I have served a number of leading companies throughout North America, often at a crucial moment of change. I’ve worked on great brands, and I have helped challenger brands to become leaders in their market. I believe marketing cannot drive long term success, or growth, if it isn’t inspired by company culture. And culture cannot drive success
I have served a number of leading companies throughout North America, often at a crucial moment of change. I’ve worked on great brands, and I have helped challenger brands to become leaders in their market. I believe marketing cannot drive long term success, or growth, if it isn’t inspired by company culture. And culture cannot drive success or growth if it isn’t inspired by real customer need. Over a long career I have always used the best methodology available, and I consider myself to be a digital specialist who fully understands how to leverage the internet economy.
Creative, strategic leadership with a proven track record across industries.
A collaborative, process-driven leader who involves and mentors all levels of the organization so that it can consistently deliver the brand promise.
Experience in international markets spanning Canada, China, Japan, SE Asia, Germany, France, Italy, and most of Western Europe.
A 20+ year record of achievement in driving high impact, cost effective marketing through CRM and branding initiatives delivering sustainable revenue growth.
A unique blend of branding expertise in marketing information technology.
An agile marketer who uses CRM, Social listening and Marketing Automation to build cost effective highly targeted campaigns that drive brand loyalty and revenue growth.
A BI expert who understands how to maximize all commerce and distribution channels through effective management of the sales funnel and the various conversion rates.
Expert at Web / CMS development so that commerce and information are balanced.
Entrepreneurial metric- and impact-driven marketer who consistently delivers significant sales results by managing demand generation channels, combined with lead scoring and in-depth persona analysis that improves COA and ROI.
CMO @ Led Intrawest (Revenue $550M) the owner operator of 3 business units with a core of 5 ski resorts that was comprised of 8,000 lodging units under management to significant growth in several key areas of focus from 2011 to 2014 -advanced sales $110M in sales to $160M, grew the data base from 1.5M email addresses to 3.5M and built the social community from 65K to 500K. This was accomplished by changing the marketing and sales efforts through a new strategic and tactical approaches and implementing an Integrated CRM system. Led the development of a metric driven organization that created an agile marketing approach. From June 2011 to July 2014 (3 years 2 months) VP Marketing and Branding @ Retained by RAH to lead the integration and brand selection process for their acquisition of Frontier and Midwest Airlines ( a combined $1.7 billion ). Led RAH in the development of a new vision, mission and values and new culture for RAH. Developed a new marketing strategy that elevated the awareness on a national basis From March 2010 to June 2011 (1 year 4 months) Branding Consultant @ Consistently successful at driving high-impact, cost-effective marketing and branding initiatives that build worldwide brand recognition, capture market share, and increase revenues. Proven strengths in quickly identifying and developing strategic plans to capitalize and focus on opportunities within businesses and companies. Visionary and entrepreneurial impact marketer, branding expert, and strategic leader with ability to map direction that enables category differentiation and leadership. From January 2010 to August 2010 (8 months) EVP @ Brought on board to run the marketing department and rebrand/reposition the business, which had been sold on price versus having viable long-term strategy for luxury product. Restructured department in response to economic downtrends impacting business, including employee resignations and restructure of budgets. Contributed to strategically planning right size of company and developing plan for long-term financial stability. Identified $5M+ in savings (agency, collateral, headcount, research, photography) and created plan that led to 40K+ qualified leads. Established rebranding and repositioning process, including participation from 85% of employees. Drove educational branding process, RFP for creative agency, and expression of new positioning. RFP generated 70+ submissions from interested agencies. Creative work won 3 national awards for advertising and changed company’s positioning. Built base of highly affluent prospects from 60K to 100K+ by changing communications to electronics. From April 2008 to January 2010 (1 year 10 months) VP Marketing and Sales @ Led marketing activities for Vail and Beaver Creek (combined revenues of $225M; EBITDA at $129M). Grew group sales from $5M to $15M by reorganizing business (emphasis on repeat customers, new customers, price changes). Launched communications campaign that increased visitors at Beaver Creek from 700K to 900K in flat mature industry. Organized community in conducting RFP to discover creative position via new agency. Gained critical customer insights by educating community and stakeholders on branding process/research. Adjusted pricing by focusing on lowest prices offered; tickets were priced at $25 while face value was $82 – increasing group pricing to $40, which increased overall effective price from $38 to $55 without volume decrease. Drove business during key need periods by coordinating new events, including the 1st rock concert at Vail that resulted in the biggest day of the year during period when area was preparing to shut down (April; visitors increased from 60K to 150K+. From 2004 to 2008 (4 years) VP Marketing and Sales @ From 2004 to 2008 (4 years) Sr. Dir of Branding and Marketing @ Repositioned, differentiated, and created compelling identity for local low cost carrier. Conducted qualitative and quantitative research for 1st in company’s history as part of strategic repositioning process. Involved committees outside 300 person and all key stakeholders in RFP(creative agencies); achieved employee buy-in and rallied employees behind new positioning/ad campaign. Launched campaign that won awards and increased awareness in Denver from 45% to 80%. Introduced credit card for 1st time in company’s history as part of loyalty program (one of the most successful credit card launches generating $10M in upfront guarantees). Forged 1st time strategic partnerships, including one with Pepsi (saved 20% on soft drink purchases) and with local college teams – generating both advertising exposure and group revenues. Led development of LiveTV on all planes. From 2001 to 2003 (2 years) Dir. Marketing US Footwear @ Coordinated efforts of product development, sales, and US marketing for US footwear business - with key focus on ensuring integrated plan for US Footwear Team. Initially began with company as Director of Global Tennis; subsequently selected to join US Footwear Team and Golf Team. Integrated Global Marketing. Executed first integrated global marketing tennis plan and first integrated plan for US Footwear, including sales product development and US marketing. From 1999 to 2001 (2 years) Product manage @ From 1987 to 1993 (6 years) Product manage @ From 1987 to 1993 (6 years)
Hons BA, Economics History @ York University - Glendon College From 1979 to 1983 Ian Arthur is skilled in: Marketing Strategy, Advertising, Integrated Marketing, Strategy, Management, Strategic Planning, Brand Management, Strategic Partnerships, Event Management, Corporate Communications, Public Relations, Creative Direction, Email Marketing, Product Development, Leadership
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