METALLA

Building your brand and developing an effective digital marketing advertising strategy is incredibly time consuming. We take it all off your hands, from building your brand awareness to increasing engagement and sales. If you're tired of spending hours a week trying to create ads that work, wasting money on outdated courses, or watching your CPA triple as you try to scale, you've come to the right place. Our team is ready to take that burden off your shoulders and get you the results you want so you can keep running your business.

CEO / Founder

Social Pulse Marketing Inc.

Developed and executed the Canada-wide influencer marketing campaign strategy for Ford's "We Day" and "We Scare Hunger" initiatives and We Charity in 2017 - 2018. I worked closely with all enabled influencers to develop all original content optimized for YouTube, Facebook and Instagram. 

You can view Valeria Lipovetsky's We Day Vlog by clicking here 👉 https://www.youtube.com/watch?v=NlCMnpWPXR8. 

I managed the influencer marketing campaign for Amazon Canada's pop-up shop at Eaton Center, held in Toronto on November 14, 2018. I worked with 10+ influencers to develop original content concepts for multiple social channels, created the dedicated, personalized Amazon store for each influencer, and coordinated all of their activation in the pop-up store. Served as synergist connecting Amazon's Canadian, UK and American Internal Marketing teams, marketing partners, Creative Agencies, Public Relations etc. with influencers.

You can watch Tyler Stalman's video for the campaign here 👉 https://www.youtube.com/watch?v=_dx6Ce9jlpg.

In 2018, Samsung was one of the partners for Buffer Festival, a 3-day showcase of cinema screenings spotlighting exclusive video premieres from acclaimed digital creators. Samsung's goal was to create content entirely using only the Samsung S9 phone. 

You can check out Monica Gold's Official Buffer Festival Selected Video here 👉https://www.youtube.com/watch?v=Ms7PqBWJ9ro. 

In 2019, Florind developed and implemented Digital Marketing Campaign for "The Longest Day of Smiles," an initiative by Operation Smile Canada to give 1,000 free smiles to children with cleft lips and palates. The campaign was a success as Operation Smile met and exceeded the campaign goal. We were able to raise $260,125 of the $240,000 goal. 

Visit the official Longest Day of Smile page here 👉 http://support.operationsmile.ca/site/ TR /LongestDayofSmiles/LongestDayofSmiles19?pg=entry&fr_id=1170

Director, Strategic Partnerships

Providr Inc.

My relentless pursuit of constantly developing new lead generation initiatives directly resulted in a 40% annual revenue increase over 3 years by successfully securing over 200 global publishing clients. Some of these clients were A-list celebrities such as Lil Wayne (50 million followers + Online Network), Marlon Wayans, Trina, Allen Iverson, Manny Pacquiao and many more. 

I have also been able to acquire indirect sponsorship opportunities for my clients that add value and most importantly different revenue streams. 

I have directly managed relationships with agencies, social media teams and management teams to provide them with tremendous value, support and reports on an ongoing basis.

During my tenure at Providr, my clients were instrumental in making Providr one of the top 100 most visited websites in the world, according to Alexa.com. According to Google Analytics, Providr averaged between 75,000 and 100,000 unique page views per minute.

By proactively identifying market trends in both competitors and clients, my insights and initiatives enabled Providr to remain a market leader with the highest CPM's, engagement and conversion rates in the entire industry.

My willingness to work with the production team provided me the opportunity to be involved in every department of the company. Ultimately, this increased my value to my clients and the company.

I developed the process that credits each publisher for each piece of content by connecting to their UTM parameters.

Strategic Partnership Manager

CPR Media

-	Developed and managed TV, Print, Radio campaigns with the given advertising budgets and co-ordinates with the creative departments for timely production of TV, radio commercials, newspaper ads and online ads
-	Responsible for media planning & media buying
-	Demonstrated talent for planning profitable sales and marketing activities within given budgets
-	Planned and coordinated events to promote brand awareness; performs sales analysis and examines competitive activities to monitor the event efficacy 
-	Conducted market research for new markets and improvements in existing mainstream, Chinese, South Asian, and other ethnic markets
-	Trusted to conduct employee training session’s onsite and offsite based on a track record of success 
-	Successfully managed more than 6 suppliers per campaign
-	Arranged on site media coverage and media briefings for TV and radio to promote brand

Marketing Manager

RBC Dominion Securities

-	Prospected for new potential customers via various prospecting techniques including  cold calling and networking
-	Demonstrated talent for closing deals with prospects and successfully increased B2B sales by 10% 
-	Handled administrative functions including filing, printing and photocopying of important confidential documents
-	Prepared sales order reports – Collated regular reports on sales performance per industry, product, personnel, region and office.

Marketing Assistant

RTS Energy - Automation - Consulting

-	Developed Case Analysis, SWOT Analysis, Positioning Statements, Integrated Marketing Plans
-	Conducted market research and competitor analysis that lead to the creation of marketing strategies to differentiate the brand in the automation market
-	Executed presentations outlining the results of market research and competitor analysis and relevant implications 
-	Prospected internationally by using Google Analytics as a tool
-       Planned meetings and trade shows in order to promote business

Marketing Assistant to the VP of Marketing

I'm the founder and CEO of METALLA, a performance marketing agency specializing in profitable growth for direct-to-consumer brands. With over a decade of experience, I have helped more than 30 e-commerce brands scale while directly influencing over $100 million in revenue. I specialize in disrupting niche markets, reducing wasted ad spend, and enhancing core business metrics, such as contribution margin and payback period.

ROAS gets attention.
Profit keeps the contract.

I showed a client their 4x ROAS was actually losing them money.

They almost fired me on the spot.

Then I pulled up the spreadsheet that saved our relationship.

Here's what most media buyers don't understand:

Client A: 4x ROAS, 20% margins → Losing $10 per order
Client B: 2.5x ROAS, 45% margins → Profiting $27 per order

Guess which one renewed for another year?

The conversation that changed everything:

"Your ROAS is great!" ❌
vs.
"At your 35% margin and $45 AOV, we need 2.8x ROAS to break even. We're at 3.2x, so you're making $6.30 per order. Here's how we scale that to $50K profit next month." ✅

This is what actually keeps contracts:

Week 1 Report (What Not to Do):
"ROAS: 3.5x
Spend: $25,000
Revenue: $87,500"

Week 1 Report (What Keeps You Hired):
"Contribution Profit: $12,250
Cash Cycle: 14 days faster
Inventory Needed: 1,200 units by Nov 15
Recommended: Shift 30% budget to higher-margin SKUs"

Real example from a $1M/year client:

They wanted to scale their hero product (3.8x ROAS).
I showed them their sleeper product (2.1x ROAS) had 2x the profit margin.

We shifted focus. Result:

• ROAS dropped to 2.7x overall
• Net profit increased 43%
• They gave us their Google Ads too

The framework that's kept 100% client retention for 2 years:

Monthly Profit Dashboard:
• Contribution margin by campaign
• True CAC including returns (not just Shopify revenue)
• 90-day LTV cohorts
• Cash position impact

Ask yourself: 

Could I present this to their CFO without the founder translating?

If no, you're still thinking like a media buyer.

Three questions to ask in your next client call:

1. "What's your target contribution margin after marketing costs?"
2. "How does inventory affect your cash flow?"
3. "What would need to happen for you to double my budget tomorrow?"

Their answers will tell you everything.

The hard truth:

That founder checking Ads Manager at 11 PM?
They're not looking at ROAS.
They're doing math on their mortgage payment.

Help them sleep better.

Florind Metalla

Your 2025 budget is based on a 2024 market that no longer exists.

Most brands still allocate spend based on last year’s performance.

But here’s the problem:

2024 and 2025 have nothing in common.

→ In 2024, tariffs weren’t part of the equation.
→ In 2025, they’re squeezing margins and forcing price hikes.

→ In 2024, buyers clicked fast.
→ In 2025, they hesitate, compare, and delay.

→ In 2024, Meta CPMs were relatively stable.
→ In 2025, they're swinging 40 percent week over week.

So why are you still using a static budget?

High-growth brands treat budget like a fluid resource:

✔ Shift spend based on live performance
✔ Scale into what’s working now, not last quarter
✔ Cut waste before it compounds
✔ Move money across channels when signals shift

Static budgets create lag.

Dynamic budgets create leverage.

This is how you move from reactive tweaks to proactive growth.

Forget last year’s rules. They don’t apply anymore.

"We already know what works."

No. You think you do.

That mindset is costing you conversions.

Creative testing isn’t optional anymore.

And assumptions are expensive.

The best-performing brands aren’t guessing.

They’re running structured tests.

They’re collecting real insight, not opinions.

Here’s the truth:
- Your personal taste doesn’t scale.
- Your founder’s favourite color? Doesn’t matter.
- That layout your team has reused since 2021? Still doesn’t matter.

If it doesn’t convert, it’s not working.

Most teams still treat testing like decoration:
→ Logo vs. no logo
→ Headline above or below the image
→ Slight font tweaks with no purpose or goal

That’s not testing. That’s tinkering.

Here’s what a real testing system looks like:

→ Start with a clear hypothesis
→ Define the behavior you want to change
→ Identify the trigger that might influence it
→ Measure something that actually matters

And test in the right order:

→ Message before layout
→ Positioning before visuals
→ Value before features

The biggest breakthroughs come from testing what you think is already true.

“People won’t read long copy.”
“Video always outperforms static.”
“Our audience prefers clean, modern design.”

Okay. Then prove it.

If you haven’t tested it, you don’t actually know.

Top marketers don’t rely on gut feeling.

They rely on data, insight, and structured iteration.

That’s what turns guesses into systems.

And systems into scale.

A client lost $47,000 waiting for the "perfect" Q4 strategy.

Meanwhile, their competitor made three small tweaks and doubled revenue.

Here's what actually happened:

The Overthinker (lost money):
• Spent 3 weeks planning the "ultimate" campaign structure
• Created 50-slide strategy decks
• Launched everything at once
• Realized their hero creative was broken after burning $47K

The Optimizer (doubled revenue):
• Day 1: Noticed CTR dropped 0.3% → swapped headline
• Day 3: Saw checkout abandonment spike → simplified form
• Day 7: Found winning audience pocket → shifted 30% budget

Same market. Same timeframe. Completely different outcomes.

This is what I mean by "small optimizations beat big plans":

Monday: Your CPA jumps from $45 to $52
❌ Most brands: "Let's wait and see"
✅ You should: Kill bottom 20% of ads immediately

Wednesday: One campaign shows 2.8x ROAS
❌ Most brands: "Needs more data"
✅ You should: Duplicate and scale by 50% today

Friday: Creative fatigue hits your winner
❌ Most brands: "We'll brief new creative next week"
✅ You should: Test 5 iterations this weekend

The compound effect is insane:
Daily 1% improvements = 37x better in a year
Weekly 5% improvements = 12x better in a year
Monthly 20% improvements = 2x better in a year

Which would you rather have?

Here's your action plan:

1. Check your account right now
2. Find the worst performing ad
3. Kill it
4. Take that budget and test something today

Not next week. Not after your strategy session. Today.

The brands scaling from $2M to $10M aren't smarter.

They just move faster.

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