Andrew Martschenko

FORGED IN THE ARENA

Relentless learning with exceptional mentors, clients, and colleagues at three world-leading firms.

Impact + Governance

Designing measurement frameworks and governance structures that isolate brand priorities and activities

Empowering organizations with the tools, processes, and systems needed to drive consistency, align teams, and deliver measurable business impact

Impact + Governance

Designing measurement frameworks and governance structures that isolate brand priorities and activities

Positioning + Strategy

Harnessing human, cultural, and competitive insights to create lasting relevance and clear differentiation

Aligning brand with business ambitions and total addressable market — broadening the frame of reference to resonate with investors, customers, employees, and partners

Positioning + Strategy

Harnessing human, cultural, and competitive insights to create lasting relevance and clear differentiation

Aligning brand with business ambitions and total addressable market — broadening the frame of reference to resonate with investors, customers, employees, and partners

Positioning + Strategy

Aligning brand with TAM and business ambitions — broadening the frame of reference to resonate with investors, customers, employees, and partners

Brand Architecture + Portfolio

Defining clear roles and relationships that will drive growth, enable innovation, and optimize investment

Enabling success in risk-averse environments —marked by rapid AI adoption and market volatility—through precise jobs-to-be-done and stronger flows of brand equity

Brand Architecture + Portfolio

Defining clear roles and relationships that will drive growth, enable innovation, and optimize investment

Impact + Governance

Designing measurement frameworks and governance structures that isolate brand priorities and activities

Empowering organizations with the tools, processes, and systems needed to drive consistency, align teams, and deliver measurable business impact

WHERE STRATEGY GETS REAL

Deep expertise and trusted relationships, delivering decisive solutions when stakes are highest and reputations at risk

CLIENT WORK

Select Brand for Project Summary

‍Led brand strategy to reposition the portfolio and minimize impairment costs associated with retiring the Ceridian brand

Select Brand for Project Summary

‍Select Brand for Project Summary

Select Brand for Project Summary

AROUND THE WORLD

Four continents taught me to spot universal patterns, and sharpened my respect for the local realities of how decisions are made and trust is earned

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WHERE I CREATE ADVANTAGE

Curiosity pushes boundaries. Discipline delivers results. Everything else was learned in the arena.

Uncover Insights

Qualitative and quantitative fact-base

• Understand, size and prioritize audiences

• Identify the core target and human truth

• Articulate the problem statement

• Isolate competitive white spaces

• Frame the opportunity

Build Platforms

Leadership + organizational alignment

Define the strategy
Design user flows and experience principles
Optimize brand portfolios and architectures
Develop brand strategy and align to the business
Design the brand and marketing OS

Activate Strategies

A living, breathing brand experience

Translate strategy into actionable briefs
Support positioning across touchpoints with content ecosystems
Build roadmaps and launch plans tied to business priorities
Design playbooks that embed consistency and can flex at scale
Turn employees into brand advocates through internal engagement programs
Orchestrate cross-channel experiences that ensure cohesion from concept to market
Create feedback loops that continuously optimize strategy and execution

Measure Impact

Priorities powered by diverse inputs

Design and deploy qualitative and quantitative research
Build performance dashboards integrating primary, syndicated, and behavioral data
Establish governance systems across structure, processes, and decision rights
Define brand priorities, investment focus, and clear accountability
Link brand performance to business outcomes through measurable KPIs

‍STREET CRED

‍Skip the claim. Hear it from those who’ve seen the work…

CHRIS FEUELL

CEO CHRYSLER, RAM AND ALFA ROMEO

I engaged Interbrand for a brand strategy engagement at Johnson Controls, Power Solutions and Andrew Martschenko was the Brand Strategy leader for the project - which turned into a multi-year engagement due to Andrew's strong strategic capabilities and partnership across the global business.

During the more than 4 years in which we worked with Andrew, we successfully created a brand architecture and definition model for the business and individual product brands. Throughout the process, Andrew thoughtfully challenged our conventional thinking to achieve a better strategic and business outcome. We also initiated and sustained a brand measurement system, which informed our marketing and product strategies.

Andrew also helped to design and facilitate an operating system to drive data and insight-driven performance and accountability.

BILL DAVIDSON

COO AMIONX

I had the great pleasure of engaging with Andrew at two separate companies while he was at Interbrand. His work with me at Qualcomm made it a no-brainer to seek him out again when I was with GlobalFoundries.

Andrew is well-versed in brand and all aspects of marketing. He is zero fluff and all substance - rare with marketing consultants. I had no hesitation in having him brief the executive staff, and he is comfortable and highly effective in that setting.

He speaks with a confidence that projects his deep knowledge - not arrogance. He is highly efficient and persuasive. Andrew is someone I'd work with or hire in a heartbeat.

RAY LI

CEO, SENE

Andrew has incredible and diverse experience in brand building. Having personally worked under him on global projects, I’ve been impressed both by his leadership and his care for his team. It is rare to encounter leaders who don’t BS - Andrew is a straight shooter which makes him refreshing for both clients, colleagues and the people he manages.

Andrew is an incredible partner. He provides exceptional leadership and perspective. His ability to manage complex projects and foster client relationships was inspiring. Many people throw around the word strategic but that is the precise word that I would use to describe him.

ELYSE BURACK

HEAD OF MARKETING, CAPSULE

Andrew is incredibly insightful and experienced in understanding complex branding questions and providing clear and actionable plans that clients appreciate. I have been lucky enough to work with Andrew many times and its always a learning experience that is a lot of fun in the process.

LUCY FIELDING

VP GLOBAL BRAND, MASTERCARD

Andrew is able to grasp the nature of a client challenge with seeming ease, no matter how complex or the number of moving parts, and quickly articulate it in simple language that his teams can easily act on. His direction is decisive , his insights are impressive, and he's a really great partner.

MARK DWYER

FOUNDER, OPERATIVE BRAND

Andrew has a deep bench of experience on both the right decision for your business and for your team. Andrew understands there's more to making a decision on brand architecture than the business implications; he has the experience needed to help a team arrive at a consensus that will drive growth.

FRANCES HANSON

CONSULTING DIRECTOR, OGILVY

We collaborated on a complex,
end-to-end brand transformation project. Andrew was quick
to develop a trusting and collaborative relationship with the client. He took the same approach with us, his juniors: I found Andrew to be clear and concise with well-considered feedback.

SAMANTHA HAYDEN

DEP DIRECTOR, MCKINSEY & CO

Andrew's years of multidisciplinary global experience working with clients of all sizes, cultures, categories, and personalities gives him the ability to diagnose, prescribe, and implement brand solutions no matter the scenario, without ego. A straight shooter - you'll learn from and enjoy working with.

JOSHUA INGRAM

FOUNDER, MOST WANTED CO.

When I look for a brand/marketing partner, I want someone with the intellectual horsepower to understand my business, the imagination to be unique when needed/tried and true when appropriate, and savvy to understand what actions generate results. That’s Andy.

JAMES E. LEE

PRESIDENT, ID THEFT RESOURCE

Andrew's enthusiasm for his work is top notch, but even more so, his ability to understand the human element is a trait I consider a unique quality in his field. He approaches projects with a static work ethic and keeps people involved in productive and comforting ways.

SCOTTIE LOPATIN

SPECIAL PROJECTS, APPLE

When you are facing a tough strategic challenge, Andrew is person you'd want at the table. He combines a deep understanding of business and brand strategy with straight talk and solid advice. I benefited from his deep sector expertise – manufacturing, tech and Asian markets

ROB MANNE

REVENUE OPS, BRITEBIRCH

I worked under Andrew. Andrew was the project’s strategic lead and I witnessed and learned from his:

Hands-on approach in crafting quality deliverable after deliverable
Effective management of cross-cultural, multidisciplinary teams
Alway movING the brand towards the business goal, with velocity

NITIN DAS RAI

DIRECTOR, YONDER CONSULTING

Andrew is a highly-experienced brand strategist who specializes in complex assignments for senior leaders. He has a strong ability to connect brand to business results, and is able to serve as both strategist and brand evangelist. His attitude is unfailingly positive as his approach is rigorous.

WILL TAYLOR

STRATEGIC BRAND, AMAZON

Andrew is good at brand localization and helps global brands understand the market/culture differences and conflicts between Asia and America. He can sharply capture opportunities and translate them into brand strategy. I learned a lot when working with him!

CECILIA (QI) WANG

BRAND DIRECTOR, TENCENT