Chief Marketing Officer Canada · Global perspective
Ethan Fraser
Turning customer understanding into enduring brand value.
- 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
Designed for consequence.
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.
The evidence register
| Reference | Leadership work |
|---|---|
| 01 | Brand transformation ↗ |
| 02 | Customer growth ↗ |
| 03 | Market creation ↗ |
The leadership record
Trusted with consequential decisions.
In the boardroom
- Aurelia ConsumerIndependent Director · 2023 — Present
- The Creative Futures TrustTrustee · 2019 — Present
Recognition
- Marketer of the YearThe Brand Effectiveness Awards · 2024
- Women in Leadership — MarketingThe Boardroom Review · 2022
In conversation
- “How a fourth-placed brand became the category leader”The Brand Effectiveness Journal · 2025
- “Why the board should own brand risk”The Boardroom Review · 2024
- “Episode 104 — Customer truth over campaign noise”The Leadership Ledger podcast · 2023
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
An invitation
The most consequential work begins with a conversation.
For board, advisory and leadership conversations where brand strategy matters.
- Board appointments
- Advisory roles
- Speaking invitations
office@ethanfraser.example