A seasoned professional, Joel has a broad background in marketing with a specialty in building brands and businesses in the financial services category.
As Senior Brand Strategist at TD Bank Group, he is responsible for developing strategies to evolve and strengthen the TD brand across all markets as well as the integration or development of acquired brands.
Before accepting his position at TD, Joel led the Canadian AIG Travel Guard direct travel insurance start up. In a few short years he established the brand and grew the business beyond plan expectations.
Joel was a strategy contributor to the AIG / Chartis re-branding in 2009.
Prior to joining AIG / Chartis Joel was the Senior Brand Marketing Strategist at RBC. While there he was the strategic lead on developing the evolution of the RBC enterprise brand marketing strategy. This multi-year initiative included development of the RBC global brand positioning, brand architecture and visual identity as well as the application of the strategy in all of RBC’s major business lines.
Before RBC, Joel led the Canadian public relations, direct marketing and advertising teams at Mutual of Omaha Insurance Co (Canada).
A native of Montreal, Joel is a graduate of Concordia University. He began his career in advertising and grew to be the Managing Partner of a boutique retail marketing agency.
In 1989, Joel moved to Toronto and, in a career spanning over 20 years, he has worked with brands in a number of other business categories such as entertainment, real estate, consumer electronics and fashion.
- Company:TD Bank Group
- Job Title:Senior Brand Strategist