founder, paid media and growth consultant
spencer consulting co.independent practice. strategy, channel mix, creative direction and reporting for B2B SaaS and e-commerce brands. three clients at a time.
about
Shelby Ibbotson
i'm a Toronto-based paid media consultant and the founder of spencer consulting co.
before going independent in 2025, i spent five years at paid media agencies: Search Engine People, then Directive Consulting, where i was a senior paid media strategist on B2B SaaS accounts. before that, four years in marketing and promotions in Calgary, including radio promotions at Bell Media.
ten years in marketing in total. more than $10M in ad spend managed across Google, Meta, LinkedIn, TikTok, Amazon and programmatic. clients in North America and the UK, campaigns running across Europe and APAC.
01 experience
where i've worked.
senior account strategist, contract
Directive Consultingreturned on a freelance basis alongside my own practice. paid media strategy and execution for B2B SaaS and enterprise clients across Google Ads, LinkedIn Ads, Meta and directories.
senior paid media strategist
Directive Consultingmanaged $500K+ a month in paid media across B2B SaaS accounts. drove an 82% increase in pipeline and 22% more closed deals quarter over quarter through paid search and paid social. led a team of specialists.
demand generation manager
Directive Consultingpaid media, SEO and CRO for SaaS companies. managed $300K+ a month across accounts with a 4.7+ NPS. clients included Sierra, Harness, Superblocks, Multiverse Computing and Aspire.
account manager
Search Engine Peopleintegrated paid media across search, social, display and programmatic. $300K+ a month across accounts. annual and quarterly media plans. clients included Allo Vape, Exodus Travels, Superior Propane and Habitat for Humanity GTA.
campaign manager
Search Engine Peoplebuilt and optimized paid search, paid social and display campaigns. pacing, budgets and reporting.
marketing coordinator
Stylelabspaid advertising, social and email marketing across a portfolio of 20+ clients.
marketing and promotions
Calgarycontent marketing manager at LOUD Marketing, promotions at Bell Media (Virgin Radio, CJAY92) and Shaw Communications.
02 range
what i've worked on.
industries
- B2B SaaS
- e-commerce and DTC
- franchise
- music and entertainment
- cannabis and vape
platforms
- Google Ads
- Meta
- TikTok
- Amazon
- StackAdapt
- podcast ads
regions
- North America
- UK and Europe
- APAC
03 education
Queen's UniversityBA Honours, sociology. certificate in mass communication and media studies.
04 elsewhere
let's
chat.
tell me what you're working on. no commitment, no hard sell. i reply within one business day.
get in touch ↗