Our team has come together to solve wicked business problems, drive innovations and deliver unparalleled insights.
Giles Crouch, MM, MSc. | Head of Marketing Innovation & Digital Anthropologist
I’ve built, scaled and lead marketing communications teams from the ground up in the technology sector for over 25 years. I’ve launched 15 technology products into global markets, judged national marketing awards and co-founded the Ice Awards for creative in advertising, fundamentally shifting the Atlantic Canadian agency sector. I’ve managed marketing budgets from $500K to $40 Million.
Over the past decade I’ve helped marketing departments evolve into high performance teams and often coached and advised marketing teams on an ongoing basis. My two focus areas are agile and ROI marketing.
I’ve also coached a number of SaaS and technology startups through their product launches and getting to the market fit phase, raising capital and developing effective pitch decks. Throughout my career, I’ve helped raise over USD$75 Million in investment.
Today I focus primarily on agile marketing and helping marketing teams deliver on profitability. I’ve developed the Rapid Innovation Framework (RIF) that has helped SMEs to grow their businesses between 5% and 14+%.
From streamlining MarTech stacks to building highly focused and impactful marketing analytics reporting that helps move the needle, rather than get bogged down in too much data that becomes meaningless.
I’ve also lead global digital market research projects using the netnography methodology to deliver critical insights to organisations from competitor intelligence to brand reputation insights.
I’ve helped sales and marketing teams get aligned for B2B Account Based Marketing (ABM) and in B2C teams. I love working with highly diverse teams and thrive in collaborative environments. Sometimes I’ve worked as a fractional CIO to get tech and marketing working together. Growth hacking? Second nature.
To make it all work, I apply my education in cultural anthropology to take a human-centric approach to technology and projects along with deep skills in Design Thinking, ADKAR change management and information management theory, with knowledge in systems thinking.
I’m a collaborator and coach who loves to work with teams across different disciplines, cultures, and industries.
I also volunteer as a mentor to Indigenous, minority and women entrepreneurs building technology startups.
Marketing Innovation Lab 