Brian Benison
Summary
Marketing and business development professional with over 25 years of proven success in Consumer Packaged Goods who believes in continuous learning & leading by example, and has the technical expertise in brand management, digital, customer marketing, business development, category management and analytics, and sports activation.
Overview
27
27
years of professional experience
Work History
National Head of Department, Customer & Brand Marketing
BIC Consumer Products
01.2020 - 07.2024
- Member of the Senior Leadership team in Canada, and of the North America Marketing Leadership Team, helping to set strategy and direction for the business
- Local lead for deploying a global reorganization that enabled the creation of Centers of Excellence, powering global reach activation within the local market for several functional areas
- Lead the interaction with several International Departments/Services to conduct supporting work for the Canadian market
- Lead the Digital activation for the Omnichannel business by launching Ecommerce Score-carding and monitoring
- Set Commercial Strategy and Operating Plan in conjunction with two colleagues, monitor performance and manage the collective team to ensure successful delivery of commitments
- Conduct test-and-learn initiatives for the purpose of building scale on successful deployments
- Implemented programming to drive business growth, including identifying and partnering with the PWHL as a Corporate Sponsor
- Throughout entire career at BIC, managed Licensing across a broad range of properties to create a robust range of products, including Sports (NHL, MLB, NBA, NFL, CFL), Music (Bravado, LiveNation, various), Alcohol (Molson, Coors, Budweiser), Entertainment (Sony, A&E, Paramount).
National Marketing Manager
BIC Consumer Products
08.2013 - 01.2020
- Reporting the Continental Vice President in USA, member of the North America Marketing Leadership Team, helping to set strategy and direction for a team of 35 people
- Management of the Canadian Marketing Department, including Brand Management, Customer Marketing, Category Insights and Analysis
- Also, member of the Senior Leadership team for the Canadian operations
- Led 6-8 team members in Canada, and co-managed 3 team members in USA, responsible for all elements of the marketing and customer marketing functions in Canada and collaborated on marketing function in USA
- Liaised with USA colleagues to manage NAM Agencies, and lead for Canadian Agencies (media, advertising, digital, research, creative/packaging, sponsorship, licensing, PR)
- Identified and managed a 7-year sponsorship with MLSE (Toronto Raptors) to build brand awareness and trial
- Co-lead the development of Innovation project to create a business in adjacent categories
- Member of the North American Marketing Leadership Team, setting direction including organizational optimization
- Developed multi-year Strategic Plan across all business units to ensure profitable growth and share gains
- Integral team member in achieving Overall Country of the Year award (2016).
National Marketing Manager
BIC Consumer Products
01.2007 - 08.2013
- Management of the consolidated Marketing Department, including Brand Management, Customer Marketing, Category Insights and Analysis, and Shopper Marketing
- Member of the Senior Leadership team for the Canadian operations
- Managed 8 department members, responsible for all elements of the marketing and customer marketing functions in Canada
- Led Agency relations (media, advertising, research, creative/packaging, PR)
- Liaised with International colleagues for performance optimization of business practices, and to influence R&D investments
- Lead Marketer and Member of International team focused on innovation product development in new consumer industry
- Integral team member in achieving three Global Category Country of the Year awards (2007, 2008, 2012) Led efforts to obtain test market status for the market entrant of NPD innovations, achieving global launch status.
Customer Marketing Manager
BIC Consumer Products
12.2003 - 01.2007
- Management of the Department that is responsible for the creation, management, and delivery of strategic consumer targeted programs to secure customer exclusivity or offer differentiation, build brand equity, and grow sales volume and profits
- Support Sales with category and consumer insights and identify and capitalize on distribution and placement opportunities
- Assigned to develop a new Trade Marketing structure
- Responsible for performance management, career plan, and mentoring for 4 direct reports
- Reporting to the VP-Sales & Marketing - Canada
- Utilized consumption data, both syndicated and account specific, to identify category insights and implement initiatives at key retailers, increasing category volume and profitability performance
- Leveraged Category Captain Status at Walmart to improve on in-store tactics to drive category growth, offer differentiation, and profitably gain market share on competitive retailers in key season
- Developed and executed category management presentations utilizing insights garnered from consumer research and syndicated data analysis.
Product Manager
BIC Consumer Products
06.2001 - 12.2003
- Responsible for the development of business plan that optimizes profit and volume targets for assigned portfolio
- Ensure execution of tactical elements of plan, and direct market development
- Overhauled channel specific focus from targeting via product technologies to targeting via identifiable consumer segments
- Effectively launched, positioned, and supported over 20 new products, attaining budget targets
- Hired, trained, managed, and nurtured a direct report that exceeded goals for all fiscal periods during tenure
- Identified and implemented Sports activation (customized products) for various professional sports properties (CFL, NLL).
Assistant Product Manager
NewellRubbermaid - Sanford Corporation Division
03.2001 - 06.2001
- Responsible for setting and achieving financial forecasts for assigned product lines
- Responsible for developing and implementing business strategies and marketing plans
- Fundamental in the rapid amalgamation of acquired business
- Effectively integrated acquired brands into the portfolio, accomplished assortment rationalization and developed and executed business plan
- Developed and executed an integrated back-to-school communication program (print, television, on-line media)
- Local activations via Sports for Sharpie (“Autograph marker of choice”) for NASCAR race sponsorship.
Marketing Associate, Merchandising Specialist
NewellRubbermaid - Sanford Corporation Division
06.1997 - 03.2001
- Instrumental in record year of Invoiced Sales and Profits by supporting trade initiatives and sales force with profitable programming and ensuring effective execution
- Oversaw specific channel sales growth of 52% by identifying opportunities and developing tactics to achieve increased distribution
- Initiated, developed, and maintained off-shelf promotional vehicle at key accounts to maximize brand exposure in the mass market and developed support materials for National and account specific promotions.
Education
Bachelor of Arts (Political Science and History) -
Carleton University
Ottawa, Ontario04-1997
Marketing: Strategic Development & Marketing Management -
Sheridan College
Oakville, Ontario01.1998
Skills
Leadership
Hiring and nurturing talent
Influencing with and without authority
Brand management
Digital
Customer marketing
Category management
Analytics
Sports activation
Culture and team building
Marketing communications
Advertising Product portfolio optimization
New product development
Identifying and leveraging consumer insights
Skill Development
- Marketing: Strategic Development & Marketing Management Courses from Sheridan College (1998).
- Coached for Burlington Girls Hockey Club (Burlington Barracudas) at various levels (2008-2023).
- Member of Fulcrum Media’s Your Convenience Manager Editorial Advisory Board (2011-2017).
- Member of Standard Council of Canada (2021-present).
Timeline
National Head of Department, Customer & Brand Marketing
BIC Consumer Products
01.2020 - 07.2024
National Marketing Manager
BIC Consumer Products
08.2013 - 01.2020
National Marketing Manager
BIC Consumer Products
01.2007 - 08.2013
Customer Marketing Manager
BIC Consumer Products
12.2003 - 01.2007
Product Manager
BIC Consumer Products
06.2001 - 12.2003
Assistant Product Manager
NewellRubbermaid - Sanford Corporation Division
03.2001 - 06.2001
Marketing Associate, Merchandising Specialist
NewellRubbermaid - Sanford Corporation Division
06.1997 - 03.2001
Bachelor of Arts (Political Science and History) -
Carleton University
Marketing: Strategic Development & Marketing Management -
Sheridan College
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