Hi, I’m
Bruce Buchanan
Burlington,Canada
Summary
A dedicated mentor/leader with excellent interpersonal skills, focused on achieving results. Key Skills: Leading people - Sales strategy planning - Merchandising, Operations - Strategic thinker - Go to market strategies - Customer management - Building innovation pipelines - Project management - Global Marketing / Leading cross functional teams - Innovation, Proficiency in Microsoft Suite Programs (Excel, Word, PowerPoint), Website management, Digital and SEO.
Overview
21
years of professional experience
Work History
Two Roads Communication
CONSULTANT
01.2019 - Current
Job overview
- Excels at Sales & Marketing Plan Execution | Proven Sales Revenue Driver & Brand Builder
- Proficient in conceptualizing and implementing client-centric strategies to reinvigorate and increase growth
- Skilled at leveraging both analytics with intuition to develop unique ways to overcome challenges
- Extensive traditional, digital, and e-comm experience creating the complete marketing approach to any product or service initiative
- Train, mentor, and motivate high performing teams, revitalizing product lines
- An active contribution to a work team, with an ability to work on sophisticated techniques, and evaluation criteria for acquiring results
- Work in collaboration with the branding and operational teams to build quarterly and annual communication plans and mid to long term marketing strategies to achieve business goals and enrich customer relationship issues where analysis of situations or data requires an in-depth evaluation.
Clintar Landscape And Snow Management
Business Development Manager
04.2023 - 12.2024
Job overview
- The primary function was to identify potential customers and generate customer leads into quoted sites and close deals in the Commercial/Industrial Real Estate Space
- (Average contract was to exceed $50,000 per annum and goal of 15-20 properties closed (Landscape and Snow Removal)
- Brand promotion through various marketing and public relation strategies
- Co-ordinating marketing campaigns with sales activities.
- Two Direct reports
- (Client Care Manager & Business Development Sales Rep)
- Involved in the creation of a wide range of different marketing materials
- Creation and publication of all marketing material in line with marketing plans
Garden Grove Landscape and Snow Management
Business Development
06.2022 - 04.2023
Job overview
- The primary function was to identify potential customers and generate customer leads into quoted sites and close deals in the Commercial/Industrial Real Estate Space.
- Brand promotion through various marketing and public relation strategies
- Co-ordinating marketing campaigns with sales activities
- Maintenance of data and records for administrative purposes.
- Strategic sales planning to reach established targets and to further grow the book of business.
WD-40 Company (Canada)Toronto, Ontario
Director of Marketing
01.2012 - 12.2018
Job overview
- Member of the Canadian Management Team
- Managed marketing P&L within a $20M business
- Managed team of 3.
- Directed the marketing function with emphasis on championing people, the brand and expanding the customer base
- Implemented integrated marketing communication plans that maintained brand consistency, maximized effectiveness, met measurable objectives, and executed customer relationship management strategy (B2B & B2C)
- Developed and managed a marketing budget in excess of $1.0M
- Developed and implemented marketing strategies and marketing promotions with all customers.
- Analyzed sales data and presented recommendations to sales & customers to maximize the business performance (ROI).
- Supported sales trade/retail partners, through product previews, to establish pricing and applicable marketing program support.
- Use all tools available (e.g., SalesForce, BI, POS, NPD, brand health checks, mix management) to ensure appropriate basket ring and higher than average turns at retail.
- Flexibility to adjust to a multifaceted fast-growing environment and willingness to do more than encouraged.
- Ability to be a true team-player, as well as be at ease to work independently and autonomously within an ambiguous business model.
- Set sales strategies and promotional sales targets for retail and industrial representatives (internal and external).
- Reviewed and revised internal processes to optimize sales and category management resources.
- Established sales training modules, qualitative and quantitative research, focus groups, product innovation, e-comm, digital initiatives and all packaging production.
- Improved comprehensive marketing initiatives to meet corporate 5- and 15-year strategic plans.
WD-40 CompanyToronto, Ontario
National Account Manager
10.2010 - 12.2012
Job overview
- Maintained functional sales relationships with National Broker network (ACOSTA Broker Sales - BC/AB/ONT/QUE, AMCA Broker Sales (Atlantic) and NATIONAL Broker Sales (AB/SASK/MAN)).
- Drafted detailed action plans for attaining sales and profit targets based on a solid understanding of customer needs and business opportunities.
- Launched new products in conjunction with marketing insights, research and customer forecast.
- Communicated with the Field Sales team and the sales department to coordinate promotions at points of sale and new product launches in stores.
- Use a variety of data sources (internal sales reports, Customer POS data, Nielsen data, market trends) to develop an in-depth understanding of the executional excellence across multiple Retail banners.
- Attended regional/national trade shows as necessary.
- Developed comprehensive Broker sales & marketing training program, generating +6-10% YOY sales growth
- Effectively managed budgets based on corporate objectives and draft sales forecasts for production.
- Negotiated programs, new sku and slotting fee agreements through comprehensive line reviews and managed in-store planograms.
- Prepared presentations, business reviews, and sales reports that identified areas for improvement and business opportunities.
- Market and suggest avenues for growth to customers.
WD-40 CompanyToronto, Ontario
Senior Brand Manager
10.2010 - 12.2012
Job overview
- Analyzed brand positioning and consumer insights (Salesforce, Neilsen/Homescan/U&A research projects).
- Shaped and communicated WD-40 brand vision and mission.
- Translated brand elements into plans and go-to-market strategies (traditional/digital).
- Led creative development to motivate the target audience to 'take action'.
- Established performance specifications, cost and price parameters, market applications and sales estimates.
- Measured and reported performance of all marketing campaigns, and assessed ROI and KPIs (monthly/quarterly).
- Monitored market trends, research consumer markets and competitors' activities.
- Oversaw new and ongoing marketing and advertising activities (traditional and digital).
- Managed all outside agency creative and content development.
- Monitored product distribution and consumer reactions.
- Managed all aspects of new product commercialization (R&D/Regulatory/Supplier/Packaging design).
- Aligned WD-40 around the brand's direction, choices, and tactics.
Two Roads CommunicationsBurlington, Ontario
Sales & Marketing Leader (CONSULTANT)
01.2004 - 09.2010
Job overview
- Customer Marketing Manager | Keurig Dr Pepper Canada | Sep 1, 2009 - Sep 1, 2010 (1 yr. - 1 mo.)
- Keurig Dr Pepper., Finished Goods (Red Juice, Sauces, CSDs) MOTTS (CLAMATO and SAUCE), STEWARTS Managed budget, financials, KPIs, and business insight development plans for Motts brands specific to Costco Canada
- Developed and executed regional and national healthy choice retail programs
- Accomplishments: Key research insights were developed and supported National commercial sales team increasing warehouse display implementation % (ACV distribution) by 50%
- Fulfilled Retail Consumer Sampling programs and Account Specific programs
- Costco customer interception grew by 35% vs PY with enhanced in-store sampling displays.
- Field Marketing Manager | Keurig Dr Pepper Canada | Sep 1, 2008 - Sep 1, 2009 (1 yr. - 1 mo.)
- Managed relationship with bottler (PEPSICO)
- Developed and managed marketing budget and activity Calendar ($+2.0M)
- Developed marketing plans designed to engage new and returning customers for Crush, Dr Pepper, Schweppes, and Vernors brands
- Tracked all marketing activities to develop creative ways to increase customer flow
- Tracked competitor activities to prepare counter marketing plans
- Was key stakeholder in all national promotions including Super Bowl, Dr Pepper Under the Cap - (Sales +22% vs PY), Toronto Indy and all online activity.
- National Sales Marketing Manager | Keurig Dr Pepper Canada | May 1, 2005 - Sep 1, 2008 (3 yrs. - 5 mos.)
- Cott Beverages) RC COLA HIRES ROOTBEER, DIET RITE, COUNTRYTIME LEMONADE (RTD) Managed relationship with bottler (Cott Beverages)
- Developed National retail sales & marketing plans by package, flavor, and channel to accelerate volume growth portfolio of independent brands
- Established brand marketing budgets
- Negotiated yearly partner contracts
- Managed annual marketing budget in excess of $1.0 M+
- Key Accomplishments: Re-energized RC Cola brand and produced consecutive YOY growth of 30% in a mature market
- Negotiated Country Time RTD royalty contract with Kraft to $0 including new investment commitment
- (Saving $100K annually)
- Expanded Keurig Dr Pepper market penetration with introduction of new Calorie Free DIET RITE brand nationally
- Executed launch of new Diet Rite in Western Canada
- Voted best new CSD in Sobeys line 2006.
- Packaging Consultant | Keurig Dr Pepper Canada| Jan 1, 2005 - Dec 1, 2007 (3 yrs.)
- Managed compliance of mandatory nutritional labeling for Crush, Canada Dry and Schweppes brands including coordination with labelers, printers, package designers, outside governing bodies
- Developed plan forward sustainability program for Warehouse Direct business
- Met benchmark roll-out dates
- Key Accomplishments: Collaborated with outside agencies to create unique and standard product display and delivery systems for WALMART to increase 'green footprint' and provide sustainability solutions as per contract
- Fulfilled Keurig Dr Pepper objective to achieve 5% (YOY) sustainability goals in packaging and corrugated programs.
Education
Sheridan CollegeOakville
Bachelor of Arts from Marketing And Design
05.1987
Skills
- Problem-Solving
- Team Leadership & Development
- Analytical Thinking
- Strategic Planning
- Issue Resolution
- Customer Relationship Management
- Project Leadership
- Goal Setting
- Client Engagement
- Work Planning and Prioritization
- Project Management Analysis & Evaluation
- Best Practices Implementation
- Organizational Development
- Processes and Procedures
- Staff Management
- Presentation Skills
- Customer Service
- Management Training and Mentoring
- Business Development
- Revenue Generation
- Vendor Collaboration
Websites
Accomplishments
- Selected Vendor of the Year for WD-40/Canadian Tire Jumpstart Program (Raised $130K for Jumpstart Charity)
- Developed comprehensive Broker sales & marketing training program, generating 6-10% YOY sales growth.
- Developed and managed website for WD-40 Canada
- Strategic Canadian specific marketing programs execution increasing overall sales growth +4.0M (2010 - 2018)
Hobbies and Interests
- Coached REP Minor baseball in Oakville (8 years) (OMBA)
- Coached YMCA basketball in Oakville (4 years)
- Friday Night Community Server (Meal Bag Program) Wellington Square Church (Burlington) (Ongoing)
- Church outreach program (Scott Mission - Toronto) - Hope Church, Oakville
Training
- Kantar | Sales Funnel Training (6 Modules) | Selling in a Price Increase
- Schulich School of Business Continuing Education | Creativity, Critical Thinking and Problem-Solving Skills | Strategic Brand Management and Product Marketing | E-Marketing Strategies | Kick Starting Your Brand
Languages
English
Full Professional
Availability
See my work availability
Not Available
Available
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeWork Location
On-SiteRemoteHybridSoftware
MS Office
Timeline
Business Development Manager
Clintar Landscape And Snow Management
04.2023 - 12.2024
Business Development
Garden Grove Landscape and Snow Management
06.2022 - 04.2023
CONSULTANT
Two Roads Communication
01.2019 - Current
Director of Marketing
WD-40 Company (Canada)
01.2012 - 12.2018
National Account Manager
WD-40 Company
10.2010 - 12.2012
Senior Brand Manager
WD-40 Company
10.2010 - 12.2012
Sales & Marketing Leader (CONSULTANT)
Two Roads Communications
01.2004 - 09.2010
Sheridan College
Bachelor of Arts from Marketing And Design
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