February 18, 2021

Marketing Practice WS Announces New Business Intelligence Team to Help Grow AgriBusiness in North America

WS, a full-service outcome marketing practice with staff and resources located across Canada and the United States, continues to develop its growth engine with the addition of specialized business talents Maurice Allin and Jan Wood.

“We’ve created a Business Intelligence team, focused on helping companies deploy their marketing more effectively using a systems-based process that puts the customer in the centre of decision making,” says Susan Groeneveld, co-founder of WS. “We are pleased to announce the addition of Maurice and Jan, two seasoned experts in business consulting and customer first approaches to our team. They will further increase the effectiveness of outcome marketing and further de-risk marketing efforts, especially in the technology and digitalization space in agriculture.” 

As of February 1, 2021, Maurice Allin; VP of Business Intelligence and Jan Wood; Business Intelligence Senior Manager have joined the WS team. “Maurice, is a highly respected, data and business first strategic thinker, who combines both business and agency expertise,” says Groeneveld. “Jan has a proven track record of moving strategies into actions in highly complex business environments.”

The new hires will collaborate with Groeneveld to build relevant customer market intelligence, business model assessment, product-fit analysis, strategic product positioning, market research, personalization development, segmentation, research design, customer journey and data validation. They will also help build proprietary customer data tools for WS clients to de-risk marketing efforts, especially in the areas of agriculture and animal health.

“We’re becoming expert in applying a complex, but highly effective approach, and it’s resonating because so many companies are ready to harness the digital customer data that has never been available before.” Groeneveld adds.

Since growing up on a farm in Ontario, supporting the farm audience has been central to Maurice Allin’s career. He sees a gap in market development that his new role will fill. “Agriculture has been driven by technological development, often at the cost of understanding our customers. The new approach is to first find a market by listening to our customers using every tool we have, then design a customer-centred experience or product that make their lives better,” Allin says. 

Jan Wood also brings roots in farming and a 20-year marketing career, primarily in product development, to the new role of realizing the intelligence expressed in the boardroom by extending ideas into actions. “I value Susan’s commitment to the long game, to changing culture from the inside out, and look forward to supporting her and realizing the opportunities for our clients,” says Wood.

Maurice will work for WS from his Guelph home office, where in addition he will continue to operate CentricEngine, focusing on creating a deeper understanding of farmers and their decision-making. Jan joins the Calgary office network. “At WS, our vision involves creating the kind of marketing practice we would want to work with as a business entrepreneur, and it’s in a new frequency range. I’m excited to have Jan and Maurice collaborating with us to achieve it,” concludes Groeneveld.

WS is a full-service outcome marketing practice with staff located across Canada and the United States. WS delivers insights-driven business intelligence and marketing services that help clients achieve measurable outcomes aligned with key business goals. Their audience-first approach ensures that people, not products, are at the heart of every marketing strategy, ensuring lifetime customer loyalty and measurable return on investment. WS Also Grows More Good by giving back to agriculture and food related organizations to help support this vital industry. Learn more; simplyWS.com


For more information;

Susan Groeneveld

Chief Intelligence Officer