Labatt is one of Canada’s founding businesses and it's leading beverage company. Today Labatt is truly a national brewer with 3,600+ employees across Canada, a portfolio of more than 60 quality brands, and 10 breweries from coast to coast. $1B ARR. Achievements:Directly managed a team of four (extended team of 8). Responsible for national sales strategy & and Category Thought Leadership:➣ Career mentorship, performance reviews, and team engagement planning to focus on gaps/opportunities.➣ Increased team engagement score +30% YTD 2023.Designed and launched the Canadian Customer Collaboration Center for the largest strategic partners:➣ Hosted multiple-day sessions in joint objective planning, working with the executive team to tailor solutions to customer needs.➣ Built customer-facing thought leadership modules highlighting capabilities in retail execution, shopper loyalty, and digital transformation.Led implementation of long-term Canadian Category Strategy: ➣ Led customer onboarding at the 9 largest national partners, covering 46% of sales revenue.➣ Helped customers rethink the impact of Labatt’s brand and business to encourage long-term transformational efforts and improve engagement.Developed an internal sales training program designed to improve field sales effectiveness:➣ 40 applicants through the first cohort, 12 were selected to proceed through the three-month program.➣ 92% promoter score (NPS), the program has been integrated into the annual planning process.Manage a seven-figure budget and maintain key supplier relations.

Achievements:Led all Category Management initiatives across Western Canada relating to the following:➣ Category trends, shopper behaviour insights, thought leadership, and execution tools.➣ Partnering with leading retailers to showcase the value of improved store experience.Created data-sharing programs for independent stores in British Columbia to improve data visibility in regions that have traditionally had poor data visibility. The program provides quarterly insight reports and market trends/analysis, delivering value back to customers:➣ Program now used by 120+ independent stores across BC.Executed first-ever total sales organization category onboarding training, attended by over 450 sales employees:➣ Developed agenda with various cross-functional teams.➣ Content oversight, ensuring messages will land from expert teams to the field sales organization.Directly managed a team of two, responsible for coaching, development, and mentorship.

Canadian Tire Corporation, Limited is a Canadian retail company that operates in the automotive, hardware, sports, leisure, and housewares sectors. Canadian Tire operates in over 1600 locations across Canada and employs approximately 58,000 people. $14B in ARR (2019).➣ Supported development and executed marketing project briefs for current and upcoming seasonal campaigns.➣ Involved in creating a communication strategy and worked with the agency to produce new seasonal TV commercials.➣ Liaised with agency partners, merchandising teams, and other cross-functional teams to ensure seasonal marketing initiatives were executed according to project scope and timelines.➣ Created business projections based on market information, consumer trend data, and competitor analysis.➣ Responsible for marketing budget tracking and reporting.

The Canadian Marketing League is the online avatar of Canada's Next Top Ad Exec. It is the national advertising and marketing platform run by McMaster University’s DeGroote School of Business. Arguably the richest and most influential experiential program in the country.Responsibilities:➣ Responsible for growing program awareness and engagement nationally.➣ Created and executed a nationwide marketing strategy and communication plan.➣ Managed all social media accounts to promote university and team participation: Grew school participation +9%, total registrants +59%, and total submissions +19% versus the year prior.➣ Used analytics software to track social media statistics and adjust campaigns where necessary. ➣ Provided added value to key sponsors by creating and executing social media-based promotions for Awake Chocolate and McDonald's Canada. ➣ Developed creative content leveraging Adobe Photoshop, Illustrator, and InDesign. ➣ Key participant in university speaking tour to build awareness and influence participation.