Area of Expertise
Joe is one of Canada’s most accomplished service marketing professionals, with over 20 years of experience in marketing, sales and client servicing. He completed his MBA at Wilfrid Laurier University in 1993. Joe is currently a Marketing Instructor at the Schulich School of Business in the MBA program, and also coaches students to engage in global case competitions.
Joe has extensive senior-level experience working in client servicing environments. He served as a Group Manager with the Air Miles Reward Program, and later served as a Group Account Director at Carlson Marketing Group and VP of Business Development for Mosaic Direct and Interactive. Over the course of his career Joe has managed relationships with major clients including TD Bank, Shell Canada, Telus, BCTel, Stentor and Boston Pizza. He has also created and implemented major service based customer campaigns for British Airways’ “Executive Club” and for the TD Canada Trust “Service Plus” loyalty program.
Joe recently created a program called “Joe the Baker”, an innovative system designed to teach marketing metrics. It involves an in-class simulation that brings financial principles to life and teaches students how to apply them to marketing decision making. Over 3,000 students have completed the program so far.