Andrew Oosterhuis: Today’s Notable Young Professional

Andrew Oosterhuis is the Director of Marketing at Labatt, a job that’s put him at the helm innovative marketing campaigns like Canada’s Goal Light and the all-new and revitalized Budweiser Stage. 

WORK

1. Describe what you do in less than 140 characters. Go.
I am the Marketing Director of Canada’s number one beer brand – and the world’s most valuable alcohol brand – Budweiser.

2. What was the inspiration for your career route?
Working with creative agency teams to develop ideas that people hopefully care about, in a category that people certainly care about. Early in my career, I had the opportunity to see first-hand the power of an idea with Budweiser Flash Fans (which Sports Illustrated rated as the greatest hockey ad of all time). The immediate and organic response demonstrated how great marketing can build excitement with consumers, and drive engagement with employees. The experience was energizing and inspired my career chase of the next big idea.

3. What is the most memorable milestone in your career so far?
Leading the first alcohol partnership Metallica has ever agreed to do. In the fall of 2015, in one of Budweiser’s biggest markets of Quebec, our key partner Quebecor, was opening the Centre Videotron in Quebec City. We wanted to commemorate the significance of this moment by releasing a limited edition of Budweiser, infused with the music of Metallica. We brought a massive tanker of Budweiser to the venue and then returned the music infused beer to be packaged into co-branded packaging, which included a couple of lucky cans signed by the band. The response was overwhelming, with a month of product selling out in weeks, enterprising consumers reselling the product on eBay for over $100/case and global PR pick up with 46M earned impressions.

Every marketer’s ambition is to have a meaningful role in a cultural moment; with Metallica’s deep and passionate fan base in the La Belle Province, combined with the symbolic significance of the opening of the Centre Videotron (representing the collective hope that the Quebec Nordiques will return home again), this campaign was a memorable milestone.

4. Where do you see yourself in 5 years, 10 years, 20 years?
Regardless of title, I believe there are two ways to judge your professional success. On the whole, do you enjoy what you are doing and do you feel like you are growing professionally? There may be times you’re not necessarily enjoying what you’re doing, but you are being stretched professionally and building valuable experience. Alternatively, there might be times you’re not growing that much but you are thoroughly enjoying yourself. If you don’t have both going for you it’s time to find a new job – the plan for me in 5, 10 and 20 years will be to have both still going in my favour.

5. Do you have any advice for other young professionals?
Attack uncertainty with confidence and choose action over perfect information. It is natural to resist change, but choice is a great problem in life. Be curious and embrace educated risks by avoiding the trap of being comfortable doing the minimum. There’s little gain in simply continuing other people’s success and often times the biggest opportunities come after an initial “no.” Be known as the person who does what others only talk about doing. Finally, focus in the early part of your career building your toolbox by trading the chase of short-term paydays for the long-term value of experience.

6. Do you support any charities? If so, which one(s) and why is it (or they) important to you?
I am a big believer in the quote “that we should all recognize the contingency of our gifts, that none of us is wholly responsible for our successes.” With this appreciation and the support of a great friend, we decided a number of years ago to host an annual holiday party in support of Hopewell Children’s Home; a home for severely disabled and autistic children. It is a festive way for us to celebrate the spirit of the season in support of an even better cause, by using the ‘gifts’ that we have been given to help those less fortunate.

7. What is one major challenge that youve had to overcome in your career? How did you overcome it?The professional maturity and patience to build the ‘toolbox’ vs. chase the next possible promotion. Strong coaching from managers, particularly highlighting the multiple examples of how Labatt allows people to grow at the pace of their own talent, helped build the belief that delivering results today will enable growth tomorrow.

8. What does the word notable mean to you?
Being known as the person who is always asking yourself “what’s the next thing we ‘can’t do?’”

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PLAY

1. Where is your favourite place to wine/ dine in your city and why?
Brunch at Soho House or Colette Grand Café.

2. Whats the most visited website on your Internet browser? The most played song on your phone?New York Times and anything Mumford & Sons.

3. Whos one person you think everyone should be following on social media?
Jimmy Fallon.

4. Whats your favourite country to visit and why? And whats the next one you plan on travelling to?Travelling anchored by an event is the right way to visit a country; there is a buzz and excitement in the air. Brazil 2014 had the eyes of the world with the World Cup of Soccer, and I travelled with a friend through the incredible coastal cities and learned some Portuguese while taking in the beautiful game – and, best of all, arrived in Rio with no jet lag!

South Africa is up next.

5. What gives you the greatest FOMO?
Professionally, it’s missing a trend. The pace of change, especially in media, is creating opportunities and first-mover advantages for informed marketers.

Personally, missing the next Jose Bautista walk-off home run.

6. Whats your guiltiest pleasure?
Ice cream at any time of the day: breakfast, lunch, dinner, late night post-bar.

7. Whats something you wish you spent more on?
Investing in experiences over things.

8. And finally, what does success look like to you? Work, play, or otherwise
It’s living a life less ordinary by doing what other people talk about doing. Take risks personally and professionally, chase your passions relentlessly and find ways to positively impact people in your life – nothing better than an unexpected gift at an unexpected time.

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