Edgar Baum
Strata Insights
Edgar has more than fifteen years of experience in corporate and commercial finance, brand measurement, and start-ups.

While at Procter & Gamble, Edgar designed numerous brand management tools integrating both marketing KPIs and financial performance – customized pre-cursors of today's brand scorecards. Previously, Edgar was managing director of Brand Finance North America, successfully quadrupling business under his leadership.

A graduate of the University of Toronto, Edgar is a regular speaker on brand measurement and at institutions such as NYU-Stern, U of T, Hult Business School and Northwestern.

At present, Edgar is a vice-chair for the development of the Global ISO for Brand Evaluation and is Strata Insights' representative at the US-based Marketing Accountability Standards Board (The MASB).