Caddle

I help brands across 🇨🇦 achieve their growth goals with:

1) RESEARCH - from flavour preferences to shopping habits to A/B testing creative

2) REBATES - from specific audience/retailer to agnostic, single item to multi-buy, you'll know the sales lift before the campaign starts

3) RATINGS & REVIEWS - wherever you need reviews, we'll get them there!

VP Brand Partnerships

The Think Tank (TTT)

We are a full-service communications agency, providing brands with the strategic and creative tools to stand out from the crowd and connect with consumers where they consume – in-store, online and beyond.

Working as an agency partner, we develop objective based solutions for our clients using data-driven insights and experience to deliver deeper consumer engagement that captivates the curious and cultivates brand advocates.

Ultimately, our campaigns drive trial, lift sales and grow baskets!

President & Co-Owner

Focus on the development of strategic partnerships, the cultivation of valued client relationships, and refining processes to support brand growth.

Director of Partner Success

Wander Nut Butters

Spread the world with our globally spiced (not spicy) peanut butters made with no added sugars, oils or additives.

Co-Founder

Witz Education

- attract and retain clients from wide-range of industries, both local and international
- work with client and facilitation team to create tailored programs
- execution of both public program and custom deployments
- management of MRPI assessment
- facilitator for smartSERVICE
- keynote speaker on service, communication, and generations
- manage marketing and partnership initiatives

VP, Business Relationships & Operations

Business Development Manager

Bishop's University

- managed team of 40+ students and operations of organization, reporting to Director of Campus Security and Dean of Student Affairs
- ensured security was present for all University events and walk home services were available on typical party night
- redesigned training program and materials to create a more experiential experience
- in collaboration with Campus Security and University administration, strengthened partnerships with the local residents, the town of Lennoxville, and Sherbrooke Police, resulting in the Sherbrooke Police receiving an award for community partnerships

Manager, Student Security Services

Crew Chief

Student Patrol/Marshal

What makes people do what they do and buy what they buy?

👆 I've been interested in finding the answer since I was filling bins as a kid at my parent's Bulk Barn franchise!

Much of who I am now can be traced back to those early days, including putting family first - there's a reason it's at the top of the list!

When not being a Dad and/or playing games (mostly the board game variety), I am part of the team at Caddle, where we engage Canada's largest, most diverse and active consumer panel to gather research, drive trial/purchase and syndicate reviews for Walmart.ca, Canadian Tire, Home Hardware and a growing list of retailers. 

In 2020 I had an idea while cooking that resulted in the launch of Wander in 2021. Our globally spiced (not spicy) peanut butters are not only delicious but also fulfilled my dream of being an entrepreneur like my parents as well as providing a better understanding of the food industry. Unfortunately we had to pause production in 2023 due to increasing costs and decreasing margins. Incredible experience though!

Jared Kligerman

Reckitt

Team Lead, National Accounts

Energizer Canada

Team Lead, National & Regional Accounts

Manager, National Accounts, Broker Team & Field Sales

Black & Decker

Channel Manager, National & Regional Accounts

Gillette Canada Inc.

Sales Planning Manager

National Account Manager

Obus Forme Ltd.

Manager, Licensing & Brand Development

Manager, Broker Team & National Accounts

STAPLES Canada

Buyer, Office Furniture

Retail Manager

Award Winning Sales Leader & Business Manager - Retail & B2B - CPG / FMCG - Canada USA Global

Bill is an award-winning Sales Leader and Business Manager.

He possesses a unique combination of experience gained from roles with Tier 1 CPG and leading Retailers.

Bill's extensive sales expertise has been gained through a variety of positions with increasing responsibility:
  • Team Leadership
  • National & Regional Accounts
  • Field Sales & Retail Sales Force
  • Brokers & Sales Agency Management

His varied Sales roles saw Bill directly manage / support most major customers in Retail channels, including:
  • Mass
  • Drug
  • Grocery
  • General Merchandise
  • Club
  • Hardware
  • Convenience & Gas
  • Dollar & Discount
  • Electronics
  • Toy & Hobby
  • Art & Craft
  • Sporting Goods
  • Liquidation & Secondary Markets
  • Wholesale & Distribution
  • Buying Groups + Member Groups
  • eCommerce

Similarly, he directly managed / supported most major customers in key B2B channels, including:
  • Commercial
  • Industrial
  • Distribution & Re-Distribution
  • Buying Groups, Purchasing Groups & Associations
  • eCommerce

Bill's Tier 1 CPG experience is augmented with a variety of cross functional roles, including:
  • Sales Planning & Operations
  • Trade Marketing
  • Brand Management
  • Brand Licensing
  • Category Management
  • Supply Chain, Demand Planning & Distribution

These cross functional roles provided a comprehensive understanding of organizations broader business objectives, challenges and often competing demands.  Integrating learnings from these roles with his extensive sales experience has made Bill a more effective and strategic Sales Leader and Business Manager.

Further enhancing his experience, a variety of roles with major Retailers & Service based companies:
  • Retail Category Management
  • Retail Management
  • Merchandising
  • Distribution & Supply Chain
  • Service Management

Bill's practical experience has been enhanced by his "soft skills" and innate ability to draw upon them.
These traditional soft skills, combined with less tangible ones like, his down-to earth, self-effacing and affable personality, have been critical contributors to success.

Bill Emms

taplio

The Battle

Jared Kligerman

Bill Emms

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