Giles Crouch

Creative & Brand Strategist • Product Marketing Manager • Business Intelligence Analyst • Halifax Regional Municipality, NS, CA

Management

UX Strategy

Anthropology

Agile

Market Research

SaaS

UX research

Marketing Strategy

Available for hire fromNegotiable

Global experience in launching technology products and services. UX Strategy and digital business models with deep digital research knowledge.

I'm a globally experienced marketing communications & innovation executive with proven experience in digital business models (SaaS, PaaS, DaaS), UX research, UX strategy, foresight analysis and successful innovation implementations. I work with start ups and established companies around the world and have been a co-founder of 3 successful startups. My background in cultural (digital) anthropology ensures a human-centric approach. I'm experienced in building and scaling collaborative, agile teams from small to multi-million dollar budgets. Known for my unique ability to solve complex problems through systems & complexity thinking.

Projects

Fisheries App Launch

From the UX Strategy and market research to shaping the product launch into the inshore commercial fisheries market in early 2023. This included developing the SaaS business model in a market that remains heavily reliant on pen and paper. This required some novel thinking and mixing digital and real-world marketing tactics where the customers spend little time in digital channels. The launch resulted in exceeding predicted sales and attracted a North American distribution partner.See More

The Toilet Test

UX strategy and ethnographic research for a company that was developing an IoT device to fit in home toilets that could detect certain health conditions. Involved both field and online research to understand how consumers would feel about such a device. Opposition by consumers was so strong based on behaviours and views of the bathroom the product was found not to have a market fit at this time. The insights were invaluable to the startup and helped them determine barriers to entry quickly enough to be able to pivot.See More

MeAlity Body Scanner

This Canadian company developed an innovative scanner for taking measurements quickly and unobtrusively. My role was to bring the product to the personal fashion sewing market across North America. This included campaign creative, market launch and product promotion with a national retail partner. Development of the business model and partnership programs.See More

Work History

Chief Innovation & Marketing Officer

NordSparxHelping startups and small to medium sized businesses bring innovations to market. At times I guide and bring to life innovations within organisations small to large. I also develop UX strategies and conduct netnographic research for marketing and product insights.

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