Robin Rowley

Director of Marketing
Be a data shark
Take a bite out of your data problems and learn how to fish for the best customer info from digital marketing maven Robin Rowley

Synopsis

Rowley shares her experience wrangling the hundreds of thousands of customer records of her Flight Centre agents to facing a clean, if sparsely populated, canvas in her latest role as head of marketing for a bike-friendly niche jeans start-up, Dish & DUER. This talk will balance concrete strategies for identifying, resourcing and managing large data problems with analytic-based customer profiling and contesting strategies to build up sparser sets. This talk will give a robust picture of how any business, big or small, can synthesize information to build a stronger customer community.


Bio

Robin Rowley exists at the intersection of digital and brand, technology and storytelling. Dancing along the balance beam of numbers and words, she’s peddling a new paradigm: strong data is the essence of a great story. From gathering the information, to distilling it, her specialty is the great fictions brands build from their pile of facts to keep their product sexy. And after turning a degree in Classical and Religious Studies into a career on the vanguard of the digital landscape, she’s got a pretty great story to tell on her own career. Robin runs marketing at Vancouver’s technical denim brand, Dish & DUER, after being the wind beneath Flight Centre’s digital marketing wing for a year, helping merge a 20-year-old brands immense data history into legible customer portfolios. She has also worked with the organic grocery Spud.ca, the clothing brand Indochino, and has roots in the tourism industry.
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Adam Green

Creative Agency Lead
Precision metrics
Learn how you can bring your digital marketing prowess to bear in order to optimize your messaging online and off

Synopsis

A couple of years ago, a group of Google employees realized that the majority of time and effort in digital marketing was spent buying and optimizing media. A suite of fantastic tools from companies like Google allowed advertisers to obsess over who they should target, where they might find them online, and how much they should spend. They wondered if those same tools could be used to optimize what was actually said to those users. After all, creative messaging is often cited as being even more important to a campaign's success than media placement. So they took a corporate credit card, opened an Adwords account and started running some experiments. Two years and many analyses later, they have confirmed some elements of conventional creative wisdom, overturned others and discovered that the optimization process is perhaps more important than any creative element. Come and hear what they've learned, what they’ve yet to learn and how you can bring your digital marketing prowess to bear in order to optimize your messaging online and off.


Bio

Adam Green runs creative advertising agency relations for Google Canada where he spends his days, and occasional nights, helping Canadian ad agencies make cool stuff on the internet using Google's platforms. Prior to Google Adam worked as a management consultant, a renewable energy sector entrepreneur, a mechanical engineer and an analyst in the computer hardware industry. He holds a degree in Mechanical Engineering from Queen's University and is a proud grad school drop-out. When he's not working, you can likely find him outside mountain biking, skiing, kayaking or playing in the park with his daughters.
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David Bélanger

Creative Director, MEC
Using insights to drive your brand
Learn how MEC evolved its brand by targeting the customer they needed, not just the one they had.

Synopsis

Started in 1971, MEC is one of Canada’s most established outdoor retailers. While the brand continues to evolve, many people still think of MEC as the place for hardcore backcountry adventure – think ski touring epics, gnarly rock climbing and camping in a van at the trailhead (a van was our first store, after all). But Canada has changed a lot over the years: active Canadians are now more urban, multicultural, young and into shared experiences than ever before. Find out how MEC uses insights to connect with new and potential members, and the shift to the idea that the outdoors is just outside… and for everyone to enjoy.


Bio

David’s background spans digital, traditional, experiential and retail marketing, all of which comes in handy for his role as Creative Director at MEC (a.k.a. Mountain Equipment Co-op). As a leading outdoor retailer and Canada’s largest co-operative by membership, MEC’s mission is to inspire and enable its nearly 5 million members to be active outside. David and his team help this mission come to life by mixing creativity with data points to get people stoked and inspired for adventure. The awesome news? It’s working. MEC’s omni-channel network now includes 22 stores (and growing); there are more than 13,000 products on mec.ca; and MEC was recently named Canada’s Best Brand, Most Trusted Brand in Canada, and Most Reputable Canadian Company. When David’s not staring at the North Shore mountains from his desk, he’s in them – ski touring in winter and mountain biking when the snow clears. See you on A-Line!
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Carson McKee

Marketing Consultant
The secret is out! Your Netflix addiction is entirely contrived
Big data has delivered a new golden age of television content. It’s time to learn new ways of delivering a blockbuster storyline

Synopsis

A hit series isn't so much the success of an artistic vision, but number crunchers delivering story assignments. Data has delivered a new golden age of television content, and inspired such cult-like dedication we’ve even created new vocabulary to justify our obsession. Well, fear not, binge watchers, it doesn’t take $300 million and a double-digit stock price to take data driven storytelling to a whole new level. This talk will explore ways your company can deliver a blockbuster storyline by discovering the data points already at your fingertips. Get some solid pointers on data collection, free tools to influence your content planning strategy and ways to dig deeper over time. Big data is an industry buzzword we need to leave behind and it’s easy to get started.


Bio

Carson McKee is a senior marketing and advertising professional with 10-plus years of big brand experience with the likes of Ford, the NFL, Denny’s, Circle K and a few NHL teams on his resume. He's worked in agency, freelance and consultant roles which have provided him with a number of different experiences in the marketing industry. His talents range from community management to digital strategy, social marketing, guidance to influencer marketing, sponsorship and partner activations and branding. He is frequently called on to do speaking engagements, and has spoken at the Canadian Sponsorship Forum, the iMedia Conference and the Retail Advertisers of Canada Conference, among a string of other engagements.
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Bryce Phillips

CEO & Founder, evo
Learn from a digital "EVO"lutionary
How mixing business with pleasure, and traditional with digital just works

Synopsis

Balance. When Powder Magazine is declaring you the most influential skier in the Pacific Northwest, it's clear you've learned a thing or two about keeping all the elements in check. For Bryce Phillips, however, balance is goes far beyond athletic prowess. It is the secret to a carefully calculated strategy for business success predicated on valuing customers and making real connections. Learn how this real estate developer and online retail giant, bricks-and-mortar storefront advocate and family man has struck a balance between the online world and real human contact by building stores to back his online success story. This talk will take the form of a question and answer session. Bring your online retail queries and learn how your storefronts can be a critical link to boosting online sales.


Bio

Bryce studied finance, juggling school while living in Whistler BC, skiing professionally for companies including Patagonia and K2, and chasing winters around the world. In 2001, Bryce started Evolución Innovations, Inc. (www.evo.com), an action sports and outdoor lifestyle retail business, and in 2005 opened a flagship store in Seattle, Washington. Originally launching the site with one employee from his living room, evo has grown to over 200 employees, is one of the fastest growing industry retailers in the world and has retail locations in Seattle, Portland and Denver. Bryce’s vision is to continue building a truly unique brand, seamlessly weaving together commerce, cause, culture and community.
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Lindsay Anderson & Dana VanVeller

Founders
Anatomy of an Influencer
What makes for someone who is truly influential?

Synopsis

Eating out every night can go hand-in-hand with the busy pace of a new job, but for Lindsay Anderson it was the new job—and it's launched a journey for her and her colleague, Dana VanVeller, to foodie heaven. Influencer marketing is one of the best new components to any digital marketing strategy and Lindsay and Dana’s organic trek to influencer status is truly an inspiration. Follow Dana and Lindsay as they combine networking and social media to go from contest winners to food writers who have written for, or been featured by, The Guardian, Food & Wine, Saveur, Jamie Magazine, Epicurious, Coast Mountain Culture, Chatelaine, and more. Wonder how your influencer got started? Want to know what you’re looking for in a writer or social client who does it right? This is one phenomenal success story.


Bio

Originally hailing from northern British Columbia and southern Ontario, respectively, food writers Lindsay Anderson and Dana VanVeller first met around an Okanagan campfire in 2011. Two years later, they launched FEAST: An Edible Road Trip, a journey across the entire country, during which they experienced and blogged about Canada's food, culture, and wealth of fascinating characters. Now with 37,000 kilometres under their belts, and toting a coveted "Best Culinary Travel Blog" award from Saveur Magazine, Lindsay and Dana are sharing these tales in FEAST: Recipes and Stories from a Canadian Road Trip, published with Appetite by Random House. Already a bestseller, the book features over 110 recipes from coast to coast and the great white north, alongside compelling stories of adventure, life on the road, and what it means to be Canadian.
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Stephanie Grieser

International Markets, Partnerships & Events
at Unbounce
Every Lil Word Counts! Writing Web Copy That Converts And Connects

Synopsis

Web copy is often guilty of being dead boring to read. As marketers behind a computer screen we forget there are real humans on the other side. We write to robots. As if our audience has no emotion, doesn't smile at puppies and certainly don't watch movies. And chances are the same copy doesn't convert as well as it could across the board on your web channels - on emails, landing pages, ad copy - you name it.

In this talk, Stefanie will cover:
  • Why it's not just important but business critical to use a little oomph - or personality in your web and email copy.
  • Why telling someone they don't belong is a good thing.
  • How listening and asking your prospects is your No. 1 best writing tool.
  • How isolating elements of your copy will help your conversions.


Bio

As the 9th employee at Unbounce, one of Canada’s fastest growing startups, and one of their first marketers, Stefanie Grieser is a passionate, ambitious digital strategist who loves turning a bold idea into an impactful and memorable experience.
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