Thriving as a Marketing expert for the past 15 years, Crystal has excelled as a brand ambassador and community leader, focused on delivering strategic marketing campaigns across various sectors in Western Canada, including tech, finance, real estate and sports marketing. As the Director of Marketing with the Saskatchewan Roughriders, Crystal focuses on building unique brand campaigns to connect with target audiences, drive value and foster new growth initiatives. As an avid volunteer throughout her career, Crystal has dedicated many hours to coaching and mentoring women, specifically across tech and real estate, and served as a Board of Director with non-profit organization, CREW, from 2018-2021, which focuses on accelerating and advancing women in business. She remains passionate about collaborating with others, building creative strategies, and developing impactful and memorable marketing campaigns.

Jasmine is insights driven marketing strategist with over a decade and a half of progressive communications experience with accelerated bottom line growth in both public and private sector companies. Extensive experience in creating consumer conversations that matter through the disciplines of branding, sponsorship, community, content, digital marketing and promotions. She has experience leading high performing teams to develop multi-channel marketing strategies that create demand, increase market share and convert consumers into brand advocates. Jasmine is a natural leader with a passion for the human condition to push the envelope and garner support from key stakeholders. She has a unique blend of consumer background, analytics and operational thinking ensures marketing steps are seeped in strategy and insights to deliver results.

Show Notes:

6:24 - Bromwich & Sith... What problems do you solve, for whom and why are you the best suited to solve them?

9:33 - Content that educates people and makes them feel like they are okay or "not alone"

12:48 - How do you build, manage, inspire and motivate your internal team?

16:15 - How to communicate strategic objectives for team to divide and conquer

18:42 - How did you learn to build and manage teams?

20:33 - Advice for young marketers who find themselves in the "baptism by fire" scenario in their role and company

25:48 - How do you integrate sales and marketing at your company?

35:55 - Your perspective on short term conversion vs. long term brand building when it relates to budget allocation

Félix Robitaille from Cozey spends a lot of time sharing some extremely valuable insight in taking a test based approach to e-commerce digital marketing. Fascinating episode! 

Show Notes

1:28 - Who is Félix Robitaille and tell us about your journey to Cozey.

6:54 - What did Cozey look like when you arrived on the scene?

8:47 - How did you bridge the gap between virtual and the physical experience someone usually wants when buying a couch?

10:43 - Tell us about your first 90 days on the job at Cozey?

13:07 - Difference between short term tactical pls vs long term strategic thinking and the power of micro, rapid testing

19:43 - Day in the life of Félix in your role

23:48 - How did supply chain interruptions effect Cozey and how did you manage customer expectations

27:38 - Describe the way you work and what your accountabilities are?

29:28 - What channels represent the best opportunities for Cozey?

35:12 - Tell us about the brand's philanthropic projects?

41:48 - What advice would you give someone hiring a young, inexperienced digital marketing specialist into your brand?

Cassondra Dickin truly believes in her team and her organization and that’s an amazing thing when you’re running the marketing program at an organization!

Show Notes:

0:00 - Intro

1:45 - Who is Cassondra

3:18 - What was your path to DIRTT

4:00 - Journey from Coordinator to Director at DIRTT.

8:10 - How was the vision that you’re meant to support communicated and is it alive at DIRTT today

11:00 - Why did you stay at DIRTT with so much leadership change

13:14 - Tell us about your team and how you nurture that group?

17:50 - How do you find and build strong relationships with external partner agencies

21:14 - How do you approach copywriting for such a unique, specific company and product?

23:00 - What channel are you distributing your message?

23:32 - How do you tell your story and value proposition through your channel partners

28:08 - Tell us about your KPI dashboard and how do you measure?

32:40 - Ceremonies for educating the rest of the leadership team on marketing program

35:20 - What are the biggest challenges facing opportunities for DIRTT now that COVID is in rear view mirror

38:04 - What are you most excited about in 2023 for DIRTT?

43:00 - Getting the right messages to the right people?

Lindsay Panchyshyn shares about how she has been building the marketing program at Westgen Technologies after only a few short months on the job.

Show Notes:

0:17 - Intro to Lindsay

1:40 - What drew you to Westgen

2:40 - Going through a complete rebrand of Westgen

4:20 - What segments do you serve?

5:17 - How do you marry the idea of saying we stand for "X" and then actually fulfilling that promise in messaging and service?

9:00 - Building and distributing content that actually adds value to your customer segment

11:30 - How do you approach building your internal/external marketing teams?

13:25 - How do you set yourself up for measuring success?

16:59 - Your approach in building a marketing strategy from scratch

18:32 - How do you handle budget allocation?

20:14 - After you've set a plan, how do you approach making "on the fly" revisions?

24:20 - How do you prove value to C-suite?

27:20 - How do you set yourself up for success when working with external marketing partners?

33:10 - How do you sharpen your own sword in marketing?

35:35 - What's next for Westgen Technologies?

On episode 1 of Season 2 of the Growth League Podcast, Natalie Maas from Greta Bar shares her perspective on working with external marketing partners, building strong teams and internal culture and sheds light on their current focus of ESG stewardship.

GLP Episode 16 | Christine Goudie by Hook + Ladder Digital

Matthew Cannon serves as Chief Strategy Officer at Reach, working to guide Reach’s overarching merchant engagement strategies.

A veteran of the payments industry, Matthew arrived at Reach six years ago, bringing with him more than a decade of experience across some of the world’s leading brands.

With an appreciation for the nuances that define payment structures across cultures and continents, Matthew is instrumental in tailoring Reach’s offering to benefit merchants in every country. His strategic mindset helps merchants to plan for the long game, researching and understanding the trends in payment methods, tax regulations, and marketing to help future-proof the operations of Reach’s clients.

Jenn Denouden is the President and CEO of Avana, named Canada’s Top 10 Fastest-Growing company on the 2020 Growth List. Avana paves the way as a female-led real estate development and asset management company with over $200 million in assets under management. In 2014, Jenn left a successful career in private banking to found Avana with her sights set on breaking down the “old boys clubs” in the real estate market.

Avana has since gone on to display 9888% growth over five years and now holds 40% of new development permits in Regina – a massive undertaking for a young firm. Jenn is passionate about fighting for equality and works to empower women and children to escape domestic abuse by providing attainable, safe, and quality housing.

If you’ve been waiting until you “know what you’re doing” to start a business, this is your sign to just take the leap. Like, immediately. Fresh from a semi-pro hockey career in Europe, without any prior business experience, Matt Crowell used his action-oriented mindset to turn a good idea and $800 into a wildly successful start-up. We’re talking 100 franchises across Canada and 3 to 5 new franchise partners a month, successful. What was the secret sauce that rocketed Loop Media Group into the success stratosphere? Click play to find out!