GREG DERMER
Scarborough
Summary
Results-driven marketing leader with 18+ years of experience across diverse industries, including CPG, QSR, BevAlc, Retail, Government, and Agency. Expertise in developing and executing integrated brand strategies, managing multimillion-dollar budgets, and leading high-impact partnerships to drive brand growth and ROI. Proven track record of navigating matrixed organizations and thriving in high-pressure environments. Adept at building strong agency relationships and leading cross-functional teams to deliver award-winning campaigns withmeasurable results. Passionate about creating customer-centric marketing solutions that enhance brand health and achieve business objectives.
Overview
19
19
years of professional experience
Work History
DIRECTOR - ENTERPRISE BRAND MARKETING
Ontario Lottery & Gaming (OLG)
01.2022 - Current
- Contributed to $35.8M (+2%) enterprise NPP growth in the latest fiscal year.
- Delivered 7.4x ROI on marketing spend, driving a 44% ROI increase since 2022.
- Developed OLG's new brand strategy, creative platform, and architecture creating a more effective marketing ecosystem that aligns brand and product messaging for maximum impact. This resulted in improved OLG brand health: +6pts in Favorability, +4pts in Consideration/Purchase Intent, and +5pts in Better than Competitor Perception vs. prior year.
- Led negotiations and management of Tier 1 partnerships with MLSE, NBA, NFL, NHL, MLB, Live Nation, Universal Music and TIFF, delivering brand programming built to drive engagement with target growth segment.
- Manage OLG relationships with key agency partners from different disciplines sucha as Creative, Media & XM.
- Award-winning marketer with accolades including Cannes Lions, CMAs, CMCCs, AToMiC, One Show, ADC, and Clio Awards over the past 24 months.
- Built and introduced brand equity tracking approach, enabling more agile marketing responses to key KPIs.
SENIOR MANAGER - ENTERPRISE BRAND MARKETING
Ontario Lottery & Gaming (OLG)
05.2019 - 12.2021
- Developed the OLG Brand marketing plan, outlining strategic priorities, budget distribution, agency management and execution approach
- The plan's implementation delivered a remarkable 5.4x ROI, generating over $120M in incremental revenue
- Elevated OLG's brand ranking by 20 positions on the IPSOS Most Influential Brands in Canada list, securing #67 through effective brand positioning and targeted go-to-market strategies
- Led the creation of innovative partnership content approach, including 'OLG Game Plan', 'NBA Films for Fans', and 'OLG Hometown Sounds', all of which received prestigious SMCC awards
BRAND MANAGER - LOTTO MAX, ILOTTERY & GROUP PLAY
Ontario Lottery & Gaming (OLG)
04.2017 - 04.2019
- Led a record year in revenue & player participation for Lotto Max in F'19. $967M revenue exceeding targets by +37%, while building player base to 3.5M players.
- Led the successful launch of Lotto Max 2nd weekly draw, driving +$131M in incremental revenue for business in F'20.
-Managed CRM and lifecycle marketing for iLottery business, driving retention and engagement strategies that increased customer lifetime value and optimized marketing automation workflow - Launched "Never Miss a Draw" online lottery subscription innovation, serving both as a key tactic for iLottery acquisition and retention strategies. It boosted iLottery sales (+48%) and the digital player base (+54%) in F'19.
- Created Lotto Max "Up Close", a CRM program specifically targeting the under-35 demographic. Program leveraged partnerships (NBA, Toronto Raptors, Universal Music, Live Nation, TIFF). Program resulted in +2% growth in under-35 player base and earned a Canadian Marketing Award.
- Demonstrated leadership with full P&L ownership, managing a $24M marketing budget and sales forecasting.
BRAND MANAGER - HEINEKEN
Molson Coors Canada
01.2016 - 03.2017
- Contributed to a 1.9% volume increase for Heineken in 2016, reversing a previous -2.5% decline in 2015, marking the first growth for the brand in Canada since 2009
- Executed a national music sponsorship program across 20+ festivals and concerts, driving an 11% increase in Instagram followers and significant social media engagement
- Managed a $10M marketing budget with P&L responsibilities, delivering measurable sales growth and enhanced brand equity
ASSISTANT BRAND MANAGER - MOLSON CANADIAN, MC CIDER & MAD JACK
Molson Coors Canada
09.2013 - 12.2015
- Led the successful launch of Mad Jack Root Beer & Ginger Lager, driving +80.6% volume growth in its first year
- Developed and executed the Molson Canadian Cider strategy, achieving +21% volume growth, exceeding the cider category growth (+15%)
- Boosted Molson Canadian Lager sales by +6.4% in British Columbia, marking the first growth in the region in 16 years
- Managed marketing budgets ranging from $2M to $20M, delivering profitable brand initiatives across multiple product lines
ASSOCIATE PRODUCT MANAGER - HILL'S SCIENCE DIET
Colgate-Palmolive
05.2012 - 08.2013
SPECIALIST, STRATEGIC MARKETING
Canadian Tire
06.2010 - 05.2012
ACCOUNT EXECUTIVE - MCDONALD'S & GENERAL MILLS
Cossette
04.2007 - 05.2010
ACCOUNT COORDINATOR - SPECIAL EVENTS & PROMOTIONS
BBDO
01.2006 - 03.2007
Education
DIPLOMA - SPORT & EVENT MARKTING
George Brown College
Toronto, Ontario01.2005
BACHELOR OF ARTS - HONOURS SOCIOLOGY
University of Western Ontario
London, Ontario01.2004
Skills
- Integrated Brand Strategy Development
- Brand Positioning & Messaging
- Creative Direction & Campaign Development
- Agency Relationship Management
- Strategic Partnerships & Sponsorships
- Stakeholder & Cross-Functional Collaboration
- Budget Management & P&L Oversight
- Market & Brand Analysis
- Revenue Growth & Target Achievement
- Leadership in High-Pressure Environments
- Cross-Functional Team Leadership
- People-First Leadership
- Digital Marketing & E-Commerce Strategy
- Social Media Strategy & Engagement
Timeline
DIRECTOR - ENTERPRISE BRAND MARKETING
Ontario Lottery & Gaming (OLG)
01.2022 - Current
SENIOR MANAGER - ENTERPRISE BRAND MARKETING
Ontario Lottery & Gaming (OLG)
05.2019 - 12.2021
BRAND MANAGER - LOTTO MAX, ILOTTERY & GROUP PLAY
Ontario Lottery & Gaming (OLG)
04.2017 - 04.2019
BRAND MANAGER - HEINEKEN
Molson Coors Canada
01.2016 - 03.2017
ASSISTANT BRAND MANAGER - MOLSON CANADIAN, MC CIDER & MAD JACK
Molson Coors Canada
09.2013 - 12.2015
ASSOCIATE PRODUCT MANAGER - HILL'S SCIENCE DIET
Colgate-Palmolive
05.2012 - 08.2013
SPECIALIST, STRATEGIC MARKETING
Canadian Tire
06.2010 - 05.2012
ACCOUNT EXECUTIVE - MCDONALD'S & GENERAL MILLS
Cossette
04.2007 - 05.2010
ACCOUNT COORDINATOR - SPECIAL EVENTS & PROMOTIONS
BBDO
01.2006 - 03.2007
BACHELOR OF ARTS - HONOURS SOCIOLOGY
University of Western Ontario
DIPLOMA - SPORT & EVENT MARKTING
George Brown College
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