Andrew Murphy, MBA

Senior Brand Manager at Microcel Corporation
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Contact Information
us****@****om
(386) 825-5501
Location
Greater Toronto Area, Canada, CA

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Credentials

  • Internet of Things: Business Implications and Opportunities
    MIT Sloan Executive Education
    Jan, 2017
    - Sep, 2024
  • MIT Fintech: Future Commerce
    MIT Sloan Executive Education
    Jan, 2017
    - Sep, 2024
  • Social Marketing Certification
    Hootsuite Academy
    Jan, 2015
    - Sep, 2024

Experience

  • Microcel Corporation
    • Canada
    • Computers and Electronics Manufacturing
    • 1 - 100 Employee
    • Senior Brand Manager
      • 2019 - Present

      Hired to drive revenue and profitability of electronics, fitness, technology and health & wellness brands represented and distributed by Microcel Corporation through retail and online channels. Responsible for 15 brands, including 5 product lines for which I am the de facto “country head” – determining pricing, margins, and distribution and promotional strategies. Work includes coordination with internal sales teams and major retail customers (e.g., Best Buy, Walmart). Inherited portfolio of brands and set about pruning unprofitable and low growth SKU's. Simultaneously, sought out high-potential product lines, emerging brands, and desirable product categories. and negotiated for their exclusive representation in Canada.Dramatically improved brand mix, contractual arrangements, margin, cash flow, and turnover leading to tripling of profitability from portfolio.

  • Bak USA
    • United States
    • Computer Hardware Manufacturing
    • 1 - 100 Employee
    • VP Product Marketing
      • 2018 - 2019

      Company built tablets and computers from Chinese-manufactured components. The products were targeted at the education (K-12) marketplace and primarily sold to school districts. Recruited to lead product strategy and marketing efforts.• Engaged with both Google and Microsoft on product design and development, next-gen advances, and marketing efforts. One focus of the Google talks was to open a new market for the company by configuring tablets for use by front-line workers.• Tasked with becoming directly involved in supply chain, engineering, and cost accounting issues, as difficulties in these areas began to emerge. Developed accurate costing model, rationalized product line by eliminating poorly performing SKU’s, streamlined customization options to reduce manufacturing and inventory costs, and established new packaging protocols to eliminate excessive shipping breakage.In 2018 the U.S. imposed tariffs on Chinese components, significantly impacting product costs and creating challenges for the business model. Based on realistic forecasts, Bak’s investors withheld additional funding and liquidated the company in 2019.

  • Pioneer Electronics
    • Appliances, Electrical, and Electronics Manufacturing
    • 500 - 600 Employee
    • National Accounts and E-Commerce Consultant
      • 2016 - 2018

      Hired as independent consultant and tasked with addressing specific, stubborn obstacles to sales and profit growth. Company was challenged to adequately meet the inventory and promotional sales needs of major retail accounts and on develop a viable online sales and distribution strategy.• Addressed persistent shipping and inventory shortage issues affecting ongoing relations with major retailers by refining and regularly updating SKU-level forecasting models, enhancing coordination with the U.S.-based order fulfillment team, and initiating electronic order fulfillment between Pioneer and national retail accounts.• Initiated regular promotional planning sessions with major retailers. Created integrated, detailed reporting and “pricing roadmap” incorporating sales and stock data, sell-through reports, promotions, and field actions. Efforts led to improved ability to forecast store-and-SKU-level demand, identify optimum pricing levels, and fully support retailers’ promotions.• Restricted from selling products directly on Amazon due to U.S. market agreements, focused on increasing available online SKU’s sales from national retail accounts and expanding retailer offerings through an “endless aisle” capability.

    • Head of Marketing (Director)
      • 2010 - 2015

      Led Pioneer's marketing / ecommerce / product / planning functions in Canada for home and automotive products. In doing so, achieved preeminent sales and profitability results through collaborating on product design and pricing and establishing a premium position in the marketplace. Recognized with Vendor of the Year honours. Initiated successful effort to recover millions of dollars in import duties paid by Canada's electronics industry participants by achieving a classification change by the Canadian Border Service.

    • Senior Marketing Manager
      • 2005 - 2010

    • Marketing Manager │Assistant Manager, Production Planning | Product Planning Assistant
      • 1997 - 2005

      Promoted into progressively responsible positions during my initial years with Pioneer Electronics - leading to a promotion to Senior Marketing Manager in 2005 and, thereafter, to Head of Marketing.

Education

  • Cornell University - Johnson Graduate School of Management
    Master of Business Administration (M.B.A.), Business Administration and Management, General
    -
  • Smith School of Business at Queen's University
    Master of Business Administration (M.B.A.), Business Administration and Management, General
    -
  • Trent University
    BAS (Hons), Administrative Studies
    -
  • CFTE - Centre for Finance, Technology and Entrepreneurship
    Extrapreneurship - Uber, Financial Technology
    2021 - 2021

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