Ari Sanyal

Experience

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  Trigger

  Jan 2010 - Jan 2016

  Director, Consumer Strategy

  Developed brand and marketing strategy for clients, ensuring business growth. Created new brand architectures with unique value propositions and customer segmentations. Responsible for marketing & sales analytics, research and applying consumer insights for competitive differentiation.- Created the new brand platform for an entertainment venue, making it Calgary’s most visited tourist destination – with 1.3 Million visitors per year – and Alberta’s 4th most loved brand (Ipsos 2014)- Developed brand strategy, product marketing and annual marketing plans for Alberta’s largest credit union, leveraging segment profitability data & customer life-stage insights to achieve marketing ROI- Produced engagement & usage targeted marketing campaigns for Alberta’s provincial healthcare service, undertaking market research and using consumer insights to grow usage intent by 340%. Show less

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  BBDO Toronto

  Jan 2010 - Jan 2010

  Account Planning Co-Op

  Delivered consistent high-quality insights on product development, marketing trends and delivery infrastructures in healthcare and retail, effectively applying learnings to increase marketing effectiveness- analyzed international product development for the province’s preventive healthcare startup module, the first implementation in Canada- generated trend reports on fast-food and retail snacks categories in North America.

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  Carat Canada

  Jan 2016 - Jan 2017

  Strategy Director

  Strategic leadership of a multi-disciplinary team on media strategy, annual marcom plans, new product launches and data & insights mining, to deliver marketing ROI/ROAS and implement agile marketing.- Led the media strategy for a leading North American automaker, developing customer lifecycle maps across product lines, leading data-driven customer targeting, activating content strategy in program sponsorships. Launched 3 new products in the Canadian market - Chevrolet Equinox, Bolt EV, GMC Terrain- Developed customer segmentation strategy for North America’s largest home improvement brand, applying sales analytics and website UX research to optimize e-commerce, resulting in 100% online sales growth- Comprehensively mapped the Canadian online gamer community, using online gaming behavior to develop customer personas and launch a market-leading video gaming console- Identified granular, localized alcohol consumption behavior across Canada, providing strategic guidance on consumption patterns of primary consumer segments in multiple environments. Show less

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  Ansell & Wolffe

  Jan 2017 - now

  Principal Strategist

  Developed brand and marketing strategies for clients in the energy, retail, education and entertainment sectors, uncovering category trends and consumer insights, establishing online analytics & reporting, leveraging customer behavior in new market penetration and market share acquisition.- Created a comprehensive market analysis of the cannabis industry in Canada, USA & Europe – customer decision journeys, marketing channels, retail sales and customer experience – enabling product strategy in a 76% YoY growth market- Executed a sector analysis of the Continuing Education market in Canada – brand awareness, channel marketing, engagement campaigns, website UX, product launches & pricing viability, to create a marketing program for a sector with 42% unmet demand- Initiated a corporate responsibility review for a leading Oil & Gas corporation, evaluating market-wise effectiveness, optimal experience, funding opportunities, shared value and economic alignment. Show less

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  FKA

  Oct 2021 - May 2022

  Strategy Director

  Led a team in developing marketing strategies, brand identities, integrated marketing plans and digital marketing programs for financial, real estate and retail brands.- Created integrated marketing strategy and activated annual marketing plans for a premium inner-city real estate development- Renewed a 40-year-old B2B/B2C brand with new brand architecture, customer segmentation and value propositions, optimizing multi-channel customer relationships- Responsible for the development of social media strategy for a leading Canadian financial institution. Show less

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  Society of Petroleum Engineers

  Jan 2023 - now

  Analyst