The new shape of strategy

A successful strategy requires a solid foundation, deep stakeholder engagement, integrated thinking and considerable diplomacy.

As a leader, you’re looking to spark meaningful change through a brand evolution, revitalization or revolution.

You and your team are smart and (hopefully) understand your business better than most.

And experience has taught you that a successful strategy is much more than a well-plotted Gantt chart.

The best strategies aren’t crafted by individuals, nor are they imposed on organizations by executive teams.

They require a vision to believe in. A narrative that everyone helps to shape. And a path to progress that employees and partners are eager to pursue together.

I’ve spent my career doing all of this—and honing the skills that will help me do it effectively for you. Let’s talk.

Brand & Business Strategy

  • I help to define a clear path forward by acting as a guide, coach or sparring partner—so that you can then spark the change you want to see.

  • From inception through impact, I work with you and your team to design a planning process that starts with the right inputs, establishes accountability, is built to measure and is structured to perform.

  • Strategy developed without engagement, is like building a straw house. To design strategies that work—and that can withstand the strongest blasts—I create narratives with your stakeholders, and map out paths you can take together.

  • Before you share your story with the audiences you care about most, you need the right story, rooted in brand fundamentals. And it must be crafted in a way that will inspire others, including your partners, your employees and your customers, to know you better. I help to get these fundamentals right.

Hello

As an experienced business and brand strategy leader, I specialize in accelerating transformation and growth for purpose-driven organizations.

My career path has been anything but linear.

Propelled by curiosity, serendipity and accomplishment, I’ve gathered a diverse set of experiences—spanning B2B, B2C and NFP, both within organizations and as a consultant—that have shaped my ability to see things in ways that others don’t.

And of course, I’m more than that.

I’m a dad of three inspiring kids, as well as a husband, son and brother. I look for balance in cycling, swimming and meditation. And I like to give back—currently, through volunteer engagements with Leap and Covenant House.

I believe that people matter most, and that the organizations who share that belief are destined to achieve great things.

Guiding Ambitious Brands

Canada Life

Brand Strategy
Paving the way.

Canada Post

Corporate Strategy & Execution
From products to solutions.

Canadian Tire

Brand Strategy
Sustained relevance, sustained success.

Earth Rangers

Corporate Strategy
Seeds of change.

RBC

Product Strategy
Designing to grow direct investors.

Trillium Health Partners

Brand Positioning
Competing for good.

Fairmont Hotels
& Resorts

Brand Strategy
Reviving relevance.

Toronto Blue Jays

Brand Strategy
Fuelling fandom.

United Way

Brand Positioning
Unignorable.

Leap

Brand Positioning
A model for change.

JAM

Strategic Counsel
It pays to play.

Triangle (CTC)

Brand Positioning
Canadian loyalty.

  • “Scott is a strong leader who quietly demands respect. He has a unique ability to keep our team focused while encouraging healthy, candid conversations—facilitating the flow of our discussions in positive directions—which makes space for constructive and collaborative change. I admire how he leads through listening and ensures that everyone feels heard.”

    Kristi Herold | CEO, JAM

  • “Scott played a critical role in the development and success of our corporate brand strategy, quickly becoming a trusted partner and guide. He is a joy to work with—passionate about what he does, constantly searching for inspiration to make our business better and a genuinely caring person. His fresh perspective and his ability to both partner with and challenge us delivered immense value for our team.”

    Andrew Morris | Vice President Brand & Sponsorships, Canada Life

  • “Scott always impresses with his exceptional creative and strategic skills on the various projects we've worked on together. His ability to think innovatively and develop transformative solutions is genuinely remarkable. In addition to being a great project partner, Scott is a trusted confidant who offers valuable insights when needed. His expertise in both creativity and strategy makes him a precious asset to any team or project.”

    David Lui | CEO, KIT + ACE

  • “Scott is an exceptional thought leader with a strong track record in strategic thinking and providing data-driven insights. I’ve had the pleasure of working with him for over a decade and know him as a great communicator and a highly collaborative thinker. I'm grateful for his growth mindset, expertise and professionalism and the role he played in keeping our business moving in the right direction.”

    Eva Salem | Senior Vice President Marketing & Brand, Canadian Tire

What interests me now.