Director Public Affairs And Government Relations
Winnipeg, Canada Area
As director of Safeway’s award winning community investment, media, and government relations strategies, proud to have helped advance the company’s reputation and business interests. Responsible for leading major business initiatives, working closely with senior management and division executives of both Safeway and Sobeys on the company’s highest priority initiatives.As a brand builder, developed and directed Safeway’s community brand strategy, including overseeing a diverse portfolio of community investment programs and partnerships that featured complex sponsorship negotiations, building of advertising campaigns, and the production of major events. Was able to effectively leverage a 10:1 ratio on the annual budget to deliver millions towards business objectives. Proud to have created and supported community marketing programs that generated over $300 million in public support for charities aligned with Safeway’s areas of strategic priority.Directly involved in the announcement of Sobeys Inc.’s $5.8 billion purchase of Safeway, and the subsequent public relations and communication requirements related to the competition bureau’s approval, the rationalization of the retail network, divestiture of manufacturing facilities, as well as the integration of business and people processes.Oversaw the company’s government relations interests through direct engagement and industry coalitions, as well as acting as Safeway’s senior media and customer spokesperson.Protected Safeway’s massive pharmacy business from imminent regulatory threat by developing and overseeing a public campaign that featured media relations, websites, social media tactics, advertising, government relations and consumer engagement of over 70,000 patients. Generated significant sales growth for the company's 185 stores, through the creation of a food shipping business, as well as Safeway’s Buy Manitoba, Buy Alberta and Buy BC Foods partnerships.