Audience Strategy & AIMarketing leadership · Toronto
Clear strategy.
Distinctive work.
Real progress.
I’m William Hurley. I connect brand, growth and hands-on execution to help businesses turn attention into action.
Explore my work ↘Meet William
12+Years across brands, agencies and growing businesses
12Client accounts led at Minerva Marketing
8–13Direct reports, including contractors at peak
Selected brands I’ve worked with
01 / Selected work
The thinking.
The execution.
The difference.
Every business brings a different challenge. These projects show how I find the problem, shape the approach and help deliver the work, from creator partnerships to recruitment and donor communications.
Minerva Marketing · Leadership & business transformation
Rebuilding Client Relationships From the Inside Out
+38 percentage pointsOverall satisfaction increased from 40% to 78%
02CarDoor · Brand strategy / growth / creative
Building a brand people can act on.
+900%Growth in daily lead volume
03Squarespace · Creator partnerships / acquisition
Finding the audience behind the audience.
26% higherTrial conversion rate vs. comparison campaigns
04CPA Atlantic · Digital transformation / communications
Keeping recruitment moving through disruption.
+36%, then +23%Enrollment growth in 2020 and 2021
05CANFAR · Donor research / email / storytelling
Making the impact of giving feel closer.
1 in 2Quarterly and occasional donors moved to monthly
02 / Insights & Perspectives
Ideas behind
the work.
Exploring the intersection of marketing, creativity, technology, and human behaviour.
Explore All Insights →Audience Strategy & AI
Brand Strategy & RecognitionWhy Video Marketing Works Best When Your Brand Has a Face
How recognizable personalities, consistent storytelling, and human connection can turn individual campaigns into lasting brand recognition.Read Article on LinkedIn (opens in a new tab)
Creative Strategy & TrustPolished vs. Personal: What Kind of Video Builds More Trust?
Exploring when professional production builds credibility, when authenticity matters more, and why effective creative strategy requires both.Read Article on LinkedIn (opens in a new tab)03 / Behind the work
A strategic view.
A hands-on instinct.
I’ve worked across automotive, agency, education and consumer businesses. My experience spans leading teams and client relationships, developing positioning, directing campaigns, rebuilding websites and producing the work myself.
In my current position, that means connecting brand, paid acquisition, content, CRM and web. Previously, I led creative and marketing strategy across approximately 12 client accounts at Minerva Marketing and recruitment communications at CPA Atlantic School of Business.
I hold an MBA from Carleton University, with a background in marketing, web design and film production.
Brand & positioning / Integrated campaigns / Paid media / Creative direction / Websites & customer journeys / AI automation / Team & agency leadership
