The Fractional CMO - About Stephen Dorsey

Career Profile

  • Senior level strategic and tactical contributor with demonstrated success driving business growth, profitability and scalability
  • Marketing and branding expert with a proven track record of successfully integrating multi-disciplinary marketing and brand strategies
  • Strategic manager with demonstrated leadership and relevant experience establishing organizational processes locally and internationally, focused on building collaborative teams and implementing brand awareness and customer acquisition across varied channels 
  • Seasoned branding manager with experience in marketing management, including research, design, strategic business plans and partnerships with KPIs ensuring accountability and alignment
  • Omni-media digital strategist, technologist and creative producer with extensive experience in digital engagement including online, subscription based e-commerce, digital out of home and social and mobile integrations
  • Broad range of non-profit, retail, restaurant, finance, restaurant, sustainable energy, and media and entertainment experience


Professional Experience/ Career Highlights

  • The Fractional CMO (Toronto) - Principal - 2007- present. Fractional CMO advisory services. Senior level expertise and experience across multiple industry sectors
  • Dorsey Studios (Toronto) - Principal / Producer / Creative Director -2006- present. Boutique creative studio specializing in visual storytelling, branded design, content marketing and podcast production. 
  • PlayNetwork (Seattle)  - VP Marketing & Creative - 1999 – 2006. A 1998 start-up, PlayNetwork disrupted the in-store music (Muzak) industry through technical innovation and first-to-market media customization capabilities. Today, it is a global leader of in-store media services. Led all global marketing activities and strategic planning initiatives.
  • Dorsey & Associates (Vancouver)  - Integrated Marketing Strategist  1996 – 1999. Strategic and tactical advisory consultant with a focused on integrated marketing and branding.
  • Bose Corporation (Toronto / Boston) - Senior Marketing Manager                      1993-1996. Global leader in consumer audio electronics. Spearheaded all marketing activities in Canadian market and contributed to North American wide product launches.

Marketing & Branding

  • Directed and developed a strategic marketing and brand plan for Haven Toronto, a non-profit agency. Rebranding and launching new messaging across all media channels resulting in exponential increase in private donations
  • Developed and implemented media-based retail digital experiences and engagement applications to engage audiences in-store and streamline sales operations
  • Developed and deployed several digital out-of-home networks and related content programs, leveraging innovative content management system platforms for diverse clients to achieve audience engagement objectives
  • Developed the PlayNetwork brand from the ground up and establishing it as the industry leader in just six years with 3,300% growth. My efforts resulted in two Inc. 500 awards
  • Revamped BOSE Canadian loyalty retail sales program, including the French-language introduction in Quebec, and launched online portal that increased participation by 400% over three years
  • Spearheaded the design and launch of the BOSE Corporation global website that delivered first-to-market advantage in product and service category
  • Developed and led a branded community-based program, including a website, for Super Bowl Champion and CFL All-Star athlete-in-partnership with the BC Lions and Boys & Girls Club benefiting disadvantaged youth
  • Oversaw global brand and trademark protection and established and managed brand standardization and related processes across more than 20 international markets.


  • Directed and managed diverse talents and teams to successfully collaborate in developing visual content for distribution across all media channels
  • Executed and managed hundreds of projects and tactical initiatives with staff, delivering quality results on time and on budget
  • Forecasting experience, $1 million budgets and P&L responsibilities
  • Supported business development efforts that resulted in multi-year, recurring media revenue contracts with The Gap, Finish Line, Chili’s, Levis, Children’s Place, Chico’s, Hot Topic and others
  • Developed E-com portal PlayNetwork in partnership with Costco (USA) managing and implementing all marketing initiatives online and in-store


  • Directed all online and offline corporate communications, including development of award-winning e-newsletter(blog) and innovative multimedia sales presentation for PlayNetwork that won Gold at the American Business Awards
  • Managed, curated and implemented in-store media program for Aroma Espresso Bar locations Canada-wide
  • Co-created, executed and produced premier outdoor visual art exhibition at the Vancouver Outdoor Art Exhibition, resulting in $1 million in revenues for participating artists
  • Co-developed a private alumni portal for Governor General Canadian Leadership Conference (GGCLC) providing more than 2,000 alumni with effective communications and network opportunities
  • Provided strategic advice to clients and senior teams on the internal and external impact of executive decisions and brand issues with stakeholders.