My story of firsts.
Global Brand Builder, Leader & Advisor
November 2019 — Present
For the last several years I've led global brand work through my own practice, for storied brands and the leaders who run them.
Most recently, I served as fractional SVP of Marketing for Roots, leading the marketing department through the brand's 50th Anniversary. We drove +200% traffic launch, +255% sell-through on feature styles and 5x social engagement, while closing a $400K budget deficit in nine months.
Alongside it, I've modernized storied global brands through strategy, story and design, including Rossignol, Psycho Bunny, Grey Goose and others.
At its core, my work is rooted in strategic craft, authoring narratives, leading teams and influencing change at every altitude within my clients’ businesses.
Recent highlights:
Authored the transformation narrative and theme for Nestlé Canada's 10-year strategic plan, including the CEO’s keynote, to align the company around one story.
Led the brand identity refresh for Psycho Bunny including a new global brand book, strategic and creative development of the Fall ’25 seasonal marketing campaigns.
Fractional SVP of Marketing for Roots Canada through Roots’ 50th Anniversary, achieving +200% web traffic at launch, +255% sell through of feature styles and 5x social engagement. Elevated the creative standard, planning frameworks, and right-sized a $400k budget deficit over 9-months.
Co-authored the global brand strategy, creative platform and brand book for Rossignol, modernizing their 115+ year identity through purpose, story and design.
Lead brand strategist for Ogilvy Toronto on TD Bank and TD Wealth over 3-years, including master brand identity, divisional value propositions and creative campaigns.
Rebrand architect for The All Weather Group; the largest manufacturer of doors, windows and glass in Western Canada. Authored the strategy, architecture, identity and cross-functional narratives, marketing modernization plan, numerous campaigns, sales tools and internal programs over 5-years (still active).
“I worked with James Fisher as a peer at Canada Goose and then later hired him as an interim Marketing leader at Roots as we went through a major transformation. James is one of the few go-to people at the top of my rolodex. He has a rare combination of vision, creative acumen, and executional excellence that make him a critical resource to have in your corner. His brand development work is thorough and extremely well informed in many markets and industries, while his Go-to-Market process and systems are top notch. I still use many of his briefing and process structures to this day, and continue to lean on him for creative brand thought partnership. I can't recommend him more highly.”
— Former CPO Roots & VP Design, Canada Goose
VP, Brand Strategy
September 2020 — September 2021
I joined Klick Health during the pandemic to help bring their flagship healthcare client into the consumer marketing arena. Over 12 months, we achieved a number of “pharma firsts” in advertising, content and activation, one of the fastest go-to-market launches in category history and built a new social-first strike team designed for agility in a highly regulated business. I transitioned from client-facing to working on the Klick agency business as a consultant at the beginning of 2021 when I helped create the brand strategy and launch narrative for their new venture-studio, btwelve.
Sr. Director, Global Brand and Product Marketing
March 2017 - November 2019
Reporting to the global CMO, I built the Brand and Product Marketing disciplines through an era of transformative growth pre / post IPO, when the business was expanding into new markets, categories and channels.
Over three years, we achieved a creative and cultural renaissance which included the long term brand vision, purpose, communications platform, voice, identity and numerous global campaigns, collaborations and projects projects that elevated delivered creative and commercial impact.
The impact of that work set the tone for transformation, achieved a unified global performance-luxury position, embedded new ways of working, set a new global standard for the brand and put purpose at the heart of the business.
“James’ impact is evident, as the brand soared to new heights under his leadership. He was a mentor to myself and others and truly cared about the human side of leadership, as much as he adored the brand itself.”
— Former direct report, Canada Goose
Head of Strategy & Client Development
September 2016 — March 2017
When I joined studiom, I brought Canada Goose with me as a new agency client. In the following months I secured multiple film projects including their IPO analyst road show and global sales conference, supported client wins with West Jet and PepsiCo, and co-authored the agency’s new positioning and capabilities.
Years later, their first-ever strategic planning exercise which I led their leadership through, is still in practice today.
Brand Strategy & Creative Consultant
June 2015 — March 2017
The first consulting chapter of my career after climbing the agency ladder and cutting my teeth in strategy and ideation, new business and account services. Early clients included Universal Music Canada who hired me to co-launch a new brand partnerships division inside of the label (now Shed Creative), RUDSAK, Smirnoff Vodka and Canada Goose, who I created music-based cultural strategies, celebrity collaboration, content and special events for.
“I had the pleasure of working with James on a multi-year global film initiative. He always carried himself with composure and exhibited tactful problem-solving and graceful leadership. Working with James as a client was invigorating and refreshing.”
— Executive Producer
Sr. Director, Strategy & Client Development
August 2012 - May 2015
A newly created role with a strategic and new business focus — I led high-priority pitches, projects, portfolios and teams for new and existing clients, across all agency services and verticals.
On more than one occasion, clients awarded us the business on the condition that I stay on to lead their account, providing me with the opportunity to deepen the relationship, grow and renew the business. Notable new business wins include Unilever, BMO, General Mills and Lincoln, amongst others.
In my final year, I was asked to lead the Anheuser-Busch account, the agency’s flagship client consisting of 30+ full-time staff, a portfolio of Domestic (Budweiser, Bud Light), Premium (Stella Artois, Corona) and Craft beer brands across the agency’s most extensive mix of services.
Group Account Director
January 2010 - August 2012
BOOM! Marketing was the experiential arm of 6degrees Communications; an integrated agency offering Creative, Experiential Digital and Retail Marketing services.
I began leading accounts such as Colgate-Palmolive and Maple Leaf Foods, before extending my role into new business development where I led notable pitches and account teams for new clients including Mott’s Canada Dry (Dr. Pepper, Canada Dry, Mott’s Clamato), Corby Distilleries (ABSOLUT Vodka, Jameson Whiskey) and Target Canada, to name a few.
Entertainment & Sponsorship Marketing
April 2006 - January 2010
I joined OLG during the backlash following the insider trading scandal. My mandate was simple; generate good will for the brand. So, we created OLG Presents Music; a platform for community outreach, event programming and sponsorship activation across the province. Other project highlights include a 6-date concert tour with The Sam Roberts Band, developing marquee sponsorships with some of the biggest festivals in the province including Luminato, Toronto Pride, The Ottawa Bluesfest and various initiatives supporting the iconic LOTTO 6/49 brand.
“Simply put, James gets it. He’s a strong brand visionary. An experienced, confident, and collaborative partner who understands the power creative can unlock for his business. His leadership approach helped blur the lines between brand and agency - the kind of true collaboration we all hope for from our clients.”
— CCO, Co-Founder and former agency partner