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I help organizations learn and market their products and services better. I am not biased to any particular marketing technique, channel, tactic or niche. I focus on the best solution to solve an issue or capture an opportunity, even if that means someone else coming in to do the work.

With over 17 years of experience and an ongoing fascination for all things marketing, I have a breadth of marketing expertise across a deep roster of clients whom I work with directly or via partnerships such as the BDC or independent communications agencies.

For me, the best way of working is hands on, roll up my sleeves and open source  collaboration with people and teams. Of critical importance is that the team learns and grows throughout my work so that they are engaged, vested and could do it themselves the next time round.

I’m also an ambassador for Hyper Island dubbed the “digital Harvard” and helped bring their master class  to Vancouver in 2013 for the first time. I speak at and moderate panels at industry association events and I write for local, national and international trade press. 

Prior to founding Eustress Marketing Coaching, I worked at a large multinational agency in various roles in many cities including Vancouver, Dublin, Budapest, Munich and London. I ran local, national, regional and global accounts and even led local office in Vancouver. 


Ranting about Optimization

richard sandor

The proliferation of mobile and smart phones is driving unprecedented internet usage via mobile. In the UK, the BBC recently reported that 45% of all UK internet use is from mobile. I know we are “behind” here in the US and Canada, but not by much and the IDC predicts by 2015 majority of internet use will be by mobile. Another interesting data point to note, around 350 of Facebook’s 800 Million users access FB via mobile.

All marketers know that mobile is hot and “gosh I better do something…” Unfortunately too many are too quick to jump on the iphone “app” tactic train.

                                                             Another Fisburne classic

While marketers are out kicking app tires, their brands mobile website sits neglected and is merely a mini version of their website. It is not optimized for mobile and so consumers on smart phones have to zoom in and around, tap or click and squint to use the site. Think about it, consumers have to suffer through design and IA that was intended for a 15 or 20inch screen all scrunched up on your mobile phone screen. A simple example, many restaurants and cafes offering free WIFI - their “connect and agree to terms” page is not mobile web optimized.

                                                     Always Optimized - Starbucks

From Google Think Mobile this year in London, apparently 79% of Google’s largest advertisers don’t have a mobile optimized website (April 2011). Shocking when you think that mobile internet use consists for the most part of search, local, social, and augmenting shopping experiences.

So Optimize it. You want more motivation to optimize. I’ll bet your Google analytics report will provide some strong view counts coming from mobile - enough to justify doing some simple optimizing. It might not be as sexy as an iphone app but it is the right early mobile step to ensure a positive mobile brand touch point and experience for your customers.