Paul Cowan (FreshBooks)
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On this episode of Marketing News Canada, Ted Lau interviews Paul Cowan, the Chief Marketing Officer at FreshBooks.
Paul has over 15 years of experience in brand marketing. Having worked in both large matrix corporations and small start-up environments, he has done it all. He has a unique skill set that blends technical knowledge, creative marketing and lateral problem-solving. All with the focus to build business for sustaining success, IPO or acquisition.
He began his career in university in event marketing, then followed that with advertising. Since a young age, Ted has been passionate about marketing and the creative process behind it. With a love for art, he always loved designing and drawing logos to make brands come to life.
Paul believes that in marketing people need to not fear change. Making bold moves is what got him into his current position. After finishing his degree he printed his resume and simply walked into some of the largest agencies in the city and requested to speak to the president. Many companies did reject him but eventually, he was hired.
“Many people are scared of getting fired,” explains Paul. He said he has been fired a few times, and not for doing anything wrong, but just because he was in a position that was not right for him. He believes that everything happens for a reason, and being fired is what has helped him move up in his career because it drove him to do more.
No matter how large a company is, Paul believes that lack of money is always the problem. He states that if they had an unlimited budget, there is always more they would be doing. Part of the fun of advertising is working with the resources and staff you have to come up with the best creative ideas possible.
Every crisis presents an opportunity and a way to adapt. A perfect example of this is the pandemic. Businesses were faced with a challenge, and many did not handle the situation in the best way possible and they were forced to shut down. Of course, some businesses were in better financial positions than others and this made it easier for them to adapt.
During The Pandemic, Paul thought of an idea called “Roll Up Your Sleeves.” The idea behind this was to have businesses help each other and benefit one another. Almost similar to the idea of “Pay it Forward.”
Something to look at as a brand is, how can it benefit the consumer and their pain points. Customers will often invest their money into a brand even if their values do not align if that brand is proving value. An example of this is Uber. In the past, Uber has been exposed for unethical practices, but its sales increase because they are providing value.
Ted’s extensive experience and dedication to brand marketing make him the ideal person to be a chief marketing officer for FreshBooks.
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