Our Team

Strata Insights Team

Mark Rad (Final jpg)

Co-Founder,
CEO & Chief Brand Economist

Mark Radha

Mark holds a MBA specializing in finance, a Master of Marketing, and a Bachelor of Commerce. With a diverse background in Brand strategy, financial modeling, strategic planning, and project management, Mark brings a capability to integrate distinct project deliverables into a unified framework.

Mark guided numerous companies through start-up, growth, restructuring, and divestiture phases across nearly a dozen sectors.

Previously Mark was Director of Strategy at Brand Finance North America, instrumental in exceeding business growth objectives.

Mark has designed and led projects with recognized North American Brands including, RBC Wealth Management, State Street Global Advisors, Holcim, Tervita, Telus, Oxford Properties, Canada Goose, CBC, Rogers, and Manulife, to name a few.

He is the co-creator of the Brand Economics model, contributes to the LES 2019, U.S. reporting standards for Intangible Assets in the Boardroom for Corporate Boards of Directors and the C-Suite.

Tracy Chong

Tracy spent her first decade on the agency side at BBDO, FCB and other notable agencies leading brand strategies for Kraft, Nabisco, Rogers, AIC Mutual Funds, Insurance Brokers Association of Canada and TD.

Her next 15 years were spent in Marketing leading the strategies for Microsoft Xbox, Bell, Altamira Mutual Funds and the technology start up, Interaxon (Muse: the brain sensing headband).

Tracy’s integrated approach is best represented in her work with Xbox during which the Brand achieved highest global market share and her strategic planning for TD’s “banking can be this comfortable”, a positioning which vaulted TD into the top 20 global banking Brands.

She represented Strata Insights at the US-based Marketing Accountability Standards Board (The MASB) and worked behind the scenes on the Forbes Marketing Accountability Initiative.

She also has two patents for Enhancing Content Using Brain-State Data​.

Tracy Pic 2015-02-04

Co-Founder, President & Brand Economist

Strata Advisors

Deborah Crudo

Former Executive Director of Landor & Interbrand

Rob Jekielek

Former VP at Reputation Institute New York

Don Schultz

Professor Emeritus of Marketing at Northwestern University