OMERS Ventures is thrilled to welcome Casey Rovinelli to the team! As Growth Director, Casey works closely with the senior leadership of our portfolio companies to help drive customer acquisition, retention, and monetization.
Casey is a data driven marketer with over 19 year’s experience creating digital programs and platforms. Prior to joining OV, Casey worked in marketing leadership roles at E*TRADE, eBay, PayPal, Virgin Mobile, and the NHLPA. Most recently he spent the last four years consulting with venture backed start-ups on marketing analytics and automation.
Welcome to the Ventures team, Casey! Can you tell us a little bit about yourself?
Sure! I was born and raised in Oakville, Ontario and have lived in Toronto, San Jose and San Francisco. I currently call Hamilton, Ontario home where I live with my wife and two boys. I studied Environmental Economics in University, but spent my career building and marketing digital platforms.
What are you working on with the OMERS Ventures portfolio companies?
I help support the 35+ OMERS Ventures Portfolio Companies with their marketing efforts. (Focusing on customer acquisition, growth and marketing analytics.)
Everyday brings new and interesting challenges. Often my role involves sharing frameworks, best practices and connecting people. Other times, I’m involved in direct consulting work, acting as an extra pair of hands to help our companies. I also work with our internal deal teams where I can add value.
If you could give one tip to early stage tech companies who want to optimize their digital acquisitions, what would it be?
Install user-centric analytics from day one. (I’m thinking of platforms like Mixpanel or Amplitude). Start measuring a few key events in the customer journey. Add more events as you find yourself not being able to answer questions that come up. It’s important to look beyond just cost per acquisition, or cost per install. Measure your potentials customers all the way through their signup journey.
For bonus marks, use a data platform like Segment to integrate marketing tools into your product. It will make future growth so much easier and scalable.
What are you reading right now?
Lately, I’ve been reading about critical thinking and how our mind perceives the world around us. Our mind is a fascinating thing — but it plays tricks on us. Now more than ever, it’s important to be able to master the fundamental skills behind logic, reasoning and argumentation. It’s like self-defence for your mind.
Next up is “The Influential Mind” by author and neroscientist Tali Sharot. I’m interested in the neuroscience behind influence. Why do some things shift our opinions, while others don’t? How can we use knowledge for good in our personal and professional lives?
Finish this sentence: The future of digital growth will be…
…dominated by companies who control and understand their data.