Martin got fascinated with research in university when he was chosen to be part of a focus group for the launch of Miller Lite in Canada (sadly, no samples were provided) and has been a bit of a data nerd ever since. A natural math geek with a keen eye for seeking insights from the data, Martin loves all the 'a-ha' moments proper research provides.
Martin recently oversaw the Marketing & Research departments at for both Central 1 & Canadian Credit Union Association and has played a pivotal role in the strategic development, branding, marketing communications, and research for the whole cooperative system as Chair of the advertising program and dozens of individual credit unions for the last fifteen years.
Having led Marketing & Communications at G&F Financial Group for five years, he also led the introduction and promotion of the credit union's investment advisory services, as well as the rebranding of G&F itself – an experience he later applied to the rebranding of Central 1. Before these roles, Martin was a senior manager for 9 years at Pattison Outdoor, where he acquired what he affectionately calls his 'JimBA' working for the out-of-home division for the Jim Pattison Group. Holding a B. Comm. with a major in Marketing from Concordia University, he recently completed the Corporate Entrepreneur and Design Thinking Programs at Stanford University.
Martin is also a proud member of the Filene Research Institute's i3 program, a member of the BCAMA Executive and a judge for both the CUES Golden Mirror Awards in the US and thrice for the BCAMA Marketer of the year awards in BC.
Ask Martin about... the time he held the Stanley Cup in the Montréal Canadians Parade.