Hi, I'm Ethan
Thanks for stopping by. I am a change driving consultant with past experience spanning multiple spheres such as Project, Product, Marketing, Brand Management and a knack for finding efficiencies.I have lived in Canada, Spain, India, and the US. I’m currently based in Vancouver, BC.Use the links below to know more about me, see my past projects or just say Hi.
Samsung Smart Cameras
Background
Samsung electronics, one of the biggest electronics manufacturers in the world, was about to launch a dual-screen digital camera – a feature first for the segment. However, though Samsung is an established name in electronics, it is not known for its cameras and faced competition from legacy camera brands such as Nikon and Canon.
Samsung was trying to establish the market positioning, pricing and the launch of the new dual-screen camera and struggled on how the new product should be presented to the consumer.My role
Serving as the product consultant and advertising lead, my first action was to conduct market research, competitor and pricing analysis, establish the demographics and the customer persona whom the product should be marketed to.
This was followed by surveys, focus groups and interviews with prospective customers which helped formulate the target customer’s persona – a casual photographer who is seeking a high quality, feature rich camera that allows the photographer to be in the photos he/she is taking.
The entire marketing campaign was devised around the dual-screen smart feature emphasizing how the new Samsung Smart Camera can enrich memories by enabling the photo taker to be in the photograph.Impact
The Samsung dual screen smart camera won the EFY Camera of the Year award and the advertising campaign was the runner-up for the Pepper Awards.
Héroux-Devtek
Background
Héroux-Devtek (HD) is an aerospace components manufacturer based in Quebec, Canada with facilities in USA, Canada, Spain and the UK. HD developed the manufacturing of the landing gear for the lunar module that landed Neil Armstrong on the moon for the Apollo-11 mission in 1969.
Unfortunately, the company also utilized technologies and processes established in Moon Landing era; using manual, archaic processes for resource planning, CRM and order management that resulted in wastage, lost orders and frustrated employees and customers.My role
Brought on as the value stream Program Manager, I soon recognized the causes for the general chaos that seemed to envelop operations. Utilizing the 5-Why methodology, I conducted 1 on 1 interviews with personnel from various departments to understand the reasons for the extant processes and workflows.
This was succeeded by research into possible solutions along with a campaign to obtain buy-in from stakeholders. Utilizing a proven, PMI-approved, Project Management approach, the CRM and Order Management system was updated to a modern, cloud based SAAS solution.Impact
Within 2 months of implementation of the new solution and processes, product wastage went down by 60% and customer service/engagement phone calls went down by 30%. The new cloud based CRM and Order Management system was replicated to 2 additional product family value streams.
Hermès
BackgroundHow do you market a hyper luxury goods manufacturer that traditionally does not market itself? Hermès, a high-end luxury goods manufacturer based in Paris, France was realizing that the brand was not enticing to the Millennials. Recognizing that the Millennials are going to be their future customers, it sought recommendations on how it can appeal to the younger generation without losing its core traditionalism.My role
Acting as the marketing and brand consultant, I first spent time to understand the brand’s root, its DNA, the current business model. After that it was time to hit to road and visit Hermès stores posing as a customer to experience first-hand the current customer experience is. Three different Hermès stores were visited in 3 different European cities – Brussels, Paris and Madrid.It was also discovered that the brand website lacked the functionality and polish ‘digital-first’ Millennials have come to expect with the website providing limited product information, lack of clarity on regional product availability, sparse imagery and very little video content.The above, combined with market research and competitor analysis led to the formulation of a report filled with recommendations to bring Hermès in line with the Millennials’ expectations and aspirations, with the primary recommendations being:
• Indirect marketing through collaborations – introduce the brand to Millennials by collaborating with other brands and individuals popular with Millennials and creating special collaboration collections.
• Enabling customers to schedule an appointment at their preferred store through the Hermès website.
• Providing information about style and color options for majority of products on the website. Traditionally, Hermès does not explicitly state how many options for a particular product exist in order to maintain exclusivity.
• Provide personalization options on the website allowing the customer to virtually view the product before it is ordered.Impact
Hermès Spain updated their website based on the recommendations with functionality to book appointments, multiple language support and showcased improved product presentation, content and options. Planning discussions were initiated with the headquarters in Paris to look into the feasibility of collaborations and special collaboration product collections.
About
Over the past years I’ve worked in various roles in multiple industries. Used to wearing different hats, I’ve helped consumer brands position and launch new products, introduced modern technologies and brought efficiencies to an aerospace components manufacturer that helped build the Apollo Lunar Lander, consulted hyper luxury brands on marketing and assisted a Crown Corporation in being more efficient with the devops for their software solutions.Thrown somewhere in there is an adventure in Europe wherein I obtained a MBA in Madrid, Spain, moved to Toronto and eventually back to Vancouver, BC, which is my current location.Outside of work, you can find me riding my motorcycle on the backroads of BC.EDUCATION
MBA, Product Management and Marketing - IE Business School, Madrid, SpainCERTIFICATIONS
PMI Certified Project Management Professional (PMP)
Scrum Alliance Certified Scrum Master (CSM)
Contact
If you are looking for a new addition to your team and would like a better look at my CV or have a chat, leave a message and I'll get back to you.Currently, I’m looking for an opportunity in the Product Management sphere.
Thank you
Hey there, thank you for spending the time here and sending the message, I'll get back to you soon!