Derrick Coupland

Derrick Coupland leads the brand strategy practice at Blacksheep.

Prior to founding Blacksheep, Derrick facilitated brand strategy development for many of Canada’s leading companies and associations. He was President and founding partner of an advertising agency that grew to become one of western Canada’s largest integrated communications firms. Derrick sold the business to his partner and decided to combine his 16 diverse years of experience in strategic planning, brand building and marketing management to create Blacksheep Strategy.

“Derrick brings remarkable leadership and dynamic facilitation skills to clients’ problems. He listens carefully, absorbs ideas and responds with great insight to the problem at hand.”

Russell Jeffrey

Russell Jeffrey heads up the business strategy function at Blacksheep.

Prior to founding Blacksheep, Russell gathered over 20 years of experience in the food, financial services, biotechnology and agriculture sectors. He has managed sales, marketing and operations for Canada’s largest agricultural corporations. He has a B.A. (Honours) in Economics and a Masters degree in Agricultural Economics from the University of Manitoba.

“Russell’s extensive business experience gives him the ability to draw insight from discussions with key managers, from background research and from other sectors. That allows him to provide a unique balance between what customers want and the practical limitations faced by businesses. And his recommendations are spot on.”

Sharon Barker

Sharon Barker’s 20 years of experience in market research makes her the perfect person to direct research services at Blacksheep. Based in Calgary, Sharon understands that research is a critical tool in brand management and uses a highly sophisticated approach, combining qualitative and quantitative methods with strategic thinking and insight.

Prior to joining Blacksheep, Sharon managed corporate research and consulted in the private sector. Her experience includes manufacturing, forestry, not for profit, financial services, agriculture, insurance, retail, tourism and economic development.

“Sharon understands and has experience with all of the different research options and she guides clients through them with clarity. She has an amazing ability to problem solve and provide relevant, actionable recommendations.”

Tim Kroeker

Tim Kroeker has 25 years experience in marketing communications and design. As the Director of Brand Expression at Blacksheep, he brings brand strategy to life. Tim has extensive experience in all facets of visual and verbal communications, including graphic design, concept development, corporate identity, creative direction and communication planning. Tim serves clients well by participating in the planning process and guiding the brand strategy from conception to implementation.

Prior to joining Blacksheep, Tim and his business partners won the Ernst and Young Entrepreneur of the Year award for successfully growing an advertising agency from seven people to more than 50 in just five years.

“Tim has a real gift for prolific idea generation and quick thinking. He offers creative solutions to challenging issues and is quite simply a creative genius.”

Joanna Karman

Joanna Karman uses her 20+ years of private sector experience to help clients find solutions based on solid research, analysis and brainstorming. Based in B.C., she tailors consumer and business to business research techniques to meet the needs of the clients, deploying her practical and energetic approach to problem-solving.

Prior to joining Blacksheep, Joanna held executive positions at a leading international research company and a major Canadian corporation. She studied at both Oregon State University and the University of Manitoba, and holds a Masters in Agricultural Economics, specializing in quantitative research methods.

“Joanna has world class research skills and incredible business insight. She’s particularly good with new product development, brand positioning, pricing, loyalty and customer satisfaction.”

Sheri Betker

Sheri Betker is a senior qualitative research specialist with Blacksheep. She offers 15 years of research experience and knows better than anybody that the most successful strategies are based on a solid knowledge of consumer motivations and purchases. She uses the most current qualitative and experiential research techniques and manages brands based on ongoing monitoring of brand strength and positioning.

Prior to joining Blacksheep, Sheri was Operations Manager for one of the world’s largest market research companies. She has a Masters of Science in Food and Nutrition from the University of Manitoba.

“Sheri has an amazing knack for facilitation. She gets astute results from executive interviews and group sessions, and her insight and technical skills really bring results for the clients.”

Carlos Andrade

Carlos Andrade joins the team as Graphic Designer - Brand Expression. He has extensive experience working in the not-for-profit, agricultural and manufacturing industries. He has managed projects from the initial concept stage right through to the final execution of creative brand expression. Carlos also has skill and practice in magazine design and publishing.

Prior to joining Blacksheep, Carlos worked as a graphic designer for an advertising agency and a large production house and as a photo studio assistant with a local manufacturing company. Carlos' formal training is an Advanced Graphic Design Diploma from Red River College.

"Carlos is a great addition to Blacksheep. He's a talented man with a big personality. And his creativity and skill are not only noticeable in his brand expression work, but also throughout the office."

Brent Smith

Senior Brand Strategist

Twenty years of business experience has seen Brent's positions range from independent marketing consultant, to entrepreneur, marketing director of an e-commerce company, account director at advertising agencies, to marketing director for an environmental company, promotions specialist, and brand strategist.

Brent helps diagnose the specific nature of the client's challenge and works with the team to develop an overall approach. Brent carries out competitive category scans, facilitates branding workshops and creation of the final brand strategy document. Providing marketing management recommendations, he is also central to development of the internal and external brand implementation plan.

"Brent credits his education from the Richard Ivey School of Business at the University of Western Ontario as an asset in his day to day work - helping clients get to the core of their business challenges and plotting strategies to help them achieve their goals."