MARFIN THE MARKETING MANAGER

Suzanne B. Irving, founder of Marfin International LLC, brings digital transformation to brand management. With the MARFIN software, she provides a unique platform for storing and analyzing data in its marketing context, then, based on that new insight, enabling the user to develop successful marketing strategies.

Mrs. Irving’s international professional career spans over a thirty-year period and includes many successful worldwide projects. She worked with major multinational companies such as Royal Philips N.V. in the Netherlands and France, Clairol, Inc., Citicorp and Plaza Bank in the United States.

Her career involved every step of the marketing management process. She started in market research, and then was part of the management team responsible for the worldwide launch of the Philips Ladyshave, the first electric shaver for women on the market. It was probably also the first internationally harmonized product introduction. This launch was so successful that it became a case study in international marketing seminars.

Working in the global headquarters of Philips, she was part of an innovative team that realized products can be launched successfully only if they are developed together with a complete marketing strategy involving each element of the marketing mix. It had to be a package deal with all elements of the marketing mix in perfect harmony. Previously, companies tended to develop a product and then retain an advertising agency to independently dream up a campaign. Many product failures (like the famous New Coke for example) were due to lack of a consistent marketing strategy.

In the United States, one of her most interesting projects was the design of an entire analytical and planning system for Citicorp’s products. During that time, she realized the need for software that took a planner step by step through the planning process, guaranteeing a consistent strategy. Mrs. Irving concluded there was a need for a software program that is not only a planning system but also an everyday, practical management tool. As a result, she designed a software program that she, and marketing executives, needed in order to more effectively manage a brand in their day-to-day operations. Thus, was born MARFIN The Marketing Manager. Once the software was designed, it was an automatic step to write a handbook for the user. The book turned out to be so comprehensive that it became an excellent teaching instrument.

During her entire career, Mrs. Irving pondered how to take the many market research reports off bookshelves and make the data available live in its marketing context at a click. As a solution, she designed two new concepts: the SmartDatabase and the SmartChart; and cloud computing provided the necessary technology.

The SmartDatabase design makes the information available live in its marketing context at a click; and SmartCharts enable the users to manipulate and analyze the live data at a click and develop data based successful strategies.

Based on the MARFIN marketing management system, Mrs. Irving taught a course on Business Analysis and Planning at the Budapest University of Economic Science. It was also in Hungary that the first version of her book was published, under the title A Practical Guide to Marketing Planning.

Mrs. Irving holds MBA degrees from the University of Vienna and New York University Stern School of Business.

Andrew Burke, the technical lead and CTO of Marfin International LLC, brings a wide experience in technology and software development from over a quarter century of professional work in the field.

Over the years Andrew has brought his expertise to dozens of projects with major government agencies, large enterprises, corporate consulting firms, venture-backed startups, and even performing arts groups.

Andrew is also an award-winning keynote speaker and educator, specializing in bridging technology and the humanities and liberal arts.

Andrew has a BA from Oberlin College, an MA from the University of Toronto, and currently lives in Halifax Nova Scotia.