Executive summary / Personal profile
Thomas Whitmore
Chief Marketing Officer Canada · Global perspective
Turning customer understanding into enduring brand value.
Open to Board appointments · Advisory roles · Speaking invitations
Start a conversation01 / Leadership approach
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
02 / Areas of responsibility
- Brand strategy
- Customer experience
- Growth marketing
- Market intelligence
- Category brand
- #1
- From fourth in three years
- Customer lifetime value
- 2.6×
- Through loyalty and experience redesign
- Markets launched
- 19
- One brand, locally fluent
- Effectiveness awards
- 34
- For work that moved the business
Evidence from practice
- Brand transformation
- An expanding portfolio had blurred the organisation's proposition.
- Customer growth
- Acquisition activity and customer experience were managed in separate conversations.
- Market creation
- Entering an unfamiliar segment required more than a new campaign.