In the 1990s, Bob collaborated with early customer strategy adopters.  At Digital Equipment Corporation he was Americas Services Industries Marketing Manager, then consulting practice leader creating rapid sales support and dashboard application development.  With NCR, he was a thought-leader in analytical CRM, optimized communication, and customer value in its Teradata division.  Previously, he was Chief Financial Officer of three international companies, working in North America and Europe.  Early in his career, he started one of the first treasury management consulting practices in Canada for a leading consulting firm, and was with a multinational packaged goods company in Montrael and Boston.

He believes strongly that customer strategies are all about the customer and not the organization, and that organization and employee goals must be aligned through tangible actions to achieve this.  A shift is needed to an innovation culture, with customer and employee dialog, priorities and actions based on defined outcomes, and a knowledge and learning organization. A cornerstone of his approach is planning changes in small steps that are self-funding.   He speaks and writes on these topics. Recent publications include Ivey Business Journal, Canadian Banker, CAmagazine, Canadian Marketing, Canadian Underwriter, The Banker (UK), and Corporate Executive Board Council on Financial Competition.  He was the keynote speaker and chairman of MarcusEvans Travel Industry Marketing Conferences in Amsterdam (2005), Barcelona (2006), London (2006), Madrid (2007), and London (2008).

He teaches Strategic Market Planning in the Schulich School of Business MBA program.  He is a member of the Canadian Association of Management Consultants, the Strategic Capability Network, and the Financial Executives Institute.  He is a past Board member of the Strategic Leadership Forum (The Toronto Society for Strategic Planning).