Create.
develop.
execute.
As a proven brand builder, my commitment is to deliver the best in-class integrated marketing & product experience across all consumer touch points.
My current athletic passion is 70.3 Ironman racing.
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Annual business planning creating multi-year brand/product plans.
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Product Development; prototype review and pre-production testing process with world class product and athletes. (hard & soft goods)
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Product Management; development and category assortment road mapping.
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Go-To-Market strategy and execution in-line with global product/brand priorities.
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Consumer Research & Competitor Analysis identifying gaps, trends and opportunities within markets.
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Sports Marketing partnerships and event property relationships.
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Athlete Management; recruitment, contract negotiations, development, activations.
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Influencer Marketing; develop/scale external brand ambassador programs with endemic & non-endemic audiences.
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NSO High Performance program relationships.
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Budget ownership, tracking and accountability exceeding 1M+
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Retail marketing, seasonal POP, fixture programs, digital displays, window wrap campaigns, in-store activations, athlete/brand activations.
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Multi-media production; photoshoots, creative/art direction, asset cataloging and distribution.
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Agency sourcing, relations, quoting, production.
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Youth culture, action sport, endurance sport, outdoor recreation.
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Public speaking & presentations.
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Published Photographer & Editorial.
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Web Design, Ecommerce & Content Management system dashboards, graphic design, analytics.
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Adobe Creative Suites; Premiere Pro, Premiere Rush, Lightroom, Photoshop, Illustrator, Dreamweaver.
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SAP software & data entry.
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2x 70.3 Ironman finisher.
Skills & Experience:
Education:
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1995-1998; Goulbourn Middle School. (French immersion)
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1998-2002; South Carleton High School. Richmond, Ontario. (O.S.S.D Diploma)
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2002; University of Ottawa (International Business Certificate)
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2002-2005 - St. Lawrence College (Integrated Marketing Communications & Advertising)
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2022 - Harvard Business Publishing (Business Plan Development Certificate)
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2022 - Harvard Business Publishing (Strategic Planning & Execution Certificate)
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2022 - Harvard Business Publishing (Change Management Certificate)
Volunteer:
Jumpstart Charity
2021 to 2024
- Jumpstart is a national charity committed to ensuring financially disadvantaged youth have equal access to sport within their local communities.
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Fundraising; Personal canvasing initiatives for a collective total of $7,500 ytd.
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Initiative Participation; Walk the Nation, Employees4Jumpstart, Pedal For Kids
Canada Snowboard Federation
Branding & Event Specialist
FIS World Cup - Feb 2010
Canada Olympic Park
Calgary, Alberta
- Canada Snowboard Federation is the national governing body supporting the FIS Snowboard Halfpipe & Slopestyle World Cup events hosted in Canada.
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Course Branding; Installation to optimize spectator and broadcast coverage.
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Course Safety; Installation within FIS event regulations.
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Course Maintenance; Field-of-play features and branding maintenance.
BlackBerry QNX
IT Specialist
January - March 2004
Kanata, Ontario
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BlackBerry QNX is a subsidiary of BlackBerry LTD, a mobile-native software developer and supplier of Operating Systems & Hypervisors used in Embedded Systems around the world in automotive, aerospace, industrial controls, medical, robotics and mobile devices.
* Company was acquired by Harmon Kardon International in 2004, and then Research In Motion in 2010.
Ubiquity Software
Marketing Specialist
January-March 2003
Kanata, Ontario
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Ubiquity Software specialized in Sessions Initiation Protocol (SIP) application servers used by global telecom carriers to develop and deploy IP Multimedia Subsystems (IMS). The IMS technology allowed carriers to provide converged wired & wireless telephony, or fixed-mobile convergence (FMC) services.
* Company was acquired by Avaya in 2007.
Internship:
Employment:
Garmin Ltd.
Product Performance Testing
(part-time)
Aug 2025 - Present
Cochrane, Alberta
- Product performance and development testing for fitness & outdoor sport performance products at the Canadian headquarters for research & development. Provide real-time data, insights and reports through a variety of test procedures that are utilized by the software, mechanical & electrical engineers and then integrated into global product.
Canadian Tire Corporation
Brand Manager
Jan 2021 to March 2024
Calgary, Alberta
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Brand Development - Support private label brands + launch/manage exclusive owned brands to reach sales margin objectives, increase POS and grow owned-brand penetration. Conduct consumer/market research, create brand plans, develop packaging designs, copy writing, product naming, vendor relations, asset and content creation.
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Product Management - Support the development and road mapping of category assortments exceeding 1000+ skus in portfolio with Product Development team. Present hard & soft goods designs, vendor sample reviews and buying intention planning with merchants to align on strategic commercialization.
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Go-To-Market - Develop, present, execute seasonal & annual brand plans and GTM tactics that cross function with Retail Marketing, E-commerce, Public Relations, Strategic Marketing across all three retailers to bring the portfolio of brands to life at retail in meaningful ways.
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Retail Marketing - Develop in-store brand visual campaigns and seasonal marketing messaging; POP refreshes, fixture prototypes & vendor production, exterior window wrap campaigns, department light boxes, digital video displays, planograms, sales associate training and incentive programs.
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Community/Event Engagement - Planning and execution of national, regional and grass roots events, partnerships and properties to enhance, empower and create affinity with consumers and the retailer/brands.
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Content Production - Source and direct external agencies to produce multi-media deliverables that support print, in-store, digital & e-commerce and paid media needs.
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Digital Marketing - Manage portfolios digital touch points, stand-alone web platforms, UI/UX Development and CMS, e-commerce email campaigns, paid media & digital advertising campaigns. Analytics research and insight reports.
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Public Relations - Create and manage external influencer campaigns to meet defined KPI ‘s, enhance ecommerce product review pages and increase product & brand awareness among endemic and non-endemic consumers.
Fox Racing
Sports Marketing Manager
August 2015 to May 2020
Calgary, Alberta
Marketing Manager
August 2011 to August 2015
Calgary, Alberta
- Transition from distributorship & re-launch global brand in Canadian region and bring to life through Moto, MTB, BMX, Wake, Surf, Lifestyle channels. Global cross-functional management with Sports Marketing, Product Development, Event Marketing, Retail Marketing, Ecomm & Digital Marketing, Design & Creative teams.
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Go-To-Market - Align with global prioties to develop regional marketing tactics and programs that support B2B, B2C, external sales reps network for product launches and seasonal line releases.
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Budget Management - Allocation, tracking and accountability of a national Marketing budget exceeding 1M+.
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Athlete Management - Negotiate multi-year endorsement contracts with performance incentive programs. Recruit amateur & professional athletes for brand asset creation objectives and product development testing needs. Manage all custom co-branded partner apparel and athlete SMU product PO’s with vendor from design review to delivery/allocation and provide in-field product support.
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Influencer Marketing - Source and develop brand ambassador programs to increase product launch awareness with endemic & non-endemic consumers.
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Product Development - Support category designers with prototype reviews, simulated product testing and pre-production quality assurance reporting.
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Event Marketing - Negotiate multi-year partnership agreements that support global and regional event properties to drive community engagement and brand affinity. Production and execution of on-site branding materials.
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Multi-Media Production - Work with internal and external producers and agencies to create photo/video deliverables that create compelling stories with products, athletes and events and distributed internationally.
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Retail Marketing - Support outside sales rep network and key account retailers to reach in-store sales targets through creation & deployment of seasonal POP collateral, Shop in shop foot prints, fixture programs, custom window wrap campaigns, GWP initiatives, key account sales promotions, athlete activations.
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Digital/Ecomm Marketing - Manage and support CMS uploading and dashboard scheduling, graphic design, social media channels.
Culture Kings Streetwear
Retail Sales/Social Media
July 2009 to October 2010
Gold Coast, Australia
- Worked hands on as one of the original four employees during the start up of Australia's leading streetwear and lifestyle apparel store.
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Retail Sales Associate - Customer service, point-of-sale transactions, stock-take audits, visual merchandising, buying, in-store activations/event support.
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Social Media Specialist - Facebook content, store promotions designs, digital ad buying.
Racer X; Canada
Advertising Sales & Marketing
January 2005 to January 2009
London, Ontario
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National Advertising Sales - Magazine, special print and website media sales.
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Brand & Event Promotions - Event property partnerships, subscription sales, product/merchandise vending & e-commerce.
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Contributing Journalist - Freelance
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Contributing Photographer - Freelance
*Licensing/publishing agreement with Racer X Illustrated subsiduary expired and Canadian publishing agency did not renew beyond 2010.
Athlete Testimonials:
Manuel Lettenbichler - Moto Athlete
- 2019 WESS World Champion
- 2021, 2022, 2024 FIM Hard Enduro World Champion
It is always a pleasure to work with Jason while abroad. As an international athlete, his professionalism and attention to detail make attending events stress free and a lot of fun to be a part of!
Partnering with Jason on different event properties and working with his brands & athletes was always a success and an effective partner for all involved .
- Lisa Linton - SR. Director of Sponsorships & Events.
Brett Rheeder - MTB Athlete
- 2016 Red Bull Joyride winner
-2018, 2019 FMB World Champion
While working with Jason, he is always very reliable during high pressure situations. His genuine support over the many years has grown into a friendship.
Personal Testimonials:
Hosting Jason and guests has always been a pleasure and something that is looked forward to. His graciousnous for the hospitality is always dualy appreciated.
- Sean Kelso - VP of Communications & Media Relations
- Team Canada Mens Hockey
Jackson Goldstone - MTB Athlete
-2021, 2022 UCI Junior Downhill World Champion
- 2025 UCI Elite Downhill World Champion
Jason helped guide me through some really cool learning experiences as I progressed through my amateur career. I always have trust that he is looking out for my best interests as a friend more than anything.
- X-Games
- World Enduro Superseries
- Geneva Supercross
- Paris Supercros
I have had the pleasure of working with Jason in Europe and in North America - the dedication to his work as well as problem solving abilities at hand are what make him stand out to work with.
- Eric Peronnard - CEO Global Consulting & Production