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Toronto, Ontario, Canada
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Articles by Shane
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Apple's Most Valuable Secret Revealed
Apple's Most Valuable Secret Revealed
I’ve had the pleasure to show clients a lot of amazing things but none more amazing than a video where Apple reveals…
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Embracing the AI Revolution: How are you preparing your future self for long term relevancy?Jun 30, 2023
Embracing the AI Revolution: How are you preparing your future self for long term relevancy?
The recent Collision conference was an electrifying fusion of innovators and thought leaders in the tech space. A…
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8 Comments -
Driving Hotel Night Stays in the Time of COVID-19Sep 28, 2020
Driving Hotel Night Stays in the Time of COVID-19
Hotel stays have dropped. (Thirty percent down from this time last year!) Occupancy rates have tumbled.
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The Future of CPG MarketingAug 28, 2020
The Future of CPG Marketing
The Future of Consumer Packaged Goods Marketing Stores have turned on the lights, rolled up the blinds, and opened…
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Survey Says Brands Need to Properly Support Black Lives Matter ASAFPJun 2, 2020
Survey Says Brands Need to Properly Support Black Lives Matter ASAFP
The protests, conflict and senseless death in the USA over Black Lives are terrible. This injustice has been going on…
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Salon and Stylist Covid-19 Playbook - Your Clients Need You!Apr 19, 2020
Salon and Stylist Covid-19 Playbook - Your Clients Need You!
I've known my stylist for 20 years. I've told him things that I haven't told anybody else.
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8 Comments -
Restaurant Covid-19 Recovery Playbook: New Research & Insights to Help Restaurants Get Through ThisApr 14, 2020
Restaurant Covid-19 Recovery Playbook: New Research & Insights to Help Restaurants Get Through This
COVID-19 has decimated parts of the economy. Restaurants and bars have taken this particularly hard losing in many…
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Can unicorns see the future?Aug 29, 2019
Can unicorns see the future?
Yes they can. More clearly than you might think.
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3 Comments -
Live Nation Builds Brands with EmotionJun 24, 2018
Live Nation Builds Brands with Emotion
Well there was lots to see at Cannes but to me none more interesting than the presentation from Live Nation around how…
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2 Comments -
Learnings from The Gathering ConferenceMar 5, 2018
Learnings from The Gathering Conference
http://www.cultgathering.
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2 Comments
Activity
32K followers
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Shane Skillen posted thisLast week the Government of Canada had me in to teach hundreds of Ad professionals how to best use AI to improve their lives. Here's what I actually taught them: You don't need a trainer. Every session I run, I do the same experiment. I survey the room — "How would you use AI in your role?" Then I answer it myself. Then I show how Claude, ChatGPT, and Gemini answer the exact same question. The AI answers it 10x better than I do. In front of everyone. Every time. That's not humbling. That's the whole point. The job of an AI trainer in 2025 isn't to be smarter than the tools. It's to get people close enough to the tools that the magic starts happening on its own. All most people need is a few nudges in the right direction — and then they're off. Last week was GC Ad Day. One of my favourite days of the year. Hundreds of talented Canadian advertising professionals, gathered to go deep on AI — Loveable, the Claude Chrome Extension, Gemini image generation, Master Prompts and prompt engineering frameworks. I built them a custom training toolkit using Claude Code that many of them are now using daily to sharpen their AI literacy. But the moment that will stay with me? A team from the Department of Defence built a complete website for the Canadian Special Forces Women. In 25 minutes. Live. In the room. They told me afterward it would have taken 3+ months the old way, at significant cost. That's not a productivity gain. That's a civilizational shift happening in real time — even inside the walls of government, one nudge at a time. The pace of AI change right now is genuinely relentless. It can feel overwhelming. But I've seen enough rooms like last week's to know this: capability isn't the bottleneck. Confidence is. Once people realize AI isn't something that happens to them — but something they can direct, shape, and wield — everything changes. I love this side hustle of mine helping people with AI. I love Canada. I love teaching. And I am endlessly grateful to live and work in a moment this interesting. The future is being built right now, in government/brand/school workshops, in 25-minute sprints, by people who just need someone to say: go ahead, try it and here is how to use the tools. What have you built that BLEW your mind when you saw it working?
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Shane Skillen shared thisDream job!Shane Skillen shared this📣 Now Hiring: Strategy Manager Fellow 📣 Toronto Blue Jays are in search of a Strategy Manager Fellow, offering a one-year, post MBA fellowship, designed for an emerging leader looking to accelerate their meaningful impact in the sports and entertainment industry. ⚾ Support strategic planning and execution for TBJ Business Operations ⚾ Collaborate with cross-functional teams to solve important business challenges ⚾ Own and execute strategic initiatives ⚾ Contribute to the growth and development of our Strategy & Analytics team If you’re currently enrolled in an MBA program and are graduating in Spring 2026, or a recent MBA degree graduate, it could be your time to step up to the plate and deliver. Apply here: https://lnkd.in/enNBf_34 #BlueJays #ApplyWithin #MBAJobs #MBA #MLB
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Shane Skillen shared thisThis is excellent ... it drives me crazy when people say they "hate" ads ... if we turned the ads off we could enter an economic depression. Brands make people happy and are essential to the fabric of our society.Shane Skillen shared thisA new Signal49 Research (formerly The Conference Board of Canada) landmark report shows that marketing has evolved into a powerhouse of the Canadian economy, rivalling major sectors such as retail trade and growing at twice the pace of the accommodation and food services industry. In 2024, marketing activity generated $130.9 billion in GDP, representing 4.6 per cent of Canada's total economic output. This marks a substantial rise from $94 billion in 2019, underscoring the sector's rapid growth and expanding impact. The marketing sector represents a vital pillar of national prosperity and innovation: · Marketing supports 861,500 jobs, roughly one in every 25 Canadian positions. Notably, these roles are high value, with marketing professionals earning an average of 30 per cent more than the national average. · In 2024, marketing activities contributed $47.8 billion in government tax revenues, primarily through personal income and sales taxes. · The marketing sector is a leader in digital transformation, with 75 per cent of marketers using artificial intelligence weekly. Furthermore, 70 per cent of Canadian B2C e-commerce firms had integrated AI by late 2023. Read more: https://lnkd.in/eA7WhhSW #Marketing #CanadianMarketing #Research #EconomicImpact #Insights #Economy #MarketingTalent
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Shane Skillen shared thisThis is the best learning I've seen on line for CPG in months!Shane Skillen shared this** We talk (https://lnkd.in/gemjQUkm) a lot about "Digital Transformation," but Oksana Sobol VP of insights & decision intelligence at The Clorox Company just showed us what it actually looks like in practice. 💎 We’ve been in the CPG space for a long time, and I’ve seen trends come and go. But the conversation The CPG Guys just had with Oksana on the latest episode hit on something deeper: the death of the "siloed" brand. 🔇 In the past, you had your "digital team" and your "retail team." Today? If those two aren't finishing each other's sentences, you’re losing. Oksana broke down three pillars that I think every CPG leader needs to internalize right now: 📢 Data is the New Inventory: It’s not just about having products on the shelf; it’s about having the signal to know why they are moving. If you aren't capturing first-party insights, you're essentially flying blind. 🤑 The Loyalty Paradox: Consumers aren't "loyal" to brands anymore; they are loyal to frictionless experiences. If your retail media doesn't lead to a seamless checkout, you’ve just paid for someone else’s customer acquisition. 💪 Agility Over Scale: Big brands are learning to act small. We discussed how the most successful players are pivoting their creative in real-time based on performance metrics that didn't even exist five years ago. 💡 Oksana’s perspective is a masterclass in modern brand stewardship. She doesn't just look at the dashboard; she looks at the human behavior behind the clicks. ⁉️ I’m curious—for those of you in the trenches: Are you seeing the walls between 'Digital' and 'Physical' finally coming down, or is there still a massive gap? 👇 Check out the full deep dive here: https://lnkd.in/gemjQUkm #CPG #RetailMedia #Strategy #DigitalShelf #CPGGuys
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Shane Skillen reposted thisShane Skillen reposted thisBIG NEWS: Jöey Nordic Seed Crisps 🍉 just landed in 400 Loblaw Companies Limited's and Real Canadian Superstore locations across Canada! ✨ Getting listed in Canada's largest grocery chain is a massive milestone for our brand—but this one is personal. My first job? Loblaw's. Grade 9. I spent my weekends bagging groceries and didn't know anything about CPG, food innovation, or entrepreneurship. But something about being in that environment sparked a curiosity that never left. Now, decades later, our team walked into Loblaw's this week and helped put Jöey on shelf. Standing in that aisle, I couldn't help but think about how life comes full circle in the most unexpected ways. Huge thank you to: Pallavi P. & Francisca — Our category buyers who made the entire process seamless 🙏 Andre Chow-Leong & Amanda Galante — For believing in our vision early 💫 The entire Natural Value team at Loblaw's — True partners in every sense. To everyone who's supported Jöey along the way: this is your win too. Find us in stores now. The dream keeps growing. 🌱 Zachary Goodwin Hermice Louis #JoeyNordicSeedCrisps #Loblaws #CanadianRetail #CPG #Entrepreneurship #FoodInnovation #SmallBusinessWins
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Shane Skillen posted thisLooking for a finance leader to come talk at a conference (400+ people) in Toronto this April about measuring advertising effectiveness. It's pays super well in free coffee, reputation building and the feeling of giving back to Canadian brands. DM me if interested.
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Shane Skillen shared thisHappy International Women's Day! For the 5th year now I am happy to send anybody who wants one (the first 50 to ask!) a free copy of the Athena Doctrine. It's one of the very best books I've read about how women in leadership roles are mission critical to the future of business and society. I was lucky to meet some of the Icelandic women featured in the book while on a client project in Reykjavik. They are legitimate heroes who SAVED Iceland after the financial crash in 2008 when male egos interfered with doing what was right. Key Book Points ... that are now more important than ever given ALL THE WARS HAPPENING! Feminine values are winning values. Globally, two-thirds of respondents said the world would be a better place if men thought more like women — not about gender, but about empathy, collaboration, and long-term thinking over short-term dominance. The old model of leadership is broken. Hierarchical, aggressive, "command and control" leadership is losing credibility. People are hungry for leaders who listen, share credit, and build trust. These traits are not gender-exclusive. The most admired leaders — male or female — increasingly exhibit what the authors call "Athena traits": nurturing, flexible, expressive, patient. The most effective men lead this way too. Institutions built on Athena values outperform. The book profiles companies, countries, and movements — from Grameen Bank to Iceland's post-crisis recovery — where feminine-coded values produced measurably better outcomes. The future belongs to the "and" leaders. The best leaders combine strength with empathy, decisiveness with humility, ambition with purpose. The binary choice between "tough" and "warm" is a false one — and the world is finally catching up to that.
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Shane Skillen posted thisI watched CEOs tank their own stock price. In real time. While they were still talking. That's CAGNY. Consumer (Investor) Analyst Group of New York The only conference where Wall Street grades your presentation live — by moving your stock while you're still on stage. Here's what the market said this year, I've now had a chance to go through all their amazing presentations. DM me if you want them. General Mills: DOWN 7%. Slashed guidance. Consumer pulled back harder than expected. Conagra: DOWN 5.8%. General Mills shockwave took them down too. Mondelez: DOWN 4.9%. Market said "prove it." Coca-Cola: FLAT. Consistency rewarded. P&G: FLAT. No surprises. Which IS the story. Kimberly-Clark: MIXED. Kenvue acquisition has upside but investors are nervous. Celsius: UP 9.5%. Clear winner. Shelf space up 17%. Alani Nu up 100%. e.l.f. Beauty: STABLE. 28 straight quarters of growth. Already priced as a machine. Molson Coors: DOWN. Flat sales. Pretax income declining 15-18%. But here's what matters more than the stock moves. 5 insights for CPG marketers, agencies, and researchers: The "middle consumer" is disappearing. Lower-income shoppers now buy ONLY on promotion. Unilever is targeting 50%+ from premium. Your brand can't be "for everyone" anymore. AI is now a pass/fail test. Colgate: 16 clean rooms. 16% incremental sales lift. Kraft Heinz: Zero mention of AI. Guess which stock the market punished. GLP-1 is reshaping entire portfolios. Hormel projects the GLP-1 market growing from $62B to $158B by 2035. They're redesigning their portfolio around it. This isn't a trend — it's a structural shift. Fewer brands. Bigger bets. Unilever: 30 Power Brands = 78% of turnover. Kraft Heinz admitted to losing U.S. share for a decade. The era of portfolio sprawl is over. M&A is back — and it's strategic. Kimberly-Clark → Kenvue. Clorox → Purell. PepsiCo → Poppi, Siete. Celsius → three-brand platform. These aren't roll-ups. They're filling occasion and demographic gaps. The companies the market rewarded all had one thing in common: Specificity. AI use. Execution. The ones that got punished? Hope as a strategy. What was your biggest CAGNY takeaway? Drop it below. ♻ Repost if this is useful for your CPG network. #CAGNY2026 #CPG #ConsumerInsights #MarketResearch #BrandStrategy
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Shane Skillen liked thisShane Skillen liked thisVijay Raj, an industry legend, signed off from his last day at Unilever yesterday after 30 years in the corporate world, including five as Unilever's head of CMI. It was a privilege working with you, Vijay. À bientôt from all your friends at Ipsos — I look forward to seeing what your second innings brings, and to hopefully playing a part in it. Here's his thoughtful leaving messsage: https://lnkd.in/e6NBMuqX Ian Payne Dr. Nick Reynolds Virginia Weil Celine Mollard Abby Smith Simon Atkinson Eleni Nicholas Morgan Francis Victoria Machin Anthony Ambrose Dsouza Annie Kurien Gayatri Soares Susan Purcell Jill Telford Eleanor Finnon Amrita Sarkar Pooja (Mehta) Doshi Suresh Ramalingam Davina O'Donoghue (she/her) Enrica Tiozzo Aurelie Jacquemin Shaun Dix Dale Beaton Samira Brophy Shan Zhao Aaron Peck Hannah Mills Oliver Sweet Ajay Bangia Rudrajit Chatterjee Richard Trenam
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Shane Skillen liked thisShane Skillen liked thisI'm thrilled to share I've joined The Coca-Cola Company as Director of Social & Community! I'm incredibly grateful for my time at Iris North America and the opportunity to work with so many talented people. Looking forward to what's ahead in this next chapter. 🫧🥤
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Shane Skillen liked thisShane Skillen liked thisVancouver has given so much to my family over the last 100 years since we arrived, it has been a privilege and an honour to be able to give something back. This week saw a momentous reimaging of Royal Centre with the formal opening of what I would humbly argue is now the nicest lobby in Vancouver (fighting words, I know). This was a 10-year labour of love and dedication, and even in the darkest moments of the pandemic the team never stopped working towards this vision. I really cannot believe we’re finally here! The vision was to create a space where people could gather, catch up, network and work. Not hidden away or closed off to the public, but open to the city and light around it. As you can see in the photos, this vision was achieved, and then some. I cannot thank enough the team that brought this project to fruition: Warrington PCI Management, KGProjects KGProjects, MCM Architects, Ledcor, Forgestone Capital and too many more to name them all in one post. Team work made the dream work. I also want to express my sincerest appreciation to our Tenants at Royal Centre. We know this was tough to live through and we truly appreciate your patience. I hope the new lobby you get to enjoy on a daily basis was worth it. Stay tuned for some more exciting announcements in the weeks and months to come! Adam Spear Dan Turner Lorna Park Sanjay Sudra Searl Kibel Suyeon Han Rosavel Scott, David Basford, Desmond McDonnell, Ken Grassi, Artie Chumpol,
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Shane Skillen liked thisShane Skillen liked thisStory time! TLDR…the gist: Excited to share that I've been promoted to Marketing Director - AI Strategy & Innovation! The more important part... My mother always taught me: "Comfort and growth don't coexist." For years, I nodded along, thinking I understood. I'd faced challenges, pushed through obstacles, worked hard. But honestly? I was privileged enough not to truly know what that meant professionally until this past year. A year ago, I was living my dream. I'd spent over a decade on the creative side of marketing, working with incredible agencies, building partnerships, shaping brand campaigns, shooting commercials, leading never-been-done-before initiatives. I loved every minute of it (especially the one that comes after wrapping a 3-day shoot...iykyk). I was certain this was my forever path. Then RBC made some organizational changes. Our executives strategically moved me to a new team focused on AI and strategic initiatives. I'll be honest, I wasn't thrilled. Technology and AI? That wasn't my passion. That wasn't where I saw myself. That wasn't what I was good at. I didn't think I'd enjoy it, and I certainly didn't think I'd be good at it. But I trusted my leadership team. I committed to giving myself six months. Those first few months were humbling. I felt like an imposter in every meeting. The jargon, the technical concepts, the speed of innovation...it was overwhelming. But I made a choice: I would become a student again. I listened to more podcasts than I can count. I read everything I could find. I asked what probably felt like endless questions. I put myself in rooms with SMART people. I leaned into the discomfort. And somewhere along the way, something shifted. I stopped feeling like I was pretending. I started genuinely loving the work. Today, I'm not just comfortable in this space, I'm energized by it. We're driving initiatives that are fundamentally changing how we work, how we engage with clients, and how we think about the future of marketing at RBC. This year taught me what my mother meant. Growth didn't happen in my comfort zone with the work I already knew and loved. It happened when I said yes to something that scared me. When I admitted I didn't have all the answers. When I chose learning over ego. This promotion represents professional growth, yes. But what makes it truly meaningful is the personal growth - the mindset shift that came from embracing discomfort rather than running from it. My takeaway? Don't be afraid to step into something that makes you uncomfortable. Like ACTUALLY uncomfortable. To my incredible mentors who saw something in me that I didn't see in myself, who sponsored me, challenged me, and believed in me throughout this journey Mary DePaoli, Alan Depencier, Caroline Paxton and Sandra Vela, thank you for pushing me into my growth zone. Okay, now it's time to get back to work!
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Shane Skillen liked thisShane Skillen liked thisSo thrilled to announce I've been promoted to Senior Editor at SKI Magazine / Outside! After a little less than three years at SKI, I've learned so much from so many incredible people. It's been a pleasure to be part of the brand's success as we navigate and evolve under the changing media landscape.
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Shane Skillen liked thisShane Skillen liked thisIn addition to our Insights team, I also lead our Sales Strategy group and we’re looking to grow the team. And there’s no better place that typifies the importance of strategy than Survivor. So, I asked ChatGPT for a Survivor-themed posting for the role…. Outplay. Outthink. Outsell. Welcome to the Sales Strategy Island! 🏝️ Do you have what it takes to survive—and THRIVE—in the wild world of sales strategy? Can you build alliances with data, outwit market challenges, and rally your tribe (a.k.a. account teams) to claim victory? We’re looking for a Senior Manager, Sales Strategy who’s ready to take on the ultimate challenge: leading our team through the twists and turns of sales strategy—where only the smartest, most adaptable minds make it to the final round. Your torch-bearing tasks: * Design customer- and product-specific sales strategies so sharp they could slice through any obstacle. * Guide your tribe in spotting hidden opportunities and building solutions that scale—no immunity idol required. * Be the bridge between Product, Marketing and Sales — identifying client needs and gathering the scalable insights that help everyone win reward. * Turn every campaign success into a legendary fireside story. * Keep feedback loops running smoother than a well-oiled tiki torch. * Teach best practices that turn everyone into seasoned strategists. Who will win this season? You: With 5+ years of experience in sales strategy or media/advertising, a knack for turning analytics into action, and communication skills strong enough to sway even the toughest council. If you see challenges as puzzles to solve and thrive in fast-paced environments—your tribe awaits! Ready to outlast the competition? Apply now—or tag a fellow strategist worthy of joining this adventure. May the best strategist win! #SalesStrategy #SurvivorSpirit #OutplayOutthinkOutsell #NowHiring #AdvanceYourCareer https://lnkd.in/enbupSHu
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Bernie M.
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Some campaigns don’t just win awards. They celebrate the brand. On this week’s Bright Lights Podcast, Idan Driman, VP Marketing at Pet Valu, shares the story behind Love Lives Here, an award-winning campaign. It started as a single campaign, but it resonated so deeply with customers, pet lovers, and even their own team that it became an evergreen brand platform. The secret? People and process. Surround yourself with purpose-driven talent, partner with agencies that understand your brand, and always start with why before diving into execution. Most importantly, tell a story that’s true - not just a story you want to tell. Did you find this post useful? Drop a comment - I’d love to hear your thoughts!
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Dr. David Coletto
Abacus Data • 12K followers
Our new analysis shows precarity has become the dominant mindset in Canada. Rising costs, instability, and constant uncertainty are shaping how people think about 2025 and what lies ahead. Read the full piece with Eddie Sheppard: https://lnkd.in/gY5a_mZi
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Scott Megginson
Kantar • 5K followers
Another great article from our 2025 Kantar #BrandZ Most Valuable Canadian Brands report. Imogen Sapstead discusses how in price sensitive times, your Brand Equity remains an important lever for value growth: Private label is rapidly evolving from a low-cost alternative to a credible brand competitor. Kantar's recent analysis shows retailers are investing in quality, design, and identity, raising the stakes for branded manufacturers. The path forward isn’t just competitive pricing. It’s sharper Meaningful Difference. Brands that clearly communicate why they matter, emotionally and functionally, are better positioned to defend value and maintain growth. Learn why distinctiveness is a competitive imperative, not just a nice-to-have, in today's shifting marketplace: https://lnkd.in/gzpNsFfP
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Chris Clement
EPIC Insights • 19K followers
Planning for the future 🚨 The Snack Market Is About to Change Forever. Are You Ready—or Already Behind? Imagine this: An AI-driven platform that maps the entire U.S. snack market across every retailer, every channel, and every shopper segment—for the next 5 years. Not static dashboards. Not last quarter’s POS data. But a living, breathing supermodel built to: ✅ Simulate price, pack, promo, and innovation decisions in real time ✅ Forecast emerging shopper behaviors before your competition sees them ✅ Give Chief Insights Officers a 3-year roadmap—with the power to change course instantly as conditions shift Sounds futuristic? Here’s the reality: You’ll need this system to survive. 🧠 What This AI Supermodel Would Deliver: 🎯 360° Shopper View • Dynamic behavioral profiles—across income tiers, missions, dayparts, and retailers • From Walmart center-store missions to Instacart-driven pantry fillers • Loyalty, search, clickstream, panel, and basket data—converged 📦 PPA & Assortment Engine • AI-optimized pack ladders by banner, channel, and occasion • Launch simulations: What if we drop the 2oz size and bundle 4-packs at Target? • Real-time alerts on volume cannibalization, trade-down, or elasticities by segment 🔍 New Product Opportunity Radar • Predict winning flavors, formats, and health claims—before they hit mainstream • Regional trend maps with velocity forecasts • Simulate entry into new categories (e.g. mood snacks, satiety snacks, gut-friendly crisps) 📉 Economic & Retail Disruption Planning • Predict impact of inflation shifts, SNAP changes, tariffs, promo fatigue • Optimize for “price cliffs,” recession-proof formats, or value-tier expansion • Get early warnings—before a 3% volume drop becomes a category crisis 🌐 3D Shelf & Execution Layer • Virtual planograms for every major retailer • Test what wins endcaps at Meijer vs. Ahold • See what pricing strategies break through in brick vs. click 💥 Here’s the Problem: Most brands aren’t even close to this level of readiness. They’re stuck with: ❌ Lagging dashboards ❌ Static Excel-based PPA ❌ Annual planning cycles while shopper behavior changes monthly And here’s the risk: 🛑 Without a future-proof insights model, your brand won’t just lose share. You’ll lose relevance. ✅ This is the time to act. Build an AI-driven, agentic insights system that evolves with your consumers. Replace reactive planning with predictive advantage. Turn your next 3 years into your biggest unlock—not your slowest decline. Snack leaders: This is no longer a nice-to-have. This is your RGM insurance policy. #AI #SnackingStrategy #CPG #RGM #PPA #RetailInnovation #ShopperBehavior #RevenueGrowthManagement #AssortmentOptimization #PricingStrategy #DigitalShelf #ChiefInsightsOfficer #FMCG #FutureOfSnacks #PlanningFailure
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Jennifer Yellin
2K followers
I’m excited to spotlight a significant development in Canada’s spirits sector: Ontario’s craft gin brand Valley of Mother of God is already over half-way to its growth-funding goal, a strong signal that our beverage-alcohol landscape is more dynamic than ever. From a market-research perspective, here are three key implications: 1. Canada as a premium-innovation ground While the global gin category is maturing, Canada offers a unique testing ground for craft and premium brands. The ability to leverage local ingredients and build authentic narratives gives Canadian distillers a competitive edge. 2. Premiumisation and local authenticity are driving value Consumers are drinking less, but choosing better. For domestic brands like Valley of Mother of God, which lean into provenance and craftsmanship, this shift is a meaningful opportunity. The local story is increasingly resonating in a crowded category. 3. Growth-investment activity signals broader confidence The fact this brand has already achieved a meaningful portion of its funding target shows confidence in scale-up potential. For strategists and investors, the signal is clear: premium Canadian spirits aren’t just surviving — they’re preparing to scale. ⸻ If your work touches on spirits category strategy, investment in beverage alcohol, or brand innovation in Canada, this is a moment worth exploring. I’d welcome a conversation about how this example aligns with broader market dynamics and what actionable insights we can draw for your brand or portfolio. #MarketResearch #CanadianSpirits #CraftGin #Premiumisation #MadeInCanada #BeverageAlcohol https://lnkd.in/givKSBfJ
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Robert Levy
BrandSpark International • 828 followers
Sharing some insights from our 2026 BrandSpark Canadian Trust Study which highlights how deeply personal brand trust really is, shaped by where we grew up, the foods and brands we grew up with and the cultures we carry with us. As Canada continues to evolve, understanding these nuances is essential for food and beverage brands looking to build authentic, lasting connections with both heritage consumers and newcomers alike.
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David MacDonald, MBA, CAIP, FCRIC
York University - Schulich… • 995 followers
The past year has challenged Canadians to think more closely about which brands they support and why - many have discovered, or rediscovered, many great Canadian companies in food, fashion, recreation and many other spaces - our latest Canadian Brands Report explores how successful companies are connecting with core values of Canadians.
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Tim Leys
3K followers
While Canada Post flyer delivery has resumed, quick-service restaurant marketers can learn a valuable lesson from this disruption. Single-channel dependency is a serious vulnerability. To keep acquisition strong, you need to embrace an omnichannel strategy that allows you to reach your next best customers consistently across all the media channels they use. That’s what intelligentVIEW delivers: 👉 Drive better results from your flyer programs 👉 Extend flyer-level precision across every channel 👉 Maintain campaign consistency and targeting on digital, programmatic, OOH, and direct channels 👉 Keep acquisition pipelines running while protecting privacy The question isn't whether another disruption will happen. It's whether you'll be ready when it does. Are you building for resilience, or are you one channel loss away from a major setback? #CanadaPost #SmartMarketing #MarketingStrategy
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Benjamin Cawthray
Worldpanel • 10K followers
📈 Grocery price inflation hitting 4.1% - the highest since February 2024 - really caught my attention in our latest data. Consumer behavior typically shifts once inflation crosses certain thresholds, and households are already starting to feel it. As consumers feel the pinch, many are continuing to seek out promotions to get the best value. The growth of spending on deals has carried on this month, increasing by 5.1% versus May last year. To read the full #grocerymarketshare update click here 👇 https://lnkd.in/ev-qw3ua #Retail #GroceryInflation #ConsumerBehavior Worldpanel by Kantar Fraser McKevitt
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Dean Macko
Scalafai • 5K followers
This is exactly why so many companies turn to us - even if they already have a brand tracker. Our framework goes far deeper, helping brands understand their coherence and emotional resonance at every touchpoint. While most trackers measure 20 or so attributes, we map 178 human emotions, personality traits, motivators, jobs to be done, and archetypes. That’s why global leaders trust our insights to make their brands stronger, more distinctive, and more coherent. Take a look at what sets us apart.
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Carman Allison
NielsenIQ • 3K followers
Yesterday Statistics Canada releases CPI for November which held at +2.2%. They also reported in-store food inflation of +4.7%. With NielsenIQ point of sale measurement of 1.6 billion food items scanned, we’re seeing in-store food inflation at +3.5%. Why the difference? At NIQ we measure the impact of consumer spending behaviour changes which is important for marketers to understand and use as their benchmark. Spending-based inflation measures the change in what consumers actually paid and purchased. It accounts for: · Promotions and discounts (e.g., if consumers bought more on sale) · Product mix shifts (e.g., trading down to cheaper brands or smaller/larger sizes) · Behavioural changes (e.g., switching stores, buying less or more of certain items) For example: Even the same item bought on promotion or at a different retail location will have an impact on the rate of inflation. NIQ measures the growth in dollars less the growth in volume to answer the question; Are consumers spending more or less for volume purchased? Supporting images are not loading - please see my following post for details. Now with twice the insights! (and posts)
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Tricia Ryan, BA, BSc, MBA
Baking Association of Canada… • 7K followers
The GLP-1 Reality: What Every Canadian Restaurant Operator Needs to Know If you're not thinking about GLP-1 medications in your menu planning, you're already behind. With oral versions and unbranded products hitting Canada in 2026, we're not looking at a trend—we're looking at a fundamental shift in dining behavior that's already here. What's changing: *Smaller portion preferences (guests eating 30-40% less per sitting) *Higher protein, lower carb choices becoming standard, not special requests *Quality over quantity—guests are willing to pay more for meals that satisfy with less *Takeout portions that used to be "just right" now create food waste at home What this means for your operation: ✓ Flexible portioning isn't a nice-to-have anymore—it's essential ✓ Your "small plates" section may become your hero category ✓ Protein-forward, nutrient-dense options need prime real estate on your menu ✓ Takeout containers and portion sizes need a serious rethink The opportunity: While others see this as a challenge, forward-thinking operators see a chance to lead. The restaurants that adapt now—with thoughtful half-portions, build-your-bowl options, and quality-focused smaller formats—will own this growing customer segment. This isn't about catering to a diet. It's about understanding that millions of Canadians are eating differently, permanently. And they still want to enjoy great restaurant experiences. Are you adjusting your menu strategy? I'd love to hear what's working in your operation. #RestaurantIndustry #MenuDevelopment #CanadianRestaurants #Foodservice #HospitalityInnovation
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Matt Howley
Picnic Customer Intelligence • 2K followers
Customer outrage isn’t a random phenomenon. It has real triggers that can be understood. If you’ve ever managed a product or service change, you’ll know there’s one outcome we all try to avoid: a wave of public backlash. We often see this when brands alter pricing, tweak the user experience, adjust terms, or miss the mark on service delivery. Here are three outrage triggers that should be on your radar… 1. Violated expectations Outrage often begins when customers feel something is unfair, outside the norm or breaks a promise. Think sharp price increases, surge pricing, bold new terms, removal of promised benefits – these are typically policy decisions that would benefit from greater customer empathy. 2. Loss of control People hate being forced into decisions, even subtly. Retiring a product or service? Even if pricing isn’t changing, forcing customers onto a new path can spark resentment. This can also be true of the forced inclusion of unwanted features of user experiences. 3. Perceived disrespect or arrogance Outrage escalates when brands come across as dismissive or robotic when sharing details of a change. We know many organisations have blind spots in this regard because a second wave of ‘damage control’ comms can appear later. Communications need empathy, clarity, and a real understanding of your customer’s emotional investment. Change is inevitable. But outrage is (often) avoidable. #CustomerExperience #BrandStrategy #CustomerInsight #Marketing #CX
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Elizabeth Cohen
MonogramGroup • 2K followers
Consumer Brand Marketing Leaders: Last week I had the pleasure of attending the first CIBC Taste and Trends Conference (thanks, Jim Rolfe!) From the keynote speaker, John Foraker of Once Upon a Farm, to the well moderated, curated panels of rockstar SMEs on Consumer/Retail trends and Supply Chain dynamics, it was an insightful, frank, thought-inspiring morning. Here are few nuggets I took away, some reinforcement of my past observations and posts, some offering new angles. ⭐ In the digital first marketing ecosystem, where 40% 𝘰𝘧 𝘱𝘶𝘳𝘤𝘩𝘢𝘴𝘦 𝘵𝘳𝘢𝘯𝘴𝘢𝘤𝘵𝘪𝘰𝘯𝘴 𝘣𝘦𝘨𝘪𝘯 𝘸𝘪𝘵𝘩 𝘢 𝘤𝘭𝘪𝘤𝘬, to create trusted, lasting connections with consumers, brands must concoct their own unique recipe of: ✔️ “𝘈𝘤𝘤𝘦𝘴𝘴𝘪𝘣𝘭𝘦 𝘗𝘳𝘦𝘮𝘪𝘶𝘮” positioning that creates value ✔️ ..which tends to be grounded in 𝘉𝘍𝘠 𝘢𝘵𝘵𝘳𝘪𝘣𝘶𝘵𝘦𝘴 (ingredient integrity, organic, plant-based, protein-rich, etc) ✔️ 𝘊𝘳𝘦𝘢𝘵𝘪𝘷𝘦, 𝘥𝘪𝘨𝘪𝘵𝘢𝘭 𝘧𝘪𝘳𝘴𝘵, 𝘢𝘯𝘥 𝘪𝘯𝘤𝘳𝘦𝘢𝘴𝘪𝘯𝘨𝘭𝘺 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭𝘪𝘻𝘦𝘥 marketing ✔️ 𝘊𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘵, 𝘨𝘳𝘦𝘢𝘵 𝘛𝘢𝘴𝘵𝘦 (duh, but not there as often as it should be) ⭐By identifying and activating on this formula, brands can create moats vs. the increasing sophistication and impact of “Private Label,” which are in many categories, brands unto themselves. ✔️ FACT: patented capabilities and/or an opening price point also helps! ⭐In this economic climate, nobody has great answers on managing the supply chain uncertainty, but a few pieces of advice from the experts: ✔️𝘔𝘢𝘪𝘯𝘵𝘢𝘪𝘯𝘪𝘯𝘨 “O𝘱𝘵𝘪𝘰𝘯𝘢𝘭𝘪𝘵𝘺,” (not sure when that became a word) while resource-intensive, is key to being ready to pivot ✔️𝘚𝘵𝘳𝘰𝘯𝘨 𝘚𝘶𝘱𝘱𝘭𝘪𝘦𝘳 𝘙𝘦𝘭𝘢𝘵𝘪𝘰𝘯𝘴𝘩𝘪𝘱𝘴 make all the difference in a crisis – transactional ones won’t survive the stress ✔️𝘉𝘶𝘪𝘭𝘥 𝘙𝘦𝘴𝘪𝘭𝘪𝘦𝘯𝘤𝘺 𝘵𝘩𝘳𝘰𝘶𝘨𝘩 𝘙𝘦𝘥𝘶𝘯𝘥𝘢𝘯𝘤𝘺 in sourcing /ingredient/ transportation supply Really enjoyed hearing from Andrew "Kappy" Kaplan Karuna Rawal William Madden, PhD Maisie Nugent Doug Behrens and others. Thanks for your leadership at these crazy times! #CPG #foodandbeverage #insights #brandstrategy
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Susan Seto, MBA, CAIP
Environics Research • 928 followers
Turns out “elbows up” has a shelf life. Values don’t. A great take on why Canadians are seeking out local brands - and why responsibility is resonating more than performative messaging right now. It's a dynamic we explore further in our recent report, Canadian Brands: Built on Values https://lnkd.in/gC8CnMH7, where we unpack the Conscious Individualism zeitgeist and how its values are driving brand choice. #CanadianBrands #BrandStrategy #ConsumerValues
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Geetanjali Sharma
Gold Research, Inc • 666 followers
True! According to Gold Research Inc.'s insights, customers are increasingly influenced by the experiences shared by others. Online reviews and personal recommendations often have a stronger impact on purchasing decisions than traditional advertising or merchandising programs. These authentic voices provide credibility and real-world validation that marketing messages sometimes cannot achieve. Building a positive reputation and encouraging satisfied customers to share their experiences can be a game-changer for your brand. Are you leveraging this powerful aspect of the customer journey? Learn more on our blog at: https://lnkd.in/dMB8s2sx #shopperinsights #insights #consumerinsights #consumerresearch #customerinsights #customerjourney #consumerjourney #pathtopurchase #customerjourneymapping #journeymap #CX #P2P #marketresearch #b2bresearch #b2cresearch #personas #cxinsights #cx #customerexperience
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Rob McPherson
Rob McPherson Substack • 11K followers
As I have tried to tell you a great many times, growing your revenue is great, only if it converts into positive income... 1. Ayurcann Holdings - tenuous Balance Sheet with current liabilities exceeding liquid assets - F9M of current fiscal year showing a net loss of $885,000 2. Avant Brands - have lost $93 million in their existence - F6M of current fiscal year showing a net loss of $5 million 3. High Tide - F9M of current fiscal year showing a net loss of $4.7 million My point is - companies are in business (and stay in business) by being profitable. Getting to profitable asap is critical - the Amazon model is not the one to follow, as it is an exception to the rule of business. This is consumer packaged goods, meaning, you don't need to get there first - you need to get there better. The consumer will switch if yours is better and the retailer will list it if the shoppers want to buy it (and will delist those that were first, but are now being passed over). Each of these companies are still challenged to show they can be sustainably profitable, because, they have never shown it. While it may happen, the issue is, they will need to bring down costs as they grow their sales - and that is never easy. https://lnkd.in/g2fra_i6
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