TMU
Introduction to Photographic Production, Graduate Research Methods and Creative Strategic Foresight.
Workshops
"Meta Ads 101" for The Creative School, and a three-part paid media workshop series for TMU’s Master of Digital Media program in Fall 2026.
Make your marketing earn its keep
In-house or on engagement, see what the first 90 days would deliver.