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David Kincaid, Founder, Managing Partner

David Kincaid

Founder & Chair

“Brands are the most misunderstood and underleveraged assets on companies' balance sheets.”

Professional Bio

As the Founder of Level5, David has had the opportunity to build a firm dedicated to creating value for client partners’ most important asset: their brand. This has provided David with a unique insight into a global range of market sectors. As a result, he has been able to work alongside progressive, brand-driven business leaders in creating and delivering brands that have been successful financially, socially, and culturally.

David’s rich corporate and consulting experience allows him to thrive in uncovering provocative insight and potential – in people, brands, and businesses. He has a proven strategic business sense and is both a world-class communicator and facilitator.

Entrepreneurs, business professionals, and students want to hear what David has to say. He is a frequent lecturer and speaker at Canada’s leading business schools and conferences – David is an Adjunct Professor of Marketing at both the Smith School of Business at Queen’s University and the Schulich Executive Education Centre at York University. He has published three books: The Brand-Driven CEO, The Value of a Promise Consistently Kept, and Brand Forward, Brand Back. In 2013, he was honoured for his outstanding work and contributions by being inducted into the American Marketing Association’s Marketing Hall of Legends.

David loves music, golf, and travelling with his family, where together they can laugh and learn.

Previous Experience

  • CMO at Corus Entertainment, where he helped set the organization’s corporate vision, values, and positioning
  • SVP Marketing and Strategic Planning at Labatt, where he led the company’s expansion into the United States, Mexico and the Caribbean – with successful turnaround and launches of brands such as Budweiser, Stella Artois, and Alexander Keith’s
  • Senior brand management roles at American Express and General Foods

Education

David received his BA (Hons) in Political Studies at Queen’s University and has studied Strategic Leadership at the Kellogg School of Business.

David's Latest Ideas

An illustration of a market-led approach where people cheer for the products that meet their needs.

When the Future is Now:
How a Market-Led Approach Lets Brand-Driven CEOs Harness the Growing Wave of Social Activism

Articles
Businesspeople are placing blocks

The New 4Ps that Power Brand Value: Why People, Process, IP and Partnership Must Be on Every CEO’s Radar

Articles
A lightbulb with the words "Brand" handwritten inside it.

History Lessons In Driving Brand Value: What the Golden Age of Brand Management Can Teach Today’s CEOs

Articles
A brandtag with the words "The Brand-Driven CEO: Embedding Brand into Business Strategy, David Kincaid"

David Kincaid’s New Book Shows CEOs How to Harness the Power of Brand

Articles

The Brand-Driven CEO: A Forbes Interview with David Kincaid

Articles, In the Media
How business leaders can navigate the current "new normal"

Chatter That Matters: Legends Edition

Podcast

Strong Brands in Times of Crisis

Videos

L5 Perspective: “Segments of One”, The New Reality

Videos
The Brand Driven CEO Episode 5: Be Brave And Agile

The Brand Driven CEO Episode 5: Be Brave And Agile

Videos
The Brand Driven CEO Episode 4: Aligning DX with Brand

The Brand Driven CEO Episode 4: Aligning DX with Brand

Videos
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Level5 Strategy believes we all have a part in preventing the spread of COVID-19. We are committed to helping everyone feel safe and confident. To show our commitment, we have taken part in the POST Promise program. Click here for more details on the initiative.

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2021 Full-Time Senior Consultant Opportunity

About Level5 Strategy

Level5 Strategy is a leading strategy and transformation management consulting firm based in Toronto. We help our clients achieve a strong ROI by developing insights, strategy and transformation through the lens of their brand.

Since our inception in 2002, we’ve worked with over 300 clients across B2B, B2C, government and not-for-profit sectors in Canada, U.S. and other parts of the globe. Level5’s list of clients includes: Canadian Tire, Loblaws, Canada Goose, Sport Chek, Sick Kids, Toronto Pearson, MPAC, Home Depot and the San Jose Sharks, among many others.

Our people are our brand, and our culture is what sets us apart. We have five values that shape our culture and inspire our people: drive, openness, integrity, collaboration and accountability. We strive to foster a culture that brings the power of learning, laughter and diversity to life – where people with different backgrounds and experiences thrive in their professional and personal lives.

Social responsibility has been woven into the fabric of our firm since its foundation 18 years ago. We aspire to make a positive impact on our clients, people and the communities in which we live and work. Level5 staff is active through community service and partnerships, social consulting engagement and team-based fundraising opportunities.

About the role

We’re looking for a Senior Consultant to join our team. We seek an ambitious, energetic and curious mind who is able to adapt to a dynamic work environment. You will be expected to collaborate with other team members to effectively deliver project projects. Our multi-project approach will enable you to take on increased responsibility and gain experience and visibility in a number of organizations across various industries.

At Level5, we not only believe in the growth of our clients, but also in the growth of our people. We encourage all our team members to think innovatively and make an impact from day one. We’re committed to providing our people with the tools and opportunities that allow them to thrive, grow and have fun.


Responsibilities:

  • Able to develop high quality client project content independently, including scoping, proposing, project problem diagnosis, solution development and planning, financial analysis, business case development, client communications, facilitation, and documentation
  • Able to manage day-to-day client interaction and project team activities, monitor timelines, due dates and project profitability
  • Able to facilitate effectively and confidently in front of the client
  • Work cohesively across numerous projects and client teams simultaneously
  • Continuously refine and develop the Level5 toolkit to ensure that material stays current, relevant, and reflects learning from client engagements
  • Participate in business development
  • Contribute to internal firm activities (e.g., marketing, business development and culture at Level5)

Minimum qualifications:

  • Bachelor’s Degree
  • Well-developed analytical/story-telling capabilities, problem-solving skills and critical and strategic thinking
  • Strong financial acumen and excellent Excel skills
  • Strong writing, presentation and facilitation skills, including in-depth knowledge of PowerPoint
  • Ability to work independently as well as collaboratively
  • Strong organizational, time management and multi-tasking skills
  • Passion for learning
  • 3-4 years of work experience in management consulting or other relevant industry

We offer a competitive salary and benefits package.

If you’d like to be considered for the Senior Consultant, please send your resume, cover letter and transcripts to career@level5strategy.com.

Level5 Strategy is committed to workplace diversity. We value our distinctive culture and believe it’s a key source of Level5 Strategy’s competitive advantage. We believe that a diverse workforce enables broader thinking, collaboration and problem-solving when meeting the needs of our clients. Diversity includes, but is not limited to, gender, age, nationality, race, religious beliefs, cultural background, sexual orientation, marital status and physical ability.

For more information about Level5 Strategy, please visit our website at www.level5strategy.com.

2021 Full-Time Analyst / Consultant

About Level5 Strategy

Level5 is a leading strategy and transformation management consulting firm based in Toronto. We help our clients achieve a strong ROI by developing insights, strategy and transformation through the lens of their brand.

Since our inception in 2002, we’ve worked with over 300 clients across B2B, B2C, government and not-for-profit sectors in Canada, U.S. and other parts of the globe. Level5’s list of clients includes: Canadian Tire, Loblaws, Canada Goose, Sport Chek, SickKids, Toronto Pearson, Girl Guides and the San Jose Sharks, among many others.

Our people are our brand, and our culture is what sets us apart. We have five values that shape our culture and inspire our people: drive, openness, integrity, collaboration and accountability. We strive to foster a culture that brings the power of learning, laughter and diversity to life – where people with different backgrounds and experiences thrive in their professional and personal lives.

Social responsibility has been woven into the fabric of our firm since its foundation 18 years ago. We aspire to make a positive impact on our clients, people and the communities in which we live and work. Level5 staff is active through community service and partnerships, social consulting engagement and team-based fundraising opportunities.

About the Role

We’re looking for an Analyst / Consultant to join our team. We seek an ambitious, energetic and curious mind who is able to adapt to a dynamic work environment. You will be expected to collaborate with other team members to support project team leads on extensive, challenging projects. Our multi-project approach will enable you to take on increased responsibility and gain experience and visibility in a number of organizations across various industries.

At Level5, we not only believe in the growth of our clients, but also in the growth of our people. We encourage our junior team members to think innovatively and make an impact from day one. We’re committed to providing our people with the tools and opportunities that allow them to thrive, grow and have fun.


Responsibilities:

  • Conduct comprehensive project research and analysis and translate them into actionable recommendations.
  • Build presentation materials that clearly communicate findings and recommendations to clients and internal teams.
  • Work cohesively across numerous projects and client teams simultaneously.
  • Support project leadership by attending and participating in client meetings, workshops, and presentations.
  • Manage day-to-day relationships and project management with clients.
  • Monitor project timelines and budget to make sure the assigned projects are on track and within budget.
  • Participate in business development.
  • Contribute to internal firm activities (e.g., marketing, business development and culture at Level5).

Minimum qualifications:

  • Bachelor’s Degree
  • Well-developed research and analytical capabilities, problem-solving skills and critical and strategic thinking
  • Financial acumen and excellent Excel skills
  • Strong writing and presentation skills, including knowledge of PowerPoint
  • Ability to work independently as well as collaboratively
  • Strong organizational, time management and multi-tasking skills
  • Passion for learning
  • If you have 2-4 years of work experience, please apply for the Consultant role; if you have less than 2 years of work experience, please apply for the Analyst role

We offer a competitive salary and benefits package.

If you’d like to be considered for the Analyst / Consultant Role, please send your resume, cover letter and transcripts to career@level5strategy.com.

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