Profile:

Erika DeHaas

,

Vice President, Corporate Marketing

,

Empire Company Ltd.

In her role as Vice President of Corporate Marketing at Empire Company Limited (Sobeys Inc.), one of the country’s largest grocery retailers, Erika leads core national consumer marketing functions and strategies across some of the most beloved Canadian grocery brands including Sobeys, Safeway, FreshCo, Thrifty Foods, Foodland and IGA. Her primary focus is on fostering brand preference and deepening consumer connections and affinity across Canada. Erika oversees all creative and media strategy, digital performance marketing, content management, in-store visual experience, sponsorship, shopper marketing and corporate citizenship initiatives. 

Throughout her almost 20-year career, Erika has dedicated herself to shaping some of Canada’s most iconic brands. A strategic, digitally driven, and creative leader, she has held senior marketing roles at Canadian Tire and Sport Chek (FGL Sports Ltd.) where she helped lead Sport Chek’s digital transformation, refreshed brand positioning and its sponsorship strategy.

An active advocate within the Canadian marketing community, Erika is a frequent speaker and contributor at industry events and serves as Chair of the Canadian Marketing Association’s Sponsorship Advisory Group.

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