Alex Singleton
Toronto,ON
Summary
I am a driven strategist who has a passion for brand development. With a background in business, and a side-hustle in stand-up comedy, I believe that at the heart of a strategist, is a good story-teller, who can translate insights that move consumers to action.
Overview
7
7
years of professional experience
Work History
Senior Strategist
Leo Burnett
Toronto , ON
05.2023 - Current
- Developed insight-led creative briefs and strategies that led to full-service creative campaigns for brands such as Shoppers Drug Mart, CPP Investments, Buick, GMC, Ashley Furniture and TD Bank.
- Developed creative briefs for a variety of brands including Shoppers Drug Mart, CPP Investments, Buick, GMC, Ashley Furniture, TD Bank.
- Played a key role in several new business pitches by leading focus groups and quantitative research to probe and validate our thinking.
- Brought open briefs and proactive ideas to the agency based on key moments in pop culture that would fit authentically with our brands' business.
- Collaborated with cross-functional teams including creative, media, and account management to deliver integrated marketing solutions that aligned with client objectives and budget.
Senior Strategist
Sid Lee
Toronto , ON
03.2023 - 05.2024
- Spearheaded the strategic development and execution of successful advertising campaigns, including H&R Block, which resulted in a 3% increase in YoY revenue growth.
- Fostered strong relationships with clients, serving as a trusted partner and collaborator. Due to my relationship with the H&R Block client, I was invited to assist in the development of the client's marketing plan, where I led workshops and brainstorms that allowed the client to uncover key business objectives and strategies.
- Crafted bi-weekly competitive audits for H&R Block and belairdirect and provide strategic recommendations on how the brands should pivot and position themselves against the competition.
- Mentored a team of analysts, providing guidance and support to ensure successful project delivery and professional growth.
Strategist
Sid Lee
Toronto , ON
04.2021 - 03.2023
- Developed insight-led creative briefs and strategies that led to full-service creative campaigns for brands such as PC Optimum, PC Financial, Marshalls, HomeSense, H&R Block and belairdirect.
- Worked with tight deadlines to facilitate new business development by submitting pitch documents (RFPs and RFIs) and winning clients such as Destination Canada and VQA.
- Demonstrated expertise in digital marketing, social media, and emerging technologies, staying current with industry trends and leveraging new opportunities to deliver innovative solutions for clients.
Strategist
The T1 Agency
Toronto , ON
09.2017 - 04.2021
- Managed qualitative and quantitative research studies in Vancouver, Calgary, Montreal, Winnipeg and Toronto to inform marketing and partnership strategies for clients such as the Dairy Farmers of Canada, Dairy Farmers of Manitoba.
- Crafted detailed consumer portraits for clientsusing Vividata and other syndicated research studies.
- Analyzed all previous RFPs and RFIs to develop a five-year business development strategy that would allow The T1 Agency to meet the goal of tripling its growth by 2022.
- Supported the launch of a new agency, Humanity, alongside the VP, Strategy, and Chief Creative Officer.
Education
Bachelor of Arts - HBA (Honors Business Administration)
Ivey Business School, Western University
London, Ontario05.2017
Skills
- Brief writing
- Brand strategy
- Distilling consumer insights
- Data analytics
- Qualitative and quantitative research
- Creative ideation
- Case studies
- Proficient in Microsoft Office Programs, Keynote & Google
Affiliations
Improv A, The Second City Training Centre (2019)
- Developed a training session at The T1 Agency to facilitate effective brainstorming using the techniques learned in Improv A.
Stand Up 1, The Second City Training Centre (2018)
- Wrote material for a 10-minute set that was performed in the John Candy Box Theatre to over 80 people.
Timeline
Senior Strategist
Leo Burnett
05.2023 - Current
Senior Strategist
Sid Lee
03.2023 - 05.2024
Strategist
Sid Lee
04.2021 - 03.2023
Strategist
The T1 Agency
09.2017 - 04.2021
Bachelor of Arts - HBA (Honors Business Administration)
Ivey Business School, Western University
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