Birks Group
Founded in 1879, Birks Group is the leading retailer of high end jewellery and watches in Canada.
Role
Digital Marketing Manager
Karine led the development and management of digital marketing strategies and go-to-market plans for Maison Birks, Bijoux Birks and COOP brands including Rolex, Cartier, and Tag Heuer.
She successfully implemented a full-funnel strategy and tested new advertising formats and channels. This resulted in a +200% YoY increase in ROAS.
Recognizing the importance of SEO, Karine implemented a robust strategy that involved optimizing category and product pages as well as launching the 1879 Editorial. This multifaceted approach to SEO elevated Maison Birks' digital presence and boosted organic traffic.
Recognizing the importance of Birks' Chinese clientele, she collaborated with agency Major Tom to execute 360-degree digital media campaigns across platforms such as Facebook, Instagram, WeChat and Weibo. Their work on the 2021 Chinese New Year Campaign was acknowledged with a silver award in the 2021 Marketing Awards under the Multicultural Holiday/Seasonal category.
