Estelle CaldwellChief Marketing Officer · Essays & perspective

Field notes / Estelle Caldwell

Chief Marketing Officer · Canada · Global perspective

Dispatch 01 / Canada · Global perspective

Brand3 min read

Positioning is a choice the business must deliver

A brand promise should be recognisable in product, service and commercial behaviour.

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Portrait of Estelle Caldwell
Estelle CaldwellCanada · Global perspective
English · French

Open to Board appointments · Advisory roles · Speaking invitations

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The work behind the notes.

Explore the career →

  1. 2020 — Present

    Chief Marketing Officer

    Aldermoor Group

  2. 2016 — 2020

    Vice President, Brand & Growth

    Fairhaven Holdings

  3. 2012 — 2017

    Global Brand Director

    Aurelia Consumer

  4. 2006 — 2012

    Marketing Manager, Emerging Markets

    Harrow & Vale Industries

The journal

Further reading.

  1. 02

    Customer experience3 min read

    Growth measurement needs honest boundaries

    A change in revenue can reflect pricing, distribution, product, sales execution and market conditions as well as marketing.

  2. 03

    Growth3 min read

    Customer insight should change a decision

    Research has limited value if the organisation cannot name what it will do differently as a result.

A leadership conviction

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.

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

Beyond the page

The record behind the perspective.

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

Formation

  • MBA, Strategy & FinanceWestbrook School of Management · 2004
  • BA, EconomicsSt. Aidan's College · 2002
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
Isabelle FontaineChair, Aurelia Consumer
The full record ↗

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Write to Estelle Contact page

office@estellecaldwell.example