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Other Director Profiles
Gordon Howell Mercer 
Bruce J. McLaws
Profile Summary
My accomplishments in Retail Development, and a broader Marketing discipline, reflect my integrated vision - whether building the best product, corporate brand, or physical presence, the synergy between corporate objectives and customer expectations must be intuitively seamless. My experience and expertise has enabled my application of this approach in a range of corporate, retail and government environments.
As an Entrepreneur, balancing this integration of form, function and vision within the exploration of limitless opportunity and catalystic New Web World of information and accessibility continues to challenge conventional thinking and past experience. Everything new is new again, briefly.
I am a catalyst of innovative team solutions though goal-oriented, dynamic "out-of-the box" performance, maintaining focal synergy through mutual respect, strong coaching/leadership, and outstanding communications. I am simultaneously an entrepreneurial risk-taker, a creative visionary, and a disciplined project manager.
Personal attribute descriptors include: courageous, responsible, independent, energetic, professional, flexible, adventurous, commercial, creative, strategic, dynamic, adaptable, persistent, worldly, aggressive, and passionate.
CevivaGroup centrepreneur
Partner - Small Business, Web & Entrepreneur Development
Centrepreneur is an integrated small/medium business consultancy: administration, promotion, marketing, design, operations, communications, retail and entrepreneur development. The primary operational entities include: GAHMS2 (admin, Virtual Assistant, operations, accounting, bookkeeping, legal/paralegal services); and GroupeCeviva (entrepreneur consultation, internet marketing, design execution and technology curation).
HandyJack Plus
Construction, renovation, painting & decor, drywall, etc.
A full-time hobby? From simple painting tasks to renovation and construction projects, my technical expertise and eye for design augment my enjoyment of the process. Design to demolition. Concept to completion. Makes economic sense as well.
BCE/Bell Distribution
Associate Director Corporate Retail Development
Drove development expansion of the Bell Retail Experience from coast to coast, in an integrated platform of Design, Construction and Project Management, Marketing Communications, Merchandising, cross-functional Team/Resource/Supplier/Product Management, Strategic Planning and Financial Analysis maximizing Customer Experience, Market Leadership and Revenue/ROI Performance.
Primed strategic design, build, and fixture development of the beta Store of the Future (SOTF) next-generation model: concept and prototype design/construction; overall Project Manager driving construction of in-field beta locations and evolution into a corporate retail standard, model adaptation and operational integration; real-time site-specific build-in modification; dynamic retrofit deployment response to strategic and competitive/market evolution.
Managed ongoing research, feedback and needs assessment, evolution and environmental evolution conceptualization and execution, executive, stakeholder, and customer communications; Operational, marketing and VM feedback; stakeholder, industry, competitive research; Internal (Product, Operations and External (Suppliers, Customers); Executive (Strategic Direction and Status).
International recognition of integrated design execution achievement:
Store of the Year Award NASFM Retail Design Awards
Fixture Award NASFM Retail Design Awards (SOTF)
Store of the Year First Place Award Chain Store Age
International First Place Award VMSD International Store Interior Design Competition
Premier Award Sign Association of Canada
Numerous award-winning Advertising and Direct Marketing client campaigns.
Key Accomplishments
Delivered two prototype Store Of The Future concept locations within budgets. Directed national regionalized buildout of 440 locations in support of brand, CS, product and competitive differentiation. Value-engineered 40% budget reduction vs. beta and 25% YOY $SF reduction.Achieved overall higher operational satisfaction and significant SKU expansion through fixture sets and enhanced operational environments.
BCE/Bell Distribution
Manager, Marketing (various positions)
Communications Industry evolution permitted my broad experience portfolio, managing various marketing disciplines as the company, market and product portfolio evolved.
Manager, Advertising & Communications
Managed in-house team and external agency suppliers in development &: execution of marketing communication; all advertising, collateral, corporate branding, subscriber and employee communications, channel co-op, POS materials.
Developed comprehensive corporate/retail program strategies: advertising, collateral, PR, rollout distribution strategy/tactical plans; channel recruitment.
Primed the development and launch of the corporate brand creative, signage, internal communications, consumer and business advertising, and public/shareholder relations.
Manager, Merchandising & Complementary Product
Integrated store operations, design, product management and merchandising, customer research and customer experience activities. Initiated and developed alliance program strategic relationships delivering incremental customer value, including joint marketing, distribution and product development opportunities.
Manager, Marketing Strategy Distribution Development
Directed the consolidation of an integrated market presence throughout corporate and dealer operations, establishing the roadmap for retail divisional independence.
Manager, Distribution Strategic Alliance Marketing
Acquisition of alliance partners; execution of strategic marketing programs standardizing national promotions and maintaining market dominance; drove establishment of in store promotional partnerships. Primed market segmentation and consumer research; product branding, bundling and pricing; rollout and sustaining activities; distribution strategy/tactical plans; channel recruitment.
Manager, PCT Market Development
Drove development of the Marketing Plan and rollout of PCT (precursor to digital PCS services), including communications, merchandising, product branding and packaging, competitive research, Business Case analysis, supplier negotiation and launch.
JWalterThompson
Account Director - IBM Canada
Managed Marketing Communications challenges faced by IBM Canada, as it rationalized products and services/ brand equity, including budget, creative development and international coordination. Directed IBM Corporate brand communications, print and broadcast, and execution of new television creative of IBM's sponsorship of the Victoria Games; most IBM product and business unit communications.
SMW Advertising
Account Director - Technology
With my unique high-tech concentration, I managed the agency's technology accounts, including such clients as Nikon, Hewlett-Packard, Seiko and Apple. Achieved a number of creative excellence awards, including Hewlett-Packard's first Marketing Gold Award for an innovative direct marketing campaign.
Education
BSc (Hons) Queen's UniversityPhD Marketing Canterbury
Mensa Canada
Professional Associations & Memberships; Training & Certifications
Life Experience