Kerstin Baker-Ash has been working in search for nearly 8 years in both Europe and North America. Working with large clients on multi market campaigns has honed her expertise in creating holistic search engine marketing strategies that connects the dots between all media - traditional and new. Currently the head of Performics Canada (a division of ZenithOptimedia), Kerstin has worked client side in the travel industry, cutting her PPC teeth in a vertical that is ruthlessly competitive and constantly changing. Switching to agency side, she's been fortunate to work with some outstanding global clients on exciting projects, slowly chipping away at the deeply ingrained mindset that search is an ancillary product in a client's overall advertising strategy.
Kerstin studied International Relations at Mount Allison University; the politics aspect prepared her for the industry, economics prepared her for making numbers meaningful to clients and languages made it exciting for her to manage campaigns in Europe, Asia, the Middle East and North/South America. She's been a member of SEMPO, the IAB in the UK and Canada, holds advanced exams in AdWords (Search Advertising, Display and Analytics) and blogs semi-regularly at kerstinbakerash.com on search topics.