VIRGINIA BAIN
TORONTO,ON
Summary
Strategic marketing leader with 20+ years in driving revenue growth and brand expansion across energy, fuel, lubricant, automotive, and industrial sectors. Led cross-functional teams to develop integrated sales and marketing strategies and manage national accounts. Built strategic partnerships that enhance market growth and organizational performance.
Overview
23
23
years of professional experience
Work History
Marketing Manager, North America
GREENERGY FUELS CANADA
01.2024 - Current
- Develop and execute integrated annual marketing strategies aligned with commercial growth objectives, contributing to a 75% expansion in terminal growth/build initiatives and overall market development.
- Optimized national marketing budget to enhance campaign performance and ROI, increasing spend effectiveness by approximately 35% to support strategic business decisions.
- Identified and pursued new business development opportunities and growth incentives through market analysis, industry trends, and customer insights, contributing to approximately ~25% growth in volume.
- Directed strategic communications, public relations, and stakeholder engagement initiatives that increased market presence and strengthened brand recognition.
- Directed Canadian communications and public relations initiatives, including terminal launches, leadership visibility opportunities, government grant coordination, First Nations engagement, and regulatory communications.
- Developed retail station initiatives, evaluating, approving, and supporting new site growth opportunities to drive new market expansion and commercial growth.
- Established strategic partnerships with industry associations to boost brand recognition and market presence while expanding networking opportunities.
- Managed customer relationship initiatives, tender processes and supported strategic proposals to secure new business opportunities and supported sales teams in closing key accounts through consultative engagement and solution based selling.
- Led the implementation of Salesforce CRM, improving sales tracking, reporting capabilities, pipeline visibility, and customer data management.
Sales Manager, Commercial Business
GREENERGY FUELS CANADA
01.2018 - 01.2024
Retail Development Manager
TIRE LINK / GROUPE TOUCHETTE
01.2017 - 01.2018
- Managed key national OEM accounts, strengthening client relationships and supporting long term business growth across multiple dealership groups.
- Collaborated closely with Dealer Principals and Fixed Operations teams to identify opportunities for operational improvement, increased sales performance, and stronger customer retention.
- Provided consultative support and performance insights to dealerships, using KPI tracking and business analysis to support profitability and growth objectives.
- Partnered with automotive dealerships to support revenue growth, improve sell through performance, and increase overall dealership profitability through consultative business planning and sales strategies.
- Developed and delivered sales and product training programs for dealership staff, improving product knowledge, customer engagement, and sales effectiveness.
- Supported targeted marketing campaigns and promotional initiatives designed to increase consumer traffic, drive sales, and enhance brand visibility.
- Mentored dealership teams on sales development strategies, customer relationship management, and performance improvement initiatives.
- Built and maintained strong relationships with automotive groups and key stakeholders, contributing to ongoing account growth and partnership development.
- Assisted dealerships with business planning, forecasting, and performance management to support achievement of sales targets and operational KPIs.
- Managed and participated in trade shows, corporate events, and industry functions to strengthen brand presence, generate leads, and support customer engagement.
- Supported sales and marketing development initiatives through coaching, training, and collaborative promotional strategies.
- Maintained CRM systems, prepared proposals, and developed business forecasts and reporting to support sales planning, pipeline management, and strategic decision making.
Sales Manager, Commercial Business Markets
MCDOUGALL ENERGY
01.2015 - 01.2017
- Delivered high impact Esso and Mobil lubricant and fuel sales presentations to secure new business opportunities and drive organic revenue growth across commercial markets.
- Managed key national accounts for Exxon Mobil, fostering client relationships to enhance account growth and retention.
- Managed and grew an established customer portfolio while identifying new business opportunities through relationship management and consultative selling.
- Mentored and supported distributor sales teams through coaching, sales training, and market development strategies to improve overall sales performance.
- Developed business relationships across South Eastern Ontario, boosting customer engagement and expanding market presence.
- Represented the organization at trade shows, corporate events, and industry functions to enhance brand visibility, generate leads, and strengthen customer partnerships.
- Supported sales and marketing initiatives through training and collaboration, enhancing strategic customer engagement.
District Sales Manager
LUBESOURCE (SHELL CANADA LUBRICANT DISTRIBUTOR)
01.2010 - 01.2015
- Drove growth across heavy duty, industrial, and automotive lubricant product lines through consultative sales strategies and customer focused solutions.
- Mentored distributor sales teams through coaching and relationship management, enhancing their capabilities and driving regional sales growth.
- Delivered Shell lubricant sales training programs and customer seminars, improving product knowledge, sales effectiveness, and customer engagement across dealer and distributor networks.
- Built and maintained strong business relationships throughout Eastern Ontario, contributing to customer retention and expanded market opportunities.
- Developed marketing promotion programs for automotive customers, boosting brand visibility and facilitating customer acquisition.
- Managed and participated in trade shows, customer events, and industry functions to strengthen partnerships, generate leads, and support business development efforts.
- Collaborated with jobbers and warehouse distributor representatives in PCMO market to strengthen product positioning and increase market penetration.
- Recognized as top performer by winning the first quarter sales competition based on sales growth and performance results.
Commercial Specialist Sales Manager – Eastern Ontario
WAKEFIELD CASTROL CANADA
01.2011 - 01.2013
- Achieved 180% of sales target through strategic account development, consultative selling, and market expansion initiatives.
- Spearheaded the growth of a new DEF product line within the Ontario trucking and automotive markets, contributing to significant market expansion and increased sales performance.
- Developed and delivered strategic sales presentations to corporate executives and VP level stakeholders to support business development and key account growth.
- Specialized in Heavy Duty market, providing industry insights, market intelligence, and product expertise to drive engagement in Heavy Duty Oil sector.
- Managed client engagement through regular visits to trucking fleets, construction sites, and corporate offices, strengthening customer relationships and identifying new business opportunities.
- Collaborated closely with management, marketing, and finance teams to support profitable go-to-to-market strategies and align commercial objectives across departments.
- Conducted market research and competitive analysis, informing development of new programs and enhancing customer initiatives.
- Mentored distributor sales teams through coaching and training, fostering collaborative business development initiatives.
- Delivered product and promotional training to key partners, improving product knowledge, sales alignment, and customer engagement.
Account Manager / Ontario Sales & Marketing Coordinator
BLUEWAVE ENERGY LP. (A DIVISION OF PARKLAND INDUSTRIES)
01.2003 - 01.2010
- Increased business volume by 50% within the first four months as Account Manager.
- Managed portfolio of 500+ commercial accounts while driving new business acquisition initiatives.
- Recognized as a top-performing sales representative and President’s Club achiever.
- Oversaw Marketing Incentive Program (MIP) contracts, ensuring accurate administration, compliance, and coordination across business agreements and customer programs.
- Maintained WHMIS and Transportation of Dangerous Goods certifications to ensure regulatory compliance and support operational safety standards.
Education
Diploma - Business Management
CDI College
Certification - Business Strategies, Mergers & Acquisitions
Cornell University
Certification - Marketing
McMaster University
Certification - Indigenous Awareness
Indigenous Awareness Canada
Certification - Indigenous Communication and Consultation
Indigenous Awareness Canada
Graduate - President’s Club
Sandler Sales Institute
Certification - Advanced Negotiation Strategies
Canadian Management Centre
Training - Professional Sales Training
Achieve Global
Training - Management Training
Achieve Global
Training - Reaching for Stellar Service
Achieve Global
Skills
- Growth Strategy
- Strategic Marketing
- Business Development
- Integrated Sales & Marketing
- Brand Expansion
- Key Account Management
- CRM & KPI Systems
- Cross-Functional Leadership
- Partnership Development
- Revenue Growth
Education And Professional Development
- Indigenous Awareness Canada, Indigenous Awareness Certification
- Indigenous Awareness Canada, Indigenous Communication and Consultation Certification
- Cornell University, Business Strategies, Mergers & Acquisitions Certification
- McMaster University, Marketing Certification
- CDI College, Diploma, Business Management
- Sandler Sales Institute, President’s Club Graduate
- Canadian Management Centre, Advanced Negotiation Strategies
- Achieve Global, Professional Sales Training
- Achieve Global, Management Training
- Achieve Global, Reaching for Stellar Service
Timeline
Marketing Manager, North America
GREENERGY FUELS CANADA
01.2024 - Current
Sales Manager, Commercial Business
GREENERGY FUELS CANADA
01.2018 - 01.2024
Retail Development Manager
TIRE LINK / GROUPE TOUCHETTE
01.2017 - 01.2018
Sales Manager, Commercial Business Markets
MCDOUGALL ENERGY
01.2015 - 01.2017
Commercial Specialist Sales Manager – Eastern Ontario
WAKEFIELD CASTROL CANADA
01.2011 - 01.2013
District Sales Manager
LUBESOURCE (SHELL CANADA LUBRICANT DISTRIBUTOR)
01.2010 - 01.2015
Account Manager / Ontario Sales & Marketing Coordinator
BLUEWAVE ENERGY LP. (A DIVISION OF PARKLAND INDUSTRIES)
01.2003 - 01.2010
Diploma - Business Management
CDI College
Certification - Business Strategies, Mergers & Acquisitions
Cornell University
Certification - Marketing
McMaster University
Certification - Indigenous Awareness
Indigenous Awareness Canada
Certification - Indigenous Communication and Consultation
Indigenous Awareness Canada
Graduate - President’s Club
Sandler Sales Institute
Certification - Advanced Negotiation Strategies
Canadian Management Centre
Training - Professional Sales Training
Achieve Global
Training - Management Training
Achieve Global
Training - Reaching for Stellar Service
Achieve Global