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Work

Work & recognition

Award-winning brand work, and a look at how my fractional CMO engagements are scoped. Client names are kept confidential.

Recognition

International awards for brand work

Both awards are administered and judged by the Association of Marketing and Communication Professionals (AMCP), whose competitions draw thousands of entries from Canada, the United States and other countries.

Hermes Creative Awards · Logo Design

Changing the face of a professional sport

A complete visual identity and brand system for an international professional racquetball tour, built over the 2018–19 season and launched the following year.

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MarCom Awards · Branding Refresh

Rebranding a region’s industry leader

A full redesign of a Nova Scotia not-for-profit safety organization’s visual brand, website and marketing collateral, delivered through Arbuckle Media.

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Fractional CMO engagements

How recent engagements are scoped

Detailed case studies with results will be published as engagements conclude and clients approve them. Until then, here is what the work looks like.

Technology services · Canada · In progress

A go-to-market foundation for a multi-line technology provider

The situation: A technology services company with several distinct business lines, all sharing one undifferentiated go-to-market. Web leads arrived without a source, and there was no documented brand voice or sales playbook to train a growing team on.

The scope: a 90-day Foundation Sprint.

  • Positioning validated with the Any-Three-People Test, at the start and at day 90
  • Distinct, problem-based messaging for each business line
  • Web lead flow re-engineered to capture source, UTM and intent into the CRM
  • Customer retention and nurture cadence for the existing base
  • Tiered service comparison pages and sales collateral
  • A documented playbook, marketing constitution and SOPs for new hires
Wealth management · United States · Engagement blueprint

Growth-stage marketing for an independent advisory firm

The situation: A partnership that had moved from a large institution to independence, with strong specialty verticals and active content, but no lead capture, no ratified brand standards, and partners acting as the marketing department.

The proposed scope: a 90-day prove-it-first engagement.

  • Audit of everything in motion and how leads are tracked in the CRM
  • Brand voice and style guide ratified by the partnership
  • One accountable plan coordinating three existing agencies
  • Lead capture added to existing content: forms, booking links, gated guides
  • A restarted podcast and email newsletter with defined KPIs
  • A five-minute monthly report tying spend to meetings and pipeline

Career highlights

Sixteen years on both sides of the table

Before going fractional, I founded and ran a marketing agency, co-founded a technology company, directed marketing for a technology group, and held marketing roles in the public sector. That range is why I can sit comfortably between a leadership team and its agencies: I’ve been both.

Read Joel’s full bio
  • Brand positioning
  • Category design
  • Go-to-market strategy
  • Marketing operations
  • SCRUM & agile marketing
  • CRM & attribution
  • Klaviyo & lifecycle
  • Shopify
  • Meta & Google Ads
  • SEO
  • Sales enablement
  • Team leadership
  • Public speaking
  • Visual identity

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.

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