Joe Lyons-Rising

Data Gives Back Inc.

Corporate Trainer | Mental Health Advocate

Founder & Chief Empathy Officer

Seasons Centre for Grieving Children

Grief Facilitator

Executive Grief Ambassador 

8th & Walton

We were thrilled to partner with the leading Walmart training and consulting company in Canada and the US, 8th & Walton, starting in May 2023. 

FACT: To work on the Walmart Canada account as a Vendor, you need specialized training.

Due to the complex nature of available data and steps to run reports and analysis in Retail Link® via DSS, training is essential.

In my 10+ years of experience working on the Walmart account, first as a Category Advisor, then as Director of Insights, I can't stress enough how much you can increase your partnership and business sales with Walmart through data.

There really isn't another retailer in Canada that requires this level of data understanding and insights to successfully manage your day-to-day business.

And the big cherry on top? 🍒

8th & Walton is also a certified B Corp like us at Data Gives Back Inc., also "Doing Good with Data" by donating 10% of their revenue to children's charities 😊 💓

👉 Book a free chat with me in the comments below to learn more about their incredible Walmart Canada vendor training courses, offered monthly.

Business Development Lead - Canada

Centennial College

Member of the Program Advisory Council (PAC): Business Analytics and Insights Program

Sofina Foods Inc.

Director, Customer Insights

Senior Category Manager

McCain Foods

Walmart Category Advisor (April 2014 - September 2014)
Supporting Walmart category buyers, with weekly performance reports and competitive ad tracking, listing/de-listing recommendations, adhoc support and full modular builds.

LCL Vendor Advisor (Feb 2012 – March 2014)
Supporting LCL Value and Conventional Frozen Potato buyers, with pricing and promotional recomendations, POG creation, weekly performance reports, weekly competitive ad tracking, listing/de-listing recommendations, adhoc support, bi-weekly Vendor Advisor meetings

Customer Information Manager

CMI Insights

Client Advisor

NielsenIQ

Executive Analyst: June 2010 - April 2011
Market Analyst (Sr. & Jr.): Jan 2007 – June 2010
Data Specialist (Sr. & Jr.): Feb 2005 – Dec 2006

Account experience includes: Jamieson, Novartis, Pinnacle, Storck, High Liner, Ferrero, Ronzoni, Clover Leaf, SCA, Dr. Oetker, Mattel, Lego, Revlon, Combe, Linsey Foods, AMO, Cadbury (Confection & Beverages), Parmalat, Wrigley, JM Smuckers, Heinz, ED Smith, Playtex, Sara Lee, Jergens, Sunstar Butler, Merisant, Meow Mix & Cavendish.

Executive Analyst

Enzomedia/2Do Waterloo

Co-Owner & Project Manager

SunLife

Financial Advisor 

Chief Empathy Officer @ Data Gives Back | B Corp | Corporate Training Maestro in Analytics, Category Management & Storytelling | CPG | Foodservice | Executive Grief Ambassador | DJ

Hello! I'm Joe, and at the heart of my journey is the core belief: “Data is still about people.” 

With 20 years in the CPG and Foodservice category management, analytics and storytelling sector, I've dedicated myself to empowering professionals through specialized training while also channeling the power of data for community good.

🌐 Why Connect with Me?

• Proven Training Expertise: From mastering MS Office technicalities to Fact-Based Storytelling, I've designed courses that have fostered growth in priority areas across many departments.

• Real Impact, Real Results: My clients frequently cite "significant uplifts in confidence and competency levels" post-training.

🗣️ Testimonials:

• "Joe's expertise in the CPG sector is unmatched. His guidance has been instrumental in our business growth." 
• "From insights to action, Joe has been our pillar of strength. His commitment to giving back is truly inspiring." 
•  "Working with Joe has given us clarity, direction, and most importantly, results." 

🌟 Distinguishing Highlights:

• Founder of Data Gives Back: A Stouffville-based social enterprise, we're on a mission to blend business acumen with social responsibility, living by our tagline “Do Good With Data”.

• Certified B-Corporation (May 2023): Our commitment to upholding the highest of social and environmental standards is critical to our business. We are always striving to do better. 

• Award-Winning Impact: Honored with the “People & Professionals” accolade by the Stouffville Chamber of Commerce in 2023 for our outstanding contributions.

• Volunteer Executive Grief Ambassador with Seasons Centre for Grieving Children (Since 2020)

💼Specialized Training Courses:

• MS Office Technical Skills
• Category Management (14 modules, including Fact-Based Storytelling, The Analytic Process, and more)
• Leadership Skills
• Walmart Canada Vendor Training via 8th & Walton

Having faced adversity early in life, I've realized the profound importance of giving back, especially to initiatives like Seasons Centre for Grieving Children. Beyond corporate success, my purpose lies in driving change, fostering empathy, and support for those in need.

Ready to take your team's skills to the next level? 

Let's connect and find the perfect training solution for you: Send me a DM or email: joe@datagivesback.com

Leveraging world-class data insights to help FMCG companies to drive sales, share, and broader business success.

Customer Business Partner - (Large/G14)

Guelph Board of Approved Basketball Officials

Referee

Marathon Consulting Canada

Sales and marketing services and solutions provider across multiple businesses

Facilitator/trainer - The Knowledge Academy - 2024 - present
- led Building Business Relationships course - Ontario Pension Board
Sales Consultant - Atlantic Sponsor Network - Oct 2023 - present
 - Coordinate and sell sponsorship packages for Halifax Wanderers FC
Sales consultant - Pulp Habits - 2022- present
 - Sales execution for North American launch of Pulp Habits into pet specialty channel
Sales and Account Management - Celebrity Products - 2017 - 2021
 - Sales and marketing execution for North America on Chewmasters and Treatworx brands
Contract work - WE Charities 2017
- Led the identification and development of sales training and coaching for the business development teams at WE

Principal

Athlete Institute

Execute on overall culture, leadership and vision of the Athlete Institute and its associated programs.

Primarily will include direction of sales, marketing, budgeting, events, staffing and the overall facility.

Manage team of 6 full time direct reports

Athletic Director

Providing business solutions using advanced analytics that utilize consumer purchase data in the fast moving consumer goods industry. These solutions help businesses make informed decisions around pricing, assortment, forecasting, and demand driven activities to ensure the right products are found at the right time, and at the right price.

Sales Director - Advanced Analytics

Celebrity Products Inc

Led Walmart & Loblaw businesses with focus on profitability and account growth
Created Treatworx - pet specialty brand 2018 and launched into North American pet channel markets

VP Sales and Marketing

DLM FOODS CANADA CORP.

Led the development and execution of the corporate GROWTH strategy and integration into Smucker Foods of Canada business unit.
•	Provided business direction and strategy to DLM Sales Manager, Marketing Managers and broker  partner business managers. (4 direct reports)
•	Identified growth opportunities for the Canadian market through market and product knowledge.
•	Integrated with US team to bring world class innovation as part of North American strategy by launching award winning MilkBone Brushing Chew product into the Canadian market in 2014

Director of Growth (Canada)

Led the $72MM (net sales) business and team of 8 employees in development and execution of the corporate strategy prior to the acquisition of the business by Smucker Foods of Canada.
•	Co-developed the Canadian Long Term Strategic plan and gained US approval for its implementation to drive business growth with a 5% CAGR by 2020
•	Ensured accountability for full P&L and business results for the Canadian pet business by implementing Canadian co-manufacturing capabilities reducing exchange rate liability.

Manage team of 8 direct reports

Canadian Director (acting General Manager)

Accountable for the development and execution of the sales and marketing strategy.
•	Coached the marketing team through the development and execution of brand vision and budgets for the entire business including digital media strategy.

Led 4 direct reports

Director, Sales and Marketing

Led the development and execution of the sales strategy for sales organization for DLM sales associates as well as Heinz Canada sales associates representing our business
•	Provide market and product knowledge gained through sales experience and use to train account managers on pet food industry.
•	Led successful planning sessions with Walmart to drive for topline growth and profitability showing growth of 22% between 2008-2011

Led 2 direct reports

Director of Sales

Accountable for the execution of the business strategy at mass, club and drug accounts.
•	Found new business opportunities and customers (Dollarama, Home Hardware, Bulk Barn)
•	Successfully drove the Walmart business to double digit growth annually

New Business Channel Manager

Mars Canada

- directly responsible for all customer relations and contact
 - responsible for sales volume and trade spend
 - 11 Head Office accounts

Key Account Manager

Resonsible to provide sales execution details to all marketing plans.
Responsible to present marketing plans to sales and customers.
Responsible for the creation and deloyment of merchandising and in store vehicles.

Trade Marketing Manager - Petcare

Responsible for managing the communication to the direct and broker sales force, including sales material, priorities, samples.

Led the implementation of the electronic retail reporting system, using hand-held technology for the sales force, including the development of the customer level commodity code system for all retailers across the country.

Retail Planning Manager

Accountable for managing the direct sales element of the district, including sales of $250k in direct to store sales across all Mars Canada businesses.

Responsible for effective sell in of negotiated Head Office programs such as seasonal candy programs and other themed events.

Sales Representative

Shoppers Drug Mart (formerly Big V Drug Stores)

Responsible for the staffing and merchandising for the retail store, including buying of inventory, scheduling and training of staff.

Front Store / Merchandise Manager

Intuitive and result-driven leader with extensive experience in generating bottom-line impact through implementation of sales strategies across consumer-packaged goods industry.

Adept at accelerating business growth by engaging with high-profile clients, maximizing sales, and augmenting remarkable revenue streams. Skilled in leveraging market research insights for designing and introducing new customer-centric products. Instrumental in leading multiple cross-functional teams, senior management, and key stakeholders for accomplishing targeted organizational objectives. Proven capacity for cultivating strong business relations for achieving continuous profitability. Gained in-depth knowledge of account management, forecasting, inventory control, and product development.

Areas of Expertise
•	Sales & Marketing Strategies
•	Business Development & Growth
•	Product Distribution & Management
•	Go-To-Market Strategies
•	Strategic Planning & Analysis
•	Revenue Growth & Optimization	
•	Team Training & Leadership
•	Cross-cultural Collaborations
•	Customer Service & Relationships

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