Stephen Armstrong

Managed merchandising strategy for specialty food, pet food and paper product categories for largest food retailer in Canada.

• Responsible for growth of category profitability through management of product mix, pricing and shelf space.
• Led negotiations for product slotting/merchandising fees. 
• Represented company in television advertising

Hired by Hello Health Inc. to lead Western U.S. market development and launch national referral program.

• Engaged beachhead clients for physician peer group referenced eliminating cost of acquisition
• Leading direct sales resulting in 188% growth in physician base.

Pioneering developer of a patient subscription-based revenue cycle management platform for primary care practices integrating cloud-based electronic health record, patient portal, tele-health and billing services. Hired as VP of Marketing.

·    Identified 1st international market opportunity resulting in establishment of subsidiary & cultivation of sales pipeline. Closed over 20 contracts ($1mm)

·      Revitalized corporate web presence with new brand website and expanded social media leverage increasing website traffic by 112%

·      Reinvigorated physician lead cultivation through enhanced physician dinner program increasing conversion rate by 40% and reducing cost per acquisition.

·      Hired PR agency and significantly grew company and brand visibility to targeted audiences including first peer-reviewed medical journal coverage of company

·      Led brand research involving patient & MD customers resulting in brand bulls-eye

·      Enhanced patient marketing through revitalization of identity, messaging and client engagement working with multiple agencies and internal team. Increased patient subscriber base by 59%

·      Consolidated and led new 5-person marketing team. Appointed SVP Marketing in Nov 2012.

Launched marketing consulting practice which led to full-time hire by Myca Health for U.S. subsidiary.

·      Myca Health – Prepared market analysis and contributed to brand strategy for U.S. market

·      Emergency Medicine Patient Safety Foundation – Relaunched brand & promoted via web and national thought-leadership summit bringing together chief executives of national stakeholder organizations

Pioneering developer of clinical information systems for hospitals and worldwide inpatient documentation provider to the U.S. Military.

·      Reinvigorated sales pipeline with over 200 leads through expanded market intelligence

·      Engaged customers to discover ROI and evangelize to marketplace

·      Achieved #1 market position in customer satisfaction in growth segment

·      Increased PR activity 500% generating over $200,000 in media coverage

·   Significantly expanded online marketing to integrate social media channels, digital content, and search advertising generating record website traffic and more compelling messaging

Real-time location enabled tracking and documentation solutions for hospitals.

·      Launched company to compete in the emergency department information system segment

·      Created and led corporate identity, branding, marketing communications, lead generation, business development and sales support

·      Generated multi-million brand impressions for company and customers including editorial coverage in The Wall Street Journal, network television affiliates and national trade publications

·      Identified a strategic RTLS acquisition which more than doubled the customer base, enriched the value proposition and created sustainable competitive advantage

·      Sourced new real-time locating technology which expanded breadth of integration options

Developer of FunPad hand-held entertainment device with ‘advergaming’ content for restaurants

·      Led restaurant marketing pilots at McDonalds, Denny’s & TGI Fridays in three states

·      Launched as a new interactive place-based medium to national advertisers

·      Secured national PR increasing business visibility and advertising opportunities

World’s largest pizza restaurant chain with annual sales of $4 billion. Marketing Director for Menu Development, National Marketing and $1.9 billion Dine-In business

·      Launched first new pizza topping in a decade and the first-ever pizza for Dine-In business

·      Co-led task forces for annual operating plan and Marketing professional development

·      Grew dine-in business 3.3% with menu, guest check, and experience strategies

·      Led marketing execution of a $50 million Pizza Hut brand restage which grew sales 9%

Led marketing of $130 million refrigerated Breadstuffs brand group including the #1 profit-generating brand in the company, Crescent Dinner Rolls. Led strategy development and execution of $20 million in annual advertising and promotion investment. Responsible for new product development. Supervised two Marketing Managers.

• Delivered record profit due to pricing, cost reduction and waste elimination
• Grew sales 7% on flagship Crescent dinner rolls brand
• Led a multi-function task force to lower complaints. Achieved 30% reduction.
• Developed an award-winning integrated holiday advertising campaign for U.S. Foods
• Organized Marketing technical skill seminar for entire U.S. Foods Marketing
• Promoted form Marketing Manager - New Products and Biscuits brands

Led marketing for $18 million Pizza Snacks brand group.

• Restaged portfolio from frozen pizza encompassing new products, branding, advertising and packaging. 
• Achieved record market share becoming category leader.
• First non-executive to be promoted to world headquarters from Canadian subsidiary.