J. Tom Riley Email & Phone Number

Sherbrooke, QC, CA

Sherbrooke, Quebec, Canada

Rilesian Consulting works with North American businesses who need to improve their commercial strategy and go-to-market execution… and want to win more from competition.The challenge for companies often is that commercial strategy and great execution cuts across multiple functions and levels, making it complex to design effectively. Plus, teams are.

Sherbrooke, Quebec, Canada

• Led the new global retail operations function, responsible for combining marketing and commercial activation strategies and execution to accelerate retail on the BRP portfolio of leading brands across regions: Ski-Doo.
• Developed Dealer Marketing Solutions for a 2020 launch, a revenue positive digital platform giving a pipeline of new marketing solutions to 1200 NA dealers, creating scale with BRP brand spend and consumer experience.
• Designed and executed the full spectrum retail financing strategy, building $1.2B in annual retail supported by loans, a 30% growth rate +11pts above target. Program accounted for 1 in 3 North America (NA) vehicles sold.
• Built and implemented the new global launch readiness process, collaborating with cross-functional and regional teams to deliver excellent model year launches. Addressed a meaningful gap in on-time delivery of GTM.
• Managed a geographically dispersed team in the US and Canada and worked collaboratively with retail operation teams in international regions in a matrix organization.

Valcourt, Quebec, Canada

• Directed NA GTM strategy and tactics across the brand portfolio, covering dealer marketing, GTM integration, consumer retail financing and promotions.
• Results in NA led to my being promoted to head the new global retail operations function outlined above, mandated to scale the program to the global business.
• Assumed responsibility for and transformed the way BRP understood and managed retail financing to drive sales. Increased NA bank partners from 2 to 6, expanded the credit available and grew retail year on year.
• Managed a $235M programs budget, making retail happen through consumer promotion (rebates, warranty offers, financing) as well as dealer wholesale incentives (rebates, floorplan, retail contests).
• Ran a $15M dealer marketing budget, delivering national dealer B2B2C marketing campaigns - a first for BRP that is now foundational - and improved spending guidelines, saving nearly $1M.
• Conceived the ‘Win in Dealership’ framework that became the BRP standard for developing GTM plans in NA, subsequently expanded to the international markets for re-application.

Valcourt, Quebec, Canada

• Headed the Can-Am Spyder on-road brand and marketing for NA.
• Delivered retail and profit targets with the NA RGM, outpacing motorcycle category growth.
• Directed marketing strategy, developed annual campaigns and holistic communication and led agency relationships.
• Recognized the existing brand equity was inadequate to inform execution and deliver growth. Aligned senior management to address the issue, analyzed brand and consumer insights, and created a new brand equity.

Global Head Office, Valcourt, Quebec

• Appointed to elevate the NA organization’s marketing capability and strategic planning.
• Created new training and processes for marketing campaign development and generating consumer insights.
• Supported the NA vice president in annual regional strategic planning.

Geneva, Switzerland

• Delivered marketing and sales strategy on Wella, P&G’s largest Salon Professional brand.
• Developed the Wella portfolio commercial strategies that enabled country leaders in Europe-Middle East-Africa to deliver sales, profit and salon acquisition targets. EMEA represented 2/3rds of Wella’s global $1B annual.
• Moved to a global role and designed with a multi-functional team the initiative masterplan and commercial strategies on the Wella portfolio to secure growth targets over 3 to 5-years.

Geneva, Switzerland

• Managed marketing, innovation pipeline, sales, and profit for two Western Europe brand portfolios - Feminine Care and Oral Care - based in Geneva.
• Innovation leadership to deliver the WE Feminine Care growth objectives over a 3 to 5-year timeframe. Delivered initiative booklet NPV and volume targets and controlled a $3 million advertising development budget.
• Overdelivered the WE toothpaste portfolio sales (+9%) and profit (+45%) growth targets accounting for +$100M in retail sales. Led a $2M advertising development budget and a $10M media budget.
• Designed the WE toothpaste vision and strategies, filled the 3-year product innovation pipeline, doubled the initiative toolkit delivery leadtime to 9 months while developing multiple ‘well above normal’ TV spots.

Relocated to Brussels to work with R&D identifying the commercial potential of upstream Laundry innovations.

Toronto, Ontario, Canada

Delivered sales targets selling product portfolios to Canada's biggest retailers, including Loblaws.

Master Of Science (Msc), International Political Economy

Bachelor Of Arts, Honors Economics

Bachelor Of Commerce, Accounting