Senior Director - Marketing @ Campbell Soup Company
Honors Bachelor of Arts in Business Administration @
The University of Western Ontario - Richard Ivey School of Business
I am a decisive leader with strong results across several consumer-facing businesses, including Technology, Consumer Packaged Goods, Retail, e-Commerce and subscription-based Marketing. A strategic thinker who helped to turn around the Maple Leaf brand after the listeria crisis. Doubled the operating margins of the business and was named Canada's Marketer of the Year in 2011. I am
I am a decisive leader with strong results across several consumer-facing businesses, including Technology, Consumer Packaged Goods, Retail, e-Commerce and subscription-based Marketing. A strategic thinker who helped to turn around the Maple Leaf brand after the listeria crisis. Doubled the operating margins of the business and was named Canada's Marketer of the Year in 2011. I am a respected problem solver who creates motivated followership to ensure cultural change.
I have travelled to 40 countries with my family, and created Highgate Road - an indie rock/folk band that has released two CDs.
Vice President Marketing @ From 2015 to Present (less than a year) Toronto, Canada AreaMember, Board of Directors @ Microbix Biosystems Inc. specializes in the research and development of biological solutions, including products for human health applications in the worldwide vaccine, therapeutic and diagnostic markets. Microbix is publicly traded on the Toronto Stock Exchange.
I have served as an independent Board member since 2006, providing governance on strategic growth, capital fund-raising and succession planning. I am a member of the Board's Audit and Compensation committees. From 2006 to Present (9 years) Toronto, Canada AreaPresident & Chief Executive Officer @ Handfish is a fully-interactive, live concert streaming platform. The technology delivers High Definition video and stereo audio to music fans around the world on their personal devices. They choose the camera angles, interact with artists and other fans through social media, and buy merchandise via dedicated e-commerce.
Fans get great live concerts, social media interaction with artists, full control from personal devices and superior HD quality video and sound. Artists are given access to new markets, high quality visual branding and social media imprinting. Sponsors get customized global branding, advertising and data collection - at a fraction of traditional cost matrices.
As President & CEO, I assumed responsibility for commercializing the technology:
- Equity fund-raising
- Built Handfish profile with music & entertainment industry
- Ensured proper governance via establishment of corporate registration and tax reporting, Board reporting and shareholder reporting
- Cash flow management
- Procurement of suppliers
- Set strategy for subscription model, software licensing, app development and launch into new verticals From 2014 to 2015 (1 year) Toronto, Canada AreaSenior Vice President - Marketing and Innovation @ Maple Leaf Foods is the leading processed meats company in Canada, with annual sales of $1.4 Billion. The company markets great tasting, nutritious and innovative products under national brands such as Maple Leaf, Schneiders, Prime, Mina and Shopsy's. I held the organization's key commercial role, managing the performance of 21 categories in the retail channel, and built a highly-committed team across Marketing, Product Development and Category Management.
Relaunched the Maple Leaf brand after the listeria crisis through award-winning innovation, consumer communication and trade programs. For this turnaround, Maple Leaf was named Canada's Marketer of the Year for 2011 as voted by Marketing magazine.
Doubled the operating margin in the business. Realized market share gains for Maple Leaf, Schneiders and Prime brands, and category gains across all major categories.
Launched strategic innovation, including natural processed meats under Maple Leaf and Schneider’s brands in multiple categories, with $200M in retail sales. Drove turnaround in flagship Prime brand with 3 consecutive years of double-digit growth via innovation, advertising and category management expertise. Launched the Mina brand of Halal protein to meet the needs of Muslim Canadians.
Progressed the marketing mix to a digital platform, including the “Change Your Life with Bacon” activation that was one of Canada’s most-watched ads on YouTube. From 2011 to 2014 (3 years) Toronto, Canada AreaSenior Vice President - Marketing @ Canada Bread is a leading manufacturer and marketer of value-added flour based products, with annual sales of $1.2 Billion. The company markets fresh bread, rolls, bagels and sweet goods and par-baked breads and bagels under leading brand names such as Dempster’s, Olafson’s, POM and Ben’s. With responsibilities for Marketing and Business Development, across both Retail and Food Service, I recruited and shaped a team of Marketing, Business Development and Product Development professionals and re-organized them from a regional to a national structure.
Our team drove retail shipment growth through innovation and increased market share for Dempster’s to its highest level in 5 years. Progressed Marketing mix to a digital platform, resulting in the brand becoming the most engaged brand on Facebook in Canada. Launched innovation on Smart brand that drove $60M in sales. Launched strategic expansion into untapped dinner opportunity. Drove strategic innovation plan for Board approval of capital investment in North America's largest commercial bread facility. From 2007 to 2011 (4 years) Toronto, Canada AreaVice President - Marketing @ Recruited by Maple Leaf to run Marketing in Fresh Foods business
Responsible for marketing programs that drove annual sales of $4 billion. Relaunched flagship Prime chicken brand into new packaging technology that improved product freshness and shelf life. Identified strategic opportunity in fresh sausage category. From 2006 to 2007 (1 year) Toronto, Canada AreaVice President - Marketing @ Cott is one of the world's largest producers of beverages for retailers, brand owners and distributors, with annual sales of approximately $200M. Cott produces carbonated soft drinks, 100% shelf stable juice and juice-based products, clear, still and sparkling flavored waters, energy products, new age beverages and ready-to-drink teas for brand owners. At Cott, I led the Private Label and Branded growth strategies and assumed General Management responsibility for the Juice Division.
Several strategic launches had significant impact on the bottom line:
- Red Rain private label energy drinks (at 8 times the margin of core business)
- Loblaws dual cola strategy
- Licensed property soft drinks for Walmart (The Simpsons, through 20th Century Fox)
- Tim Horton's soft drink program From 2003 to 2006 (3 years) Toronto, Canada AreaVice President - Marketing, North America @ HMV is Canada’s premier retailer of music and entertainment, with 110 stores from coast to coast. During my tenure, the business also operated a retail footprint in the US North East, as well as hmv.com - Canada's first online specialty entertainment commercial website. Annual sales were approximately $200M. I led the Marketing function for Canadian, US and .com businesses.
Our team launched HMV.com by identifying a distinct consumer target, integrating a “bricks and clicks” strategy and launching Canada’s first legal download service. At its peak, hmv.com was the fourth biggest "store" in the chain. We successfully launched HMV's DVD business, which met an exploding consumer trend, and helped mitigate the impact of the music industry downturn. From 1999 to 2002 (3 years) Toronto, Canada AreaSenior Director - Marketing @ Campbell Soup Company is a global food company with annual sales of more than $8 billion and powerful brands in three core categories: Soup & Simple Meals, Snacks and Healthy Beverages. Campbell's condensed soup is one of the world's iconic brands.
I progressed through several roles within the Campbell's Canada organization:
Senior Marketing Director, Condensed Soup
Marketing Director, Strategy
Category Marketing Manager, Ready to Serve Soups
Category Marketing Manager, Frozen & Grocery Products
Category Marketing Manager, Condensed Soup From 1995 to 1999 (4 years) Toronto, Canada AreaMarketing Manager @ The H. J. Heinz Company is a United States food processing company with world headquarters in Pittsburgh, Pennsylvania. Famous for its "57 Varieties" slogan and its ketchup, Heinz manufactures products in six continents and markets them in over 200 countries. The company has 150 number-one or number two-brands worldwide, and ranks 1st in ketchup in the US with a market share over 50%.
I progressed through several roles within the Heinz Canada organization.
Senior Product Manager, Ketchup
Product Manager, Weight Watchers
Assistant Product Manager, Baby Food
Management Trainee From 1989 to 1994 (5 years) Toronto, Canada Area
MBA, Marketing, Dean's Honour List @ The University of Western Ontario - Richard Ivey School of Business From 1988 to 1989 Honors Bachelor of Arts in Business Administration, Marketing, Dean's Honour List @ The University of Western Ontario - Richard Ivey School of Business From 1981 to 1985 Ontario Scholar @ Etobicoke Collegiate Institute From 1976 to 1981 Associateship, Piano Performance @ Canada Conservatory of Music Andrew Pollock is skilled in: Marketing, Business Development, Customer Insight, Consumer Products, Strategy, Brand Architecture, Business Strategy, Advertising, Marketing Management, Cross-functional Team Leadership, P&L Management, FMCG, Strategic Planning, Marketing Strategy, Brand Management
Looking for a different
Get an email address for anyone on LinkedIn with the ContactOut Chrome extension