The Voice of Retail Canadian Tire's Greg Shelly, VP Enterprise Digital Marketing & Michael Klein, Global Director, Industry Strategy & Marketing, Adobe Systems with a Masterclass on Modern Digital Marketing and the Consumer
Welcome to The Voice of Retail. I'm your host Michael LeBlanc. This podcast is brought to you in conjunction with Retail Council of Canada.
On this special expanded format episode of the podcast, I'm joined by two internationally recognized thought leaders in the digital marketing space to share their insights in a back-to-back set of interviews.
First, Greg Shelly, Vice President, Enterprise Digital Marketing at Canadian Tire Corporation, takes us inside the inner workings of one of the largest digital marketing teams in retail, with a masterclass in structuring teams for the modern era, attribution, digital performance across platforms and next level accountability.
Next, Michael Klein, Global Director, Industry Strategy & Marketing - Retail, Travel & Consumer Goods at Adobe Systems, takes us through a 10,000-foot level view of the state of digital marketing. He walks us through systems and processes and delivers insights from the depth of reach that Adobe brings to consumers changing shopping patterns.
It's a powerhouse episode, a little longer than usual but more than well worth the listen. And a note for the listeners and subscribers, as the summer is finally here, this is the final Monday episode of The Voice of Retail podcast for the summer - same great content, now moving to weekly with Friday episodes for the balance of the summer.
Let's listen now, starting with Greg from Canadian Tire and Michael from Adobe Systems.
Thanks for tuning into this special episode of The Voice of Retail. If you haven’t already, be sure and click subscribe on your favourite podcast platform so new episodes will land automatically twice a week, and check out my other retail industry media properties; the Remarkable Retail podcast, the Conversations with CommerceNext podcast, and the Food Professor podcast. Last but not least, if you are into BBQ, check out my all new YouTube barbecue show, Last Request Barbeque, with new episodes each and every week!
I’m your host Michael LeBlanc, President of M.E. LeBlanc & Company & Maven Media, and if you’re looking for more content, or want to chat follow me on LinkedIn, or visit my website meleblanc.co! Have a safe week everyone!
About Greg
Greg Shelly is the VP of Enterprise Digital Marketing at Canadian Tire Corporation. As VP, Enterprise Digital, Shelly is responsible for all of the digital marketing efforts across the entire corporation. His portfolio not only encompasses the Canadian Tire brand, but he is also responsible for the digital efforts across various banners (such as Marks’ and SportChek).
In his day to day, Shelly ensures that all of Canadian Tire Corporation’s digital marketing efforts are delivering sales growth, brand value and overall company success. Canadian Tire is consistently pushing the needle when it comes to our digital efforts and Shelly spearheads these innovations.
Prior to joining the CTC team, Shelly came from an extensive background of business insights and analytics, with a strong focus in digital as well as e-commerce. Shelly’s past experience involves providing marketing and analytics solutions for brands such as Dell and McDonald’s.
About Michael
Global Retail and Consumer Goods business leader with over 30 years of merchandising and marketing experience with a focus on digital marketing for the past 20 years. I have worked with a wide range of consumer brands over my career, driving positive results for shareholders, team members and customers. Creative with a keen eye for details. An effective leader who manages his direct reports with an emphasis on mentoring, not micromanaging. Excellent negotiation, communication, technology and analytical skills.
Adobe Site Catalyst
Adobe Test & Target
adobe Merchandising
Adobe Search & Promote
Merchandising analysis and assortment development.
Direct marketing campaign management.
Vendor Negotiations and Management
eCommerce
Inventory Planning & OTB Management
Project Management
Training & Education
Team Leadership
About Michael
Michael is the Founder & President of M.E. LeBlanc & Company Inc and a Senior Advisor to Retail Council of Canada as part of his advisory and consulting practice. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience and has been on the front lines of retail industry change for his entire career. He has delivered keynotes, hosted fire-side discussions with C-level executives and participated on thought leadership panels worldwide. Michael was recently added to ReThink Retail’s prestigious Top 100 Global Retail Influencers for a second year in 2022.
Michael is also the producer and host of a network of leading podcasts, including Canada’s top retail industry podcast, The Voice of Retail, plus the Remarkable Retail with author Steve Dennis, Global E-Commerce Tech Talks and The Food Professor with Dr. Sylvain Charlebois. Most recently, Michael launched Conversations with CommerceNext, a podcast focussed on retail eCommerce, digital marketing and retail careers - all available on Apple, Spotify, Amazon Music and all major podcast platforms. Michael is also the producer and host of the “Last Request Barbeque” channel on YouTube where he cooks meals to die for and influencer riches.
Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur. He has been on the front lines of retail industry change for his entire career.
Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google. He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.
Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer. If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.
Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.