Vice President, Human Capital at System High Corporation @ Vienna, Virginia
VP Strategy at Performa Marketing
Greater Montreal Metropolitan Area
Armando has over 20 years of experience as a sales and marketing professional, and has held strategic leadership and management roles.
At Performa Marketing, a full-service marketing agency, Armando holds the role of VP Strategy. With clients in the verticals of real estate, education and sustainability, Armando helps with business development, marketing & digital media, innovation & technology, and corporate growth strategy.
At NeuroTracker, Armando acts as executive advisor to management. NeuroTracker is the world-leading health IT company specializing in the application of neurological technologies to enhance cognitive capabilities. In collaboration with its research lab at the Université de Montréal, NeuroTracker. leads the sports performance, medical, military and wellness markets. Influential users include professional athletes like Matt Ryan (NFL MVP 2016) and Stephen Curry (NBA MVP 2015, 2016 & Championship 2015, 2017).
At Group AG2, Armando acts as an advisor to assess the business challenges and growth potential of clients. He recommends and guides them on a 360 results-based strategy, from marketing technology to sales funnel optimization. His clients cover various industries: digital publishing, health IT, software, retail, hospitality & more.
Previously, Armando graduated with honors from the John Molson School of Business before joining AskMen in 2000, as part of its original executive team. He has held a variety of management roles, including Editor-in-Chief, Sr. Director of Advertising, and VP Monetization.
He oversaw all monetization for AskMen - expanding its integrated sales strategy to offer scalable video opportunities, programmatic buying, branded commerce and performance marketing. With a focus on generating new revenue streams, he developed turnkey content marketing strategies with distribution and syndication strategies.
Armando also launched and was the Head of BrandFusion Studios - AskMen’s in-house creative agency. He led his team in conceptualizing immersive advertising solutions and integrating branded content, original video programming and turn-key offline events.
Armando has strategized award-winning advertising campaigns for global partners like Unilever, Diageo, Sony Pictures, Porsche, P&G, GM, Ubisoft, Pepsi, and many more.