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Gregg's Profile
Gregg Astoorian is the founder and principal of Ergo Communications. The information below provides an overview of his experience and skills.
Background
As A Writer
As A Marketer
As An Expert
Professional Background
Gregg graduated with top honours in 1989 from McMaster University in Hamilton, Ontario with a degree in English literature. He started his career with the technology arm of the Canadian Manufacturers' Association, writing articles, creating speeches and providing other publicity and public relations services. After several years he returned to McMaster to complete a Masters in Business Administration in Marketing, graduating in 1995.
Gregg then spent several years at Nortel Networks in a variety of progressively senior management positions in product marketing. His assignments included data networking, carrier and ISP voice and data services, voice over IP, wireless data applications and wireless networking.
Gregg left Nortel in 2002 to create The Ergo Group, a small consultancy outsourcing the delivery of product launches, marketing and channel programs, branding and messaging creation and other product marketing initiatives. In 2008 The Ergo Group was recast as Ergo Communications.
As a Writer and Researcher
Throughout his career Gregg has proven his ability to understand and communicate with customers. His technical and business acumen, combined with creativity and deftness with language, have been the foundation of his success. He has been the creative force in defining product value for many product launches and other initiatives.
He has authored many white papers, presentations, press releases, brochures, backgrounders and other documents for a wide variety of audiences. Some samples are available on this site.
In addition to his ability with language, Gregg is singularly focussed on understanding the target customer's mindset as it relates to producing the desired results. Customer research is an essential component in successful communication, and Gregg is adept at gathering and understanding customers through surveys, interviews, focus groups and other means, and interpreting quantitative and qualitative data to tailor his communications effectively.
As a Marketer
Gregg has senior experience in all aspects of marketing complex new products and portfolios into emerging industries, particularly in information technologies and networking He also has experience in the manufacturing and energy sectors. Gregg has developed and led product, portfolio and company-level marketing strategies, launched new products and portfolios, developed and supported sales channels, managed branding and product positioning, developed and acted on customer, market and competitor intelligence, and managed products at various stages of their life cycle.
During his career Gregg has published articles, spoken at conferences and been interviewed on numerous occasions as a market and technical expert.
Gregg has experience in many technology sectors and years of experience in communicating complex technical concepts, features and benefits to both technical and non-technical audiences. He has a solid foundation in telecommunications, internetworking and IT, as well as familiarity with several other technology sectors such as energy and manufacturing.
Some specific technology areas Gregg has been involved in include:
