eTail Canada 2018

May 15-May 17, 2018

Hyatt Regency Toronto, ON


Day One: Tuesday, May 15, 2018 | eCommerce Brilliance Is Better Data and Fulfillment

Day One will kick off with broad industry trends and a “lay of the land.”  This overview will immerse attendees in strategic thinking about current challenges and opportunities from a macro perspective.  Given the universal pressures imposed by Amazon, the day will then break into tracks focusing on two major pillars of Amazon’s success: sophisticated use of data and super fast fulfilment. We will end the day with a toast to these exciting times in the world of e-commerce at the welcome reception!

7:40 AM - 8:40 AM Continental Breakfast & Registration for All Attendees in the Solutions Lounge

8:40 AM - 8:45 AM Welcome Remarks

8:45 AM - 9:00 AM Chairperson’s Opening Remarks

9:00 AM - 9:20 AM I Don’t Feel Threatened: Our Game Plan to Drive In-Store Sales with Digital and Why it is Working

Rochelle Ezekiel, Vice President, Marketing – North America, Hudson’s Bay Company
Yes, the competition is fierce, but so is the team at Canada’s #1 retailer. Rochelle Ezekiel will delve into HBC’s ongoing digital evolution, focusing on:

  • Evolving your integrated marketing plan to get consumers shopping where they want to and with you!
  • How to influence consumer behavior through digital tactics
  • How content plays a key role
  • The channels you need to watch closely


Rochelle Ezekiel

Vice President, Marketing – North America
Hudson’s Bay Company

9:20 AM - 9:40 AM Maintaining Your Company’s Competitive Edge in a Landscape of Unrelenting Change

Anne Donohoe, Chief Marketing Officer, Mountain Equipment Co-Op
Surviving and thriving amid the ongoing digital disruption of retail means using every advantage you have to meet the needs of the customer. Anne Donohoe will share how leveraging customer insights, new technology and relationship marketing techniques have enhanced the MEC customer experience and maximized profits.

  • Taking inspiration from companies that are thriving despite pricing pressures
  • Focusing on what makes your company’s offering relevant to customers
  • Playing catch up in digital adoption


Anne Donohoe

Chief Marketing Officer
Mountain Equipment Co-Op
Mission statements and strategic initiatives to increase consumer engagement and adopt e-commerce practices are energizing and inspiring – and benchmarks help make them attainable. This session will delve into the nuts and bolts of KPIs to consider in terms of business performance when it comes to making your company’s retail dream board a reality.

  • Defining healthy levels for engagement numbers, click throughs, etc.
  • Supporting internal advocacy efforts for your company’s growth areas and need to invest in specific areas with industry statistics
  • What story do statistics tell and how to interpret them


Tom Maryniarczyk

Director, Strategy, Analytics & Data Science
Walmart Canada

Davinder Singh

Head of Marketing, Canada

Emir Ozdemir

Director, Digital Analytics & Optimization
Rogers Communications

Mario Lemieux

Partner & Senior Vice President, Business Development
DAC Group

10:20 AM - 11:00 AM Morning Refreshments & Networking Break in the Solutions Lounge

11:00 AM - 11:35 AM Hot or Not – The Top Tech Investments For Retailers and Why

Brendan Witcher, Principal Analyst, Digital Business Strategy, Forrester
To succeed in the dynamic and constantly evolving world of retail today, organizations must match the rapid pace of rising customer expectations with technology investments that deliver exceptional customer experiences. But no retailer can do it all, and good strategy requires prioritizing what is important today (and deprioritizing what can wait until tomorrow). In this session, we will discuss important (and surprising!) trends in retail today, what capabilities leading retailers are making investments in now, and why these solutions are important for winning, serving, and retaining today’s digitally-savvy consumers.


Brendan Witcher

Principal Analyst, Digital Business Strategy

11:35 AM - 11:55 AM Topic TBD, Presented by Salesforce

Companies are striving to create a seamless customer experience but are finding that, in order to do so, internal silos must shift to facilitate an integrated approach to omni-channel retail. No two companies are alike when it comes to where and how to place the internal e-commerce and digital functions. This panel will delve into different structures and how they have solved or created challenges.

  • Structuring the flow of information around the question “what is the business trying to achieve and how do we bring it to life on the website”
  • Connecting the perspectives of all stakeholders (buying, planning, IT, marketing, operations) through the digital role to deploy a comprehensive omni-channel strategy
  • Managing the culture shift
  • Updating your structure to account for emerging channels like Facebook and needs like optimization and mobile
  • Creating accountability and ownership


Johnny Russo

Associate Vice President, Digital Marketing & eCommerce

Georgia Genovezos

Head of eCommerce

Jaylone Lee

Head of Marketing & eCommerce

Brendan Toupin

Director, eCommerce
Best Buy Canada

12:35 PM - 1:35 PM Lunch for All Attendees in The King Street Social Restaurant

A highlight of eTail Canada, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. You pick 2 themes during this session.

1. Expand Your Reach by Improving Deliverability
Maggie Bettinson, Country Manager Canada, Return Path

2. Millennials and Gen-Zers. What Do They Want and How to Market to Them
Greg Zakowicz, Senior Commerce Marketing Analyst, Bronto Software

3. Regulatory Compliance in E-mail Marketing: What to Watch Out For

4. E-Commerce, a Borderless World, Except for When It Is Not: How Companies Are Dealing with Taxes, Duties, and Exchange Rates

5. Flyers: Everyone Uses Them, They Consistently Bring In Sales, No One Wants to Talk About It

6. Smart Growth: What to Keep Top of Mind When Charting Your Company’s Path to Sustained Profitability and Presence

7. Making the Most of Retargeting Tools – Decreasing the Number of Touchpoints Needed to Pull the Purchase Trigger

8. Controlling/Aligning Distribution with Brand Protection


Maggie Bettinson

Country Manager, Canada
Return Path

Greg Zakowicz

Senior Analyst, Commerce Marketing
Bronto Software

1:35 PM - 2:35 PM CREATIVE BOARDROOM: The Most Impactful Steps You Can Take To Influence Your Company's Digital Journey

Deborah Neff, Vice President, Marketing – Canada, Sephora
Deborah Neff, Vice President, Marketing, Canada, Sephora

Pre-registration required. For more information please contact


Deborah Neff

Vice President, Marketing – Canada

2:35 PM - 3:15 PM Refreshment Break & Networking in the Solutions Lounge

Data-Driven eCommerce

3:15 PM - 3:25 PM Chairperson’s Afternoon Address

James Vause, Regional Director, Transperfect


James Vause

Regional Director

Perfecting Fulfillment

3:15 PM - 3:25 PM Chairperson’s Afternoon Address

Data-Driven eCommerce

3:25 PM - 3:45 PM CASE STUDY: The Journey to Mass Personalization: From Broadcast to Unicast

Frederick Lecoq, Vice President, Marketing & eCommerce, Golf Town
Join Fred as he imparts the master strokes and sandtraps involved in turning around Golf Town’s business including:

  • Rebuilding the marketing team
  • CRM migration
  • Driving an online sales increase of 10%


Frederick Lecoq

Vice President, Marketing & eCommerce
Golf Town

Perfecting Fulfillment

3:25 PM - 3:45 PM CASE STUDY: Attainable Goals: Canadian Order Fulfilment in Under an Hour

Julian Gleizer, Co-Founder & CEO, Instabuggy
Last mile delivery is a universal pain point. Instabuggy has managed to meet customer expectations of delivery in as little as an hour for 2 years now. Join this session to hear how they make the magic happen, and manage to still turn a profit.

  • Integrating real-time inventory of partners into a geo-location-based platform
  • Decision making about crucial investments in human resources and how they have paid off

Julian Gleizer

Co-Founder & CEO

Data-Driven eCommerce

3:45 PM - 4:05 PM CASE STUDY TBD

Perfecting Fulfillment

3:45 PM - 4:05 PM CASE STUDY: Profitably Delivering On Heightened Consumer Expectations

Dan Klenkar, Vice President, Sales – Operations Solutions, Radial
Join Radial and a Retail client, for a deep dive on what today’s consumers expect as it relates to order delivery and how retailers can meet those fulfillment & delivery expectations; while maintaining profitability.


Dan Klenkar

Vice President, Sales – Operations Solutions
Advocating for digital spend with your executive team based on gut feeling and personal behavior just isn’t enough, but data linking digital spend to instore sales remains elusive. You know you can’t wait for perfect certainty when it comes to data. Here’s how you can get your leadership onboard and feel confidence in your spend.

  • Can hybrid models draw data assumptions based on pure play commerce company sales?
  • Approaches to expanding your online sales when it is 5% or less of your business
  • Building a hybrid model: allocating between direct and indirect retail channels
  • Using geo based experiments or other tech as a proxy to get you close
  • Literal return on ad spend does exist, if you know where to look, and who to work with!
  • Drawing connections between online views and instore purchases across platforms
  • Exchanging data and aligning technology with partners
  • Putting a strong focus on analytics
  • Attributing a return on ad spend to a halo effect in the absence of direct correlation
  • Creative ways to measure the impact of campaigns on stores


James Vause

Regional Director

Erin McKeever

Senior Strategist, Digital Engagement
Nestlé Purina PetCare

Paul Meister

Product Manager, Service Contracts
Mercedes-Benz Canada

Catherine Laporte

Head of Marketing & eCommerce

Perfecting Fulfillment

4:05 PM - 4:45 PM CASE STUDY INTERACTIVE: What I Wish I Had Known: Pitfalls and Opportunities in Fulfillment

Tara Conway, Vice President, eCommerce, The Source
Whether you are a bricks and mortar or pure play company, the jump into direct to customer delivery contains many challenges. This session will provide practical advice for newbies and experienced folks alike when it comes to:

  • Setting up an online store or choosing a marketplace (Shopify, eBay, Amazon)
  • Integrating with legacy store systems to support full inventory visibility
  • Going from ship to store to a new distribution center
  • Managing demand and inventory
  • Lining up logistics to be able to deliver within the fastest timeframe (pick and pack, labels, warehouse facing, bundling, shipping abroad)


Tara Conway

Vice President, eCommerce
The Source
“Resource.” “Threat.” “Partner.” No matter who you are, you cannot ignore Amazon. This spirited discussion will delve into the ways leading companies are standing beside the retail giant, or on its shoulders, to pursue their own paths to retail success.

  • How can your company best position itself to leverage Amazon’s example while also protecting its market share?
  • Amazon is winning through data and logistics, how is your company investing to compete?


Richard Sejean

Director, eCommerce
Browns Shoes

Andrew Go

Director, eCommerce
The Home Depot Canada

Tony Trew

Director, Marketing & eCommerce

Justin Bones

Director, Online
Herschel Supply

Perfecting Fulfillment

4:45 PM - 5:30 PM PANEL INTERACTIVE: Developing Your Delivery Playbook: Making Delivery Fast and Cost Effective to Your Bottom Line

Eleanor Lynch, Director, Store Operations, LIDS Corporation Dan Klenkar, Vice President, Sales – Operations Solutions, Radial Daniel Sinniah, Director, Operations, Club Monaco
Consumer expectations have made free, fast shipping an implicit part of their customer experience. This is at complete odds with the hard reality that DELIVERY IS EXPENSIVE. This session will tackle this universal pain point, providing strategic take aways when ti comes to balancing the race to meet consumer expectations while protecting the long term sustainability of your business.

  • Optimizing efficiencies in your operations to balance the expense of delivery
  • Benefits of offering ship from stores
  • Maximizing your delivery incentives to customers based on your business model and needs (high margin with brand awareness versus exclusive product at disruptive price point)
  • Shipping internationally


Eleanor Lynch

Director, Store Operations
LIDS Corporation

Dan Klenkar

Vice President, Sales – Operations Solutions

Daniel Sinniah

Director, Operations
Club Monaco

5:30 PM - 6:30 PM Welcome Party in the Solutions Lounge

6:30 PM - 6:30 PM End of Day One