Andrew Bryden Email & Phone Number

London, Ontario, Ca

CARFAX Canada is a mid-sized automotive data analytics company with a staff of 18 talented marketers. I lead the marketing team, sit on the Executive Team and I'm responsible for the P/L for the Consumer business.The team manages all aspects of Marketing with a heavy focus on brand strategy, e-Commerce, SEM, SEO, demand generation, social media, customer insights and reputation management. What I'm most proud of, to date:• Led the Consumer team to win a global 2021 IHS Markit Sales Award for growing Consumer revenue by 26% year/year while cutting costs by 25% and despite the COVID-19 slowdown. • Increased team engagement score from 65 per cent to 94 by increasing empowerment, establishing clear accountabilities, providing ongoing mentorship and ensuring measurable goals.• Generated 46 per cent higher unaided awareness in one year by launching new brand strategy including new Vision, Mission, Values, Positioning, Visual Identity and Employer Brand.• Turned around the Consumer business from flat revenue growth in FY18 to 90+ % growth so far in my tenure.

Kitchener, On, Ca

Provide guidance and input into the content for the Social Media Marketing graduate certificate course. Guest lecturer for a class of 40 students, sharing recent case studies to add a practical element to the curriculum.

I founded and manage a marketing services consultancy to help startups to quickly grow revenues to ramp to the scaleup phase. The "marketing team of one" approach means offering solutions ranging from proprietary research, customer insights, brand and product strategy, positioning, messaging, and go-market execution. Of course the immediate needs I meet are also digital strategy,online marketing, trade-shows, sales tools, website management, social media, media planning/buying, PR, Google Analytics, Google Ads, Facebook Ads, Hubspot, lead generation and content creation. I also have built impactful employer brand / recruitment campaigns - critical to building a company successfully. Clients/Projects:• Decido, a data driven decision making SaaS startup that crowd-sources best practices.•CloudHawk, an IoT start-up that provides real time GPS tracking, temperature monitoring and ELD compliance solutions for fleets, heavy-duty machinery and high value assets. •RideCo, a start-up that designed a ridesharing app that provides cities in North America and Asia with micro-transit solutions. • Challenger Motor Freight, one of Canada’s largest transportation companies. Recruited by senior leadership team to develop new employer brand strategy and execute a fully integrated recruitment/retention campaign. • Alert Labs, an IoT start-up, that collects data on utility use, analyzes it and provides dashboard reports and real-time alerts.

Oo

Recruited by Sun Life Financial to bring new innovation to the team and help transform the Marketing department from tactical to strategic. Focused on uncovering new Advisor and Client based insights, building and managing fully integrated marketing campaigns to support product launches to drive awareness and leads. Collaborated closely with Product and Sales leadership teams on annual planning and short term sales goals.• Re-invigorated sales of a low interest product, exceeding target by 20 per cent by uncovering insights and then leading a break-through marketing program featuring white papers, digital content, online advertising, print and apps.•Nominated for 2014 Sun Life CEO Award of Excellence for new marketing content strategy that set new performance and effectiveness benchmarks by featuring advertorial, editorial, social and advertising.•Planned and executed B2B campaign which generated five times average open rates for email, five times average CTR for online, and engagement scores in top five percent of all online campaigns on the Globe & Mail.• Research, negotiate and activate new partnerships to support thought leadership platforms including MIT AgeLab.

Waterloo, Ontario, Ca

Implemented structure and new marketing best practices on global brand advertising team at BlackBerry during period of tremendous growth from 8 Million subscribers to 80 Million. Managed fully integrated programs to support brand and product initiatives in US, Canada, UK, Germany, France, Brazil, Mexico, Australia, India, Indonesia markets. Recruited by the CMO to join a newly created global Brand Strategy team and led global brand positioning and architecture programs, qualitative and quantitative research, and competitive reviews.• Launched global transformation of company branding from Research in Motion to BlackBerry across websites, e-mail addresses, stock-tickers, building signage, stationary, legal contracts and many other customer, carrier and employee touch-points. Generated maximum media impact at launch by maintaining complete secrecy.• Increased Purchase Intent of BlackBerry by 30 per cent by initiating and leading the first brand campaign in the company’s history. Rolled out the campaign in the US, Canada, UK, Mexico and Brazil and supported the expansion of the brand into new markets in 2008 and beyond.• Influenced new retention strategy by mapping key communications and brand touch-points in the BlackBerry Customer Journey and developed comprehensive messaging, media and customer experience recommendations at each stage.• Retained by BlackBerry through layoffs of over 9,000 employees due to my deep product knowledge and unique ability to fulfill multiple roles across global brand marketing. Recruited by Sun Life and left on my own accord.

Mississauga, Ontario, Ca

Led team to plan, execute and measure integrated marketing programs including TV, radio, print, promotion, public relations, sponsorship, research, CRM, Direct mail, point of sale, sales collateral, sales presentations, trade shows, and web. Promoted twice with increased responsibilities, reported to Senior Vice President, Sales and Marketing and presented marketing programs to C-level team of seven members.• Researched, planned and executed comprehensive brand re-positioning program including, new brand vision, brand promise, brand attributes, values, visual identity, naming, and advertising tagline. This new brand strategy platform contributed to an increase of 34.2 per cent in revenue and 93.3 per cent increase in EBT (2003 v 2007)• Led development, execution and measurement of programs to launch brand re-positioning featuring television, print, internal employee contests, 5000 re-branded courier trucks and 7000 new uniforms. Professional image metric increased by 17 per cent and surpassed key competitor by 29 per cent. (2003 vs 2007)• Audited and evaluated existing sponsorship programs, developed new strategy, conducted agency RFP and launched award winning Purolator Tackle Hunger program. It won 8 industry related awards in sponsorship, marketing, employer brand, promotions, and PR.

New York, Ny, Us

KFC and Dupont accountsPerformed leadership role on all aspects of the client’s business including creative strategy, national advertising and promotions, public relations, research, new product development, annual planning, budgeting and franchisee conferences.

New York, New York, Us

Ontario Lottery Corporation account and new business pitches.• Launched campaigns for new online and offline products and developed new advertising platforms at retail.

National advertising for Toyota and Lexus - TV,print,OOH, DM, promotions• Managed fully integrated national marketing program to launch new vehicles, including Sienna minivan and others.

Toronto, Ontario, Ca

National advertising and PR for Michelin,Panasonic, Mobil Oil, Thomson Corporation, Motorola and others.•Managed national consumer and dealer advertising programs to support the 1996 Panasonic Olympic Rowing team sponsorship - featuring TV, print and collateral.•Supported the national launch of new products for Panasonic, including the first DVD player in Canada.

Certificate, Purolator Leaders Edge Executive Program

Ba, Drama

Hba, English, Classical Studies