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Vice President of Marketing | 2022 to Present

Nathan is the Vice President of Marketing at Rohit Group, where he serves as the national head of marketing and strategic planning across enterprise, commercial, land development, home building, residential, and infrastructure divisions. Key provinces of oversight, include Alberta, Saskatchewan, and Ontario. Since joining the organization, Nathan has led unprecedented strategic transformation.

Highlighted achievements:

  • Engineered and launched across western / eastern Canada the Rohit house of brands; the parent brand and 6 subsidiary brands (working with DDB Canada) - establishing portfolio architecture, positioning, brand creative, employer brand strategy, and tactical activation

  • Led the organization’s strategic planning, as well as business planning at the enterprise level, as well as across each division and region. Guiding establishment of strategic goals, business objectives, performance measures, and action plans

  • Developed an enterprise national marketing strategy across 4 divisions and 5 primary markets, focusing on digital, brand, workforce, and process transformation

  • Headed marketing workforce design, adding MarTech, data analytics, divisional / regional leadership, and enterprise marketing functions, under a shared services model

  • Implemented a marketing performance-based framework across subsidiaries, leading establishment of financial performance measures, delegation of authority processes, and quarterly reporting

Director of Customer, Analytics and Digital Transformation | 2015 to 2022

Prior to Nathan’s evolution into real estate, he was the Director of Customer, Analytics and Digital Transformation, a $20 million revenue-generating section with approximately 250 staff, within the City of Edmonton's Community, Recreation and Culture branch. With a wide-reaching mandate, Nathan directed strategy and operational delivery of digital transformation, analytics, marketing, customer experience (CX), as well as business planning and performance.

Highlighted achievements:

  • Oversaw delivery and led operation of an ERP / CRM enterprise system; leveraged by 30 lines of business across 37 locations, facilitating $70M in annual revenue and monetizing hundreds of thousands of customer interactions through the e-commerce platform MoveLearnPlay.edmonton.ca.

  • Headed adoption of machine learning / advanced analytics within the branch, informing market segmentation, product design and service automation.

  • Managed technology roadmap design and delivery, including planning and securing executive leadership approval / funding for enterprise-level automation, AI, CX and UX transformation.

  • Led business case development and implementation planning for self-service payment kiosks across 19 recreation and attraction facilities. 

  • Managed collaboration, design and implementation of the branch Customer Experience and Relationship Management Strategy; leveraging data (voice of the customer), technology, communication channels and process improvement investments, to transform CX, maximize revenue and shift customer interactions online within the digital ecosystem. 

  • Supported service performance and improvement by leading facilitation, development and ongoing execution of the 2018-2022 Business Plan for Community and Recreation Facilities, a branch with over 2,000 staff and 30 lines of business.

Earlier Along the Journey

  • Prior to taking the Director leadership position, Nathan led the ETS Marketing Group (26 staff) for Edmonton Transit System (ETS) with outcomes specific to technology transformation, CX, analytics, strategic marketing, service / infrastructure branding and creative services.

    Highlighted achievements:

    Enterprise Workspace Productivity Transformation- Supported the CIO (and senior IT leadership team), travelling to Silicon Valley and engaging with executives from Google, Apple, Microsoft, Oracle and HP to discover and assess enterprise SaaS workspace / productivity solutions for the City.

    ETS Text & Ride - Planning and bringing to market a text messaging service (ETS Text & Ride) that deploys millions of bus schedules to transit commuters each year.

    eCommerce Platform Modernization - Leading e-commerce platform modernization, improving functionality, user experience and customer loyalty; the latter through AIR MILES® reward miles earning and purchasing integration.

    Naming Light Rail Transit Lines - Directing the process to name current and future light rail transit (LRT) lines; now known as the Capital Line, Metro Line, Valley Line, Energy Line and Festival Line. This included taking a multi-phased human-centred design approach where over 4,000 naming suggestions were generated by the community and then refined through survey and focus group research.

    First AIR MILES® P3 - Negotiating the nation’s first public-private collaboration with AIR MILES®.

  • Before Transit, Mr. Walters worked in the energy sector as the Director of Marketing for international services and technology company Katch Kan™ Limited. While there, he headed the domestic and international marketing program, which was critical to helping the company achieve record earnings. In addition, Nathan led thought leadership and executive engagement by speaking at several national and international petroleum conferences and academic institutions across Canada and the United States. 

  • Prior to the energy sector, Nathan worked for a social advocacy advertising agency that was based in Vancouver. As the Account Executive, he supported key accounts, such as The Canadian Boreal Initiative and the American Association for the Advancement of Science, helping achieve client objectives across television, web and print media.

Education

Advanced Education

Master of Management in Artificial Intelligence (MMAI)
Queen’s University

As machine learning and automated technologies transform the business landscape, Nathan has leapt deeply into the fold, achieving a Master of Management in Artificial Intelligence (MMAI) from the distinguished Smith School of Business at Queen's University. As a graduate student, Nathan worked with Google, leading a project team to analyze Shopify’s big data and advise on marketing technology (MarTech) strategy through the application of advanced machine learning techniques and Google Cloud Platform architecture.

Master of Business Administration (MBA)
Pennsylvania State University

With the intent of directly learning business strategy within the ecosystem of US fortune 500 companies, Nathan earned a Master of Business Administration (MBA) from Pennsylvania State University. During his time in the program, he also completed a corporate residency in Kansas City for Ruskin Air & Sound Control (Johnson Controls), advising the executive leadership team on corporate strategy.

Executive Education

Leveraging AI for Innovation and Organizational Performance
Northwestern University - Kellogg School of Management

Strategic Analytics Program
Queen’s University - Smith School of Business

Strategic Management Program
York University - Schulich School of Business

Change Management Certification
Prosci®

Awards & Recognition

Corporate Innovation Award | Canadian Urban Transit Association

Marketing / Communications Corporate Leadership Award | Canadian Urban Transit Association

Top 40 Under 40 | Mass Transit Magazine

City Manager's Award of Excellence (nominee) | City of Edmonton

Committees & Boards

Advisory Committee, Data Analytics Program | Northern Alberta Institution of Technology (NAIT), 2022 - Present

Communications / Public Affairs National Committee | Canadian Urban Transit Association (CUTA), 2014 - 2015