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PETER TUTLYS
BUSINESS STRATEGY MARKETING - EXECUTIVE
Toronto 416-721-7972
Peter.Tutlys@rogers.com
PROFILE
A Marketing executive with C-Suite experience. Proven market performance in Financial, Insurance, Digital,
Retail, Consumer Goods, Service Industries, Pharmaceutical, Ag, Leisure/Sports and Loyalty sectors.
An Ideas Producer. A Business Case thinker. An energetic and inclusive digital savvy leader with proven track
record of profit and volume growth on start-up and billion dollar portfolios. Strong record of success in both
multi-National (Can. U.S. Europe) and entrepreneurial environments. Team mentor. Voted Top Leader.
Applying the sought after Brand Architecture Planning, Client Loyalty and Segmentation
analytics from the Banking sector to other industries. With award winning creative.
Known for building, aligning, challenging and revitalizing organizations. Passion for leading high performance
teams to launching new Brands and Corporate re-positioning profiles full P&L responsibility. Career began
in Packaged Goods leading to functions including Board Member on Bank owned Leasing company and VP
Strategy, Brand, Marketing, Digital, PR, Business Development, CRM, Analytics and Advertising roles as well as
owner/manager on several start-ups.
Brands touched DNB, RBC, BASF, Shoppers Drug Mart, IKEA, DuPont, Bauer, NIKE, PUMA, Glaxo, CAA, CTV.
EXPERIENCE
Peter Tutlys Consulting
Jan. 2014 -Present
DesRosiers Automotive Consultants VP Marketing
-The only automotive consulting and market research company in Canada
-Reporting to Dennis DesRosiers, providing Brand Strategy, Marketing & Communications
-Reviewing Fee Products, Brand Extension, SWOT, Business Line Extension and Digital Strategy
MarketVest Financial Network VP Marketing
-Start-up Financial Network targeting distressed property owners, providing full financial solutions
-Drafting both Canadian and U.S. Business Development and Marketing launch plans
-Have secured Hard Money lenders, real estate lawyers and business minded real estate brokers
-Creating Segmentation Analysis, Social, Digital Strategy, Analytics and implementation plan
Old Ad Guys - Director
-Fledgling Advertising Agency, providing new business planning
-Currently pitching 3 new business client leads
DNB Bank (Norways Largest Financial Institution)
2007-2013
VP Marketing, Board Member Leasing Company, Strategy Contributor Bank Board
-Baltics division (south of Finland)-Europes 2nd fastest growing economy-Oslo & Copenhagen H.O.
-Fully universal $13B retail/corporate/capital markets operation including real estate division.
-Recruited to implement a top class Strategy/Marketing/Business Development unit with focus
on Brand and Marketing R.O.I principles. Report directly to President. 12 direct reports.
-Management Board Member, DNB Leasing (2 years)
-Contributed to 1.5 Yr. integration strategy and execution planning of stand-alone leasing operation
within DNB Bank Financial Group infrastructure. Worked with Lease co. President and his management
team to ensure business development, client service, product/pricing points competitively positioned.
-As part of migration strategy, Initiated DNB Leasing First Lease Now program - a Branded sales
Strategy aimed at cross selling existing bank clients via CRM model and converting 35% new sales leads.
-VP Marketing, Brand, Digital & Public Relations: Business Development (Strategy) (5 years)
-Recommended and launched new DNB Brand Promise Your Financial Guide Awareness up by 50%
over 1.3 yrs. and Propensity to Recommend/Engage monitors +14%. Marketing Strategy led
to Business Development execution mandate of all client facing employees engaged in pre-determined
savings/investment and credit discussions to provide no less than 3 client options. As a Financial
Guide this is what our clients expected and differentiated us vs. the competition.

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-Marketing lead for DNB Bank Digital Multi-Channel project-Business Development oversight
(digital over branch), culminating to full P&L for non-client facing units, eg. Online banking
-Initiated Marketing Segmentation Modeling and Marketing Analytics. First time Homebuyers program
launched via analytics segmentation resulting in 121 and 118 index on 2-YOY category income.
-Contributor to mapping Windows 8 functionality to online banking applications for greater customer ease.
-Launched George Clooney featured Investment Campaign-initiated unique market positioning Make an
Agreement with yourself (similar to Freedom 55 but more action oriented) - market share on mutual funds
and Government bonds rose from stable 13% to month over month 27%
-Launched DNBs first Facebook profile powered by MEO/SEO digital strategy. 225 Index vs. competition.
-Launched first European banking promotional app that manufactured promo banking codes when
physically shaking your smart phone. This contributed to the launch of DNB UP, first end-to-end youth
oriented banking package. Success at 113 index performance
-DNB Bank Management Board Business/Strategy Contributor (5 years)
-Contributor to the formation of a new unit: Business Development (not Sales), charged with finding,
initiating and leading the development of cross business line proof points to support agreed business goals.
-Contributed to an Enterprise Strategy House planning process. This 2 year process led to YOY
efficiency, market share and customer satisfaction gains. Within this, Segment strategies were initiated.
-Presented DNB Business Development case study Innovation: What do we do to stay relevant which
was focused on degrees of Incremental vs. Substantial vs. Transformational Business Case realization.
-Recommended internal HR Vision Participate in Your Success an employee sales strategy aimed at
increasing employee commitment and economic profitability.
-Recommended DNBs participation in Login 2013 - Eastern Europes largest Internet Technology/
Start-UP Conference. Oversaw DNB booth. Steve Wozniak, Apple co-founder, conference guest speaker
Marketbanga Inc. - Direct access day trading firm
2005-2007
-President & General Manager Baltics division (Toronto H.O.)
-Opened a European online day trading operation. Sold to private equity firm after two full
years of operation, employing 30 traders. Positive financials but confidential.
-Responsible for full operations management - Sourced physical location, recruited, trained and
managed trading floor, responsible for all end of day trade closures and next day opening.
RBC Financial Group (Royal Bank of Canada)
- Director of Marketing (influencer of 60 person unit)
- Director of Advertising (lead on 6 person unit)
- Manager of Advertising
Directed Marketing Strategy and implementation on assigned portfolios. Lead integrator role
within marcom teams. Assigned to all new major RBC launch initiatives. U.S./U.K experience.

1995-2004

-Repositioned Royal Bank to RBC Financial Group (corporate rebranding, U.S. consideration)
-Repositioned RBC Visa Avion (increased sales to 116 index). Avion is RBCs flagship platinum
credit card within their multi-Billion dollar cards portfolio. Positioning still maintained 8 yrs. post launch)
-Launched Telephone/ Internet Banking (1MM clients), Mondex Electronic Cash (CIBC joint venture)
-Launched RBC Insurance Brand Platform & launch campaign (corporate Branding)
-Launched RBC CanWest/Global TV/National Post Convergence Program: Canadas first Media
Content convergence program. Resulted in index of over 50% vs. conventional media.
-Member of RBC Olympic Sponsorship Implementation team
OgilvyOne (OGILVY & MATHER DIRECT)
1993-1995
-Senior Manager (DuPont, IKEA, Glaxo pharmaceuticals)
- CRM and Direct Response client communication-Modeling, Analytics, Segmentation,
Offer testing and Sales follow through analysis
- Supported Flonase (allergy medication) launch which realized a 20% market share 1 yr. post launch.
- Oversaw DM Loyalty Marketing campaign to support IKEA's "family" program. Achieved increased
membership rates across all stores indexing at 107

CAMPAIGN HOUSE Marketing Agency (Co-owner)

-Account Director (BASF digital, NIKE, Bauer, CTV, Panasonic printers)

1988-1992

NIELSEN
Worlds leading packaged goods and media information company (Nielsen Ratings)
-Account Executive (Shoppers Drug Mart, Miracle Mart, Co-op)

1986 1988

EDUCATION
-1986, University of Toronto - B.A. Economics (Commerce)
-York University - Schulich School of Business- Managing Brand Equity, Facilitative Leadership courses
-St. Mikes High School, Toronto, Honours
BUSINESS STRATEGY/MARKETING COMMUNITY
Cyberkids-2014/15 North Toronto community based childrens learning/activity program
Norwegian Business School 2008-2013
-Invited Business Developer/Marketing presenter to their graduate and undergraduate schools
Vienna 2010 , Austria 2010 European Marketing Leaders Conference. Invited guest speaker.
Canadian Internet Advertising Bureau -First RBC employee to join newly formed bureau
Board member: A.C. Nielsen Media Advisory Board (2003), Canadian Newspaper Audience Bank (2002)
AWARDS
Awarded RBC Canada stock options for business/marketing innovation
Voted top Leader by DNB Bank Europe 1,100+ unit