(Virtual) CMAcx, presented by Environics Analytics: Canadian Consumers in 2024

The customer experience is becoming more data driven. By measuring which combinations of messages across which media channels lead to the greatest returns, marketers can better design programs and experiences targeted to different consumer segments at the right points in time.

In this session, Kevin Lacey will explore how a brand’s first-party customer data blended with other first-party data from loyalty, retail, media and co-marketing partners unlocks a range of data-driven opportunities to measurably improve the ROI of marketing.

Key takeaways include:

• Use cases of data collaboration in informing the customer journey
• Navigating cross-platform targeting in designing the customer journey
• Measurement of outcomes

Kevin Lacey
Senior Vice President & CPG Team Leader, Environics Analytics

Kevin brings over 25 years of sales and insights experience in Consumer Packaged Goods (CPG). Through his 23 years at PepsiCo, Kevin had the opportunity to work across food and beverage categories and to manage and work with customers across all channels. His experience at PepsiCo includes 7 years leading the Category Insights Team for beverages, where he collaborated with retailers to implement insights-led solutions to drive joint business plan results.

Dictating culture, advancing technology, changing the workplace, wielding spending power – Gen Z is reshaping the world. It’s time to know your next best customers.

This session will explore:

• The role of personal and brand values in Gen Z’s purchasing decisions
• The kinds of advertising Gen Z places its faith and trust in
• How generations compare to one another on important topics

Discover all you need to know from A to Gen Z.

Betty Vasconcelos
Director, Smartmail Marketing Solutions, Canada Post

Betty is a successful sales executive with over 30 years experience in sales and sales management with a solid track record for high performance and a history of cultivating long-term relationships with executives and key business stakeholders.

She is a leader who is highly motivated, confident and an effective decision maker with an ability to work and thrive in a fast-paced environment. Betty joined Canada Post in 1997 and in her current role, she is responsible for a portfolio of Canada Post’s largest enterprise accounts across multiple verticals including Banking, Insurance, Retail and Government with a focus on helping brands connect with Canadians and Canadian businesses. She leads a team of senior sales professionals in developing and implementing sales strategies to achieve business objectives.

What happens when one crisis seems to roll into another for years on end, rather than ever fully resolving? A "polycrisis" that leaves Canadian consumers discouraged, disrupted, and desperate for forward progress. As Canadians increasingly focus on how they can “get to next,” brands that are stuck in the moment risk getting left behind, while brands that can offer something fresh, inspiring, and in tune with consumer aspirations have an opportunity to help Canadians restore optimism and possibility to their futures.

In this session Casey Ferrell (SVP, Head of Canada MONITOR) and Scott Megginson (President, Kantar Canada) will discuss these emerging trends from Canada MONITOR and share examples of those who grew their brand value in the 2023 Kantar BrandZ Most Valuable Canadian Brands by addressing these needs.

Casey Ferrell
SVP, Head of Canada Monitor

Casey directs content development, thought leadership and product innovation for U.S. MONITOR and Canada MONITOR.

“My job is to tell compelling, credible stories in a variety of creatively intelligent formats—from presentations and webinars to microsites and infographics—that help our clients better understand and anticipate changes in the U.S. and Canadian consumer marketplaces,” he says of his role.

In addition to his product management role, Casey supports business development, client retention, and strategic thought leadership. His areas of expertise include generations, culture & diversity, and consumer insights, lifestyles and trends.

He holds an MA in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and lives in North Carolina.

Scott Megginson
President, Kantar Canada

Scott is a 30+ year veteran of the Market Research industry.  After graduating from Queen's University, he started his career at the Angus Reid Group, where he spent 8 years learning the practice from Field through to Client Management. 

Scott spent the next 11 years in CPG with Warner Lambert (Adams Brands), and then PepsiCo Canada where he launched and Directed the Consumer Insights function for Pepsi/Quaker/Tropicana/Gatorade Canada.  His work at PepsiCo was recognized with the Chairman's Award in 2008.

Scott joined Kantar in 2010, as President of Millward Brown Canada, and brought it together with TNS in 2017 to form Kantar Insights Canada. Since 2021, he has extended his leadership into the US as Managing Director for the Central region and North American Industry Executive for Consumer Goods & Automotive at different points in time.

He is a regular speaker at industry events, Past Chair of the Dean’s Council for the Arts & Science Faculty of Queen’s University, and Past President of the Canadian Advisory Council for the Insights Association.  Scott has enjoyed working with George Brown students over the past school year as a coach and guest lecturer.

Alison Cox
Distinguished Designer (Partner, Executive), IBM Consulting Canada

Alison Cox is the Distinguished Designer for IBM Consulting Canada leading the iX Studio designers. She has deep expertise in leading Customer Experience (CX) and digital strategy transformation and is an Enterprise Design Thinking Leader. Lately, Alison has been leading clients through experience based transformations leveraging Service Design to map User Journeys/Golden Threads to enabling processes and back office enablers (enterprise architecture and data). Alison’s craft is in using design thinking to drive digital transformation for IBM’s top tier clients.

With over 25 years of experience in the field of CX, UX and Design, Alison has led a broad spectrum of projects, including: enterprise level CX strategy, digital and mobile UX strategy; digital product and program visioning; design and usability testing of responsive web and mobile applications; B2E application modernization and experience design; touch screen design; information portals and knowledge management system design; CRM design; and digital commerce design. Alison has worked in a broad spectrum of industries including Consumer goods, Retail, Public Sector, Finance, Insurance, and Travel & Transportation.

For more information follow Alison on LinkedIn.

Daniel Francavilla
Partner, Director of Strategy, King Street Media (Moderator)

Daniel Francavilla is a marketing advisor, strategist, founder and mentor making a positive impact. He is a Certified Brand Strategist, college educator, member of the Canadian Marketing Association and a recipient of a 40 Under 40 Award. After graduating from OCAD University, Daniel founded Now Creative Group in 2013, later acquired by creative performance agency King Street Media in 2021, where he is a partner. The agency also launched a content platform and studio called CreatorClub in 2022. Daniel teaches advertising at Seneca and social media content strategy at Humber. As an advocate for social good Daniel continues to run ACCESS, a nonprofit he founded as a student in 2006, which provides funding and mentorship for youth-led initiatives. His latest venture, The Good Growth Company, provides training for social good organizations to upskill their teams and scale their mission.

Marina Baric
Vice President, Marketing, Osmow's Inc

Marina Baric is a dynamic and ambitious marketing expert in the complex North American fast-casual restaurant environment with more than 20 years of success.

She is currently Vice President of Marketing for Canada’s largest Middle Eastern fast-casual restaurant chain, Osmow’s.  Known for witty and endearing viral campaigning, rapid brand expansions and nurtured brand loyalty, Marina understands and anticipates consumer behavior and market trends.  She previously boosted brand presence and market share for KFC (Yum Restaurants), Tim Horton’s, Timothy's World Coffee and Dairy Queen.

A sought-after speaker and respected industry influencer, Marina shares expertise on strategic brand marketing, social media strategy, digital tactics and cause marketing. She encourages audiences to reimagine marketing strategies, providing practical insights for achieving growth and consistent success.

While leading efforts for the Osmow’s Hope Fund, the impact of Marina’s charitable leadership extends globally, including hands-on work with children on location in Zambia.

Marina is committed to continued academic studies furthering her Marketing, Public Relations, and Communications education from Humber College of Applied Arts & Technology. 

Matt McGowan
General Manager, Canada, Snap Inc

Matt immigrated to Toronto just over 9 years ago from NYC and now serves as the General Manager of Snap Inc. in Canada, the technology company and augmented reality (AR) leader behind Bitmoji, Snapchat and Spectacles. Snap believes the camera presents the greatest opportunity to improve the way people live and communicate and that we can help contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. Matt is a Partner in an early stage venture capital firm, C2 Ventures, sits on several Boards, including Visa and Big Brothers Big Sisters, and volunteers his time as a mentor at both Techstars and Elevate. 

Previously, Matt served as President and a member of the Board of Directors at Adestra, an enterprise Marketing Automation Platform which was acquired by Upland Software in Dec 2018. Prior to Adestra, Matt focused on expanding Google and YouTube’s leadership in the advertising and marketing space. He has also held leadership positions at Incisive Media (acquired), PropertyRoom.com, Headland Digital Media (acquired), and Charles Schwab Inc.

Matt has a Master's from the University of Oxford, a BA from Lafayette College.

Viviane Gauci
SVP, Customer Experience & CMO

As Senior Vice President, Customer Experience & Chief Marketing Officer, Vivianne Gauci leads HomeEquity Bank’s marketing and customer experience design and delivery teams. She is responsible for driving originations growth by leading award-winning brand and performance marketing that has increased awareness and demand. Ms. Gauci is also responsible for the evolution of the bank into a customer-centric organization, leading a team that uses the voice of the customer to design and deliver experiences worth sharing.

Ms. Gauci joined HomeEquity Bank in 2015 and has over 20 years of experience in marketing, product development, and strategy in financial services including over 10 years at companies such as American Express and Aviva. She graduated with a Hons. Bachelor of Business Administration and holds her Master of Business Administration from the Schulich School of Business.

Ms. Gauci has been named a CMP Woman of Influence, sat on the board of the Canadian Association for Financial Institutions in Insurance, co-chaired the Financial Services Special Interest Group for the American Marketing Association and has judged the RBC Women Entrepreneur of the Year Awards.