Director of Marketing, Trade Marketing, 20+ yrs hospitality experience

D A N C O T E - R O S E N

adgrey@r.postjobfree.com 780-***-**** • 416-***-****

RECOGNITION

2018

NHL “Stanley” Awards

Marketing Activation (LOILTY) Finalist

2016

LCBO ELSIE Awards

Best New Product Launch, Beer (Miller Lite)

Nominee

2015

SABMiller “Freddie” Awards

Miller Lite Brand Launch Finalist

2014

SABMiller “Freddie” Awards

Grolsch Toronto International Film Festival

Activation Finalist

2010

Pernod Ricard Premier Marketing Awards

Best 360 Program (The Wiserhood) Nominee

2009

Canadian Marketing Awards

• Consumer Products

(The Wiserhood) Integrated Gold

• Consumer Products

(The Wiserhood) Promo Gold

BESSIE Awards

• Best TV Commercial, Single

(The Wiserhood) Gold

• Best TV Commercial, Campaign (The

Wiserhood) Gold

2008

LCBO ELSIE Awards

• Best New Product Launch, Spirits

(Wiser’s Red Letter Whisky) Winner

• Best On-Premise Program (Wiser’s

Canadian Whisky) Winner

WORK EXPERIENCE

Director, Marketing (January 2020 – Present)

Director, Brand Marketing (June 2016 – January 2020) Oilers Entertainment Group

June 2016 – Present

Responsibilities

• Management of Consumer Marketing, Brand Equity, Retail and Rogers Place Marketing units

• Marketing strategy, annual brand planning and stewardship, graphic design, retail operations, media planning / buying, fan engagement, event photography and live entertainment marketing initiatives

• Member of Organizational Leadership Team

• 6 direct reports

Accomplishments

• Participation in successful 2020 NHL Hub City bid

• Opening of Rogers Place facility for hockey and live events

• Launch of Hlinka Gretzky Cup U17 Hockey Tournament

• Launch of two alternate jerseys (2018, 2019)

• Single series NHL playoff record for merchandise revenue (2017)

• Delivered 6% total retail revenue growth 2019 vs. 2016

• Creation and execution of Edmonton Oilers Fan Day

• Creation of Orange and Blue Ice Crew – fan engagement and ice clearing team

• Creation of LOILTY campaign – leveraged with game presentation, social media, fan engagement and retail initiatives

• Creation of 2016-17 Playoff Thematic and rollout across City of Edmonton (Let’s Go Oilers / Orange Crush)

• Development of ODB Crew (Oilers Drum and Brass Crew – in game brass and drum band) logo development and uniform creation

• Development of comprehensive Edmonton Oilers brand guidelines for use by internal and external stakeholders

• Development of internal marketing services request process utilized across organization

National Trade Marketing Director

SABMiller Canada

January 2014 – June 2016

Responsibilities

• Management of national below the line budget for Miller Trademark brands

• Management of experiential programs for Miller Trademark brands

• Member of Senior Commercial Leadership Team

• Creation of SABMiller Canada Trade Marketing function including all processes and policies

• Selection, negotiation and management of fulfilment / logistics partner

• Selection, negotiation and management of experiential / activation agency partner D A N C O T E - R O S E N

adgrey@r.postjobfree.com 780-***-**** • 416-***-****

EDUCATION

and TRAINING

Bachelor of Arts, McGill University

Class of 2002

Varsity Football

Intercollegiate Men’s Rugby

SABMiller Commercial Way Training

Miami, Florida (2015)

SABMiller Modern Trade Training

Bogota, Colombia (2014)

ABSOLUT AKADEMI

Ahus and Stockholm, Sweden (2010)

Pernod Ricard Senior Marketing

Development Course

Clairefontaine, France (2009)

WORK EXPERIENCE (cont’d)

Responsibilities (cont’d)

• Management of Polish brands portfolio (Lech and Tyskie) including maintaining distributor relationship

• Responsibility for developing and maintaining key LCBO relationships with beer category team

• 5 direct reports (1 Trade Marketing Manager and 1 Trade Marketing Coordinator based in Toronto, 2 Trade Marketing Managers based in Vancouver and 1 Trade Marketing Manager based in Montreal)

Accomplishments

• Total Miller Trademark Portfolio delivered growth of +20.7% hL volume F16 vs. F15

• National launch of Miller Lite (most successful national beer launch of 2015 in terms of volume)

• National 2015 experiential program delivering 765+ events and 62,000+ unique samples

• Development of online customized POS tool for use by sales team

• Development of mobile activation / sampling booking tool for use by sales team

• 2014 Grolsch sponsorship and activation at Toronto International Film Festival including King St. takeover

Director of Marketing, Specialty Beverages

Mark Anthony Brands

August 2011 – December 2013

Responsibilities

• Management of 3.9MM 9L case portfolio

• Member of MAB Marketing Leadership Team

• Development of budgets and brand plans for Mike’s Hard Lemonade, Palm Bay Vodka Spritz, Rockstar + Vodka and Okanagan Premium Cider

• Development of company category strategies for spirit coolers, malt beverages and cider

• Negotiation of all sponsorship partnerships (NHL, CFL, MLB and MLS) for MHL

• Presentation of new products annually to all liquor board partners

• Selection, negotiation and management of all external agency partners (ATL, BTL, and Digital)

• 2 directs reports (Brand Managers) and 1 indirect report (Marketing Coordinator) Accomplishments

• Delivered +44.2% 9L volume growth to the Mark Anthony Brands ready-to-drink portfolio

• Delivered +46.5% retail revenue growth to the Mark Anthony Brands ready-to-drink portfolio

• Launched 13 new SKUs to market

• Implementation of social media strategy and subsequent +2330% increase in traffic and activity on brand Facebook pages (7,200 likes to 175,000)

PREVIOUS EXPERIENCE

Sr. Brand Manager Corby Distilleries Limited June 2006 – August 2011 Marketing Manager Prime Restaurant Group January 2005 – June 2006 Field Marketing Assistant Coors Canada April 2003 – January 2005

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