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CSN Collision: Scaling Local Demand and Digital Credibility Across 300+ Locations

Business Context

CSN Collision is a multi-location collision repair network with locations across Canada, the US, and Italy. Local demand and digital credibility are critical growth drivers.
 

In a market where customers choose providers based on proximity, trust, and visibility, online performance directly influences shop-level revenue and brand perception.

Strategic Challenge

Many locations were not ranking in the Top 3 for high-intent local search terms limiting inbound demand and weakening digital authority in competitive regional markets.

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The challenge was not simply improving rankings it was building a scalable growth framework that:

  • Prioritized the right markets

  • Allocated budget efficiently

  • Strengthened digital credibility

  • Supported long-term network expansion

My Scope

As Team Lead, Digital Marketing, I owned acquisition and reputation strategy across the network, including:
 

  • SEO and local visibility strategy

  • Paid search allocation and performance

  • Content prioritization

  • Review and reputation growth strategy

  • Performance measurement and reporting

  • Team leadership and execution oversight
     

I was responsible not just for channel execution, but also for channel selection and to align digital growth with business goals.

Go-to-Market & Growth Strategy

Rather than applying uniform tactics across 300+ locations, I built a performance-based prioritization model.

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The framework:
 

1. Organic Search as a Scalable Demand Engine
Organic search was positioned as the primary long-term channel for capturing high-intent local demand, strengthening discoverability and digital credibility across markets.
 

2. Paid Search as Targeted Growth Support
Paid search was used selectively to support visibility in priority markets, ensuring investment complemented organic presence and aligned with broader growth objectives.
 

3. Reputation as a Growth Multiplier
Google reviews and local credibility were treated as strategic demand assets, not vanity metrics, influencing conversion, trust, and ranking performance.
 

This approach aligned product (service), messaging (trust and credibility), and channel investment into a cohesive growth system.

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Execution

  • Developed a keyword and content roadmap across location pages.

  • Led technical and on-page SEO improvements at scale.

  • Managed annual paid search budget with efficiency focus.

  • Directed distributed execution team.

  • Introduced AI-assisted research workflows to accelerate testing velocity and insight generation.

  • Built performance dashboards to guide prioritization decisions.

Impact

  • Multi-million annual website sessions driven primarily through organic growth.

  • Increased top search rankings for high-intent local keywords across priority markets.

  • Strengthened digital credibility across the network.

  • Beyond traffic growth, the outcome was a more scalable and disciplined acquisition system tied to real market opportunity.

All information is shared for portfolio purposes only. Certain details have been generalized to respect confidentiality obligations. All case studies represent work completed in collaboration with cross-functional teams. All images used in the case study are from publicly available SEO tools and no illustration includes any internal dashboards.

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