1:00 PM – 2:30 PM ET
CMAideas is a two-part exclusive series, hosting a member only, executive-level guest list. This complimentary event series features intriguing and provocative keynote speakers sharing their take on a marketing “hot topic”. In recent years, CMAideas has covered key topics that executives care about:
- Unlocking deep marketing insights by connecting the online behaviour of Canadian consumers to the offline world
- Unveiling proprietary Canadian digital marketing insights and trends based on the annual Digital Marketing Pulse Survey
- The latest insights on the Canadian multicultural consumer along with practical tips on developing a multicultural strategy
Brand Building Through Crisis
In 2020, Sobeys Inc. was named a “Brand of the Year” by Strategy Magazine. Just a few short years ago, the company was struggling to evolve, without a clear vision. Sandra Sanderson, Senior Vice-President of Marketing, will talk about the company’s Project Sunrise business transformation, the creation of a new company purpose, the development of unique brand strategies for each banner - and how those foundations helped Sobeys navigate the pandemic.
Sandra Sanderson is Senior Vice-President of Marketing for Sobeys Inc., a leading Canadian grocery retailer and food distributor. She oversees marketing across a broad portfolio of banners including: Sobeys, Safeway, FreshCo, Thrifty Foods, Foodland and Lawtons.
Sandra began her career at Proctor & Gamble and has held senior marketing roles at leading organizations, including: Kraft, Coca-Cola, Canada Post and Universal Studios. Sandra entered the retail industry as Chief Marketing Officer of Danier. She later became the Senior Vice-President of Marketing at Shoppers Drug Mart, where she oversaw the growth of the Optimum loyalty program and led the integration of traditional and digital marketing platforms. As Chief Marketing and Quality Officer at Walmart Canada, Sandra led the marketing effort on the fresh food re-launch and launched Walmart Media Group.
Modern Day Marketing
If consumers are hyper connected shouldn’t it be easier to connect with them? If 2020 has taught us anything, it’s that rational benefits alone are no longer enough to elicit a response from customers. Consumer decisions are largely guided by emotion. Empathy is the only way forward if marketers want to stay relevant. Nabil Rachid will talk about how brands can reconnect with their customers in 2021, and how as marketers, we can all use impactful touchpoints and the power of empathy to break through to our audience.
Nabil Rachid is a Creative Director at The&Partnership and an instructor at OCAD University. A strong believer in media agnosticism, Nabil has developed innovative solutions across multiple media platforms for clients such as Telus, TD, Samsung, Cadillac, and Emirates Airlines. As the agency lead on Canada Post, he has helped reshape internal communication and raise the standard for external campaigns – all with a sharp focus on brand values and human behaviour. His work has been featured in national and international publications and has received recognition at award shows including Cannes, NYF, ADCCs, and the Effies. But it’s not all glitz and glamour. He’s also had to dress-up in a chicken costume for a series of ads – but that’s a story for another time.
Closing Remarks and Q&A