Rob, Digital Marketing

What do you do at Pinnacle? I manage the websites and monitor our social media accounts, keep an eye on our digital traffic, and make sure the content we’re publishing is interesting and useful for people who may be considering our products and services. I also steer our SEO, SEM and paid social media marketing efforts.

What are you known for professionally? What do you have a knack for? I’ve worked as an editor for the better part of 20 years, so writing and editing have kept my career afloat longer than I expected. Creating or curating interesting content is something I think I have a knack for.

What do people say about you? Paul says I should drink more coffee. Actually, I don’t know what people say about me, but I’m satisfied if I’m the topic of conversation every once in while in a pleasant sort of way.

Who have you worked with in the past? And what have you done for them? I’ve taught literature and writing at Hopkinton High School and the City University of New York; edited literary titles for Sheep Meadow Press and anthologies for Houghton Mifflin Harcourt. I freelanced for a number of Canadian university presses and joined the marketing department at Selkirk College during the digital revolution. More recently I’ve supported eight well-known automobile brands as a digital marketing manager at the retail level.


What are you most passionate about professionally? What most excites you about your work & the contribution you can make?  When people genuinely appreciate what you’re putting out there to improve their lives by informing them, entertaining them, or adding some kind of value. With digital analysis, you actually find out whether you’re succeeding at that or not. It’s very gratifying if you are; humbling if you’re not.

What are you passionate about personally? What do you really enjoy? I’m passionate about business, social justice and the environment, but I’m not an activist or extremist. I like to read a lot.

Where can we find you when you’re not working? What’s your favorite way to spend a weekend or a Sunday afternoon? I enjoy working but I love puttering outdoors. I ski, golf, fish and play tennis just enough not to embarrass myself. I love being on the water.

How long have you been doing what you do? I started paying attention to digital publishing — some call it content marketing — and analytics in 2006.

Where did you grow up and why aren’t you there now? I grew up in Cranbrook, British Columbia, and I visit fairly often. But there isn’t an ideal source of big water there for recreation. My wife and I live on the Columbia River and we intend to move to Kootenay Lake soon.

What would be impossible for you to give up? The Internet, great food and wine!