Intro
Hello! I’m Dwight Campbell, a PPC Specialist and Digital Advertising Analyst with a professional background that spans transfer pricing, copywriting and strategic planning. As a PPC Specialist and digital advertising analyst, I help businesses use online platforms like Google and Meta advertising to grow their sales and customer bases. Outside the work, you’ll find me absorbed in all things football (soccer), reading books or watching documentaries with a psychological or economic slant or wandering around Tokyo (my new home). If you’re interested in connecting, feel free to get in touch.
PPC Experience
My PPC experience started in the ad agency world at McCann Port of Spain. I was initially hired as a strategic planner and worked on communication strategies for multichannel campaigns. However during my time at the company my role morphed into digital strategy and PPC. It was a time when the agency’s digital department was in its formative stages and I helped lead a small team in developing that area of the business.
In 2018, I was hired by Lonsdale Saatchi and Saatchi where I started my first role as a dedicated PPC Specialist and Paid Media Manager. There I was tasked with leading the digital media strategy and planning for the agency’s clients.
In 2021, I left Lonsdale and became an independent contractor. As an independent contractor, I’ve worked with both advertising agencies and small businesses based in North America and Trinidad and Tobago – primarily managing lead generation and e-commerce campaigns on Meta and the Google ad network. The companies I’ve worked with span a wide array of industries including international shipping, home and car insurance, fashion, skin and hair care, home renovation and construction, FMCG, real estate, education and automobile sales.
Other Advertising Experience
My entry into advertising was via copywriting. For three years I crafted ads at an agency in Trinidad and Tobago called CMB Creative. It was my foot in the door of the advertising industry. However, it was just the start. I was always more fascinated by the strategy and insights behind advertising campaigns than by the creative execution itself, and this led to my pursuit and eventual transition to becoming a strategic planner. I left CMB to study marketing management and communication strategy at Boston University and later started a new chapter of my career as a strategic planner at McCann.
At BU and subsequently McCann, I learned a lot about the process of developing marketing strategies and big ad campaign ideas. But it was emerging media that would capture and align with my interests even more. My time at McCann coincided with the agency’s shift towards enhancing its digital operations and drawn by my affinity for data and the data-driven nature of digital media, I jumped at the opportunity to help lead this digital transformation. This was a pivotal shift that marked the beginning of my career in digital marketing and later PPC.
Research & Writing
In 2015, I collaborated with the Viscuña Brothers Production Company to write a script for a short documentary about the Tobago House of Assembly. The project pushed me well beyond my usual comfort zone, as I had never tackled documentary writing before, especially not on a political topic – a field where I am not particularly engaged. Like any new challenge, the experience proved to be a significant learning opportunity. The project involved crafting interview questions, conducting interviews with former and current politicians and political analysts, and scripting a 30-minute piece that explored the history, current initiatives, and future aspirations of the THA. The documentary aired on local television later that year.
In 2011, I served as the assistant writer and researcher for a book by Boston University Professor Beth Goldstein. Titled “Lucky by Design,” the book explored the role of luck in business success and offered a practical guide on strategies for businesses to enhance their likelihood of encountering favourable opportunities on their entrepreneurial journey. The process also included the formulating interview questions and conducting interviews with key subjects. On this occasion, I interviewed entrepreneurs and executives in Boston and the Greater Massachusetts Area to get their perspectives on the role of luck in business success. Following the interviews, I was tasked with transcribing these conversations and writing case studies that were included in the final publication. You can find “Lucky by Design” on Amazon here.
The project that marked the beginning of my published writings was “I Febrezed My Dog,” a collection of short stories that I wrote and self published in my early 20s. To be honest, I look back on this book with a mix of embarrassment and disbelief. Perhaps it was youthful exuberance but I genuinely do not understand why I published those stories (ramblings). Why didn’t someone stop me? But despite this, “I Febrezed My Dog” has its place in my history. It played a role in landing me my first copywriting job. If I remember correctly, Beth Goldstein also revealed that she had read it (or more likely read a few excerpts that were available online) before hiring me to help her with Lucky By Design. Should I re-publish some of those stories on this site? Let me know.
Education
I graduated from the University of Pennsylvania, earning a BA in Psychology. There, I completed an independent study (similar to a thesis) in Positive Psychology, researching the relationship between a person’s mood and their ability to achieve flow state. This research was conducted in collaboration with PhD student Acacia Parks and the renowned psychologist, Marty Seligman.
I later graduated with an MBA from Boston University – with a marketing concentration. My curriculum was a blend of traditional MBA offered by the Graduate School of Management and advertising courses offered through the College of Communication. The curriculum at BU combined classroom lectures with collaboration with real-world businesses in Boston and the greater Massachusetts area. During this time, I worked on projects for notable brand and companies such as Peter Pan Peanut Butter, Privateer Rum, and Royal Caribbean.
Connect on Social Media
LinkedIn: Dwight Campbell
Instagram: @dwightnickolai
Twitter (X): @dwightnickolai