Craig Macpherson Email & Phone Number

Toronto, On, Ca

Greater Toronto Area, Canada

As trusted digital marketing advisors, my agency is focused on developing growth strategies that generate leads and help accelerate revenue for our clients by leveraging the power of digital media, content, data analytics and creativity.

Toronto, Ontario, Canada

Provided marketing leadership to drive demand and build brand saliency for a SaaS platform and advisory services firm delivering customer experience and market research insights.• Redefined the go-to-market approach for Maru’s global marketing efforts. Built marketing strategy and KPI targets focused on reorienting the business, marketing and lead generation activity around complete customer centric, multi-stage buyers’ journey for three core business areas: voice-of-market insight platform… Show more Provided marketing leadership to drive demand and build brand saliency for a SaaS platform and advisory services firm delivering customer experience and market research insights.• Redefined the go-to-market approach for Maru’s global marketing efforts. Built marketing strategy and KPI targets focused on reorienting the business, marketing and lead generation activity around complete customer centric, multi-stage buyers’ journey for three core business areas: voice-of-market insight platform subscriptions, trackers (customer experience and brand), and insight communities.• Created & launched demand generation paid media and SEM campaigns that increased marketing contribution to pipeline by 43% and fueled double-digit revenue growth. Grew inbound website leads by 248% y/y through content and SEO activities.• Developed marketing and sales enablement content to support all stages of the buyer journey and sales funnel, paid search, paid media, SEO, social, public opinion polling, and other lead generation activities to drive demand and target key verticals including financial services, media & entertainment, consumer goods, healthcare, and technology.• Launched new products including Maru’s implicit response research platform to disrupt insights generation and analysis, and differentiate Maru in a crowded market. Supported launch with the publication of a book setting out the behavioral science supporting the innovation work. Show less

Toronto, Canada Area

Directed content-led marketing strategy and end-to-end client engagement program focused on targeting and progressing customers through the buyers’ journey at scale from discovery to purchase and advocacy. Focused plans and budget on positioning value of advanced analytics, cloud, big data, and AI to address Financial Services Chief Risk Officers’ pain points and transform their risk and compliance systems.• Launched new go-to-market approach and transitioned business from product to… Show more Directed content-led marketing strategy and end-to-end client engagement program focused on targeting and progressing customers through the buyers’ journey at scale from discovery to purchase and advocacy. Focused plans and budget on positioning value of advanced analytics, cloud, big data, and AI to address Financial Services Chief Risk Officers’ pain points and transform their risk and compliance systems.• Launched new go-to-market approach and transitioned business from product to category focus, increasing marketing contribution to pipeline from 31.7 to 80.1%. Designed digital content strategy, wrote narratives, and set framework for campaign execution.• Planned, budgeted and created a broad spectrum of buyer-centric marketing content supporting dozens of offerings and average annual revenue growth of 20%+ in a mature market with a 5% growth rate.• Streamlined marketing content inventory and eliminated 150 assets based on analysis revealing 14% of legacy marketing assets were driving 80% of engagement. Focused resources on highest-performing assets, improving organic search and social performance.• Developed and launched an innovative thought leadership content portal which delivered a personalized experience to multiple roles/vertical. Increased content lead form completes by 120% over two years.• Led organizational transformation from traditional to content marketing-led approach. Provided training, coaching and expertise to accelerate 10 new worldwide Content Marketing Managers to a high level of performance. Evangelized and drove adoption of the content profession and GTM processes.• Orchestrated high-impact press, analyst, and organizational announcement of a strategic acquisition. Crafted messaging, secured stakeholder alignment, and delivered unified internal (employee, sales enablement) and external (client, web, media, social) communications under tight timelines. Show less

Toronto, Canada Area

Quarterbacked client services, program operations and organic revenue growth. Owned P&L for a large portfolio of business committed to creating meaningful marketing connections for clients at one of Canada’s 50 Best Managed Companies and largest agencies, providing sales management, assisted sales programs, and brand / creative, experiential marketing. • Provided client leadership and strategic counsel, retaining and growing high-profile relationships, including American Express, Microsoft,… Show more Quarterbacked client services, program operations and organic revenue growth. Owned P&L for a large portfolio of business committed to creating meaningful marketing connections for clients at one of Canada’s 50 Best Managed Companies and largest agencies, providing sales management, assisted sales programs, and brand / creative, experiential marketing. • Provided client leadership and strategic counsel, retaining and growing high-profile relationships, including American Express, Microsoft, Xbox, Epson, Olympus, Fox, Reckitt Benckiser, Parmalat, Scotts, OLG, MuchMusic, Rogers Media, and TELUS.• Led and motivated a department of 25 Account Directors, Group Client, Client, Project, and Team Managers, and field force of 500 sales, merchandising, and brand reps, ensuring high performance.• Managed full scope of financial accountability and profitably delivered ~$15 million in revenue annually.• Expanded organic business, pitching and winning Koodo retail kiosk ops business; built TELUS account from $350K to $4M+. Won $1.5M in OLG business and increased it to $2.0M+ within a year.• Drove development of all client promotion, experiential, design, and retail sales / merchandising programs in the portfolio with a focus on delivering operational excellence, including high profile Canadian launch of Xbox 360, Rogers Media / G4 Wired Road Trip Program, and Microsoft Beat is On! Show less

Toronto, Canada Area

Established Makau Marketing Inc., a boutique marketing services agency focused on helping startup and emerging growth technology firms define branding, digital, and marketing programs to position them ahead of industry competition.

Toronto, Canada Area

Drove day-to-day operations of this integrated marketing communications agency, providing leadership to a team of 12 agency professionals, senior-level client relationship management, and hands-on participation in development of all MYRIAD projects and initiatives, ensuring the delivery of world-class services to clients, including Subaru, HP, Baxter, ATI, and Ontario Government.

Toronto, Canada Area

Directed global marketing strategies for leading developer of enterprise software that allowed clients such as Sony, Walt Disney, Microsoft, Lucent, and CTV manage and monetize their digital brand and broadcast assets.

Toronto, Canada Area

Oversaw development of all brand and marketing communications initiatives for world-leading provider of gaming, video, and graphics for PC, television, game console, and mobile devices sold via OEM, partner, and retail channels. Led, motivated, and developed team of 8 marketing, advertising, and research insights professionals. Managed a C$15 million budget. Contributed to rapid growth of company from US$250 million to US$1.8 billion.

Toronto, Ontario, Canada

Bachelor Of Commerce (Honors), Business Administration / Marketing

Dipl. B. (Co-Op), Business Administration - Automotive Marketing

Toyota Canada scholar; Ernst & Young scholar