He finds gaps and opportunities for brand growth, develops and implements integrated brands, and creates marketing and communication strategies that increase brand value, profitability, and growth. His brand building techniques include:

  • brand audits
  • market opportunity mapping
  • competitive analysis
  • mapping, segmentation, and profiling
  • market research

In more than 20 years in the business, Aziz has marketed countries, economic zones, tourism destinations, financial services, packaged goods, telecom, real estate, automotive, healthcare, retail, hospitality, not-for-profit, and government services.

Select client experience


  • Lakefield College School: worked with stakeholders (the board, faculty, parents, and alumni) to help Lakefield College School differentiate itself from other private boarding schools and increase enrollment in the early years
  • Air Canada: informed Air Canada’s marketing strategy for their Montreal to Casablanca and Toronto to Dubai routes
  • Wind Mobile (now Freedom Mobile): identified a profitable niche segmenting opportunity for WIND Mobile’s unlimited roaming product
  • Henkle: researched contractors, tradesmen, and DIYers to help develop Henkel’s Canadian marketing and brand strategy for their construction adhesives and sealants
  • Collins Barrow (now RSM Canada): helped Collins Barrow leverage their trusted advisor equity to position their new downstream ‘employee benefits insurance’ product for small and medium businesses
  • Chartwell Retirement Residence: engaged seniors and retirees to uncover insights and develop a brand strategy for Chartwell’s new “aging in place” concept
  • Loblaw Companies Limited: conducted primary and secondary research to provide a deep analysis of the Loblaw’s competition in the grocery arena, specifically from independent stores

Of interest...

  • Aziz is a Business Mentor for Futurepreneur Canada, previously Canadian Youth Business Foundation (2012 to present).
  • He’s a sessional faculty member at the University of Guelph-Humber (2016 to present).

Connect with me

Areas of expertise


Education & qualifications

  • Certified Management Consultant, Canadian Association of Management Consultants (2014)
  • MBA in Strategic Marketing, McMaster University (2002)
  • Communications and Advertising Accredited Professional, Institute of Communication Agencies (1997)
  • Bachelor of Commerce, Bombay (Mumbai) University, India (1988)

Affiliations & recognitions

  • Member Canadian Association of Management (2012)
  • Global Healthcare Award (2007)
  • MENA Crystal Award (2006)
  • Cannes Finalist (2005)
  • New York Festivals (2005)