Smart Savvy

10 Minutes With is a series highlighting some of our city’s finest marketers.

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With an expansive career that has spanned a surprising array of sectors, Warren brings a unique depth and breadth of experience rarely available in his industry. Now the Managing Director of Vancouver operations at Karo, Warren has enjoyed senior roles in a diverse number of industries, including real estate, manufacturing, recreation and consulting. He’s generated success for regional, national and international organizations, often in challenging market conditions.

Warren’s education includes undergrad studies at BCIT in Business and Marketing and an M.B.A. from Royal Roads University, where he graduated first in his class. Warren has also taught marketing strategy at the post-graduate level.

It is the less obvious successes that truly empower Warren’s abilities. From fending off a hostile acquisition to integrating two competing companies into a unified organization, Warren brings the lessons learned to Karo and its clients. Warren’s client experience includes Bentall Capital, Dilworth Homes, Four Seasons, Goldman Sachs, Grosvenor, Hilton, Intrawest, JELD-WEN, Lowe Enterprises, MAC Real Estate Solutions, Okanagan Hills Development Corp, and Radical Enterprises.

How have you learned what you know about marketing?

I think the question should be where haven’t I learned? It’s been through education (student and teacher), working in different sectors, running my own business as well as divisions for multinationals, being responsible for sales budgets from less than a million to the hundreds of millions. Maybe to sum it up; it’s 20+ years of incredibly diverse input and experience.

How would you say the ‘face’ of marketing is changing?

I think the face of marketing is changing in that there is (for the second time) an overwhelming focus on digital. That in itself is not a bad thing. But what I hear too often is a lack of consideration for marketing as a strategic discipline that sets the overall value proposition for an organization, which requires the integration of all parts of a business. Let’s not forget Michael Porter (again, for the second time).

How do you stay current and ‘in the know’ when it comes to marketing?

By ensuring I solicit input from as broad a spectrum as possible. It’s easy to stay on top of the current trend (and thereby take the same approach as everyone else, diminishing your brand in the process). But again, if you treat marketing as a strategic discipline, you need to be reaching further. For example, I wonder how many marketers read the Economist. They should.

Which companies do you think are marketing well in this city?

MAC Realty has done an amazing job as of late. And I’m not talking about the campaigns they’ve been running. What they have done is shifted gears in this market and truly branded themselves as the company to turn to in this soft market – whether a developer or a buyer. They now own that space in the marketplace. They took the lemon that is the real estate sector for so many and made it into lemonade for MAC.

Books (or other reading material) you have read/are reading that offer(ed) some lasting value?

I don’t think I can nail down a singular book. However, I find myself reading more journal articles for business purposes while my books are more about the human condition. This genre of books in itself is very empowering from a marketing perspective because at it’s core, when we strip away all the analysis tools, plans and models, what we are trying to do with marketing strategy is connect with people.

If you were beginning your career over again, what would you do differently?

Somewhere in the mix of it all, I’d add an an accounting designation to my CV. Simply because the optics (not the ability) would provide a better opportunity to build the bridge between finance and marketing, thereby empowering my ability to convince that marketing – properly employed – is a profit centre, not a cost centre.

In your opinion, describe what you would consider to be the biggest employment trap a person could ever fall into?

Not being authentic in an interview. The trap is that the ‘real you’ will not get hired. Sooner or later the act will crack and your employer will discover you’re not the person they hired. Then all bets are off. Better to be yourself and not get hired into the wrong culture, reporting to the wrong personality type. You will have avoided a ticking time bomb. And when you do get hired, the real you can go to work each and everyday, relaxed – and far more productive – because you truly fit.

An ongoing series highlighting companies in Vancouver who ‘do it best’.

Twitter is both an engaging tool and a daunting task, and doing it right is by no means easy. As it has gained mainstream popularity — with users like Obama, Ellen, and CNN — businesses, especially marketers, are feeling the push to get involved and join the burgeoning service. I don’t want to argue the merits or disadvantages of Twitter, that’s for another post, but I do want to highlight a couple of local companies that are doing it right. Vancouver is considered one of the ‘early adopter’ cities in the Twittersphere.  Here are a few of the companies that stand out.

Japadog- Using Twitter to Sell Your Product

You just have to love Japadog. As a hot dog vendor, traditionally you have to rely on flashy signs, location, and the wafting smell that is more addicting than, well… you know. However,Vancouver’s Japadog took a different approach. Following an L.A. Taco stand’s lead, Japadog now tweets specials they are running, its location, and connects with its customers by tweeting their next destination. The result?  Tons of press, informed customers, and a lot more franks being sold.

Hootsuite - Inform and Update Your Customers

For nothing else, Hootsuite deserves to be on this list because of its 20,000+ followers. Being a Twitter application however, brings this number into perspective. Twitter can be used in a variety of different ways and Hootsuite uses it to inform its customers and users on product updates, new features, and feedback. Created and run by the folks at Invoke , it’s not surprising they do it well.

MakeGood - Become a Thought Leader

Is it incestuous to write about a company you share space with? We don’t think so. MakeGood uses Twitter to carve out a niche as a thought leader in their field (social responsibility) and does a great job interacting and conversing with people across the world that are passionate on the topic. With over 1,500 followers strong, it’s a compelling topic.

Vancouver Canucks - Engage Your Customers

The Canucks are using Twitter to talk to their fans, spread breaking news, and promote events. I love how they use Twitter as a conversation starter, not as a broadcasting device. Fans can @reply and expect a response, and they can tweet their thoughts during games.

BC Business -  Spread The Word

BC Business is one of the province’s most widely read business magazines and they use Twitter to spread their content and connect with their readers. I like how John Butcher injects his insights with tweets like this, “Anyone out there use the word “skookum”? (Adj.: big, hearty, fierce.) Apparently, it’s BC and Yukon slang that comes from the Chinook slang.” You really can’t go wrong. All in all, its a pretty skookum Twitter feed.

lululemon - Connect and Inspire

Oops… this is #6, but I just couldn’t resist.  Lululemon, makers of yoga-inspired apparel for healthy living, actively uses Twitter to inspire their followers to stay well-balanced and healthly. Either join a Yoga class and “boogie woogie” or read an insightful book.  They also like to throw in the odd tweet asking their followers about their favorite lululemon item or about a new product, but why not? Their fabric is like none other.

A News Release written for all the PR folk out there about a new program we just launched. Thought you might like to read it!

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Imagine being discovered and having an ‘agent’ the day you graduate?

Smart Savvy + Associates, a marketing recruitment firm, announced today a program to identify BC’s top three marketing grads to help secure their first killer job with some of the lower-mainland’s best employers. Like Canadian Idol for marketers, Smart Savvy’s Top Grads program is looking to discover the next marketing ‘rockstar.’

“Top Grads allows us to get familiar with BC’s emerging talent and help them jump-start their careers with top companies who are interested in attracting the best and cultivating these young grads,” said Peter Reek, Founder of Smart Savvy + Associates. “Once we select the top three grads, in essence, we’ll become their flag-waving fans.”

This competition is open to marketing students with a graduation date after December 2008 at any BC degree-granting post-secondary institution (and BCIT). Applicants will be taken through an intensive five-step application process to find those that ‘stand out among the crowd.’ Grads are not selected solely based on their GPA, but on their total offering of knowledge, skills, abilities, attitudes, and behaviors. Smart Savvy is looking for individuals who are truly smart and savvy.

“We’re looking for Top Grads who have all the positive “self” qualities: self-aware, self-motivated, self-restrained, and self-confident. We’ll work the applicants pretty hard on a number of fronts as they strive to establish themselves as wunderkind marketing grads,” said Peter Reek.

Grads who apply are first required to complete an online interview and a short video as to why they’d be a great investment for an employer. If short listed (10 will be chosen), grads will be interviewed by a panel of Vancouver’s most seasoned interviewers and marketers. From there, 5 will be chosen to deliver a presentation to some of the city’s noteworthy marketing professionals. We have already secured a solid selection crew comprised of senior professionals from Best Buy, Vancity, 1-800-GOT-JUNK?, Sage Software, SAP Canada, Coast Capital Savings and Grey - Vancouver.

“Even though opportunities aren’t coming in ‘fast and furious’ in this economic climate, the need for talent isn’t going to disappear. Implementing this program is a way to get familiar with the leaders of tomorrow as well as BC institutions who offer great marketing programs,” Peter Reek comments.

To apply for Top Grads 2009, wannabe wunderkinds can visit www.smartsavvy.ca and click on Top Grads for further instructions. Deadline for applications is May 15, 2009.

*wun⋅der⋅kind: a person who succeeds, esp. in business, at a comparatively early age.

If you have any questions please email them to

Julie McLeod
Talent Scout & Office Manager
Smart Savvy + Associates
julie@smartsavvy.ca

Related Links

Smart, Savvy + Associates
Top Grads 2009
BC’s Top Employers

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Katrina is currently the VP Marketing & Communications for the Rick Hansen Foundation. Prior to this role, she led the Marketing and Sales teams for Opus Hotels, Canada’s leading contemporary luxury boutique properties.

Katrina started her career with Intrawest Resort Corporation, the world’s largest ski and summer resort operator in marketing and sales. Katrina was also instrumental in the growth and success of HCareers.com, the world’s largest hospitality job board.

Katrina holds an honours degree from the University of Western Ontario in political science. Born in Washington, DC, Katrina currently lives in Vancouver. She is a former board member of Dress for Success, and is active in building the dynamic new Young Executives for Success. She has volunteered for UNICEF, and has conceived and executed a number of fundraisers. Katrina loves kayaking, skiing, and golf and let’s not forget great fashion, food and wine.

I first met Katrina in 2006 through a good friend, Ray Torresan at Only Zero Degrees. Throughout our conversation, Katrina and I learned that we both have a passion for well-executed brands. I have met many people who claim to understand branding – Katrina really does. Katrina understands the intricacies of managing a holistic brand and what it takes to authentically grow one. Her time at Opus is proof of that. The Opus brand definitely stands apart in this city and Katrina played a major role in executing it. Katrina is a balanced marketer – she is an adept strategist and she knows how/when to roll up her sleeves and make things happen. I look forward to watching her work her magic at the Rick Hansen Foundation.

How have you learned what you know about marketing?

Over the past few years, I’ve been fortunate to have worked with a couple of really strong brands (Intrawest and Opus Hotels). While my experience varied greatly with each company, I was exposed to some incredible training opportunities, and benefited from an amazing mentor along the way. My biggest takeaways from these particular two work experiences was the importance of a crystal clear vision to guide a company; and a clearly articulated brand message. While a formal education in marketing is no doubt helpful, my learning has come in the form of hands-on applications. With a fairly wide breadth of roles behind me, I’ve been fortunate to have had exposure to sales, marketing and communications and to understand the interplay between these disciplines.

How would you say the ‘face’ of marketing changing?

Marketing is changing rapidly nowadays. There is no question that there are more platforms for marketing than ever before, but equally interesting socio-cultural shifts are happening too. Companies are constantly looking for new ways to connect with their target audiences and develop competitive advantages. Enter social media. However, while newer marcom applications like social media are sweeping through the marketing world, at the end of the day they are just another marketing tool. I think it’s important not to forget the fundamentals of strong core messaging, a great value proposition and a really clearly articulated brand identity.

How do you stay current and in the know when it comes to marketing?

Like a lot of people, my days and evenings are so packed with work and volunteering that keeping current can sometimes fall down the priority list. That said, the web has totally democratized and facilitated access to great marketing information. I try to scan my fave sites like Marketing Profs for tips and articles daily. I also find some of the high-quality webinars and online forums, as well as groups on LinkedIn can provide interesting insights and valuable resources. And let’s not forget the Twitter. I’ve picked up links to great social media sites or articles from experts in the field.

Which companies do you think are marketing well in this city?

I’d have to start with some of the best known brands such as Lululemon, Vancity and 1-800-GOT-JUNK?.  They’ve built powerful identities through totally aligned brand strategies ranging from their branded products and services to their corporate social responsibility choices. Some of the smaller companies that I think excel at branding themselves would include Cupcakes, Soya Marketing, and of course Opus Hotels.

If you were beginning your career over again, what would you do differently?

I guess if I’d turned right at the proverbial fork in the road, I’d have a MA in International Relations and would be earnestly engaged with some UN agency. That said, I’m not sure there’s a lot I’d do differently. I think with a bit of hindsight, I probably would have started building a network and getting involved in volunteer activities at an earlier stage. You never know the experiences you can gain through volunteering or board work, or the people you can meet. It’s singularly the most valuable lesson I’ve learned over the years.

In your opinion, describe what you would consider to be the biggest employment trap a person could ever fall into?

Complacency and failing to build your own personal network.

It’s easy to get complacent with a particular role or company the longer you’ve been in it. If you can, look for ways to keep innovating and stretching yourself in order to keep you skills sharp, your direct reports impressed and your CV relevant. If a vibrant career is important to someone, I believe that once complacency creeps in at work it’s probably time to start asking whether you should to move on.

A strong personal network opens up doors whether you’re looking for new work, trying to break into a new industry, or just seeking some input on a work matter. I think a lot of people are really uncomfortable with the idea of ‘networking’. That’s because they still associate it with the ‘what can you do for me’ attitude. Best piece of advice I heard at a BOT event was that networking is all about what you can do for someone else. As you build that credibility, the resources you’ll have to draw upon will deepen. This is one of the main reasons I co-founded Y.E.S! Vancouver – to help create a fun and creative atmosphere in which women can network. Nowadays it’s easier than ever to connect with people – social media applications like LinkedIn are invaluable.