Valérie Vedrines

Masse Critique is a nonprofit organization driving transformation in the marketing and communications industry. We develop industry standards, executive education programs and practical tools to help organizations align brand growth with long-term business responsibility. Key initiatives include: • Development of anti-greenwashing frameworks aligned with Canadian legislation (Bill C-59) • Executive and board-level education across Québec and Ontario • Industry partnerships with academic institutions and regulatory stakeholders • Creation of scalable certification programs and training networks As Founder & Executive Director, I lead strategy, governance, partnerships and organizational growth.

In this position, I acted as brand and business leader for repositioning of company in pursuit of achieving collective objectives and visions, unique positioning, deeply rooted in diversity and inclusion. I served as executive sponsor of digital-first innovation, involving 360 views of customer, personalization, clienteling, and appointments. I directed CX strategies, including world-class marketing, management, and practices/processes along with demand generation, CRM, customer retention, and digital engagement. Furthermore, I successfully led full spectrum of champions agile product development, creation of new product line, marketing automation, digital transformations in alignment with emerging modern marketing technologies. The achievements from this role have included the following: • Oversaw team of 40 members within marketing, E-commerce, visual merchandising, art direction, creative studios. • Enabled strong annual growth on ECOM along with enhancing customer acquisition and LTV by heading integration of new CRM and digital strategies. • Propelled market share growth by spearheading development of effective consumer experience strategies. • Amplified awareness and consideration in double digits through incorporation of digital media strategies to rejuvenate and reposition brand. • Awarded two IDEA rewards for digital and media strategies along with WOW Rewards "Best in-store experience" in 2020. • Awarded two IDEA rewards for campaign, creative, and strategies in 2021.

During my tenure as Vice President Brand Commercialization, I passionately directed commercialization strategies, retail and wholesale, while maintaining center of interest on maximizing efficiency of promotional activities relating to consumer pull. I oversaw establishment of ALDO and CIS awareness while delivering continual aid through wholesale channels across Canada and America. Moreover, I ensured full collaboration and engagement in line with brand calendar and promotional strategies throughout entire process via administration of GTM commercialization. The values delivered during this role included the following: • Spearheaded team of 45 members within marketing, visual merchandising, creative studio sectors. • Drove margin growth and reduced number of promotions through management of ALDO and CIS promotions in-store and online. • Won future leadership in 2016 and 2017 for best-in-class leaders.

While serving at Reitmans Canada Ltd, Smart Set Division, I steered functions pertinent to repositioning of brand with new product direction and design, rejuvenating consumer profile, and redefining brand perception. I served as general manager for over 18 months. I actively administered launch of successful E-Commerce website and inbound/outbound marketing strategy. A small selection of the highlights of this role includes: • Intensified traffic and dollars per transaction in double digits. • Facilitated brand in gaining pivotal edge through management and execution of revamped visual presentation strategy and in-store shopping experience.

During this role, I administrated restructuring plan and emergence for companies' Creditors Arrangement Act. I supervised and provided continuous aid by developing three-year plan presentations for several financial organizations and private equity firms. The contributions from this role were: • Delivered exceptional managerial support by planning and rolling out strategies to facilitate various organizational and brand changes. • Enabled in redesigning of head office plans, stores rationalization, and closing.

Transformation of the marketing function of an entrepreneurial organization to prepare for an IPO: strategic planning, internal processes and monitoring tools, KPI & MD&A reports and analyses, sales & expenses processes.

Head of Trade Marketing for the three most important brand in Quebec: Molson Dry, Molson Export and Coors Light.

Head of marketing for the grocery division.

Head of consumer insights and Marketing research Business strategy recommendations for clients operating in several industries