Canadian Ad Insider

Erica – One of the most memorable and impactful campaigns I’ve worked on was for the NARS Blush Collection. Our goal was to make NARS the #1 blush brand in Canada, and I knew we had topush boundaries to get there. I recommended using shoppable video ads and interstitial adformats through Native Touch, making NARS the first beauty brand to adopt these placements.The results were incredible: NARS saw 5x higher engagement rates and a 50% increase indaily sales.To build on that momentum, I also introduced TikTok TopView ads, which delivered a click-through rate of 3.12%, which surpassed the industry benchmarks. Beyond performance media, Ilayered in mobile data targeting and local media placements to create a more balanced, results-driven ecosystem. These strategies helped drive record-breaking sales during the NARS BlushCollection Month.

That campaign fundamentally shifted how I approach media planning. It reinforced the power oftesting emerging formats, tying media to clear business outcomes, and taking smart risks. Italso led to one of my proudest moments: being honoured with the CMDC Future Impact:Innovator of the Year award in 2023.

What are the most pressing challenges facing media buyers today?

Erica – One of the biggest challenges in media buying today is cutting through a highly crowded media landscape while dealing with shrinking attention spans. In Canada, people decide whether toengage with content in approximately eight seconds, which puts pressure on both creative andplacements to deliver instant impact.At the same time, it’s easy to fall into the trap of measuring success with general metrics likeimpressions or reach. I’ve learned the importance of building a deeper measurement frameworkto understand what’s resonating by using tools like brand lift studies and tracking engagementquality. Media buying today requires a mix of creativity and data, and success comes fromfinding that balance between standout activations and measurable outcomes.

How do you balance the need for data-driven insights with the importance of creative storytelling in media planning?

Erica – Balancing data-driven insights with creative storytelling starts with understanding the audience. Shark Ninja is a Horizon Media client, when working on the Shark Air Purifier campaign, we used real-time data such as regional air quality, weather conditions, and consumer behavior toschedule when our ads would show up. This allowed us to deliver tailored messages in specificregions, ensuring each touchpoint felt timely and relevant.But data alone doesn’t drive results, it’s creative that makes it resonate. We used weather-triggered ads on platforms like Meta and TikTok, pairing real-world insights with ad messagingthat matched the city’s forecast. That combination of smart targeting and emotionally relevantstorytelling helped drive a massive increase in category sales. For me, that’s where the realpower of media planning lies, connecting logic with emotion to create impact.

How do you measure the success of a media campaign?

Erica – The success of a media campaign ultimately depends on the client’s specific goals andobjectives. I look at both the numbers and the bigger picture. I check key performance indicatorssuch as CPM, engagement, click through rates, and cost per acquisition, but I also try tounderstand the why behind the results.If the campaign moved the needle on something meaningful like sales, traffic, or brandsentiment, that’s what I consider a win. The most successful campaigns are the ones that notonly meet benchmarks but create a real impact for the client or brand.

What advice would you give to someone starting in the media buying industry?

Erica – For anyone starting in the media buying industry, my top advice is to embrace challenges early on. Growth happens when you step outside your comfort zone. Early in my career, I took theinitiative to participate in a new business pitch for Freshii. even though I wasn’t familiar with allthe planning tools or client-facing presentations, I learned quickly on the job. That experiencewas invaluable in building my confidence and broadening my understanding of media strategy.I also recommend seeking out a mentor. Having someone to guide you, offer honest feedback,and provide a fresh perspective can really accelerate your development. Through Horizon’sNorth American-wide ‘Ten Thousand Coffees’ mentorship program, I’ve had the chance toconnect with a senior leader from the New York office. Her advice has been beneficial in helpingme navigate my career path and refine my professional goals.

Where do you see the media buying industry heading in the next 5-10 years?

Erica – Over the next 5–10 years, I see media buying becoming smarter, faster, and far morepersonalized. With the continued rise of automation, AI, and machine learning, we’ll seeincreased efficiency in real-time bidding, predictive targeting, and performance optimization. Atthe same time, the deprecation of third-party cookies and evolving privacy regulations willrequire a major shift toward first-party data and contextual targeting. It’s going to pushmarketers to be more intentional and transparent in how they connect with audiences.One of the innovations I’m really excited about is blu, Horizon Media’s proprietary audienceframework and data ecosystem. Blu helped us unlock powerful insights to empower our targetaudiences. For example, with Alberta Blue Cross, we used blu to guide social, search, andprogrammatic campaigns—driving more cost-effective CPAs which resulted in achieving one ofthe highest Meta converting audiences. That kind of precision, powered by data and paired withsmart creative, represents the future of media buying.

How do you maintain a sense of innovation and creativity in your work?

Erica – To stay creative and innovative in a fast-changing industry, I focus on continuous learning and staying open to new ideas. I make time each week to explore something new—whether it’sreading a new article, joining a webinar, or testing a new ad format. A book that really influencedmy approach is Playing Big by Tara Mohr, which helped me build confidence in my ideas andtake smarter risks. That mindset has shaped how I approach strategy and experimentation,helping me adapt and think bigger as the industry evolves.

What is the most unique job you’ve had?

Erica – One of the most unique roles I’ve had was as a Social Enterprise Development Assistant atRiverdale Hub, a nonprofit focused on community programming and sustainability. I led bi-weekly marketing meetings with a team of eight, developing strategies that aligned with the organization’s values of innovation, equality, and social impact. I also analyzed website andsocial media engagement to improve SEO and boost their digital visibility. This was my first realexperience using data to inform purpose-driven marketing.Beyond strategy, I created video content to spotlight initiatives like the Social Gardener Caféand its work-based training programs, and I pitched local media to build awareness throughpromotional partnerships. It was the first time I saw how marketing could drive real socialchange, and that has stayed with me.

If you could have a ‘superpower,’ what would you want?

Erica – Teleportation for sure. I love staying active through things like dancing, running, boxing, hotyoga, and pilates but commuting takes up so much time. If I could skip the travel and just bewhere I needed to be, I’d have way more time to do what I love or even just rest a bit more.