Nathan Harland
Vancouver,BC
Summary
Dynamic brand leader with over 20 years of expertise in brand strategy, consumer insight, market analysis, integrated marketing, and project management across the entertainment, tourism, and consulting sectors. Proven ability to transform consumer and competitive research into impactful brand engagement programs, training tools, and comprehensive marketing plans that enhance awareness, drive adoption, and foster emotional connections. Skilled in leveraging strategic insights to create innovative solutions that resonate with target audiences and elevate brand presence in competitive markets. Committed to delivering measurable results through a blend of creativity and analytical rigor.
Overview
26
26
years of professional experience
1
1
Certification
Work History
Principal Consultant
HIDDEN TRACKS CONSULTING
12.2016 - Current
- Cultivated strong relationships with clients, enhancing satisfaction and loyalty through tailored solutions.
- Business development, public funding consultation and project management:
- Secured >$3M in funding for clients from FACTOR, Creative BC, Canada Council For The Arts & others.
- Marketing plans & execution, business development plans, grant writing and consultation for artists, event promoters (This is Blueprint, Live Nation), tech studios, developing labels.
Show Marketing Manager
LIVE NATION CANADA
08.2021 - 03.2024
- Managed cross-functional teams to deliver high-impact promotional campaigns for live events.
- Digital marketing: CRM, Search, Social, and traditional media. Experiential partnerships & events
- Cross-collaboration and communication with multiple departments, partners, agents and vendors.
- Proficient in Salesforce, Asana, G-Suite, MailChimp and Microsoft Office applications.
Caregiver
FAMILY CARE
03.2015 - 12.2016
- Moved our family to Vancouver, BC to provide end of life care to my parents, and child care for our son.
Senior Director of Marketing
UNIVERSAL MUSIC CANADA
10.2013 - 02.2015
- Developed and executed data-driven campaigns, leveraging consumer insights to drive revenue growth.
- Day to day leadership of marketing team; responsible for a diverse range of projects, events, creative and communications. Oversight of team campaigns, budgets and sales targets.
- Worked across the international organization, aligning multiple stake holders in strategy, planning and implementation of marketing & communications campaigns and events.
- Monthly forecasting, budgeting, sales and online health analyses for all frontline projects.
- Responsible for $4M annual marketing budget, MediaCom (agency) guidance and direct bookings.
Country Lead, Global Insight
UNIVERSAL MUSIC/ EMI MUSIC
01.2009 - 02.2015
- Adapted and implemented market research in Canada
- Implemented industry leading consumer segmentation with Global Insight team, employed insight to optimize marketing practices & campaigns
- Monitored consumer awareness of UMG projects through data and consumer surveys/research. Optimized marketing strategies in response to results.
- Consulted with TNS/MediaCom (UK) updating Global consumer segmentation, localized research and tools for Canada.
Director of Marketing
UNIVERSAL MUSIC CANADA
11.2012 - 10.2013
- Contributed to business planning, marketing strategy with senior management, & mentorship to team
- Approved team marketing plans, event proposals, creative & communication materials.
- Product manager to dozens of international & domestic projects from Arcade Fire-Beck.
Director of Marketing
EMI MUSIC CANADA
01.2009 - 11.2012
- Leadership of the marketing team under VP Marketing and Promotion.
- Chaired weekly marketing priority meetings, aligning departments to deliver on business goals.
- Responsible for accuracy of all communications / materials: ad copy to long form legal documents.
- Won the RFP for Vancouver Winter Olympics 2010 Opening and Closing Ceremony soundtrack: worked with Wack on branding, production, distribution and sales of 3 album (CD) releases.
National Marketing Manager
EMI MUSIC CANADA
08.2005 - 01.2009
- Project manager for dozens of EMI International and Canadian projects, responsible for all aspects of product launches.
- Led efforts of sales, promotion, digital and media departments delivering #1 chart debuts for Coldplay, the Rolling Stones, Iron Maiden, David Guetta (first #1), and Nickelback among others.
- Developed and executed major partnership programs and events with Bell Media, GM Motors, WestJet, Fairmont Hotels, Live Nation, MTV Canada, MuchMusic & others.
- Promoter, manager and artist relations: represented EMI in industry initiatives with Music Canada, CARAS, NXNE, Canadian Music Week & international marketing summits.
Regional Promotion Rep
EMI MUSIC CANADA
04.2003 - 07.2005
- Responsible for local media, marketing, and promotion of EMI artists in Western Canada (May 2003-2004) and Toronto/Western Ontario (May 2004- June 2005).
- Primary contact for local media (radio, TV, press, blogs) building on existing relationships.
- Managed 2004 JUNO Awards Radio & TV promotions in Edmonton for CARAS, planned EMI JUNO events
- Negotiated and executed local promotions and publicity schedules with artist managers & artists.
Western Marketing Representative
EMI MUSIC CANADA
07.1999 - 04.2003
- Executed multi-channel consumer marketing campaigns, advertising, events & promotions for BC-MB
- Worked with National Marketing Managers & Sales Directors on plans in Western Canada.
- Developed relationships with local music industry, radio, media, & members of the arts community.
- Tracked Western region sales & radio identifying opportunities for project and sales growth.
Education
Bachelor of Arts - History
University of Saskatchewan
Saskatoon, SK05-2026
Skills
- Strategic marketing and branding skills
- Extensive experience in executing marketing campaigns and events
- Team leadership in marketing
- Market growth strategist
- Digital transformation expertise
- Developed strategic initiatives to boost sales
- Implementation of consumer insights
- Consumer research
- Managed global insight initiatives
- Project oversight: Integrated Marketing and Consumer Research
- Facilitated over $3M in grants for music industry development
- Client relationship management & Collaborative partnerships
- Established executive relationships in the Canadian events and entertainment industry
Languages
English
Native or Bilingual
French
Limited Working
Certification
Mini-MBA Certificate - UBC Sauder School of Business
Hootsuite Social Media Marketing Certificate
Interests
- Outdoor Recreation, skiing, hiking, swimming and running
- Pilates, Yoga and Strength training
- Tech enthusiast, passionate about exploring the latest advancements and innovations
- Personal Development and Self-Improvement
Timeline
Show Marketing Manager
LIVE NATION CANADA
08.2021 - 03.2024
Principal Consultant
HIDDEN TRACKS CONSULTING
12.2016 - Current
Caregiver
FAMILY CARE
03.2015 - 12.2016
Senior Director of Marketing
UNIVERSAL MUSIC CANADA
10.2013 - 02.2015
Director of Marketing
UNIVERSAL MUSIC CANADA
11.2012 - 10.2013
Country Lead, Global Insight
UNIVERSAL MUSIC/ EMI MUSIC
01.2009 - 02.2015
Director of Marketing
EMI MUSIC CANADA
01.2009 - 11.2012
National Marketing Manager
EMI MUSIC CANADA
08.2005 - 01.2009
Regional Promotion Rep
EMI MUSIC CANADA
04.2003 - 07.2005
Western Marketing Representative
EMI MUSIC CANADA
07.1999 - 04.2003
Bachelor of Arts - History
University of Saskatchewan