Brand & portfolio
Brand strategyInnovation developmentConsumer strategyContent strategyCommunications development
Marketing portfolio
Daniel
Ebitunmise
Brand, Commercial & Experience Marketer
I build brands through the moments people can see, join, buy and remember.
01 Work experience02 Entrepreneurial projects03 Consulting projects
Toronto, CanadaAbout
I've built my career across brands and experiences.
I'm a senior marketer with experience at Coca-Cola and Rogers, an agency foundation and an entrepreneurial track record through TPC. I also hold an MBA from Ivey Business School and the Canadian Chartered Marketer designation.
My work spans brand management, commercial planning, creator partnerships, customer retention and live event production. This portfolio is organized around those three sides of my experience.
01Coca-ColaBrand, portfolio and commercial
02AgencyDigital, PR and creators
03RogersRetention and customer experience
04TPCCommunity and live experiences
05ConsultingLaunch, positioning and GTM
Education & credentials
Commercial experience, strengthened by formal business and brand training.
My Ivey MBA sharpened the strategy, operations and entrepreneurship skills behind the work in this portfolio. My professional qualifications add current Canadian and global marketing standards.
01
MBA · 2026
Ivey Business School
A one-year, case-based MBA focused on strategy, marketing, operations and entrepreneurship.No. 1 MBA in Canada · Financial Times ↗02Scholarship recipient
Morrissette Entrepreneurship Scholarship
Awarded through Western University and connected to Ivey’s entrepreneurship ecosystem.Entrepreneurship · venture building ↗03Professional designation
Canadian Chartered Marketer (CM)
Canada’s only professional marketing designation, awarded by the Canadian Marketing Association.Verified designation holder ↗04Brand qualification
Brand Management · eCornell
Formal training in brand purpose, positioning, integrated communications and performance management.Cornell University certificate ↗05Marketing qualification
Professional Marketing · CIM (UK)
Professional marketing training through the Chartered Institute of Marketing in the United Kingdom.CIM professional qualification ↗Skills & toolkit
The capabilities I bring into the room.
A mix of brand thinking, commercial ownership, digital growth and hands-on delivery—built across CPG, agency, financial services, events and consulting.
Commercial & customer
P&L managementCategory & retail strategyShopper marketingPricing & promotionsCRM & retention
Growth & digital
Integrated marketingInfluencer marketingSEO & SEMAnswer Engine Optimization (AEO)Campaign management
Planning & analytics
ForecastingCommercial planningMarketing analyticsPerformance reportingCross-functional execution
Tools & platformsPower BIGoogle AnalyticsNielsen Retail AuditEuromonitorCRM platformsAI-assisted marketing
Leadership beyond the classroom
Two weeks teaching business and entrepreneurship in Kenya.
As an Ivey LEADER instructor, I worked with students and aspiring entrepreneurs at Legacy College in Narok. I taught practical sessions on marketing, customer acquisition and business planning, adapting the material to the realities of local ventures.
2 weeks intensive programKenya Legacy College, NarokFocus business & entrepreneurship
Learn about the LEADER Project ↗
01
Work experience
From global brand platforms to the customer conversation.
The work below covers Coca-Cola brand and commercial roles, my agency foundation and customer retention at Rogers Bank.
Selected work
Choose a part of my experience to explore.
5Alive brand managementThe Coca-Cola Company
Growing a juice portfolio across product, campaign and retail
Business challenge
Grow a $20M juice portfolio, improve margin and give consumers more reasons to choose the brand across occasions and channels.
My ownership
Brand management, portfolio strategy and P&L ownership.
The response
I managed the portfolio roadmap and P&L, launched two SKUs, developed the TVC and creator brief, and aligned sales and marketing around launch and retail execution.
Three decisions that shaped the work
- 01
Used consumer needs, market trends and financial modelling to prioritize the innovation pipeline and occasion strategy.
- 02
Built the product, communication and creator briefs, then aligned sales and marketing on how the launches would show up in retail.
- 03
Managed performance through the full P&L rather than treating campaign engagement as the end result.
What I delivered
- Three-year innovation roadmap
- Two SKU launches and commercialization plans
- TVC, creator and integrated campaign briefs
- Annual brand, budget and retail plan
Why it mattered
The portfolio grew both the top line and its margin within one fiscal year, while the communication program expanded engagement across digital and in-store activity.
Measured impact, scope and validation
Scope, outputs and outcomes are labelled separately so each figure is read in context.Commercial scope$20Mjuice portfolio P&L owned
What shipped2new SKUs launched
Business impact+17%sales growth within one fiscal year
Business impact+5%portfolio margin gain
Campaign impact+23%engagement across digital and retail
View the original work on Instagram
02
Entrepreneurial projects
TPC turned community energy into repeatable live experiences.
I helped shape each event's positioning, sell sponsorships, develop the campaigns and manage live delivery across three recurring properties.
14KInstagram followers
100+Parties across recurring formats
3Signature event properties
10M+Online reach and engagement
Platform-level scale across TPC's recurring event portfolio.
TPC experience
Booless Party
Annual singles event with live celebrity performances
The opportunity
Create a Valentine-season event that felt distinct from a standard concert and strong enough to return as an annual property.
My ownership
Positioning, sponsor sales, campaign development, creative co-direction and live delivery.
What shipped
- Annual event positioning and campaign platform
- Sponsor proposition and partnership sales
- Ticket, talent and pre-event content campaign
- Live experience and post-event storytelling
Proof of traction
The idea became a recurring TPC property, supported by celebrity performances, public campaign work and Coca-Cola sponsorship.
View the original work on Instagram
03
Consulting projects
Selected strategy work for four different clients.
These freelance and MBA-linked projects covered launch planning, creator strategy, positioning, product use cases and go-to-market planning.
Selected strategy engagements
Different categories. A practical strategy for each one.
These were recommendation-led engagements. The proof shown here describes the scope and strategy delivered—not downstream results I cannot independently attribute.
01
Grand-opening strategy
Booster Juice / Ivey
Built a New York grand-opening plan covering the local audience, launch programming, media and measurement.
Business challenge
Introduce a Canadian quick-service brand in a crowded New York market and turn opening week into sustained local awareness.
Recommendations delivered
- Local audience and competitive assessment
- Grand-opening activation program
- Paid, earned and community channel plan
- Launch measurement framework
New York launch plan delivered
02
Creator strategy
Canada Vapes / Ripen
Developed a 40+ creator strategy with tiering, pricing, recruitment and compliant messaging.
Business challenge
Build a scalable creator-acquisition approach for a regulated category without losing compliance or commercial discipline.
Recommendations delivered
- 40+ creator opportunity universe
- Creator tiering and pricing model
- Recruitment and outreach process
- Compliant messaging guardrails
40+ creators mapped and prioritized
03
Positioning and GTM
Functionland
Created positioning, five audience segments, a competitor map and content pillars for a 2026 blockchain launch.
Business challenge
Make a technically complex blockchain product understandable and relevant to distinct user groups ahead of launch.
Recommendations delivered
- Five audience segments
- Competitor and category map
- Positioning and message architecture
- Launch content pillars
Five-segment launch toolkit delivered
04
Product and GTM
Tapestry
Identified an influencer-intelligence use case, then developed the brand pitch and go-to-market plan.
Business challenge
Translate an emerging technology into a practical product use case and a credible path to market.
Recommendations delivered
- Influencer-intelligence use case
- Customer value proposition
- Brand and investor pitch narrative
- Go-to-market priorities
Product use case and GTM plan delivered
Work with me
Strategy is useful. Building the thing is better.
I'm available for selected projects helping small businesses clarify their offer, build a credible website, get found and turn interest into a working lead system.
Explore servicesBeyond the brief
I'm serious about the work. I don't take myself too seriously.
Work is only part of the story. Outside it, I enjoy live music, bringing people together, teaching what I know and learning from other people. I also love a good road trip—with a camera close by.
Live music, culture & shared experiencesCommunity buildingTeaching, mentoring & learning from othersRoad trips & photography
Let's connect
Daniel
Ebitunmise
Toronto, Canada
