Experience

OCS Ontario Cannabis Store

• Canada
• Retail
• 200 - 300 Employee

• Senior Marketing Manager

  • Apr 2021 - Present



Labatt Breweries of Canada

• Beverage Manufacturing
• 700 & Above Employee

• Shopper Marketing Manager

  • Aug 2020 - Apr 2021



Labatt Breweries of Canada

• Beverage Manufacturing
• 700 & Above Employee

• Key Account Manager

  • Feb 2018 - Jul 2019

  • Direct team of 4 -10 territory sales representatives with sales of $38 million annually selling in the LCBO retail environment across the Mikes Beverage portfolio • Manage, lead and grow the relationship with the largest liquor board in Canada (LCBO) and broker negotiation process to grow sales and listings at all retail locations • Develop and implement trade strategies and retailer specific solutions to create strong joint business plans and deliver on company objectives • Develop… Show more • Direct team of 4 -10 territory sales representatives with sales of $38 million annually selling in the LCBO retail environment across the Mikes Beverage portfolio • Manage, lead and grow the relationship with the largest liquor board in Canada (LCBO) and broker negotiation process to grow sales and listings at all retail locations • Develop and implement trade strategies and retailer specific solutions to create strong joint business plans and deliver on company objectives • Develop and manage monthly sales objectives and incentives for business growth and development • Create, plan and execute 1 year sales strategy with key customer and sales team • Analyze trends and sales history to build sales forecast and leverage strong internal cross functional communication to ensure pricing, supply, and logistic plans meet demand of customer to successful hit sales targets • Analyze results of customer programs to identify opportunities for future strategies Show less



Labatt Breweries of Canada

• Beverage Manufacturing
• 700 & Above Employee

• Senior Trade Activation Manager - Light Portfolio

  • May 2016 - Mar 2017

  Toronto, Ontario, Canada • 2016 Performer of the year o Saved $2.6 million in key summer packaging programming • Develop, manage and lead strategic sales and shopper marketing direction for brand portfolio to grow volume and share nationally • Managed national budget scope to launch programs on time and within budget • Responsible to manage various agencies from briefing to execution of trade and experiential marketing plans • Worked cross functionally with marketing, procurement and supply teams to… Show more • 2016 Performer of the year o Saved $2.6 million in key summer packaging programming • Develop, manage and lead strategic sales and shopper marketing direction for brand portfolio to grow volume and share nationally • Managed national budget scope to launch programs on time and within budget • Responsible to manage various agencies from briefing to execution of trade and experiential marketing plans • Worked cross functionally with marketing, procurement and supply teams to drive synergies across programs and deliver results • Responsible for working with regional sales and brand teams on roll out of sales strategy and trade programming to deliver on regional priorities and company objectives • Led development of new packaging designs for product launches and promotional offers • Responsible for sourcing, negotiating and managing relationships with vendors for all promotional items • Managed ROI on marketing spend focusing on delivering key performance • Negotiated and executed agreements and national programs with key partners (UFC, NFL, Toronto Blue Jays) • Managed $9 million trade marketing budget for Bud Light and Michelob Ultra and incremental $8 million for a summer initiative that include top 4 brands in Canada

• Assistant Trade Activation Manager -High End Brands

  • Jan 2015 - Apr 2016

  Led strategic development on trade support tools and shopper marketing programs bringing new solutions to regional markets to grow business results Worked closely with global teams to ensure alignment, visibility and collaboration on programs that can be extended into the Canadian market Successfully launch new brand in Canada by identifying regional needs and optimizing spend to build strong sales plan, such as Goose Island IPA (#1 Craft beer in 2015) Work closely with regional sales… Show more Led strategic development on trade support tools and shopper marketing programs bringing new solutions to regional markets to grow business results Worked closely with global teams to ensure alignment, visibility and collaboration on programs that can be extended into the Canadian market Successfully launch new brand in Canada by identifying regional needs and optimizing spend to build strong sales plan, such as Goose Island IPA (#1 Craft beer in 2015) Work closely with regional sales teams to maximize programs to drive strongest ROI Responsible for $6 million trade marketing spend

• Sales and Marketing Material Manager

  • May 2013 - Jan 2015

  • Project lead on Launching beerboutiques.com that sells branded merchandise across all major Labatt brands • Integrated IMS as the merchandise ordering site (IMS) and procurement site (JMS) to Labatt Breweries • Forecast, order and monitor all levels of inventory of core trade tools for sales representatives nationally • Procure, manage and update merchandise, working with Brand and Procurement Teams • Communicate with Regional Customer Marketing Managers on in-market timing status… Show more • Project lead on Launching beerboutiques.com that sells branded merchandise across all major Labatt brands • Integrated IMS as the merchandise ordering site (IMS) and procurement site (JMS) to Labatt Breweries • Forecast, order and monitor all levels of inventory of core trade tools for sales representatives nationally • Procure, manage and update merchandise, working with Brand and Procurement Teams • Communicate with Regional Customer Marketing Managers on in-market timing status on programs • Forecast, process and monitor monthly fulfillment and transportation invoices • Reduced working capital by $2M within 6 months, from $10M to $8M • Launched new ‘credit system’ on IMS site for increased trade-spend savings • Restructured pricing of all core skus (over 1000) to increase the sale of trade tools amongst the sales force • Achieved a $250K credit with advertising firm for organizing and executing $500K worth of write offs of old merchandise

• Territory Manager

  • Mar 2011 - May 2013

  • Develop and execute annual plans for 65 On-premise accounts, 8 Beer Stores, 8 LCBO, 4 National key accounts and one Regional Key account while maintaining trade spend objectives in the Markham/Aurora region • Designed and implemented customized programming in various on premise accounts • Grow 30 share points in top industry KI account in 2013, Dragon Bistro • Growth of 1.2 share points in LCBO, and 1.6 share points at The Beer Store, YOY in 2012 • Generate over $3 million in… Show more • Develop and execute annual plans for 65 On-premise accounts, 8 Beer Stores, 8 LCBO, 4 National key accounts and one Regional Key account while maintaining trade spend objectives in the Markham/Aurora region • Designed and implemented customized programming in various on premise accounts • Grow 30 share points in top industry KI account in 2013, Dragon Bistro • Growth of 1.2 share points in LCBO, and 1.6 share points at The Beer Store, YOY in 2012 • Generate over $3 million in sales annually

• Merchandiser

  • May 2010 - Mar 2011

  • Executed custom programs across a variety of on-premise and retail accounts • Built brand awareness through merchandising in on-premise and retail accounts • Responsible for training and managing the team of Summer Sales Representatives for executing brand launches, sampling events, and customized promotions • Responsible for managing merchandising teams at large festivals and trade shows, i.e. Port Dover Friday 13th, Pride, Honda Indy in Toronto, Toronto Festival of Beer



Nustadia Recreation Inc.

• Atlantic Canada Marketing Manager

  • Sep 2009 - Apr 2010

  • Negotiated and sold a 5 year contract to Bank of Montreal for the naming rights to the pad hockey area in Halifax • Develop and produce all marketing material for the 4 pad hockey arena in Halifax • Responsible for selling advertising space throughout the arena to the local business community worth over $2.5 million in advertising