Rob Assimakopoulos
Toronto,ON
Summary
Multi-sector Marketing Executive with strong track record of building businesses in both large and small scale enterprise. Product P&L with expertise in Marketing, Sales, Product Management, Brand Strategy, Digital Products, and Data/Technology systems. Builder of energized high-performing teams, fostering collaborative, productive operating environments and cultures. Launched impactful initiatives and instituted disciplined end to end performance frameworks. Vocal advocate for, and active champion of workplace diversity and inclusion, having built numerous teams that reflect the profile and values of the community.
Overview
28
28
years of professional experience
Work History
Founder and Principal
Silver Scion, Inc
01.2020 - Current
- Established a successful consulting practice by identifying market opportunities, analyzing customer needs and developing innovative solutions and strategies.
- Clients in multiple sectors including Telco, SaaS, Fintech, Retail Digital, Film Production, Culture Transformation and Beverage Alcohol.
Senior VP, Financial & Emerging Services
Rogers Communications
09.2021 - 03.2023
- Designed and launched new at-home and financial services and products that drove step change growth in sales and customer lifetime value
- Scaled innovative new 'store at the home' business model that drove significant increase in revenues, retention and customer satisfaction
- Led product development, digital and product strategy for financial services division of Rogers Communications, Inc., fueling a >2X growth trajectory for financial products portfolio
- Built strategy to expand bank financial product offerings with new integrated telecommunications and banking products.
- Championed innovation and rallied cross-functional teams across the enterprise to deliver creative solutions to complex challenges.
Chief Marketing Officer
CIBC
08.2014 - 10.2020
- CIBC's Lead Global Marketing Executive. Led Brand Strategy, Customer Data Management, Product and Market Research, Advertising, Digital Marketing and Strategic Partnerships/Sponsorships for all lines of business across the bank
- Led team of >220, >$100MM Budget and 20+ Vendors and Agencies
- Rebuilt Bank brand positioning and launched innovative new marketing initiatives that drove brand awareness and improved customer retention
- Designed and launched new banking products, customer segment marketing and customer experience programs that grew client franchise and customer lifetime value while reducing attrition across the portfolio
- Expanded CIBC brand into US Market by launching new digital bank that drove higher consumer deposits and increased brand awareness
- Developed and launched new digital-only Simplii Financial flanker brand, growing deposit book and profits to all-time highs while achieving Top 2 Brand Awareness and Consideration within first year
- Strengthened marketing performance through digital transformation and advanced analytics, driving up marketing ROI by +50%
- Improved team composition and employee experience as Inclusion & Diversity Executive lead in CIBC's largest corporate division.
Executive Director, Chief Marketing Officer
GM Canada, Ltd
06.2011 - 07.2014
- General Motors Canada's Lead Marketing Executive, responsible for Product Management and P&L, Marketing, CRM, Digital, Retail programs and Enterprise Data
- Led team of 50, >$300MM marketing budget, >$1.5bln sales Budget and 5 Agencies
- Reversed 3-decade market share decline by streamlining processes and implementing new digital solutions and integrated product marketing initiatives
- Improved marketing ROI by introducing new analytic capabilities and streamlined decision making processes that effectively engaged stakeholders and sharpened go-to-market strategy.
- Leveraged innovative marketing programs to promote a revitalized automotive product portfolio, driving growth in in key strategic automotive segments
- Developed strategic partnerships with key external partners in sports, entertainment and automotive racing to expand the organization's reach and influence.
Chief Marketing Officer
Canadian Football League
08.2007 - 06.2011
- Senior Commercial Leader for Canada's most storied and significant all-Canadian professional sports league.
- Reported to League Commissioner as part of the Executive Committee, leading team of 20 Sales, Marketing and Events Professionals, 3 Agencies, 3 North American Broadcast Partners and 100s of volunteers
- Increased brand awareness by developing and implementing comprehensive marketing strategies, driving industry-leading audience ratings, digital engagement and brand growth
- Rebuilt licensed merchandise and sponsorships business verticals, delivering highest-ever revenues from partnerships and fan merchandise sales.
- Executed 4 successful Grey Cup Championship events and architected a comprehensive National Marketing plan for the League's 100th Grey Cup Championship
Vice President, Marketing
Molson-Coors Brewing Company
03.2004 - 07.2007
- Senior Marketing Executive for industry-leading beverage portfolio, reporting to Chief Commercial Officer
- Led team of 15 Senior Marketers, $80MM budget, 6 Agencies
- Developed sound new brand strategies and launched compelling and innovative new marketing campaigns that restored market share growth after 6 straight years in decline
- Was voted among top 10 managed brands in Canada and received 2006 Cassie award for business-building marketing
- Drove double-digit growth and all-time high market share on Canada's leading import brand portfolio (Heineken, Corona, Miller)
- Spearheaded the renewal of multi-year distribution contracts on all import brands, strengthening partner relationships and securing sustainable growth.
Vice President, Marketing Innovation
Molson-Coors Brewing Company
01.2003 - 03.2004
- Developed new revenue streams through the launch of several new brand launches and innovative draught dispensing systems that were built on a proprietary new technology
- Achieved profitable enterprise share and volume growth with each launch, each of which continues to drive brand growth nearly 20 years later
- Established a culture of continuous improvement, establishing disciplined new product development and research processes, fostering innovation, speed to market and sustainable growth across the organization
Marketing Director, Innovation and New Business
Molson-Coors Brewing Company
11.2001 - 01.2003
- Developed and launched new products and brands that expanded market footprint and accelerated portfolio market share growth
- Introduced Molson's first-ever owned import brand across North America, instantly achieving top 4 import market share in Canada's largest province
- Selected to Top Talent Executive Leadership Development program.
Brand Manager, Global Fabric Care
Procter & Gamble
08.2000 - 11.2001
- Led strategic brand planning and new product development for P&G's Global $1.4 billion Fabric Care division
- Collaborated with a cross-functional Global Innovation Team to design, develop and validate new product initiatives and categories for 90 markets worldwide
- Developed strategic partnerships to design new products, benefits and identify unique opportunities for consumption growth and customer loyalty
Brand Manager, Laundry Brands
Procter & Gamble
04.1999 - 07.2000
- Grew national detergent brands to strongest-ever market share
- Launched innovative new products, sharpened pricing strategy, refreshed brand positioning/advertising and strengthened retail distribution to drive step change results.
- Enhanced brand recognition by developing and executing targeted marketing campaigns
Assistant Brand Manager, Oral Care
Procter & Gamble
03.1996 - 04.1999
- Boosted franchise growth and profitability by >100% with the launch of new, category-defining product launches and impactful marketing initiatives.
- Collaborated with sales team to develop pricing and promotional strategies for key accounts and channels
Education
MBA - Finance and Marketing
University of Windsor
Windsor, Ontario Canada04.1994
Bachelor of Arts - Economics
Western University
London, Ontario, Canada01.1992
Skills
- Communication - succinct, articulate written and oral skills
- Team Leadership - inclusive, positive coach, mentor and partner
- Analytical Decision Making - fact-based decisions leveraging power of data
- Adaptability - flourishing in diverse cultures and business sectors
Volunteer Experience
- Canadian Cancer Society, Board Director, 2018-10-01, 2022-06-30
- Canadian Marketing Association, Board Director, 2017-08-01, 2021-04-30
- Canadian Breast Cancer Foundation, Board Director, 2015-09-01, 2016-10-31
Hobbies and Interests
- Active Hockey and Soccer player, Snowboarder, Runner and Fitness enthusiast
- Enjoy Traveling, Live Entertainment, Reading and all forms of Arts/Culture
Languages
English
Native or Bilingual
French
Full Professional
Greek
Full Professional
Spanish
Limited Working
Timeline
Senior VP, Financial & Emerging Services
Rogers Communications
09.2021 - 03.2023
Founder and Principal
Silver Scion, Inc
01.2020 - Current
Chief Marketing Officer
CIBC
08.2014 - 10.2020
Executive Director, Chief Marketing Officer
GM Canada, Ltd
06.2011 - 07.2014
Chief Marketing Officer
Canadian Football League
08.2007 - 06.2011
Vice President, Marketing
Molson-Coors Brewing Company
03.2004 - 07.2007
Vice President, Marketing Innovation
Molson-Coors Brewing Company
01.2003 - 03.2004
Marketing Director, Innovation and New Business
Molson-Coors Brewing Company
11.2001 - 01.2003
Brand Manager, Global Fabric Care
Procter & Gamble
08.2000 - 11.2001
Brand Manager, Laundry Brands
Procter & Gamble
04.1999 - 07.2000
Assistant Brand Manager, Oral Care
Procter & Gamble
03.1996 - 04.1999
MBA - Finance and Marketing
University of Windsor
Bachelor of Arts - Economics
Western University