Chief Executive Officer, RightMetric
Charlie Grinnell is the CEO at RightMetric, a library of data-backed research that helps marketers plan, build and deliver more effective marketing. RightMetric provides insights to brands like Interac, lululemon, Red Bull, ATB Financial, The North Face, Vancity Credit Union, and many more.
Charlie started his career journey in film/video production with stints at Alterna Films, Voleurz, Poor Boyz Productions, and outdoor retailer Arc’teryx. While working as a freelance video producer for brands like Nike and NBC Sports, he decided to follow a passion for digital marketing which led him to Invoke, the digital agency responsible for creating Hootsuite. After a short stint in the agency world, Charlie joined the digital marketing team at Red Bull Canada managing the brand’s digital footprint in Canada. After 3 years, he was tapped to lead Red Bull’s global social media strategy for all sports initiatives at their international headquarters in Salzburg, Austria. Most recently, Charlie was Head of Social Media at Aritzia, leading all social media activity for the brand including research and strategy, through development, execution, and analysis.
In 2019, Charlie was named 30 Under 30 by BC Business magazine, a celebration of the province’s next generation of leaders including young entrepreneurs and innovators who are accomplished beyond their years.
He has guest-lectured at BrainStation and has presented about digital marketing strategy at various public and private events with organizations such as YPO, TELUS, Rogers Communications, BCAMA, Destination British Columbia, Soho House, Mustang Survival, The North Face, lululemon, Leith Wheeler Investment Counsel, Meltwater, Spredfast’s Smart Social Summit, Social Media Camp, SocialWest, University of British Columbia, Capilano University, and more.
Digital marketing has never been more competitive than it is today, and it’s showing no signs of slowing down. Specifically, there has been a wave of innovation with new players popping up out of nowhere and challenging the status quo. In this data-driven presentation, Charlie will uncover where both leading and challenger brands are focusing their marketing efforts, and highlight key strategic and tactical takeaways that you can implement in your business today.
Controversial opinion: when it comes to marketing strategy, most marketers are doing it wrong. Here’s the thing, strategy is important. However, it’s become a dangerous term to use because different people interpret the word in different ways — and this is a word that should not be open to interpretation. The overuse and misuse of “strategy” has created a web of confusion, which ultimately can be bad for business. In this presentation, Charlie will share a strategic framework for building and refining marketing strategy that drives team alignment with a focus on building causal linkage to support corporate objectives.
If you ask marketing leaders what the No. 1 ingredient is for business growth, odds are half of them (or more) will say “innovation.” In the marketing world, innovation has long been idolized by ambitious team managers and corporate leaders. Here’s the thing: The world’s best brands (from a marketing perspective) aren’t necessarily the most innovative. They’ve simply mastered the strategies and tactics of their marketing engines. In other words, they’ve made marketing easy. In this presentation, Charlie will show examples of how the world’s most successful brands haven’t actually innovated when it comes to marketing, and how your brand can benefit from the same approach.