Project Management for Marketers

  Budgeting Basics Every Marketer Needs to Know:

• How to build, track, reconcile, and manage a marketing budget
• Best practices for allocating funds across channels and initiatives
• How to forecast spending and adjust budgets throughout the year
• Key metrics and financial KPIs every marketer should monitor
• Building strong relationships with your finance partners

P&L Overview and Management:

• What a P&L (Profit & Loss) statement is — and how it differs from a marketing budget
• Key components: revenue, cost of goods sold, gross margin, operating expenses, and net income
• How marketing activities affect the P&L directly and indirectly
• Strategies to optimize marketing spend for improved profitability
• How to contribute to a financially healthy business beyond just top-line growth

• Improved overall know-how for marketing project management
• Techniques to help you become a more effective marketing project manager
• A project management approach for real-world usage as an emergent marketing project management leader and/or team player in your own organization

• Marketing managers and brand managers
• Agency account management professionals 
• Brand communications specialists 
• Entry to Mid-level managers

*If you have previously attended the Project Management for Marketers seminar please do not register for this session as the content is very similar. 

Richard Toker, CM
President at Branderos

Richard Toker is a fixture in the Canadian marketing scene with extensive experience in both agency and client-side roles, including as a Director of Marketing at Rogers. As a solution-focused facilitator, trainer, and consultant, he has spent many years helping clients navigate challenging changes and develop their management skills. Richard also contributed to the development of the Chartered Marketer designation and serves as an ongoing instructor in the program.

As a boutique agency founder at Branderos, he brings insight in consumer and B2B marketing from experience on brands such as Sheridan Continuing and Professional Studies, Ontario Charitable Gaming Association, Muskoka Steamships & Discovery Centre, the Canadian Marketing Association, Recipe Unlimited (Harvey’s & Swiss Chalet), and – previously – American Express, CAA, CBC, HP, IBM, HSBC, Little Caesars, Pitney Bowes, Fuji, Goodyear, Lexus, Bell, Rogers, Telus, Ontario Lottery, Scotiabank, and SIR Corp (Jack Astor’s, Scaddabush).

Prior to starting his own business in 2009, Richard was Director, Direct & Digital Marketing at Rogers Communications. And prior to that, Richard spent almost 20 years in the advertising business at Ogilvy & Mather, McCann Erickson, Cossette, Draft, and Bimm.