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Edgar Baum

Co-Founder & CEO @ Strata Insights Inc.

Transforming how organizations integrate Finance and Brand measures, CEO at Strata Insights, Post-Graduate Lecturer

Toronto, Canada Area

Ranked #973 out of 19,460 for Co-Founder & CEO in United States

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Edgar Baum's Email Addresses & Phone Numbers

Edgar Baum's Work Experience

Strata Insights Inc.

Co-Founder & CEO

July 2015 to Present

University of Toronto School of Continuing Studies

Lecturer, The Finance of Brand Management

June 2015 to Present

Brand Finance

Managing Director, North America based in New York & Toronto

September 2011 to June 2015

Edgar Baum's Education

University of Toronto

BA Mathematics Fine Art History Philosphy


Leadership Leadership Development

2008 to 2013

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About Edgar Baum's Current Company

Strata Insights Inc.

Strata Insights Inc. is the only company that assesses all aspects of corporate activity to prove and predict the financial contribution of brand to the bottom line. Strata Insights’ disruptive approach looks at methodologies and data, including mathematical, econometric, investor relations, linguistic, behavioral and perceptual, to financially quantify strategic opportunities. The resulting information indicates the comparative financial...

Frequently Asked Questions about Edgar Baum

What company does Edgar Baum work for?

Edgar Baum works for Strata Insights Inc.

What is Edgar Baum's role at Strata Insights Inc.?

Edgar Baum is Co-Founder & CEO

What is Edgar Baum's personal email address?

Edgar Baum's personal email address is e****[email protected]

What is Edgar Baum's business email address?

Edgar Baum's business email addresses are not available

What is Edgar Baum's Phone Number?

Edgar Baum's phone (416) ***-*300

What industry does Edgar Baum work in?

Edgar Baum works in the Management Consulting industry.

About Edgar Baum

📖 Summary

We are in an era where brand = business and business = brand. I provide thought leadership and visionary thinking at the leading edge of brand management. I integrate behavioural science, mathematics, corporate valuation, risk and volatility modelling, strategic objectives and corporate/brand culture to provide a holistic approach to deliver brand measurement practices that provide a significant competitive edge. In addition to working direct with senior executives, brand, creative and communications agencies, and market research firms, I apply my expertise with two leading edge standards organizations, The MASB in the USA and the ISO. I also have the privilege having developed the first course of its kind, The Finance of Brand Management at the University of Toronto. In my work with executive management teams, they are able to understand how intangible investments tie to tangible business results. Through working together, CMOs communicate with their executive counterparts through statistics and financial figures and bring organizational alignment towards a common brand vision. Subsequently CFOs understand how to calculate the future benefits and value of today’s investments. I’m the Co-Founder and CEO of Strata Insights. Visionary leaders use Strata Insights to have a competitive advantage in understanding the inner workings of their business, especially the relationship between perceptions, behaviour, and corporate performance. We also provide visionary leaders with the tools they need to have the edge in understanding the various business categories in which they compete or wish to compete in. Specialties: Brand Evaluation, Integrated Dashboards, Integration of Corporate Finance and Brand Measurement, Market Research Analytics & Survey Design, Pricing Analysis, Forecast Optimization, Causality & Correlation Analysis, Risk & Volatility Modelling, M&A.Co-Founder & CEO @ Strata Insights Inc. is the only company that assesses all aspects of corporate activity to prove and predict the financial contribution of brand to the bottom line. Strata Insights’ disruptive approach looks at methodologies and data, including mathematical, econometric, investor relations, linguistic, behavioral and perceptual, to financially quantify strategic opportunities. The resulting information indicates the comparative financial benefits of brand expenditure versus tactical expenditure; what positioning has the best revenue potential and many other strategic insights. Strata Insights is heavily involved in establishing industry standards (MASB and ISO) to help visionary executives, from CMOs to CFOs, recognize the financial importance and credibility of brand in transforming how businesses operate. For more information visit As the CEO & Chief IP Architect of the company I lead the development of rigorous financial, mathematical, behavioral and linguistic tools to identify category, peer and internal relationships. We are mathematicians, business professionals, academics, marketers, and thought leaders who actively challenge and enhance how the relationship between the brand and the business are evaluated globally. We have the privilege of working with leading corporations and we also collaborate with strategy firms, brand consultancies, advertising agencies, and research houses. We deliver unprecedented and leading edge measurement solutions to understand brand and corporate reputation as business drivers amongst all stakeholders. From July 2015 to Present (6 months) Lecturer, The Finance of Brand Management @ I have developed a brand new, post-graduate course for the University of Toronto called "The Finance of Brand Management"​ as part of the University's Brand Management Certificate Program. This course is the first of its kind in North America and integrates the disciplines of corporate finance, forecasting, market research, brand management, and brand evaluation into a single organizational competency. I am presently lecturing the inaugural delivery of the material. The focus of the course is to educate marketers and brand owners on the leading edge macro and micro factors that influence financial decision making in managing brands as well as training them on the usage of market research and statistical analysis to inform decision making. Lastly, the course focuses on an applied case study to use in enhancing decision making for brand owners within their organizations during the course of the one-semester course. Present students are brand owners or aspiring brand professionals in numerous industries including technology, banking, FinTech, CPG, financial services, and non-profit. From June 2015 to Present (7 months) Managing Director, North America based in New York & Toronto @ Brand Finance helps clients to measure, manage, maximise and monitor their brands to drive business performance. As the Managing Director for Brand Finance I was responsible for the North American operations. This included: ► Building the marketplace for Brand Valuation and Brand Measurement practices. ► Leading client engagement so they can identify what they are looking for in Brand Finance service offerings ► Speaking regularly at universities and industry conferences. ► Being an active commentator for several television programs, radio shows, newspapers, and business magazines including: BNN, CBC, Report on Business Magazine, The Globe & Mail,, Luxury Daily, CTV, The Dallas Morning News, Yahoo Finance and The Huffington Post. My primary function was to lead development efforts for brand valuation and related services in North America and since joining Brand Finance I led my team to double the business every year. I relaunched the Toronto Office in fall 2011 and was subsequently promoted to run the North American Offices in Toronto and New York From September 2011 to June 2015 (3 years 10 months) Director, Founder @ As a entrepreneur I had a number of freelance client relationships. During the course of a year I was the Acting Controller for an environmental engineering firm. I worked for a university and advised on a couple of consultancies: ► Cleaned up 9-months of financial reporting challenges in about 90-days. ► Helped client to set up their year end reporting and integration with SAP. ► Developed a model for management to assess the effectiveness of their business development investment. ► Developed an analytics model for the student compliance department to understand how to better plan formal interactions with their students. From 2010 to September 2011 (1 year) Vice President, Partner @ At RK Global Consultants I worked with our clients on credit proposal submissions to raise debt and convertible debt including Risk and Financial Analysis for commercial financing. I worked together with partners and negotiated with lenders for better terms and new borrowing structures. Clients ranged from start-ups to $100+ million revenue multinationals. Financing transactions ranged from $250,000 to $50 million. ► Promoted to partner after 1 year. ► Generated 50% of firm's annual revenues within 2-years. From January 2006 to August 2010 (4 years 8 months) Lead Business Intelligence Designer, Partner, Board of Advisors @ BizCredit is a software company focused on delivering stream less, scalable forecast and risk modelling for credit applications. The target audience is companies ranging from startups through to $1billion in revenues. ► Developed an international credit and risk model for corporations seeking funding from banks and equity firms. ► The software was designed with an integrated forecast & sensitivity analysis models ► The software also included nine business valuation algorithms adapted to geographic uses. From October 2004 to January 2008 (3 years 4 months) Finance Specialist @ ► Successfully launched a customer profitability analysis program across all brands incorporating data sources from three distinct databases including Nielsen, Customer Point of Purchase, and corporate transfer pricing sources. ► Developed a national advertising effectiveness analysis program by identifying correlating information from multiple corporate and purchased market research sources . ► Calculated the effect of competitors activity on brand and volume cannibalization. From October 2002 to September 2004 (2 years) Business Development @ ► Built a private wealth client and prospect portfolio from $0 to $25 million+ in AUM (Assets Under Management) in 16-months. From June 2000 to August 2001 (1 year 3 months) Ottawa, Canada AreaBA, Mathematics, Fine Art History, Philosphy @ University of TorontoLeadership, Leadership Development @ Landmark From 2008 to 2013 Edgar Baum is skilled in: Competitive Analysis, Analytics, Business Strategy, Corporate Finance, Forecasting, Mergers & Acquisitions, Market Research, Mergers, Start-ups, Entrepreneurship, Financial Analysis, Finance, Leadership, Due Diligence, Business Development

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In a nutshell

Edgar Baum's Personality Type

Extraversion (E), Intuition (N), Thinking (T), Judging (J)

Average Tenure

2 year(s), 1 month(s)

Edgar Baum's Willingness to Change Jobs



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