Financial Fluency for Marketers: Metrics, Margins & Measurement

• How to read and interpret a P&L statement to understand how marketing activities impact financial outcomes.
• How to calculate and use gross margin, contribution margin, and markup/margin to assess product performance.
• How to perform break-even analysis and payback period calculations to guide marketing investment decisions.
• How to evaluate the long-term value of marketing initiatives using Net Present Value (NPV).

•  Interpret key elements of a Profit and Loss (P&L) statement and understand their relevance to marketing and financial evaluation.
• Calculate and analyze performance metrics such as gross margin, EBITDA, and contribution margin using real-world business examples.
• Differentiate between fixed and variable costs and assess their impact on cost structure and break-even analysis.
• Evaluate marketing initiatives using financial tools like break-even point, payback period, and net present value to determine feasibility and return on investment.
• Understand and apply pricing metrics, including markup and margin, to support profitable product and service pricing decisions.

• Marketing professionals seeking to enhance their financial literacy and decision-making capabilities.
• Product managers and brand managers responsible for pricing, campaign budgeting, or revenue forecasting.
• Business analysts and strategists who need to assess the return on marketing investments.
• Entrepreneurs and small business owners looking to understand the financial impact of their marketing plans.
• Finance or accounting professionals working closely with marketing departments or evaluating campaign performance.

Jeffrey O'Leary
VP, CMA

Dr. Jeffrey O'Leary is a results-oriented strategic leader with over 20 years of progressive experience in finance, sales, and marketing within top-tier organizations. He has a proven track record in financial management, business planning, and risk control, with expertise in delivering strategic insights to drive decision-making and business growth.

Jeffrey currently serves as Vice President, Learning and Finance at the Canadian Marketing Association. Previously, he held roles as Controller/FPA Lead at Karl Storz Endoscopy Canada Inc. and various management positions at Wolseley Canada and Maple Leaf Foods.

A highly regarded public speaker and lecturer, Jeffrey led the development of the Chartered Marketing program across Canada in 2017 and has been recognized as a top instructor in accounting and marketing courses at CPA Ontario and other institutions. His teaching portfolio includes roles at universities across Canada, where he has developed diverse curricula and facilitated professional training programs spanning 20 years.

Harvard educated, Jeff holds an MBA, a BBA from the University of New Brunswick, and a Doctorate in Business Administration. Additionally, Jeffrey is certified in multiple professional designations, including CPA, CMA, Certified Forensic Accountant, Certified Forensic Auditor and Chartered Marketer.

Jeffrey’s career is further enriched by his volunteer work, speaking engagements, and textbook contributions, reflecting his commitment to education, professional excellence, and community development. He is married to Kate and they have two girls - Audrey and Olivia.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague