{"$schema":"https://raw.githubusercontent.com/jsonresume/resume-schema/v1.0.0/schema.json","basics":{"name":"Nik Poon","label":"Creative Strategy Director","summary":"Product marketing and brand strategist with 15+ years positioning complex technology products and building go-to-market campaigns. AI-native operator who builds with AI daily.","location":{"city":"San Francisco, CA, United States"},"profiles":[{"network":"LinkedIn","username":"nikpoon","url":"https://linkedin.com/in/nikpoon"},{"network":"Portfolio","username":"nik-poon","url":"https://nik-poon.squarespace.com/"}]},"meta":{"canonical":"https://saywise.com/member2961","version":"v1.0.0","lastModified":"2026-10-06T11:09:08.602Z"},"x_saywise":{"handle":"member2961","pronouns":null,"availability":null,"oneLiner":"Product marketing and brand strategist with 15+ years positioning complex technology products and building go-to-market campaigns. AI-native operator who builds with AI daily.","profileUrl":"https://saywise.com/member2961","markdownUrl":"https://saywise.com/member2961/profile.md","pdfUrl":"https://saywise.com/member2961/resume.pdf","archetype":{"code":"HS-DX","name":"Launchpad Summiteer","url":"https://saywise.com/sca/74e8f86a10da","rarity":"One of the first Launchpad Summiteers on Saywise"}},"work":[{"name":"Factor (on assignment at Google Cloud)","position":"Strategy Director (on assignment at Google)","location":"San Francisco Bay Area","url":"https://factorsf.com","startDate":"2025-03-01","endDate":"2026-06-01","summary":"Owned positioning, messaging architecture and launch narrative for Gemini Enterprise across executives, business decision makers, IT/security leaders and developers. Built a custom competitive intelligence system in Google AI Studio tracking ~21 AI competitors to set messaging priorities and inform campaign strategy. Paid customers grew 40% quarter over quarter in Q1 2026."},{"name":"Perplexity","position":"AI Business Fellow","url":"https://perplexity.ai","startDate":"2025-01-01","endDate":"2025-01-01"},{"name":"Goodby Silverstein & Partners","position":"Brand Strategy Director","location":"San Francisco, CA","url":"https://goodbysilverstein.com","startDate":"2023-07-01","endDate":"2025-02-01","summary":"Led product launch and brand strategy for BMW i5/5 Series Super Bowl 2024 campaign with Christopher Walken, achieving #1 iSpot effectiveness rating and +267% configurator builds. Repositioned Mountain Dew around its outdoors equity for Baja Blast launch, generating 17B+ earned impressions and +553% search lift. Mapped BMW USA's omnichannel customer journey and led integrated agency partners across CRM, website, social and dealer communications."},{"name":"Arrivals + Departures","position":"Director of Strategic Planning","location":"Toronto, Canada","url":"https://arrivalsdepartures.com","startDate":"2020-11-01","endDate":"2023-01-01","summary":"Led brand and integrated campaign strategy across Pet Valu, Mydoh, OXY, Twisted Tea and SkipTheDishes while mentoring a team of five. Launched Mydoh, RBC Ventures' fintech product, into an unknown category with +15% awareness, +13% consideration and +314% branded search. Repositioned Pet Valu around its Animal Care Experts platform, driving +21% year-over-year sales and No. 1 market share."},{"name":"Saatchi & Saatchi","position":"Strategy Director","location":"Toronto, Canada Area","url":"https://saatchi.com","startDate":"2018-04-01","endDate":"2020-11-01","summary":"Led strategy for Toyota Canada, translating global brand positioning into regional integrated campaigns and cultural programs including Tokyo Olympics, electrification and Corolla Cross. Drove electrified sales +30.5% year-over-year and overall Toyota Canada sales +6% year-over-year through strategic positioning and campaign execution."},{"name":"Havas","position":"Senior Strategist","location":"New York, New York","url":"https://havas.com","startDate":"2016-08-01","endDate":"2017-12-01","summary":"Led strategy for a competitive category challenge, breaking through against larger competitors. Achieved 87% lift in unaided awareness and 4x year-over-year sales growth, moving the brand from #6 to #3 market share."},{"name":"AKQA","position":"Strategist","location":"New York, New York","url":"https://akqa.com","startDate":"2014-06-01","endDate":"2016-08-01","summary":"Led experience strategy for Verizon's national retail and My Verizon app redesign, aligning physical and digital journeys across 113M customer footprint and improving profitability by 10%. Led brand and content strategy for 1912 Pike, Starbucks' first owned brand-content platform for coffee culture."},{"name":"Idea Couture Inc.","position":"Strategist","location":"Toronto, Canada","url":"https://ideacouture.com","startDate":"2013-10-01","endDate":"2014-06-01"},{"name":"McCann London","position":"Strategist (freelance)","location":"London, United Kingdom","url":"https://mccann.com","startDate":"2013-07-01","endDate":"2013-08-01"},{"name":"TAB (The App Business)","position":"Product Marketing Manager | Product Strategist","location":"London Area, United Kingdom","url":"https://theappbusiness.com","startDate":"2012-04-01","endDate":"2013-04-01"},{"name":"TBWA\\Media Arts Lab","position":"Strategy Intern","location":"London, United Kingdom","url":"https://mediaartslab.com","startDate":"2011-10-01","endDate":"2012-04-01"},{"name":"Bond Brand Loyalty","position":"Strategy Apprentice","location":"Toronto, Canada","url":"https://bondbl.com","startDate":"2010-11-01","endDate":"2011-06-01"},{"name":"Various agencies (TBWA\\Media Arts Lab, The App Business, Bond Brand Loyalty)","position":"Brand Strategy & Product Marketing","location":"London, UK & Toronto, Canada","startDate":"2010-01-01","endDate":"2014-12-01","summary":"Started at TBWA\\Media Arts Lab supporting Apple's iPhone, Siri, App Store, iPad and iPod product positioning and marketing. Led product marketing for native mobile experiences including Mercedes-Benz AR and The X Factor companion app, which generated 130K+ fan-created video submissions and 40K downloads."}],"education":[{"institution":"University of Toronto - Rotman School of Management","studyType":"B.Com in Commerce"},{"institution":"Beijing Language and Culture University","studyType":"Summer Exchange in Mandarin"},{"institution":"University of Toronto - Rotman School of Management","studyType":"Bachelor of Commerce in Marketing/Marketing Management, General"}],"skills":[{"name":"App Marketing"},{"name":"Brand Building"},{"name":"Marketing Campaign Strategies"},{"name":"Creator Economy"},{"name":"Consumer Culture"},{"name":"Product Adoption"},{"name":"Skills Analysis"},{"name":"Brand Health Tracking"},{"name":"Social Media Marketing"},{"name":"Commerce"},{"name":"Product Launch"},{"name":"Positioning (Marketing)"},{"name":"Hybrid Electric Vehicles"},{"name":"Product Launch Planning"},{"name":"Go-to-Market Strategy"},{"name":"B2B Marketing Strategy"},{"name":"Integrated Marketing"},{"name":"Product Marketing"},{"name":"Economic Analysis"},{"name":"Customer Insight"},{"name":"Marketing Strategy"},{"name":"Strategic Planning"},{"name":"Brand Management"},{"name":"Creative Strategy"},{"name":"Brand Strategy"},{"name":"Quantitative Research"},{"name":"Econometric Analysis"},{"name":"Microeconomics"},{"name":"Macroeconomics"},{"name":"Cross-functional Collaborations"},{"name":"Artificial Intelligence (AI)"},{"name":"Market Analysis"},{"name":"Critical Thinking"},{"name":"Problem Solving"},{"name":"Qualitative Research"},{"name":"Research Design"},{"name":"Presentations"},{"name":"Business Planning"},{"name":"Management"},{"name":"Strategy"},{"name":"Photography"},{"name":"Microsoft Office"},{"name":"Marketing Briefs"},{"name":"Data Analysis"},{"name":"Consumer Behavior"},{"name":"User Insight"},{"name":"Competitive Analysis"},{"name":"Storytelling"},{"name":"Narrative Development"},{"name":"Cross-Functional Partner Advising"}],"certificates":[{"name":"Become an AI Leader","date":"2025-04-01","issuer":"Section"},{"name":"Foundations of Diversity, Equity, Inclusion, and Belonging","date":"2023-12-01","issuer":"LinkedIn"}]}