Let's connect! Check out my website at geoffreybday.com or email me at geoffreybday@gmail.com Allow me to introduce myself. I am a modern, consumer-centric Marketer with years of experience using insight and analytics to identify business strategies that generate incremental revenues and improve the customer experience. My opinion of Marketing is that it should form the basis of business strategy. Good strategies and Marketing programs are not based on guesswork; insight drives action. As such, I have always sought to guide the decisions I make and the Marketing strategies that I create on a strong foundation of customer and market understanding – developed through primary research, market and competitive research, analytics and a focus on return on investment. Of course, the best designed programs can fail with poor execution – which is why I pride myself on being able to not only build effective strategies using analytical rigour but also lead Marketing and/or cross-functional teams to execute them. My Marketing experiences have led to a broad range of skills in Digital and Direct Marketing, CRM, customer and product management, communications, brand management, business development and sales. I have progressed throughout my career from a sole contributor to leading large Marketing teams and managing multi-million dollar budgets. I have experienced many different Marketing challenges but have found that my approach to Marketing as a science has enabled me to be successful in the face of whatever challenge is presented.

Vice President, Business Solutions @ We work in the space where marketing, analytics, technology and creativity converge. In a world where change is the only constant and chaotic disruption is commonplace, we bring value by solving ambiguous problems in ways that traditional consultants and agencies can’t. Our clients look to us: + To help clarify their purpose + To help build their organizations and brands + To help develop the interconnected experiences that bring their brands to life + To help their organization innovate and change + To help develop game-changing strategies and drive them through to impact Specialties: Brand Strategy and Creative Design, Marketing Strategy and Execution, Organizational Design, Business Consulting and Analytics, Innovation and Product Development, Interaction and Experience Design, Integrated Creative From March 2014 to Present (1 year 8 months) Toronto, Canada AreaDivisional Vice President, Consumer Insight & Analytics and Direct Marketing @ Supported the executive team in their transformation of Sears Canada through deep customer and market understanding. Used this insight to create and implement new Direct Marketing programs that drove sales. + Led a diverse and multifunctional team of 30 members collectively responsible for Sears Canada's consumer insight and analytics as well as its execution of Direct and Digital Marketing programs + Combined market research and analytics to build comprehensive, longitudinal measures of business performance (market and sales, consumer and brand perception, Marketing ROI) and then used this understanding to guide improvement efforts + Redefined our market positioning, category and competitive insights to enable better business decisions and develop the organization’s customer segmentation strategy + Created a new Marketing team (Direct to Consumer Marketing) that leveraged data analytics to drive targeted Marketing programs and generate annual sales of $50MM + Produced an array of triggered Marketing executions across numerous Direct and Digital Marketing programs capitalizing on known consumer purchase patterns within the Sears cardholder data From April 2012 to March 2014 (2 years) Toronto, Canada AreaSenior Director, Marketing @ Led a team of 12 members within the Marketing department of an international energy company with responsibility for all communications, branding, customer acquisition / retention, product development and sales support. + Managed the listing of the Just Energy Group of companies on the New York Stock Exchange + Supported the sales needs of over 1,000 residential and commercial sales agents in a $3B company that spans across Canada, the United States and the United Kingdom + Responsible for all communications to 1.8MM customers (welcome letters, renewals, acquisition packages, etc) + Developed all residential consumer-facing materials (product brochures, flyers, contracts, etc.) and commercial sales materials (FSI, client presentations) to assist sales agents From October 2010 to April 2012 (1 year 7 months) Mississauga, CanadaDirector, Marketing @ Led Sun Media's business transformation efforts by focusing on consumer insight and audience analytics to guide product improvement efforts across Sun Media's print and digital products. + Developed the “Digital Plan” for Sun Media’s content management across multiple brands and platforms including how to maximize value across social media, print, digital and mobile platforms + Served as product manager for the 24 Hours free daily newspaper with 2MM weekly readers across its 6 urban markets; led product redesign efforts in 2009 and 2010 + Developed an online customer research panel across Sun Media’s print and digital products with 10K members that resulted in 40+ studies to drive deep audience insights + Analyzed Sun Media newspaper audiences to identify business clients whose products have natural appeal to our audience; developed tailored sales presentations to secure targeted advertising From April 2008 to October 2010 (2 years 7 months) Senior Marketing Manager @ Founding Marketing team member that used deep customer insight and understanding to build and execute a winning brand launch, customer acquisition and management strategy. + Achieved a dominating market share position with 85% Retail market share against our competitor (XM Canada) + Responsible for creating corporate Marketing plans and managing the $15MM budget + Developed, executed and managed a comprehensive Sports Marketing strategy that included a CFL league and team deals, strategic deals with NHL, NBA, CHL and NASCAR + Focal decision making resource for SIRIUS Canada with data derived from a combination of customer insight, data modeling and analysis as well as strategic guidance + Key Speaker at The Market Research Event on online panel management From February 2006 to April 2008 (2 years 3 months) Associate Director, Marketing @ Key member of the Bell Mobility Loyalty and Retention team responsible for achieving historically low customer churn rates and redefining customer management processes. + Retention programs led to subscriber churn rates of 1.26% in 2004, an 11.3% improvement on the prior year and a North American wireless industry record + Responsible for the identification and development of strategic customer retention programs through ongoing data analysis, forecasting and trending, customer insight and research + Managed all corporate responsibility for Bell Mobility hardware upgrades and their $50M+ annual cost; exceeded corporate budget expectations in both 2004 (81.3% of budget and 82.3% of expected cost resulting in a $9.6M savings) and 2003 (83.5% of budget and savings of $19.5M) + Developed and implemented targeted proactive hardware campaigns for direct Loyalty group execution that ensured customer satisfaction while providing strong corporate benefits + Responsible for implementing a new Collections process awarded a “Best in Class” rating from PWC + Conceptualized, developed and launched many successful new features (e.g. JustOne, Call Redirect, Messaging Bundles); achieved a 40% lift in 2002 feature sales and $5M in incremental revenues From May 2000 to February 2006 (5 years 10 months)

MBA, Management of Innovation & New Technology, Finance @ McMaster University From 1998 to 2000 Hon. B.Sc, Biochemistry @ University of Toronto at Mississauga - Erindale College From 1993 to 1998 Geoff Day, MBA is skilled in: Customer Retention and..., Corporate Branding, Business Strategy, Product Management, Market Analysis, Market Research, Budget Management, Promotions, Sponsorship Management, Sales Management, Budget Development, Sports Marketing, Customer Experience, Strategic Planning, Online Branding, Customer Retention, Product Marketing, Marketing Strategy, Online Marketing, Marketing Communications, Budgets, Sponsorship, Sales Operations, Direct Marketing, Competitive Analysis, Strategy, CRM, Management, Sales, Brand Management, Marketing Analytics, SEO, SEM, Marketing, Loyalty Programs, Customer Insight, Analytics, Advertising, Digital Marketing, Leadership, Cross-functional Team..., Business Development, Integrated Marketing, Online Advertising, Customer Acquisition