Executive Profile: Mark Vanderkam
Professional Roles
Principal – Western Business Consulting Ltd., Vancouver, British Columbia, Canada
Vice President, Sales & Marketing – Penad Pension Services Ltd., Kitchener, Ontario, Canada
Senior Marketing Manager – Total Care Technologies, Kelowna, British Columbia, Canada
Partner – Growth Stage Consulting Ltd., Kelowna, British Columbia, Canada
Partner – Columbia Group Inc., Kelowna, British Columbia, Canada
Director, Brand Marketing – Inscriber Technology Corporation, Waterloo, Ontario, Canada
Senior Account Director – Quarry Integrated Communications Inc., Waterloo, Ontario, Canada
Principal – Crosmark Communications Ltd., Guelph, Ontario, Canada
Clients Served
Quantech Software, Kelowna, BC:
Researched and analyzed company's business situation and developed and helped implement the marketing plan. Developed numerous new marketing communications projects including brochures and website.
Penad Pension Services, Kitchener, ON:
Consulted on a range of strategic issues including access to venture capital, M&A opportunities, and development of new marketing communications projects. Assisted with the introduction of the Company's next generation software product, writing the marketing strategy, developing the pricing model, defining product positioning and assisting with the technology vision, creating new marketing communications collateral, generating leads, developing new business opportunities, preparing proposals and large RFP responses, hosting client presentations, and negotiating contracts. Penad also markets actuarial consulting and third-party pension plan administration services, and it was my responsibility to develop marketing plans and sales campaigns and materials in each of these areas. Additionally, I worked with the engineering team on product development, with the client service team on project management, and with the management team on business strategy development.
QHR Software, Kelowna, BC:
Assisted CEO on M&A opportunity.
Drake Medox Health Services, Vancouver, BC:
Developed and implemented marketing communications plan, including various projects such as PR, website, brochures, and direct mail.
Kaizen Consulting, Vancouver, BC:
Assisted principal with strategic planning and marketing communications projects.
Connections Group, Courtenay, BC:
Developed and executed marketing plan for international publishing company in educational space. Marketing tactics included PR, multi-media, new product development, event marketing, websites, and direct mail.
The Doctor's Office, New York, NY:
Developed marketing communications project for new product offering.
Options Trader Alert, Phoenix, AZ:
Developed marketing communications project for new product offering.
Jacobson Ford, Salmon Arm, BC:
Developed new website.
Cellular Accessories Development Company Ltd., Mississauga, ON:
Helped develop the business plan to raise venture capital and also also assisted with creation of marketing strategies for the Companys wireless products.
Total Care Technologies, Kelowna, BC;
Designed and directed primary and secondary market research projects to quantify the market potential, gauge buyer intention, and define/prioritize key segments in the US healthcare staff scheduling marketplace. Developed and implemented a product modularization strategy, unbundling the Companys two core products to form a suite of seven interrelated products to position the Companys technology for sales expansion within current and new market segments in healthcare, hospitality, and Public Safety (police, fire, ambulance). Designed and executed a Company re-branding strategy, positioning Company products as an integrated solution, coming up with a new naming strategy and tagline, and then managing the development, production, and roll-out of a new logo and marketing collaterals including brochures, website, and sales presentations. Responsible for development and management of Inside Sales Program and all new lead generation activities within the Company. Designed and managed a cost-effective program which utilized a combination of web-based and traditional technologies to identify and communicate with qualified prospects. Once the program was up-and-running, the system could generate 6-10 qualified leads/week for less than $150/lead, injecting over $1 million into the sales funnel every week. Responsible for developing tradeshow program strategy, PR/influencer program, market intelligence initiatives, and various projects for international conference. Responsible for database utilization strategy and management, acquiring and managing databases of clients and prospects for research, marketing planning, and marketing communications.
New Horizon Technologies, Kelowna, BC;
Developed positioning strategy and sales tools (website, brochures, etc)
Sun Valley Software, Winnipeg, MB;
Developed marketing plan for multi-media authoring software targeted at penetration of educational and SOHO markets in USA. I led a team of four consultants to develop this 80-page plan, including budgets and financial projections, in six weeks. The client used the plan to successfully raise $1.75 million of second stage venture financing.
LegalOpinion.com., Kelowna, BC;
Assisted with marketing strategy and communications projects.
Globus Wireless, Reno, NV;
Spearheaded company launch into US marketplace with tradeshow presence and web portal for dealers. Created marketing plans, websites, CD-ROMs, brochures, international marketing campaigns, trade show displays, PR campaigns, etc.
Heartwood Manufacturing, Kelowna, BC
Developed marketing communications initiatives including print and web.
Silver Star Ski Resort, Vernon, BC;
Handled development of advertising campaign.
Pre-Con, Mississauga, ON;
Assisted with marketing efforts.
Effort Trust, Hamilton, ON;
Marketing communications project (brochure).
Inscriber Technology, Waterloo, ON;
Helped guide Inscriber from product focus to becoming market-driven. Performed strategic analysis and created vision document which led to complete revamping of distribution model, pricing structure, and communications programs. Inscriber quickly quadrupled sales and grew from twenty-four to seventy employees, opening offices in major markets around the world to fulfill new strategic vision. Expansion accomplished without debt or equity financing. Built marketing department, including identifying roles and hiring/training staff for graphic design, media relations, VAR support, sales support, tradeshow activities, and web marketing. Managed, wrote, and developed all marcom programs and materials including international trade-shows (Las Vegas, Amsterdam) brochures, direct mail campaigns, ads, videos, etc. Built international network of over six hundred media relations contacts. Responsible to research and write all news releases, develop press kits, and conduct media tours. Worked with sales managers to develop programs to motivate and educate VAR channel. Consulted on product development, pricing strategies, management strategy, and OEM relations.
United Grain Growers, Winnipeg, MB;
Helped define new marketing mandate, beginning with extensive planning sessions and developing a marcom strategy for the company as a whole. Developed a communications plan and positioning statement and implemented programs to express this core position. Managed production of all tactics, including radio and magazine ads, brochures, PR, tradeshow communications, etc. Wrote a marketing planning workbook for UGGs marketing managers. Facilitated a strategic analysis of UGG's largest division, Merchandising & Transportation Services. Wrote a vision document to help define MTS future opportunities and direction in a radically evolving marketplace. Wrote marketing plan and implementation strategy for the UGG/AirMiles loyalty marketing program. Copywriter on AirMiles campaign for which client won silver CAMA award.
Cyanamid Crop Protection, Markham, ON;
Helped define product positioning and created communications strategies and managed program execution, Wrote advertising, direct mail, and radio copy for most products. The campaign for Prowl (a corn herbicide) won Gold CAMA award and best of show (1997).
Manulife Financial, Waterloo, ON;
Developed marketing project for new product launch to broker network.
Economical Mutual, Waterloo, ON;
Developed marketing communications materials for broker communications.
Prestolite Wire, Detroit, MI;
Developed marketing communications materials.
Education
1987-1991; University of Waterloo, Waterloo, Ontario, Canada. One elective short of Honours B.A., in Rhetoric and Professional Writing.
Related Experience
Served on Board of Directors of Venture BC, a community-sponsored organization in Kelowna created to help small businesses raise venture financing, 2001-2002.
Member of SMEI. 
