Home
Expertise

Expertise

Plan and measure. Reach and engage. Convert and scale.

Nine capabilities in three pillars: digital strategy, content and analytics; paid media, social and community; email, automation and training. Every engagement starts from a business goal and ends with a report against it.

Work with me Let’s talk

Select a capability to see what I deliver, the KPIs I own and the track record.

Pillar 01

Plan and measure

Know what to do, what to say, and what is working.

Digital strategy
One plan from business goal to channel, so every dollar has a job.
I start from the number the business needs, whether that is revenue, leads or retention, and work back to the audience, channels, budget and measures that will move it.
What I deliver
Goals, KPIs and baselines leadership signs off on
Audience and customer-journey mapping
Channel mix and budget set by priority
A 12-month roadmap with quarterly checkpoints
KPIs I own
Revenue growth
Customer acquisition cost
Marketing ROI
Pipeline
Track record
Vehicle dealership: six sales pushes, each optimized for its own result, delivered 1,779 leads and 1,217 event responses. Read the case: Vehicle Dealership
Energy drink brand: budget organized by objective, month and audience, with territories tiered by trade volume. Read the case: Energy Drink Brand
Content strategy
The right message, in the right format, at every stage of the journey.
I decide what to say, to whom, in which format and in what order, then test it. Content is planned against the funnel, so every piece has a job and a measure.
What I deliver
Messaging and content pillars tied to business goals
Formats planned by journey stage, from first view to repurchase
Creative briefs and testing plans
Creator and influencer content that earns trust
KPIs I own
Engagement rate
View-through rate
Cost per engagement
Content-assisted conversions
Track record
Energy drink brand: a five-stage journey, from ad recall to repurchase, with formats chosen for each stage. Read the case: Energy Drink Brand
Energy drink launch: three versions of one ad tested on near-equal impressions; version B delivered 19% more estimated ad recall lift than version A. Read the case: Energy Drink Brand
Digital analytics
Numbers leadership can trust, and act on.
If you can’t see it, you can’t scale it. I set up the tracking, benchmarks and dashboards that tie marketing to business results, then turn them into decisions.
What I deliver
Conversion tracking and tagging audits
Attribution across channels, online and in store
Benchmarks and targets for every channel
Executive dashboards and plain-language reports
KPIs I own
Share of sales tracked
Cost per result by channel
Time to insight
Forecast accuracy
Track record
Professional sports: a tracked 57% of ticket sales came through the online ticket page. Read the case: Professional Sports
Insurance provider: a Meta lead cost $1.74 USD in Trinidad and Tobago and $4.20 in Barbados, which pointed each market to a different channel. Read the case: Insurance Provider
A dashboard view, rebuilt from the professional sports case study.

Pillar 02

Reach and engage

Put the message in front of the right people, and keep them talking.

Paid media
Ad spend that answers to a number.
12 years and more than $10M USD managed across Meta, Google, social and programmatic. I buy for the action that matters, not the cheapest impression, and I report what didn’t work as plainly as what did.
What I deliver
Full-funnel campaign plans
Build, launch and weekly optimization
Creative testing and influencer Paid Partnerships
Meta, Google Search, Display and YouTube, TikTok, LinkedIn, Reddit, Spotify, Bing and programmatic
KPIs I own
Cost per lead
Return on ad spend
Conversion rate
Cost per acquisition
Track record
Insurance provider, Jamaica: 614 leads against a target of 500, at $1.95 USD per lead and falling as the campaign ran. Read the case: Insurance Provider
Energy drink contest 2.0: 485,369 participations at $0.31 USD per entry. Read the case: Energy Drink Brand
Social media management
Channels that build the brand and feed the pipeline, every week.
I run your social channels as one system with paid media: the posts that perform organically get promoted, creators extend the reach, and every channel reports against a business goal.
What I deliver
Channel strategy and content calendars
Publishing, replies and moderation workflows
Winning organic posts promoted into the media mix
Influencer and creator Paid Partnerships
Monthly reporting on reach, engagement and conversions
KPIs I own
Engagement rate
Follower growth
Share of voice
Social-sourced leads
Track record
Energy drink contest 2.0: each week, the best organic posts by engagement were promoted into the media mix and tested. Read the case: Energy Drink Brand
Confectionery brand: monthly content calendars in four markets, with 3.23M post engagements across 90 campaigns. Read the case: Confectionery Brand
Community building and engagement
An audience that talks back, shares and comes back.
Reach is rented. Community is owned. I build the conversations, moments and rituals that turn followers into advocates, and measure engagement past the vanity numbers.
What I deliver
Always-on community management and response standards
Engagement campaigns, contests and user-generated content
Advocate programs with staff, customers and creators
Sentiment and engagement reporting
KPIs I own
Engagement rate
Community growth
Response time
Shares and advocacy
Track record
Confectionery brand: a 2024 promotion in Trinidad and Tobago drew 554,852 post engagements. Read the case: Confectionery Brand
Spirits brand: the mystery shopper videos drew 334,791 two-second plays from 306,799 people. Read the case: Spirits Brand

Pillar 03

Convert and scale

Turn interest into revenue, and make it repeatable.

Email marketing
Revenue from the audience you already own.
Paid media rents attention. Email keeps it. I build lifecycle programs that turn sign-ups into customers, and customers into repeat buyers.
What I deliver
Welcome, nurture, win-back and re-engagement flows
A campaign calendar tied to sales priorities
Segmentation and personalization
Tests on subject lines, offers and timing
List growth from paid and organic channels
KPIs I own
Revenue per subscriber
Click rate
List growth
Repeat purchase rate
Track record
Commercial bank: email ran alongside Meta, Google, Bing, Spotify and LinkedIn in the Christmas 2024 loans campaign. Read the case: Commercial Bank
Marketing automation
Every lead followed up and nurtured, without adding headcount.
I map the journey from first click to customer, then automate the follow-up, scoring and hand-offs that slip through the cracks when people do them by hand.
What I deliver
Lead capture, routing and instant follow-up
Nurture journeys triggered by behaviour
Lead scoring and sales hand-off rules
Connections between your CRM and ad platforms, so results flow into reporting
KPIs I own
Lead-to-customer rate
Speed to lead
Cost per acquisition
Hours saved
How a lead-to-customer flow is mapped.
Training and development
Teams that can plan, run and read their own campaigns.
If you can’t explain it, you don’t control it. I teach the frameworks behind the results, so the capability stays in your team after the workshop ends.
What I deliver
Workshops: Meta Ads 101, campaign planning, digital media analytics
Playbooks and templates your team keeps
Coaching for in-house marketers
Onboarding for new channels and tools
KPIs I own
Time to competency
Work done in-house
Tool adoption
Cost of outside support
Track record
Meta Ads 101 for Toronto Metropolitan University’s The Creative School, and Academic Assistant for three TMU courses.
Meta Ads 101, a workshop for The Creative School at TMU.

The process

Four steps from goal to report

The same sequence behind every case study on this site.

Goal and audit

Agree the business result, the KPI that proves it, and what is already working in your channels, email, automation and tracking.

Plan and build

Audience, channel mix, journeys, creative and budget, built with tracking in place before launch.

Launch and learn

Enough creative and enough time for the platforms to learn, with weekly checks on cost, quality and conversion.

Optimize and report

Move budget to what converts, automate what repeats, and report results against the KPIs, with what I would change next.

Ways to work together

Pick the one that fits

In-house

Own digital strategy and results inside your team, based in Toronto.

In-house roles

Engagements

A growth audit, a 90-day growth plan or a second opinion, scoped to one goal and its KPIs.

See engagements

Workshops and talks

Meta Ads 101, campaign planning and analytics for teams, classrooms and community groups.

Ask about a workshop

Questions

Frequently asked

Something else on your mind? Ask me directly

What does Warren Chanansingh do?

Warren Chanansingh is a Toronto digital strategist. He helps companies turn marketing spend into measurable growth through digital strategy, content strategy, digital analytics, paid media, social media management, community building and engagement, email marketing, marketing automation, and training and development. He has 12 years of experience and has managed more than $10M USD in media.

Which KPIs do you report on?

The ones leadership already tracks: revenue, customer acquisition cost, marketing ROI and pipeline. Under those sit the channel measures that explain them, such as cost per lead, return on ad spend, engagement rate, click rate, list growth and lead-to-customer rate.

Which platforms do you work in?

For paid media: Meta (Facebook and Instagram), Google Search, Display and YouTube, TikTok, LinkedIn, Reddit, Spotify, Bing and programmatic networks. The case studies on this site show each of them in use. For email, automation and analytics, I start with the platforms your team already has.

How do you report results?

Against the KPIs agreed at the start, in plain language: what moved, what didn’t, and what I would change next. The case studies on this site follow the same format.

Can you train my team?

Yes. I deliver workshops on campaign planning, Meta Ads and digital media analytics, including "Meta Ads 101" for Toronto Metropolitan University’s The Creative School.

Where are you based?

Toronto, Ontario. My case studies cover campaigns in 14 markets: 12 in the Caribbean, from Trinidad and Tobago, Jamaica, Barbados and Guyana to the Cayman Islands and the Eastern Caribbean, plus Bermuda and Florida.

Do you work in-house or as a consultant?

Both. I’m open to senior in-house digital strategy roles in Toronto, with the next start in January 2027, and I take on a small number of consulting engagements and workshops.

Pick the KPI. I’ll build the plan

Tell me the number that matters most. I’ll tell you how I would measure it, and what I would do first.

Work with me Let’s talk WhatsApp

Plan and measure. Reach and engage. Convert and scale.

Plan and measure

Digital strategy

Content strategy

Digital analytics

Reach and engage

Paid media

Social media management

Community building and engagement