About
Joel Arbuckle
Fractional CMO based in Halifax, Nova Scotia. Sixteen years of building marketing that sales teams can rely on and leadership teams can measure.
- 16+ years of business leadership and marketing experience
- Two-time international Gold award winner for brand work
- Expertise in growth, hiring and marketing operations
Bio
The short version
Joel Arbuckle is a fractional Chief Marketing Officer who helps growing companies in Canada and the United States turn ad hoc marketing into a system tied to revenue. He works as the strategic quarterback between leadership, sales and the agencies producing the work.
Joel’s early experience with small businesses and start-ups taught him to solve large problems by leading with focus and rapid, hypothesis-driven experimentation. His later years with larger organizations added a structured, data-driven approach. Together, that range lets him lead marketing with the tact and candour that a company’s people and culture require.
Having learned directly from the late Al Ries, the pioneer of positioning, Joel developed his own methodology built on Category Creation, Owning a Problem, Constitutional Cohesiveness, Strategic Storytelling and Results-Driven Marketing.
He founded the marketing agency Arbuckle Media, co-founded the technology company Happs Technologies, directed marketing for a technology group, and held marketing roles in the public sector. He is originally from New Glasgow, Nova Scotia.
Experience
What Joel brings to the table
Leadership
Managing and coordinating multi-disciplinary teams: routine one-on-ones, annual performance reviews, and coaching supervisors and employees who need guidance or corrective action.
Marketing operations
Processes and controls for web and marketing teams; SCRUM and project management; campaign development; digital ad budgets; rigorous ad and email testing standards; and goal-setting and reporting standards.
Sales
Setting and attaining sales goals, building sales funnels and processes, scoping projects, timelines and labour estimates, and aligning every marketing goal to sales objectives.
Presentation and public speaking
Sales pitches to new and existing clients, campaign and strategic plans to stakeholders, and keynote presentations for provincial tourism and digital-industry programming and other marketing events.
Recognition
Awards
Professional development
Continuing education
- SCRUM & Agile for Product Development, BrenDaniel PMP Professionals (2022)
- Business Analytics for Data-driven Decision Making, Matters of Data (2021)
- Design Thinking for Product Localization (2021)
- Customer Camp, RedRiot Communications (2020)
- Develop & Diversify Your Leadership, Sandler Training (2020)
- Strategic Management and Leadership, Sandler Training (2018)
- Sales Skills and Operations, Sandler Training (2017)
For event organizers and media
Speaker bio
Joel Arbuckle is a fractional Chief Marketing Officer based in Halifax, Nova Scotia, with more than 16 years of experience leading marketing for technology, financial services, e-commerce and regulated businesses. A two-time international Gold award winner (Hermes Creative Awards, MarCom Awards), Joel is known for a positioning-first approach shaped by the late Al Ries and for holding marketing accountable to revenue. He speaks on positioning, marketing operations and how growing companies can build marketing that sales teams trust.
Headshot: download high-resolution JPG. Speaking enquiries: joel@joelarbuckle.com
Let’s find out if I’m the right fit.
A 30-minute discovery call. You walk away with a clear read on what your marketing needs next, whether or not we work together.