eTail Canada 2017

May 16 - 18, 2017

Hyatt Regency Toronto, ON


 Roslyn Griner
Roslyn Griner VP, Marketing & Visual Display Addition Elle at Reitmans
A strategic, innovative marketer, Roslyn has worked across Canada and the US in consumer packaged goods, cosmetics and retail.  Her first experience in marketing was working on the Neutrogena and Marcelle brands in Canada, where she created and developed products for Marcelle cosmetics and leveraged the creative positioning of Neutrogena to build robust businesses.  She went on to work in various roles in Coty Canada and US where as VP Marketing of Bath & Body and Fragrance she broke  new ground in developing organic bath and body products. After she moved back to Canada, she took on a SVP for an entrepreneurial company founded by Randi Shinder called Fusion Brands Inc., and marketed brands Fusion Beauty, Clean Perfume and the development of an innovative hand sanitizer VeriPur. 

After an extensive career in cosmetics and beauty, Roslyn joined the Reitmans Canada Ltd organization to lead the marketing team at Addition Elle.  The challenge was to reposition Addition Elle and find a unique space in the plus retail market to rejuvenate the business.  During her tenure at Addition Elle, Roslyn has created compelling social and media campaigns that have attracted a new customer to the chain and has rejuvenated the business.

Day One: Borderless Commerce And Beyond

1:35 PM Total Transformation: The Digital And Social Strategies Of Addition Elle

In a little under 5 years, Addition Elle has transformed itself from a traditional brick and mortar plus size retailer to the Omni-Channel Fashion Powerhouse that is on the verge of being a global brand; Addition Elle signed global superstar Ashley Graham , created a lingerie line sold at Nordstrom and Dillard’s, developed blogger collaborations with Nadia Albouhosn, Nicolette Mason, and showcased collections at New York Fashion Week.  Their fall F*This campaign generated buzz and broke through the clutter to capitalize on the body positive movement that is underlying the revolution happening in PLUS.

In this session, Roslyn showcases the underlying brand digital and social strategies that led to the incredible social consumer engagement and online performance (representing 13% of total sales):
• Learn about social media strategy for building engagement with Gen X and Millenial targets
• Understand use of traditional and digital media to acquire new customers and drive traffic
• Gain insights to leverage CRM in retention targets and digital communication
• Digitization and monetization of online catalogues