Todd Kasenberg

Todd Kasenberg

Savvy marketing strategist, e-learning expert


A seasoned marketing and communications leader with expertise in:

  • Marketing planning and strategy
  • Marketing communications
  • Market research
  • Sales training and framework development
  • Product launch
  • Web 2.0 technologies
  • Loyalty and engagement

Work History

Work History
Nov 2009 - Present

Principal / Strategist

Guiding Star Communications and Consulting Inc.
  • Provide marketing agency services to clients - marketing strategy, marketing communications, market research, learning, advisory board development and execution
  • Deliver online, blended and mobile e-learning courses
Jan 2009 - Present

Director of Marketing / Chief Relationship Officer

Sandbox Software Solutions
  • Develop marketing plans, including strategic elements (product mix, positioning) and marketing communication tactics
  • Manage client and potential client relationships
  • Provide non-technical guidance to software development team for creation of products
Nov 2008 - Apr 2009

Associate Product Manager

Actelion Pharmaceuticals Canada
  • Provide strategic and tactical support to pharmaceutical brand
  • Contribute to development of brand positioning, communications strategy
  • Develop and implement programs to collect market research data from physicians
Nov 2005 - Nov 2008

Senior Account Director

Meducom International
  • Created, sold and supervised the development of new and innovative marketing communication platforms (CME, print publications, professional relations, e- and i-media) for pharmaceutical, biotechnology and medical device client
    • Emphasis: Infectious diseases, respiratory medicine, gastroenterology, cardiology, oncology
  • Provided strategic and tactical marketing solutions to clients and prospective client
  • Oversaw the efforts of support/production staff/project management
  • Designed and implemented needs assessments and survey research on continuing medical education with Canadian physician
  • Designed, developed and worked with consultants on the introduction of a Web 2.0 platform for physicians (, and supervised its marketing and sales
Sep 2003 - Nov 2005

Therapeutic Area Specialist, Urology

  • Promoted the use of PROSCAR® (finasteride) for the treatment of benign prostatic hyperplasia (BPH) with urologists and GPs
  • Instigated file audit, practice history and patient information projects in family physician practices
  • Planned and developed Continuing Medical Education and non-accredited learning activities for both urologists and GPs
  • Provided training to new colleagues (sales techniques, urology background, business skills)
Sep 2000 - Sep 2003

Promotion Manager

  • Participated in development of brand Marketing Plans for the coxib and bisphosphonate franchises
    • Commissioned, participated in, reviewed and analyzed appropriate market research (including "War Games" exercise)
    • Contributed to the "key choices" of market leverage points, market segment development, benefit ladder and brand positioning
    • Pioneered the approach (now used broadly at Merck Frosst) to collect tactical suggestions from stakeholders in order to develop Brand Communication Plans, and developed supporting IS infrastructure
    • Developed Brand Communication Plans in support of the marketing of VIOXX® and FOSAMAX®
    • Initiated pioneering quantitative research, with sales staff, to collect feedback on the format and messaging of marketing tools/initiatives
    • Developed and implemented the launch plans for the VACT Campaign (i.e. efficacy superiority vs celecoxib)  for VIOXX®
  • Coordinated the production of marketing tools in support of VIOXX®, FOSAMAX® and Patient Health Management, including detailing material, journal advertisements, multimedia and patient education materials
    • Supervised the work of a marketing agency, providing direction and feedback
    • Supervised the approval process of marketing materials, including directing negotiations with Medical Services at Merck Frosst and the PAAB
  • Launched a new patient compliance program that spanned major brands (VASOTEC®, COZAAR®, FOSAMAX®, ZOCOR®)
  • Managed the financial portfolios for VIOXX®, FOSAMAX® and for the Health Policy Planning, Patient Health Management and Trade Relations departments


Sep 1978 - Jun 1982

W. C. Kennedy Collegiate Institute

Courses and Workshops

"Guiding Conflict Resolution", "Negotiating Skills for the Business Professional" (Conestoga College); "Marketing Principles for SPIN Selling" (Alliance); "SPIN Selling" (Alliance); "Managing Change" (Merck Frosst); "Merck Marketing - Basic Course" (Merck Frosst); "Coaching and Training" (Merck Frosst); "Leadership and Influence (with 360 Leadership Review)" (Merck Frosst); "Planned Giving" (Lorna Summers); "Direct Mail Techniques" (Lynn Archer); "Building the Learning Organization" (Dr. Bryan Smith); "First Things First" (Dr. Stephen Covey)