It’s a big world (after all).
They say the world is small.
Funny, it never quite feels that way when you’re in an unfamiliar place. Is this the right route? Is the next turn left or right?
It’s the same in business. Navigating new land always feels loud and confusing. There’s no GPS. The locals are pointing in different directions. And the fog is as thick as pea soup.
Sharpen your focus.
Big markets, big thinking, and big ideas. They’re magic. But without strategic focus, they won’t get you where you need to be. To be successful, first you need to make the world smaller. Pinpoint the best opportunities. Clarify the destination. And avoid costly and time-consuming detours along the way.
We’ll supply the map.
We believe passionately in the power of strategic focus. We quiet the street noise. Define the destination. And supply the road map. But no journey is complete without a good playlist. That’s why we turn up the volume on who you are, what you stand for, and what makes you different. It makes for a smooth ride.
We’re relentless sifters.
To design the best route, we search wide and deep, foraging for powerful strategic insights in a sea of data. Understanding what gems to keep is a skill honed by decades of experience and underpinned by a methodical process.
We’re audience-focused.
Using an approach that’s part science, part art, we connect the dots with research, theory, analysis and instinct. What exactly are we looking for? Simply put: who you are, what makes you different, and how you’re relevant. Because when you show your audience who you are with clarity and conviction, the fog lifts for them too. It’s what creates brand-customer connections that transcend the transactional. After all, nobody wants to ride with a stranger.
Our expertise.
Exploratory market research.
Qualitative and secondary research that uncovers answers to the big questions that impact strategic focus: We go wide and deep in pursuit of insights that matter
Strategic marketing analysis.
Methodical analysis of data and research: We sift for strategic insight and connect the dots using theory, process, experience and instinct, making sense out of complexity.
Creative strategy and communications planning.
Communications action plans and creative briefs that bring the strategy to life: We help to translate strategy into a compelling story that resonates with key audiences.
Brand strategy.
Brand positioning strategies based on solid, strategic insight: We craft powerful branding plans, addressing positioning, brand voice, key messaging and more.
Marketing strategy.
Marketing strategies that answer core questions: What’s the biggest opportunity? Who should we target? What’s our USP? What distribution channel should we use? What’s the best pricing strategy? And more.
Coaching + Mentoring
One-on-one and group coaching and mentoring: Skills development in strategic marketing and planning for specific projects or purposes and/or general career development.
The Team
Kerri Roche, MBA
Owner & Senior Strategist
Kerri is a seasoned Marketing & Communications Strategist with 3 decades of experience solving complex business issues with insight and clarity of focus.
From start-ups to established brands, her experience is deep and diverse, crafting marketing, communications and branding strategies for B2C and B2B in Canada and the US, across a range of industries, including packaged goods, retail, post-secondary education, tourism, airlines, telecommunications, natural resources, banking, biomedical, tele-health, business software, automotive technology, manufacturing technology, social enterprise and more.
An analytical thinker and ‘academic’ at heart, Kerri combines her innate curiosity with a deep respect for research and knowledge. Her approach to strategy development is methodical, multi-faceted and grounded in consumer behaviour and psychological theory.
Regardless of industry, she aims to find simplicity in the complex: uncovering and amplifying the ‘sweet spot’ where value is created for both the customer and the business.
Kerri holds an MBA and B. Comm. (Co-op, Hons) in Marketing from Memorial University of Newfoundland where she was awarded both the University Medal for Excellence in Graduate Studies as well as the MBA Award for Excellence. She also holds a Certificate in Business Strategy from Harvard Business School Online (here) and an Advanced Advertising Effectiveness Certificate from the Institute of Canadian Advertising.
Partners
Every strategic assignment is different. Sometimes the scope is research-heavy. Other projects call for creative talent . Sometimes it’s both.That’s why we partner with specialists and other marketing companies when required. Our established relationships with other talented professionals means we can tailor the project team to your needs.
FAQs
Will we work directly with Kerri?
Absolutely. Kerri is the primary strategist for all of Sift’s work. Key partners may perform specialized work such as primary market research, media planning, creative direction and/or graphic design. The project team will be tailored to your specific needs.
What is Kerri’s education and experience?
Kerri holds an MBA and B. Comm. (Co-op, Hons) in Marketing from Memorial University of Newfoundland where she was awarded both the University Medal for Excellence in Graduate Studies as well as the MBA Award for Excellence. She also holds a Certificate in Business Strategy from Harvard Business School Online and an Advanced Advertising Effectiveness Certificate from the Institute of Canadian Advertising. She has worked in marketing strategy for the past 3 decades, including 20+ years with award-winning ad agency, Target Marketing & Communications Inc., where her most recent position was Strategic Planning Director.
Do you have full-service capabilities?
Sift specializes in marketing and communications strategy. For strategic execution, Sift has relationships with several trusted marketing companies, including for primary market research, media planning and creative services. If your organization already has a preferred partner, that’s perfect too.
How much do your services cost?
Every project if different in scope and objectives. A project estimate will be prepared after an initial discussion.
Consultation
Ready to transform your organization?
If so, let’s dig in.