Ratio.City, a division of Esri Canada

I joined Ratio.City during a pivotal growth stage and later supported its integration into Esri Canada. My focus has been scaling adoption, improving trial-to-paid conversion, and aligning GTM strategy with product evolution.

- Increased trial-to-paid conversions by 35% through funnel redesign and lifecycle marketing.
- Optimized multi-channel campaigns (LinkedIn, Google Ads, Meta), driving 150% higher engagement and conversions.
- Partnered with product teams to refine onboarding and messaging, ensuring alignment between marketing and product.
- Led GTM readiness across teams during post-acquisition integration with Esri Canada.
- Positioned the company as a thought leader in urban planning through content, events, and campaigns.

Head of Growth and Business Development

Planète GreenLeaves Inc.

I supported Planète GreenLeaves, a ClimateTech startup focused on urban planning and sustainability, in building its growth foundation. My role bridges strategy and execution, with a strong emphasis on PLG and partnerships.

- Defined and executed Product-Led Growth strategies for a ClimateTech startup focused on sustainable cities.
- Expanded visibility through SEO, organic social media, and cost-effective growth tactics.
- Built partnerships with universities and NGOs to strengthen brand positioning and adoption.
- Designed a scalable growth model with the North Star goal of 10 enterprise customers by end of 2025.

Fractional CGO

Divisional

Fractional Head of Growth

Nexapp

At Nexapp, I was responsible for designing and executing the go-to-market strategy for Axify, a new SaaS platform aimed at improving visibility, stability, and predictability in the software development process. My work blended inbound marketing, ABM, and product-led tactics to establish Axify’s early traction.

- Designed inbound and strategic ABM roadmaps to raise awareness and attract high-potential leads.
- Managed and optimized digital campaigns (LinkedIn & Facebook), achieving strong CTR and low CPC compared to competitors.
- Developed and implemented Nexapp’s first ABM program, creating new B2B opportunities.
- Built and tested onboarding flows to improve early user adoption and engagement.
- Implemented Axify’s first marketing automations (HubSpot) to nurture prospects and users.
- Led data analysis and KPI monitoring to measure growth initiatives.
- Collaborated with Product Owners and Developers to deliver new growth experiments.
- Revamped the website for better customer experience, transparency, and pricing visibility.
- Delivered inbound & outbound strategies to onboard early users and convert the first paying customers.

Impact: Designed PLG and sales strategies that drove stronger performance than competitors (higher CTR, lower CPC) and successfully onboarded the company’s first paying clients.

Growth Marketer

Direct Objective Consulting

Direct Objective Consulting is a business-to-business (B2B) marketing agency, assisting small and medium companies succeed in North American and international markets.

• Built user acquisition campaigns across multiple platforms (LinkedIn ads, Facebook ads, Emailing, Newsletter, Telemarketing)
• Own automated and targeted email campaigns with A/B testing to initiate engagement (implementation of various logics)
• Led the audience strategy (lead generation targeting)
• Launched new internal website dessertadvisor.com
• Managed content, translations and SEO for dessertadvisor.com
• Owned consumer data analysis (polls and surveys)
• Grew the team (recruitment & coaching)
• Delivered media pitching & PR

Used and/or implemented tools:
Business Manager (LinkedIn), Ad Manager (Facebook), Excel, Ablebits (reporting), Blue-x (surveys with various logics), WordPress, Elementor + Formidable (website builder)

Digital Marketing Manager

Urban Barn

• Launched Urban Barns stores in Quebec in collaboration with other technical teams
• Own French translations and marketing content (Quebec market)
• Strategized and managed content for social media
• Managed traditional media copies in French (lookbooks, flyers and catalogues)
• Applied SEO tactics to increase online traffic
• Tested and optimized the open rate of the email campaigns

Digital Marketing and Content Specialist

Best Buy Canada

•	Own the translations of all types of projects assigned to the team (flyers, catalogues, website…)
•	Supervised the final documents before publication (revision and correction)
•	Implemented new data base platform of all Best Buy product information

Content Specialist

•	Monitored client accounts and statements
•	Analyzed payments (cheques, e-transfer, statements)
•	Identified payment discrepancies and found quick, effective solutions
•	Own weekly reporting

Senior Account Administrator

DynaFin Consulting

•	Supervised and controlled the process of events linked to a client’s portfolio
•	Implemented new processes to help with the reorganization
•	Delivered new events from nothing until maturity date

Consultant and Project Manager

The Bank of New York Mellon

•	Tested and monitored new updates in the system and implementations 
•	Introduced new procedures
•      Trained new employees
•	Finalized and approved events created in the system by market experts
•	Analyzed and own the reporting of potential risks
•	Planned and managed team weekly workload and tasks

Controller

1. Accurate and timely following up on all Corporate Actions events, from creation till completion
Through CANS (Corporate Actions Notifications System) or SMDB (Security Master Data Base):
- Analysing and transmitting the information received from our sub-custodians regarding Corporate Actions events to our clients

Through PSS (Portfolio Service System):
- Reconciling the holdings influenced by the Corporate Actions events with our sub-custodians
- Following up on client’s responses and instructions transmitted to our sub-custodians
- Managing the deadlines on Corporate Actions events by monitoring uninstructed balances, evaluating the risks and actions to be taken with controller and team leader
- Reflecting the Corporate Actions events in the portfolio of our clients (through cash and / or security transactions)

2. Market Practices
- Understanding and applying market related procedures
- Monitoring on a daily basis subcustodian’s performance

3. Training
- Learning and applying new procedures
- Identifying the needs for improvement and propose new procedures
- Participating in internal projects
- Coaching and training new employees

Market Expert

EUROCONTROL

Terminologist - translator internship

Growth Marketing | B2B SaaS | Performance | GTM | #proptech

I’m a growth leader with a proven track record of turning strategy into measurable business results in SaaS and B2B environments.

Over the past years, I’ve led transformations from sales-led to product-led growth (PLG) models, scaled free user acquisition by +500% through improved strategies (content strategy, thought leadership, and velocity, paid campaigns), and designed conversion funnels that significantly increased free-to-paid conversions and demo requests for enterprise plans.

My approach combines data-driven experimentation with strategic storytelling and organizational change. I work across product, sales, and marketing teams to align incentives, show value, optimize users onboarding, and accelerate revenue growth.

Highlights include:
- Transitioning a SaaS company from sales-led to product-led sales to unlock scalable, repeatable growth.
- Designing content and lifecycle marketing programs that boosted user engagement and doubled conversion rates.
- Building analytics frameworks and A/B testing strategies to continuously improve the user journey.
- Supporting leadership teams through post-M&A integrations, org design, and hiring to sustain growth.

I believe in growth models that AI can’t replicate: understanding customer psychology, shaping strategy, and driving organizational transformation. I continuously sharpen my skills, completing courses and certifications and engaging with internationally recognized leaders.

- Areas of expertise: PLG/PLS strategy, user acquisition, free-to-paid conversion, content & lifecycle marketing, growth analytics, funnel optimization, SaaS go-to-market.
- Roles I thrive in: Head of Growth, Head of Marketing, Product Marketing leadership.

We talk a lot about housing targets and approvals, but not enough about the tools behind the decisions.

In this blog, Michael Sprayson explains why Digital Twins matter for everyday municipal work, not just big cities with big budgets, and how teams can start small and still get real value.

If you are dealing with corridor studies, intensification, servicing limits, or public engagement, this will resonate.

Also available in French.

Links in the comments below.

#urbanplanning #housing #cityplanning #urbandesign #placemaking #digitaltwins

Rafael Brancewicz

As a Growth Marketer with a passion for data-driven creativity, I help North American #proptech and #urbantech companies to grow their businesses by increasing lead generation, building go-to-market strategies (GTM), and reaching their Revenue goals. With my expertise, I aim to provide my clients with tailor-made marketing solutions that fit their business objectives and help them stay ahead of their competition.

In today's fast-paced market, B2B marketing requires a unique blend of patience, testing, creativity, tools, and hard work to design the best GTM strategy or scale existing efforts. That's why I specialize in the following areas:

👉🏼 Growth Marketing
👉🏼 Paid Ads (LinkedIn, Facebook)
👉🏼 SEM/SEO
👉🏼 Multi-channel Marketing
👉🏼 Partnerships
👉🏼 Marketing Strategies (Inbound/Outbound, ABM)

I speak both French and English fluently, and my extensive network of industry experts helps me stay up-to-date with the latest trends and best practices. By working with me, you can expect a creative approach to your marketing challenges that delivers measurable results.

If you're looking to drive more leads to your website, book more clients, and grow your proptech or urbantech company in North America, don't hesitate to reach out to me today.

📨 : Rafael.Brancewicz@gmail.com
☎️ : +1 (514) 617-7628
------------------------------

Head of Growth & Marketing | SaaS & PLG Strategy | Driving User Acquisition & Free-to-Paid Conversions | UrbanTech • ClimateTech • ProtTech | Accelerating Growth Sustainably

Good planning depends on good data, but also on how that data is understood and used in real projects. 

We recently shared a great blog from our team about what it actually takes to turn municipal open data into something planners and developers can work with day to day. It comes from hands-on experience working with datasets across many Canadian cities, and it speaks to challenges most of us recognize.

More here: https://lnkd.in/eRWAEHFP

If you are interested in broader conversations around planning and housing, Esri Canada also curates a great set of articles and case studies focused on real-world planning challenges and solutions:
 
https://lnkd.in/eYmQxJAz

And if you are curious about how we approach planning data, security and early site analysis at Ratio.City, you can find more blogs and product updates here:
 
https://lnkd.in/eJkPU5Bu

Both are available in French as well. 

Would love to hear what topics you are most interested in learning more about this year. And if you have any questions, drop them in the comments below. 

#urbanplanning #housing #citybuilding #gis #opendata #urbandata #municipalplanning

One thing I keep hearing in conversations with planners, developers, and other teams who rely on tools and data is that access is still a challenge. And it will remain a challenge. 

And even when the data is available, making sense of it, trusting it, and using it in real decisions is where the real struggle begins.

One of our latest blogs does a great job explaining why open data is powerful, but also why it can be hard to use in practice without proper translation and context.

If you are interested in broader planning and housing topics, Esri Canada also publishes a lot of pretty solid articles and case studies here:
https://lnkd.in/eYmQxJAz

And if you want to see more of what we are building and thinking about at Ratio.City, a division of Esri Canada., our blog is here:
https://lnkd.in/eJkPU5Bu

Both are available in French as well.

Always happy to chat with anyone working in planning, development, or who wants to learn more about what we do. 

The link to book a call is on my profile.

#urbanplanning #housing #citybuilding #gis #opendata #municipalplanning

As 2026 gets underway, many teams are rethinking how they approach early stage site and policy analysis. 

At Ratio.City, we focus on helping planners, architects, and developers get clearer answers earlier by working with official, up to date data that can be viewed in context and shared with peers. For municipalities, we provide a space where data can be centralized, easily accessible, and mapped, making it easier to get faster and more reliable answers.

This year brings new features, expanded datasets, and more opportunities to connect with the communities, but the core goal remains the same. Reducing friction at the start of projects.

If your team is setting priorities for the year ahead, happy to chat or share what we are seeing across the industry. 

Visit our Planning and Housing website to learn more about all the tool that are available. https://lnkd.in/eF6Yyfhm

The pause is over. 

The holiday season gave many of us a chance to slow down, step back, and reconnect. Now we’re back, and 2026 is already taking shape. 

This year will be an important one for housing and city building across Canada. New policies, new pressures, and new expectations are pushing everyone to move faster, while still making better decisions. 

Our focus remains the same: helping the people involved in housing get clarity earlier. 

In 2026, that means new product features, hundreds of additional datasets, deeper partnerships, and more opportunities to connect in person through events and conferences. But more importantly, it means continuing to build tools that reflect how projects actually start. 

Whether you are a planner navigating policy, an architect testing massing options, or a developer assessing underutilized land for rental, mid-rise, commercial, or high-rise projects, early answers matter. 

Ratio.City is built around official, up-to-date data and the ability to choose what truly matters to your project. You can see those layers in context, access them anytime, and share your work with colleagues to move conversations forward. 

If you are setting goals for 2026 and thinking about how to work smarter at the early stages, we would love to hear what you are trying to achieve and explore how Ratio.City can support that. 

The work ahead is challenging, but it is also full of opportunity. We are excited to be back at it. 

Visit our website to learn more.

#urbanplanning #housing #citybuilding #cityplanning #urbandesign #placemaking #smartcities

taplio

Rafael Brancewicz's Linkedin Analytics

Rafael Brancewicz

Performance ScoreRafael Brancewicz's LinkedIn Performance

Rafael Brancewicz's Best Posts (last 30 days)

Ready to grow your LinkedIn presence?

taplio

.css-6ytdur{background-image:linear-gradient(284deg, rgba(39, 43, 72, 1) 0%, rgba(33, 47, 183, 1) 100%);color:transparent;-webkit-background-clip:text;background-clip:text;}Rafael Brancewicz's Linkedin Analytics

Rafael Brancewicz

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Rafael Brancewicz's LinkedIn Performance

Rafael Brancewicz's Best Posts .css-1emoo84{font-size:var(--chakra-fontSizes-md);font-weight:400;color:var(--chakra-colors-gray-600);}(last 30 days)

Ready to grow your LinkedIn presence?

Rafael Brancewicz's Linkedin Analytics

Performance ScoreRafael Brancewicz's LinkedIn Performance

Rafael Brancewicz's Best Posts (last 30 days)