W. Brendan Waller

About

With a diverse educational background that includes Advertising from Conestoga College and Computer Animation & Special Effects from Centennial College, I have built a robust career in marketing and entrepreneurship. As the Founder of B2Better, I champion bespoke B2B marketing solutions, leveraging over 15 years of industry experience. My previous roles include Director of Product Marketing at OBSIDI By BPTN, where I doubled membership and led successful marketing initiatives, and Digital Marketing Specialist at Maplesoft, where I drove significant increases in traffic and conversions. I also founded Specialty Spirits, an AGCO licensed importer, establishing strong industry relationships and offering exclusive craft spirits to Ontario consumers. My career break in 2023 was dedicated to professional development and startup ideation, further enhancing my skills and vision.

Experience

• Founder · B2Better10-01-2023

  B2B Marketing without the BS. Let's be honest: most marketing agencies and providers operate on generic models and solutions to make it easier on themselves, they then upsell you into convoluted packages and long-term engagements. The problem? In doing so, they fail to consider the unique needs of individual businesses, of your business, leading to wasted resources and missed opportunities. So, like a whisky-drinking phoenix, B2Better was born! Not as just another agency, but as a commitment. A commitment to honour the uniqueness of every brand we partner with, to be the guiding light in their marketing journey, and to always prioritize their specific needs. With a history spanning over 15 years in the B2B marketing domain, we've witnessed the evolution of marketing dynamics. This gives us the unique advantage of blending tried-and-true principles with innovative strategies. At B2Better, we are not just marketers; we're your partners, champions, and sometimes, your biggest critics—all with one goal: to see you succeed.

• Director of Product Marketing · OBSIDI By BPTN04-01-2022 – 02-01-2023

  As a Director of Product Marketing, I assume a critical leadership role with Black Professionals in Tech (BPTN) where I build and oversee the membership platform, Obsidi. My strategic vision and marketing insights drive Obsidi's growth, positioning BPTN as a leader in the industry. In addition to this, I am responsible for coaching, mentoring, and leading a team of six marketing and design professionals, fostering cross-functional collaboration across the organization. Working closely with the Director and C-level team, I develop and implement comprehensive strategies that have a significant impact on the business's bottom line. My notable outcomes for this role includes: Led the unification of marketing and design teams and spearheaded the development of an effective marketing plan with corresponding tactical frameworks. Significantly contributed to the company's growth by doubling membership since taking up the position. Successfully led the team to drive over 14.5k virtual attendees and 2k+ in-person attendees to BPTN's hybrid tech summit, contributing to the company's reputation as a leading organization in the industry. Developed and implemented comprehensive KPIs that align with organizational goals, resulting in a significant increase in ROI and revenue growth. Spearheaded the development of highly effective Standard Operating Procedures (SOPs) that fostered better inter-departmental and cross-departmental collaboration, resulting in improved productivity and increased team morale.

• Digital Marketing Specialist | Digital Campaign Manager · Maplesoft11-01-2015 – 02-01-2022

  As the accountable leader for all aspects of Public Relations, App Store Optimization (ASO), and store experimentation at Maplesoft, I successfully managed the core responsibilities of SEO, SEM, Paid Social and A/B Testing and optimization. In particular, I steered efforts towards managing all facets of marketing for Maplesoft's Systems Engineering solution, MapleMBSE. With a focus on boosting traffic and conversions for key business verticals, I effectively monitored and adapted digital marketing techniques to align with the company's revenue objectives. In addition, I established and managed modern SEO strategies across the company's website and provided guidance to the social team. As a result of my efforts, I successfully drove positive experiences onsite in liaison with content and design teams. Furthermore, I managed an annual SEM budget of $120K+ efficiently, executing all research, content, and creative elements. Some of my key accomplishments within this role included: Driving a significant increase in onsite engagement and conversion rates. Implementing successful SEO strategies that resulted in a notable increase in organic traffic and visibility. Effectively managing the SEM budget to achieve maximum ROI and revenue growth. Successfully managed a group of 20+ influencers, ensuring their content aligned with our brand messaging and marketing goals and resulted in 100,000s of organic visits to our app download landing page.

• Founder · Specialty Spirits01-01-2018 – 11-01-2021

  Drawing on my entrepreneurial spirit and passion for unique, craft spirits, I founded a business that has quickly evolved into an exciting opportunity to work with the LCBO and distilleries. As an AGCO licensed importer, I have leveraged my industry expertise to import high-quality, handcrafted spirits from around the world, offering Ontario consumers access to exclusive products that are not available through other channels. Through my entrepreneurial efforts, I have successfully built strong relationships with key industry players and positioned my business as a trusted partner in the spirits industry. My ability to identify and capitalize on emerging trends and opportunities has allowed me to stay ahead of the curve and continuously grow my business. With a focus on delivering exceptional products and customer experiences, I am committed to driving continued success and growth in this exciting industry.

Education

• Conestoga CollegeCertificate, Advertising
• Centennial CollegeCertificate, Computer Animation & Special Effects

Similar talent on Pangea

Brooklyn P.Versatile, creative marketing expert and graphic designer | strategic planning, creative direction, email marketing, graphic designOttawa, ONSavannah J.Experienced Marketing SpecialistHalifax, NSRachelle B.B2B Digital Marketer | SEO, CRO, UI/UXErfan P.Digital Marketing Expert | Data-Driven StrategistToronto, ON