FROM THE INDUSTRY
Tell us how you got started in this business. “I’ve always been fascinated by the psychology behind decision-making—what catches someone’s attention, causes them to pause, engage and ultimately act. Marketing felt like a natural fit because it combines creative problem-solving with an understanding of people. At its core, it’s about uncovering what truly matters to your audience and finding the most meaningful way to connect. That challenge—and the responsibility that comes with it—continues to inspire me.” My first real lesson in marketing and advertising was at 17 when I took a summer job at a flour mill in Winnipeg. As the processed flour came in on the rail trucks, we would fill bags of flour that were labelled with the recognised, household name brand of flour. And then they would bring in all the other bags of no-name flour and fill it up with the same flour. I thought, my mom buys the branded flour but it’s twice the price of this other one, and it’s the exact same product. Why did she buy this one over this one that’s half the price? That, to me, really sparked an interest in marketing.
I’ve always been fascinated by the psychology behind decision making; what it is in people’s psychology that motivates them to make a certain decision. Has technology always been an area of interest for you? Yes, I’ve always had an interest in technology. Growing up in the 80’s I of course had a Sony Walkman, the Commodore 64 and I remember answering the telephone blindly without Caller ID. I have always loved new technologies. However, I actually started my career in consumer marketing before moving into healthcare. It wasn’t until about 15 years ago that I began working more directly in tech—and it immediately captured my attention. That said, the core principles of marketing don’t change across industries. Whether it’s a consumer brand, a healthcare solution or a piece of network equipment, it’s always about understanding your audience and finding the most effective way to reach and engage them. Tell us how you work with your roster of clients and the areas they focus on. I partner with clients across all aspects of marketing—from content creation and web development to strategic planning, social media and event marketing, with a strong emphasis on trade shows and industry events. Most of my clients in this space are selling products, services or software solutions to telecom operators worldwide. My strength lies in helping them position those offerings in a way that stands out, resonates and drives real business results. What value does Olive Street Media bring, and what’s your elevator pitch? At Olive Street Media, I combine 15+ years of marketing experience with deep industry knowledge and most importantly a global network of trusted partners. I operate much like a producer—overseeing strategy, aligning the right resources and ensuring cohesive execution from start to finish. What sets me apart is not just the creative and strategic thinking, but the
ability to open doors and connect the right people across the telecom ecosystem. Clients trust me to bring a thoughtful, collaborative approach to every project. And, most importantly I make sure we have a lot of fun along the way. How have you seen the industry change in the last 10 years? From a marketing and advertising perspective, the biggest shift has been the evolution of telecom operators— from basic service providers to complex digital platforms. For vendors selling into telcos, messaging needs to go beyond technical specs. It’s now about showing real business value, solving problems and aligning with broader transformation goals. The buying process has also become more complex—with longer sales cycles and more stakeholders involved. Marketing today needs to be highly targeted, tailored to different roles and focused on building credibility and trust. With increased budget scrutiny, vendors must clearly demonstrate ROI. To stand out, you need sharp messaging, strong positioning and a strategic approach to reaching the right audience. How has marketing and advertising itself changed over the past decade? In B2B marketing, we’ve seen a major shift toward highly targeted, digital-first strategies. Buyers are more informed and self-directed, which makes content marketing, thought leadership and account-based strategies more important than ever. At the same time, marketing budgets are tighter and expectations for impact are higher. There’s constant pressure to move quickly, prove ROI and tailor messaging to specific stakeholders. It’s no longer about mass exposure—it’s about delivering the right message, to the right person at the right moment. And staying current is essential. Let’s just say my browser tabs are a chaotic masterpiece—but staying curious and adaptable is part of what makes this work both effective and exciting.
May 2025 Volume 47 No.2
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