Harley-DavidsonSenior Marketing Leader · Open to roles across Canada
Marketing
leadership,
portfolio scale.
Strategy · Budget · Team · Execution
I own entire marketing functions: strategy, budget, team and execution, for portfolios of up to 14 brands at a time. Senior enough to set direction, hands-on enough to ship it myself.
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109 brands · 20 businesses · 6 industries · 5 markets
See all brands ↓
10+
Years leading marketing functions
100+
Brands marketed across six industries
3.5x
ROAS on Google Ads across four markets
60%
Organic traffic growth through SEO & content
Taj WaliaMarketing Lead · 5-brand portfolio · Calgary
About
The strategy of a director, the execution depth of an operator.
For over a decade, I have been trusted to direct and execute entire marketing functions—from setting portfolio-wide strategy and budgets to leading lean teams, building the creative campaigns, writing copy, and editing code myself.
My experience spans six industries, from an official Harley-Davidson franchise to heavy machinery groups, industrial safety, legal professional services, and D2C e-commerce. At Porter Group, that meant directing marketing across nine brands and five divisions in NZ, Australia, the US and the Pacific. At Active Safety, fourteen safety and workwear brands. Today, it means overseeing five fitness and lifestyle brands for North 49 Brands and the Rymar Group in Canada.
I use a changing mix of current AI tools, including Claude, ChatGPT, Codex, and Google Gemini, for research, pressure-testing strategy, developing options, and refining content. Combined with hands-on skills in HTML, CSS, JavaScript, Shopify, and WordPress, this helps the team work with stronger context and make better decisions. Here's exactly how that workflow works →
I started in journalism and design, holding a journalism degree, film and photography awards, and years of freelance design before stepping into marketing. It is why the creative execution on this site is native and directed by craft, not delegated to agencies.
ScopeFull-function ownership: strategy, budget, brand, digital, content, events, reporting, team leadership.
IndustriesMotorcycles, heavy equipment, industrial safety, legal, D2C gifting, fitness & e-bikes.
MarketsCampaigns run across Canada, New Zealand, Australia, the US and the Pacific.
MethodData-led decisions, AI-assisted thinking, hand-built execution. Every claim on this site traces to a specific role.
Selected results
Proof, not promises.
Six portfolios, six different industries, measurable outcomes in each. Filter by the outcome you care about; every card opens the full case study.
Heavy equipment · 9 brands · 4 markets
Multi-market ROAS at Porter Group
3.5x
Google Ads, return on assigned enquiry value · NZ · AU · US · Pacific
Read the case study →
Automotive retail · Iconic brand
Dealership of the Year with Harley-Davidson
75%
Social engagement growth · Top award of 52 AU/NZ dealers
Read the case study →
Construction equipment · 3 companies
Organic growth at AdvanceQuip
60%
Organic traffic growth across three companies · product content and technical SEO
Read the case study →
Legal · Board reporting
Marketing a law firm: brand, playbooks and the board
Strategy, comms and reporting straight to the partnership
Read the case study →
D2C e-commerce · Klaviyo
Lifecycle email for three D2C brands
5 flows
Welcome · cart · win-back & more
Read the case study →CASE
Heavy equipment · Retail campaign
Building a Strong Case: CASE excavators
Read the case study →
Industrial safety · 14 brands
Retention across a 14-brand safety portfolio
20%
Repeat-customer retention lift · 45% online visits
Read the case study →AI
Agentic operations · Current role
Running 5 brands with a lean team and AI
5 brands
One lean team, one AI rhythm
See the workflow →CTX
AI engineering · Multi-brand
Beyond prompting: a context-aware local AI engine
Read the article →AGT
Agentic AI · Field notes
AI agents are running marketing tasks autonomously
Read the article →Experience
A decade of stepping up in scope.
A decade running marketing functions across six industries — heavy equipment, industrial safety, legal services, D2C gifting, automotive retail and fitness.
Jan 2026 – PresentCanada
Marketing Lead | 5-Brand Portfolio
North 49 Brands Inc. & Rymar Group
Directing marketing strategy and execution across five fitness and lifestyle brands, leading the marketing team while owning strategy, content, campaigns and budget end-to-end. Shopify and WordPress optimization, SEO, in-store promotions, corporate events and product launches.
Brands: Spartan Fitness Equipment · Vintage Iron Cycles · Synergy Bikes · VO3 Fitness · The Rymar Group
07
Jan 2025 – Jan 2026
Marketing Manager
Giftbox Boutique · The Gift Group Ltd
Comprehensive digital strategy for three D2C e-commerce brands: Meta and Google campaigns, Klaviyo email marketing, and extensive hands-on Shopify UX, website development and conversion work using HTML, CSS and JavaScript, contributing to 25% year-over-year sales growth.
Brands: Gift Box Boutique · Little & Luxe · Gather and Graze
06
Sep 2022 – Oct 2024
Marketing Manager
AdvanceQuip
Marketing strategy across three companies: 60% growth in organic traffic through content and technical SEO, 40% increase in brand engagement, campaigns spanning print, online, tradeshows and social. Managed marketing staff and media contracts.
Brands: ASV · CASE Construction · ASTRA · Hyundai CE · Log Max · Gore Machine Hire
05
Jul 2021 – Sep 2022
Marketing Manager
Active Safety
All marketing across physical stores, e-commerce and a B2B rep network for fourteen safety and workwear brands. Email automation and segmentation lifted retention 20% and online visits 45%.
Brands: Steel Blue · Blundstone · 3M Safety · FXD Workwear · Bollé Safety · Stoney Creek + 8 more
04
Jan 2020 – Jul 2021
Marketing & Communications Manager
AWS Legal
Owned the firm's marketing strategy and all internal and external communications, presenting data-driven reports directly to the partnership board and delivering in-house marketing training for staff and partners.
03
Jun 2018 – Jan 2020
Digital Marketing Manager
Porter Group
Digital marketing for nine equipment brands and five divisions with multi-market scope across NZ, Australia, the US and the Pacific: 3.5x ROAS on Google Ads, 8 social profiles, 50+ Google Business locations, and "Porter Press", a quarterly magazine mailed to 9,000+ readers.
Brands: Hyundai CE · Sandvik · BOMAG · Madill · Airman · Terex · Furukawa + Porter divisions
02
Jan 2016 – Jun 2018
Marketing Consultant
Road & Sport Harley-Davidson
Full marketing ownership at an official Harley-Davidson franchise: key contributor to winning "Dealership of the Year" out of 52 AU/NZ locations, with social and influencer engagement up 75%.
01
Two books on making marketing decisions.
Both came out of the same frustration: the work is rarely the problem. The decisions around it — what to fund, what to stop, what gets lost between the meeting and the report — are.
Published · Kindle
The Business Command Center
What it shows: how I structure business context so a team — and the AI it uses — works from the same brief.
For owners and marketers tired of re-explaining the business to AI.
It turns scattered brand, customer, offer, results and operating knowledge into a portable system you control. The Kindle edition is on Amazon.ca, with eight free working Blueprints.
In production · 2026
Marketing, Reforged
What it shows: how I think about decisions surviving the handoffs between meeting, brief and report.
Make better decisions — and choose what to fund next.
A decision loses its meaning between the meeting, the brief, the sales conversation and the report. Everyone does competent work with the piece they receive, and the business forgets why it approved the work at all. This book is about keeping that reasoning intact as work changes hands.
How I work
The method behind the numbers.
No two businesses get the same playbook, but they do get the same marketer. Six essays on how I actually operate.
01Understanding
Every seat at the table
Before I write a line of strategy I walk the business as a customer, listen to the front line, sit with management and hear what clients say when nobody's selling to them.
→02OperatingRunning 5 brands with a lean team and AI
The actual weekly rhythm behind a five-brand portfolio: where Claude, ChatGPT and Gemini do real work, and where human judgment stays in charge.
→03LeadingLeadership is multiplication
A lead's output is not their own work, it's the ceiling they set for everyone else's. Obstacles cleared, judgment transferred, credit given away.
→04TranslatingMarketing dies in translation
The budget battles marketing loses are rarely lost on results. The four questions every board is really asking, learned in front of a law firm's partners.
→05Brand disciplineFifty-two dealerships, one rulebook, one winner
Constraints don't kill creativity, they reveal who has it. Brand discipline from inside Harley-Davidson's framework, applied to 100+ brands since.
→06GrowingLearning from giants, teaching what I learn
Kotler taught me the discipline, a decade of practice taught me the reality. I study the field constantly and pass it on, from boardroom training to mentoring my own team.
→Insights
Thinking you can check my work against.
13
essays, written from daily practice rather than the sidelines — on AI, strategy, retention, search and running portfolios.
AI & automation 5Strategy & fundamentals 4Retention & data 2Search & SEO 1Leadership 1
01AI · Future of Work
AI agents are running marketing tasks autonomously
McKinsey estimates agentic AI could power two-thirds of current marketing activities. What that means in practice, from someone using it daily.
Read →02AI Search · SEOSEO didn't die. The surface it competes on changed.
Google says its AI features run on core Search ranking, so the fundamentals still hold. What changes is how you earn a citation inside a synthesised answer.
Read →03AI · JudgmentWhat AI genuinely cannot replace in marketing
Claude, ChatGPT and Gemini every single day, and four things where human judgment still wins every time.
Read →04B2B MarketingB2B equipment marketing is a long game. Play it like one.
Equipment buyers research for months and buy for decades. Research-stage visibility, proof over promises, and owned media in between.
Read →05Brand StrategyBrand vs activation on a small budget: you still need both
Binet and Field's 60/40 logic and Byron Sharp's availability — and what they mean when your budget is a rounding error next to the case studies.
Read →06Portfolio StrategyMarketing a multi-brand portfolio without the brands eating each other
Lessons from running portfolios of 5, 9 and 14 brands at once: distinct positioning per brand, shared infrastructure underneath, one budget logic.
Read →07Marketing Leadership39% of CMOs are cutting agency budgets. The honest reason why.
Gartner's 2025 CMO Spend Survey found 39% planning to cut agency allocations. Execution is moving in-house — and here is where that logic breaks.
Read →08Retention · CLVRetention is the quiet profit engine. Here's the machinery.
Acquisition gets the applause; retention pays the bills. Lifecycle flows, behavioural segmentation and the CLV lens, from someone who has built them.
Read →09Technology · AI ArchitectureBeyond prompting: a context-aware local AI engine
A blueprint for a local, context-aware AI database driving calculated campaigns and web engineering across a multi-brand portfolio.
Read →10Email · First-Party DataThe cookieless future didn't arrive. Build first-party data anyway.
Google kept third-party cookies in Chrome in April 2025. The brands that did the owned-channel work regardless are still the ones with an advantage.
Read →11Strategy FundamentalsSegmentation, targeting, positioning: the discipline most plans skip
Kotler's STP is still the spine of real strategy. What it looks like when your buyers range from site foremen to gift shoppers.
Read →12Fundamentals · AIThe fundamentals didn't die. Your patience did.
AI changed marketing's tools, not its physics. Kotler's questions still decide whether the fast new execution is aimed at anything.
Read →13Careers · AI SkillsThe AI skills divide in marketing is widening fast
Two marketers, same title, same salary, completely different output. AI literacy is now a baseline skill, not a differentiator.
Read →Brand experience
Names you already know.
109 brands, two kinds of relationship. Twenty businesses whose marketing I ran, and eighty-nine manufacturer and supplier brands marketed through them.
Harley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift Group3MCASE ConstructionSandvikTerexBOMAGXCMGBlundstoneSteel BlueBollé SafetyPelotonPrecorLife FitnessTRXConcept2KeiserHyundai Heavy IndustriesHarley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift Group
Giftbox Boutique
Little & Luxe
Gather & Graze
The Rymar Group
Rymar Rubber
Rymar Synthetic Grass
Rymar Brands
360 Courts
Spartan Fitness Equipment
Vintage Iron Cycles
Synergy Bikes
VO3 Fitness3MCASE ConstructionSandvikTerexBOMAGHyundai Heavy Industries
MackXCMGBlundstoneSteel BlueBollé Safety
Howard LeightPeloton
NordicTrackPrecorLife FitnessTRXConcept2
ProForm
Rad Power BikesKeiser
WaterRower
Echelon
HOIST Fitness
Octane Fitness
Assault Fitness
TRUE Fitness
Aviron
BodyCraft
LifeSpan
VersaClimber
OxeFit
STEPR
Altas
Batca
GluteBuilder
Grizzly Fitness
GoFit
NÜO Fitness
Ultimate Fitness
Apollo Scooters
Rayvolt
ZOOZ
Ruff Cycles
Michael Blast
ASV Posi-Track
Madill
Airman
ASTRA
Log Max
FRD Furukawa
Auger Torque
Earthworm Attachments
MBI
ICM
DEMCO
NC Engineering
Rotadairon
Gyru-Star
MultaVEX
Mantovani Benne
Peiner Smag
FXD Workwear
Bisley Workwear
JB's Wear
Syzmik
Stoney Creek
ProChoice Safety Gear
Bison Safety
Esko
Thorzt
John Bull
Grisport
TEBCO
Apex
Biz Collection
Edge
Vosch
Pratt Systems
Help-It
The Candy Collective
Better Bites
The Cookie Co.
T+Me
Uptown Coffee
Bailey & Gray
Veya
Three Little Birds
Artificial GreeneryHarley-DavidsonPorter GroupPorter HireGore Machine HireAdvanceQuipActive SafetyAWS LegalThe Gift GroupGiftbox BoutiqueLittle & LuxeGather & GrazeThe Rymar GroupRymar RubberRymar Synthetic GrassRymar Brands360 CourtsSpartan Fitness EquipmentVintage Iron CyclesSynergy BikesVO3 Fitness3MCASE ConstructionSandvikTerexBOMAGHyundai Heavy IndustriesMackXCMGBlundstoneSteel BlueBollé SafetyHoward LeightPelotonNordicTrackPrecorLife FitnessTRXConcept2ProFormRad Power BikesKeiserWaterRowerEchelonHOIST FitnessOctane FitnessAssault FitnessTRUE FitnessAvironBodyCraftLifeSpanVersaClimberOxeFitSTEPRAltasBatcaGluteBuilderGrizzly FitnessGoFitNÜO FitnessUltimate FitnessApollo ScootersRayvoltZOOZRuff CyclesMichael BlastASV Posi-TrackMadillAirmanASTRALog MaxFRD FurukawaAuger TorqueEarthworm AttachmentsMBIICMDEMCONC EngineeringRotadaironGyru-StarMultaVEXMantovani BennePeiner SmagFXD WorkwearBisley WorkwearJB's WearSyzmikStoney CreekProChoice Safety GearBison SafetyEskoThorztJohn BullGrisportTEBCOApexBiz CollectionEdgeVoschPratt SystemsHelp-ItThe Candy CollectiveBetter BitesThe Cookie Co.T+MeUptown CoffeeBailey & GrayVeyaThree Little BirdsArtificial GreeneryBusinesses whose marketing I owned 20
Brands marketed through them 89
Industries 6
Markets 5
Two different relationships, kept separate on purpose. Twenty are businesses and house brands whose marketing function I owned outright — strategy, budget and execution. The other eighty-nine are manufacturer and supplier brands I marketed through those businesses, in campaigns, content, launches and retail programs.
Toolkit
Strategy to shipped, one skill set.
AI tools
- Codex
- ChatGPT
- Claude
- Google Gemini
- NotebookLM
The mix evolves with the market. Tools are selected for the task and used for research, pressure-testing, creative development, analysis and refinement.
Platforms & data
- HubSpot
- Klaviyo
- Shopify
- WordPress
- GA4
- Google Ads
- Meta Ads
- Mailchimp
- Semrush
Web & CRO
- HTML
- CSS
- JavaScript
- UX/UI
- A/B testing
- Technical SEO
- Landing pages
Strategy & growth
- Go-to-market
- Brand positioning
- Market research
- Email lifecycle
- SEO/SEM
- PR
- Social strategy
Leadership
- Team leadership
- Budget ownership
- Board reporting
- Agency management
- Training delivery
- Stakeholder management
Creative (supporting)
- Photoshop
- InDesign
- Premiere Pro
- Illustrator
- After Effects
- Photography
- Videography
Education & recognition
Credentials behind the craft.
Master's
Applied Management
Southern Institute of TechnologyCompleted 2024 · New Zealand
Grad
Diploma
Diploma
Communication, PR & Advertising
WintecCompleted 2015 · New Zealand
Bachelor's
Journalism & Mass Communication
Manipal UniversityCompleted 2014 · India
Certified
Google AnalyticsGA4
Google AdsSearch · Display · Shopping · Video
Meta AdsBlueprint certified
SemrushSEO
HubSpotMarketing Hub Software
KlaviyoPlatform certification
Where the craft started — student work, 2012–2014
2014
Lead Designer, Exceptional ContributionManipal University
2013
Best Mobile VideoDadasaheb Phalke Award
2013
Best Short Film · 2nd PlaceKarnatak University
2012
Best Print AdArticle 19, India Level Media Fest
2012
Best Student Designer, PhotographyManipal University
Beyond the work
The person behind the portfolio.
In the mountainsHiking keeps me grounded, and the Rockies are right here. Nothing resets strategic thinking like a long trail.
On the roadTravel keeps me curious and adaptable, two things I rely on professionally. Six industries and four markets started with a willingness to go.
At the controlsGaming keeps me sharp: good games are exercises in systems thinking and resource management, which maps to marketing strategy more often than people expect.
On the shelfRecent reads: Kotler's Marketing 7.0, James Clear's Atomic Habits, and Spiegelman's Maus, because good storytelling is worth studying wherever it comes from.
Let's talk about your next chapter of growth.
Open to the right marketing role anywhere in Canada, on-site, hybrid or remote.