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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 experience

Jan 2009Present

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 2009Present

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
Nov 2008Apr 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 2005Nov 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 2003Nov 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 2000Sep 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 1978Jun 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)