Azadbir Rai
Brand & Digital Marketing Manager (Canada) @WD-40 Company
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WORK HISTORY
Brand & Digital Marketing Manager (Canada) @WD-40 Company
Toronto, ON, CA
Lead annual and long-term brand strategy across five owned brands, including 18-month roadmaps driving +6.52% 7-year sales CAGR- Manage end-to-end product launches (research, pricing, GTM and in-market execution)- Spearhead “Never Lose the Straw” campaign; Brand architecture development and content creation to position Smart Straw end-user value proposition, traditional media (TV/radio) → +4 pts Smart Straw brand awareness and paid media → 30% increase above CPM/CTR benchmarks- Own channel marketing execution across all accounts,$1+ million incrementality and 23% cost savings- Build and execute eCommerce and retail media strategy (Amazon, Walmart, Canadian Tire, and Home Depot)- Manage $1.4M A&P budget, balancing revenue growth, margin, and EBITDA targets.
EDUCATION
McMaster University
Honours Bachelor of Commerce (B.Com.), Marketing
ABOUT AZADBIR RAI
Marketing and brand leader with 7+ years of experience driving growth across CPG, retail, and eCommerce. I specialize in end-to-end brand strategy, go-to-market execution, and omnichannel marketing that connects strategy to measurable business outcomes.My experience spans brand building, product launches, media planning, and retail execution across both owned and paid channels. I’ve led long-term brand roadmaps, managed P&L and marketing budgets, and partnered cross-functionally to deliver sustainable growth.I bring a data-driven approach to decision-making, with experience in KPI development, performance optimization, forecasting, and budget management. I enjoy working at the intersection of brand and performance, balancing short-term results with long-term brand equity.
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