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About David Gair
Think of me as your marketing guru,
"For truly results driven marketing!"
I have been working in direct response marketing for the past 10 years. It is an exciting area since we can constantly measure performance and course correct to optimize results. I’ve worked in Consumer and Small Business marketing for Dell, and previosuly in packaged goods as financial support and analysis for marketing at Effem foods. I spent the first 6 years of my career working as a controller for several small manufacturing businesses in Ontario, which greatly enhances my understanding of the unique challenges that small businesses face.
Ultimately every Qtr, month and day is about measuring performance and driving superior results. To name a few accomplishments, at Dell Canada I was able to reduce our Net marcom $ spend by over $3m annually while maintaining a growth multiple to industry sales growth, and in Europe for Dell’s Small Business segment I was able to reduce Net marcom (as % of Sales) by 33% in 2008, while holding market share and greatly improving overall profitability.
I have worked in all facets of marketing, with particular focus on new customer acquisition - through media, direct mail and dbase marketing, digital (SEM, banners, affiliates, email). The real breakthroughs have been in getting to a true ROI for marketing to optimize spend, and many companies are trying to do this to varying degrees of success, and this is where I can likely help most.
I’ve also had extensive experience leading product merchandising and pricing teams, developing pricing models, optimizing profitability and building effective and innovative triggers for our DR marketing campaigns.
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