George

Key Career Highlights - Actions, Results

CMO - Equifax Canada
Chief Marketing Officer, 2019 – 2020
• Led the development and deployment of the company’s core strategy and tactical elements
• Led the strategy and execution for Fraud and Commercial SaaS product lines
• Executed the vertical and go-to-market product strategies for accelerated growth for Financial
Institutions, Credit Unions, Automotive, Government, Digital, and Small and Medium Business
• Ownership of the corporate strategy - development and execution
• Led the Strategic Steering Committee on strategic execution
• Developed and deployed a multi-channel marketing communications plan (brand advertising,
social media, customer events, webinars, public relations, campaigns and promotions)
• Deployed an SEO/SEM strategy that increased our Marketing Qualified Leads by 50%
• Measured Marketing’s effectiveness through core KPIs
• Delivered company’s Growth Playbook for 2020 – 2022
• Vertical teams delivered 7.4% Y/Y growth
• Launched 5 new products in market
• Led the teams that grew Fraud business at 10% Y/Y and Commercial products by 8%
• Deployed our Marketing KPIs:
o $88M - Sales pipeline generation
o 9X - Marketing ROI
DMTI SPATIAL 2006 – 2010
President – Client Management
Recruited to this GIS company to accelerate revenue growth and increase EBITDA. Under my leadership,
DMTI rapidly expanded its client base in the Telecommunications, Public Sector, Finance, Retail,
Oil & Gas, and Location Based Services sectors
• Led Sales, Marketing, Customer Service and Implementation with a team of 25 people
• Accelerated the acquisition of new enterprise clients
• Initiated the Operational Excellence process accelerating pipeline opportunities and delivery
• Launched SEO/SEM capabilities
• Doubled revenue to $13.8M while growing EBITDA to 15% after several years of losses
• Redeveloped and relaunched website including Eloqua integration
• Launched Location Hub, Flood Risk Scores, and Geo-boundaries delivering over $3M
• Led the team that successfully closed over $20M in new deals (Canada Post, Genworth Financial,
Ford, GM)
• Led the team that signed over $4.0M of long-term multi-year licensing agreements with Bell,
MTS/Allstream and Telus
• Successfully negotiated sole-source agreements with RCMP, DND, CSIS, INAC, and
PWGSC totaling over $1.5M annually