Charlie Grinnell

Chief Executive Officer, RightMetric

Bio

Charlie Grinnell is the Chief Executive Officer of RightMetric, digital advisor, educator and speaker from Vancouver, Canada. Charlie got his start in film/video production with stints at Alterna Films, Voleurz, Poor Boyz Productions, and outdoor retailer Arc’teryx. While working as a freelance producer for Nike and NBC Sports, he followed a passion for digital marketing which led him to Invoke – the digital agency responsible for creating Hootsuite.

 

After a brief tenure in the agency world, Charlie joined the digital marketing team at Red Bull, managing the brand’s digital footprint in Canada. After 3 years at the country level, Charlie was tapped to lead global social media strategy for all sports initiatives at Red Bull’s international headquarters in Salzburg, Austria. Most recently, Charlie served as Head of Social Media at Aritzia, managing the brand’s strategic presence across social media platforms.

 

He frequently guest-lectures at BrainStation and has presented about digital strategy at various public and private events with organizations such as YPO, Destination British Columbia, Leith Wheeler Investment Counsel, Spredfast, UBC Sauder School of Business, Capilano University and more.

In unrelated news, Charlie played the saxophone for 7 years and can still play some mean covers.

TOPICS

The Hidden Power of Distribution

As the old saying goes, “if a tree falls in the forest and no one is around to hear it, does it make a sound?” Applied to digital marketing, the saying still rings true. While we’ve all heard that simply making good content is the key to success online, that approach only considers half of the equation. The other half? Distribution. In today’s competitive digital landscape, content without effective distribution, unfortunately, falls silently into the unending stream of content being posted online daily – regardless of how great it may be.

 

 

Embracing a Data Backed Approach

It’s no secret – our attention spans are shortening. In fact, you’re probably thinking about skipping reading the rest of this paragraph right now, aren’t you? With such a small window of time to capture the attention of potential customers along with their constantly changing digital habits, the challenge for marketers is now officially on “Hard Mode” – as customers value their time now more than ever. While marketing balances both art and science, artistic intuition can only get you so far – knowledge is power. Approaching marketing from a data perspective allows businesses to draw valuable insights in order to personalize their efforts toward consumers so that what they’re seeing actually matters to them. Maybe they’ll even stop to read a whole paragraph like you just did!

 

 

Context Matters – Focusing on Why Instead of  What

As marketers, our goal is simple: to develop the best possible understanding of our audience in order to better serve their needs. With the help of continually improving data reporting tools, we’re able to pull millions of data points about our audience and the actions they’ve taken online. So we know what happened based on the quantitative data, but do you know why? While knowing what your customers are clicking on is important, the key to success is understanding why they’re compelled to take these actions – in other words, in what context? From improved brand sentiment to boosted sales, the benefits derived from truly understanding what makes your audience tick are boundless – it just takes a more intuitive approach.
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