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Work Background
Harbourfront Wealth ManagementChief Marketing Officer
Sep. 2022 - Oct. 2023Vancouver, British Columbia, CanadaAs a key member of the Harbourfront Wealth Management executive team, Sandy drove the development and execution of an industry-leading national marketing vision, business strategy, and brand platform to successfully differentiate and position competitive category leadership. "10 years ago, I benefitted from Sandy’s strategic marketing advice,” says Danny Popescu, Chief Executive Officer at Harbourfront Wealth. “Her unique ability to define and create a company's brand and messaging to better connect with clients and advisors is a competitive advantage and I'm excited for her valuable marketing and communications leadership for our continued growth." Key Accomplishments: o Key member of the Harbourfront Wealth Management Executive team
o Drove the development and execution of an industry-leading national marketing vision, business strategy, and brand platform to successfully differentiate and position competitive category leadership.
o Successfully pioneered rebrand launch of ten-year-old brand, across 29 branches, and with 280 employees.
o Created and implemented industry leading marketing strategy, brand materials, and measurable multi-channel, multi segment marketing campaigns. o Strategically developed and executed diversity, equity, and inclusion campaigns and events. o Developed unique, thought leadership positioning, core messaging, customer profiles, business communication standards, and “Connection Crew” social team and events.
o Built and empowered high-performing collaborative team of 5 marketers and communicators across brand, performance, PR, investor relations, content creation, video marketing and lead generation. Learn more: www.harbourfrontwealth.com
CubicFarm Systems Corp.Chief Marketing Officer
Oct. 2021 - Jun. 2022As a key member of the CubicFarm Systems Corp. senior leadership team, Sandy drove the development and execution of a comprehensive global marketing vision, business strategy, and direction of the organization to successfully differentiate and position competitive category leadership. Key Accomplishments:
o Executive leadership of publicly traded technology company responsible for brand strategy, reputation, and measurable multi-channel, multi-segment marketing, and sales campaigns.
o Created and implemented industry-leading global marketing strategy, brand platform, and execution plan for exponential growth of tech company (1 year market cap growth of $70M to $200M, $60M in funding). o Strategically developed and executed new ag-tech industry category leadership and award-winning brands (ALLWays Local™, Crop Motion Technology™, HydroGreen Automated Vertical Pastures™) o Developed unique thought leadership positioning, core messaging, customer profiles, business nomenclature, shareable key numbers, and “CubicFarms Certified” brand champion training program. o Successfully pioneered category launch, CubicFarms AMPLIFIED – four simultaneous events (online and in-person) attended by over 1600 journalists, influencers, tech industry, and government guests.
o Consistent achievement of MarCom quarterly Objectives and Key Results (OKRs).
o Built and empowered a high-performing collaborative team of ten marketers and communicators across brand, performance, PR, investor relations, content creation, product marketing, CRM, marketing automation, and lead generation. o Fast Company's 2022 World-Changing Ideas Award
o SXSW 2022 New Economy Innovation Award Finalist
o Real Leaders 2022 Top Impact Company Award https://cubicfarms.com/
CubicFarm Systems Corp.Vice President, Marketing & Communications
Aug. 2020 - Sep. 2021Reporting to the Chief Executive Officer (CEO), as a member of the Executive Leadership Team, Sandy was responsible for creating and implementing a global marketing strategy that successfully positioned CubicFarms’ industry leadership, and drove lead generation, sales, and customer engagement. As Vice President, Marketing & Communications, Gerber created the brand vision and a new leading industry category, "local chain ag-tech". She led the team to deliver fully integrated B2B and B2C digital and traditional marketing solutions across all channels and communication vehicles, growing revenue and brand equity. Awards: o Global Sustainability Product of the Year Award
o Indoor Farming Solution Provider of the Year Award
o Fast Company's 2021 World-Changing Ideas Award CubicFarm Systems Corp. is an award-winning technology company, founded by farmers. At CubicFarms, they believe that long-chain food dependence and farmer unpredictability are dangerous. The team is passionate about creating technologies to help farmers to keep growing, sustainably. They have two indoor growing technologies – one for fresh produce (CubicFarm System) and one for fresh livestock feed (HydroGreen Grow System). Their local chain agriculture technologies shorten the supply chain, minimize the use of natural resources, and maximize cubic space. Basically, they help farmers to grow more with less (less land, water, energy, and labour) 365 days a year, anywhere. https://cubicfarms.com/
NEXT IMPACT PressSpeaker, Certified Communication Trainer & EQ Practitioner, Corporate Trainer, Author & Entrepreneur
Sep. 2018Vancouver, Canada AreaSandy is one of Canada’s most popular motivational speakers, trainer, award-winning author, certified communication coach and emotional intelligence practitioner. She delivers engaging and timely talks, training and coaching to motivate people to ignite the power of their own communication – to change their relationships, businesses, and lives. Sandy explains how to use emotional intelligence and magnetic communication tools to become an effective leader, cultivate influence, achieve gender equality, engage your customers and team, and transform your competitive advantage. Sandy enthusiastically shares the secret ingredients that can profoundly enhance our way of connecting with others. Sandy’s passion, flair for funny, and likeability make her a popular keynote speaker and trainer for corporate and private events. Audiences love her relatability, valuable training, actionable takeaways, and enjoyable delivery. Sandy has presented at conferences, corporate events, universities, sales training, and mentor programs across North America and personally coached hundreds of people in effective leadership and communication methods. Highlights:
• Recipient of 2025 Women of Influence Nanaimo Creative Innovator award for designing and facilitating leadership, communication, and emotional intelligence training for executives, entrepreneurs, and teams to enhance influence, engagement and connection.
• Developed and delivered keynote talks, workshops, and experiential training for organizations including Rogers Media, TELUS, International Association of Women, and CEO Forums.
• Researched, wrote, and published the award-winning book Emotional Magnetism: How to Communicate to Ignite Connection in Your Relationships, translated into three languages and taught in academic curricula. To elevate your leadership and communication skills to the next level- visit sandygerber.com for training, coaching, free tools and resources and follow her on Instagram @sandy_gerber_official.
NEXT IMPACT PressSpeaker, Certified Communication Coach & EQ Practitioner, Corporate Trainer, Author & Entrepreneur
Sep. 2018Sandy is one of Canada’s most popular motivational speakers, trainer, award-winning author, certified communication coach and emotional intelligence practitioner. She delivers engaging and timely talks, training and coaching to motivate people to ignite the power of their own communication – to change their relationships, businesses, and lives. Sandy explains how to use emotional intelligence and magnetic communication tools to become an effective leader, cultivate influence, achieve gender equality, engage your customers and team, and transform your competitive advantage. Sandy enthusiastically shares the secret ingredients that can profoundly enhance our way of connecting with others. Sandy’s passion, flair for funny, and likeability make her a popular keynote speaker and trainer for corporate and private events. Audiences love her relatability, valuable training, actionable takeaways, and enjoyable delivery. Sandy has presented at conferences, corporate events, universities, sales training, and mentor programs across North America and personally coached hundreds of people in effective leadership and communication methods. Highlights:
• Recipient of 2025 Women of Influence Nanaimo Creative Innovator award for designing and facilitating leadership, communication, and emotional intelligence training for executives, entrepreneurs, and teams to enhance influence, engagement and connection.
• Developed and delivered keynote talks, workshops, and experiential training for organizations including Rogers Media, TELUS, International Association of Women, and CEO Forums.
• Researched, wrote, and published the award-winning book Emotional Magnetism: How to Communicate to Ignite Connection in Your Relationships, translated into three languages and taught in academic curricula. To elevate your leadership and communication skills to the next level- visit sandygerber.com for training, coaching, free tools and resources and follow her on Instagram @sandy_gerber_official.
St. John Ambulance CanadaDirector of Marketing & Customer Engagement
Mar. 2016 - Mar. 2018BC & YukonReporting to the Chief Executive Officer (CEO), as a member of the Executive Leadership Team, Sandy was responsible for creating, transforming, and measuring the effectiveness of St. John Ambulance's marketing strategy, customer engagement experience, production, and communications. As Director of Marketing & Customer Engagement, Gerber championed the brand vision and led cross-functional teams in the 25 BC and Yukon branches to deliver fully integrated marketing solutions across all channels and communication vehicles, growing revenue and brand equity. She led the development and execution of marketing plans, including the development of optimal brand communication hierarchy and marketing mix. Key Accomplishments:
o Executive leadership and rebranding of 900-year-old brand attracting youth target audience, increased employee engagement, established brand relevance, and 20% revenue growth.
o Led development and execution of multi-year marketing plans, including the development of optimal brand communication hierarchy, digital and automation strategies, and marketing technology mix.
o Optimization and management of cross-channel customer communications (national).
o Built a culture of employee engagement, marketing excellence, and innovation by driving communication, collaboration, and performance best practices throughout the organization. St. John Ambulance BC & Yukon is a non-profit international charitable organization that began its mission of saving lives in 1883. As Canada’s leading authority in first aid training, CPR and safety, St. John Ambulance offers innovative programs and products to save lives at work, home, and play. St. John Ambulance gets you "SET" for Safety with Safety Education & Tools.
Help save lives - find a course, donate, or volunteer near you at www.sja.ca today.
Wesgroup EquipmentVice President, Marketing
Nov. 2013 - Feb. 201610240 Grace Road, Surrey, BC, V3V3V6Recruited to be a change agent to assess, invent, plan and produce integrated marketing strategy and business development projects to increase customer experience, revenue and employee engagement. At the helm of the marketing and business development projects, Gerber led a team to successfully transform a 100 year old brand, a 1 year old brand and a parent brand into BC's Preferred Equipment Dealer. Key Accomplishments:
o Driver of change management to produce integrated marketing strategies and business development projects to increase revenue to $100 million. o Created and managed brand vision, strategic plan, compelling brand positions, communication strategies, and creative briefs that resulted in industry leading campaign.
o Analyzed and managed market, category, share trends and Salesforce CRM data by channel/customer to deliver confident decision making in creating strategies for market opportunities, market penetration strategy, marketing automation and development.
o Creation of innovative industry leading customer intimacy program (“G.R.I.T”), customer experience standards and key metrics of success.
o Delivered proactive “no surprises” approach to relationships and key stakeholders building productive relationships to ensure buy-in on strategies.
o Passionately ignited employee culture, transformed under-developing locations and departments to deliver effective, consistent and predictable marketing and brand positioning
o Winner of 2014 M.O.D.E.L. Award for Transforming the Organization & Owning the Customer Experience.
o 2015 Silver Transform Global Marketing Award winner for industrial industry. Wesgroup Equipment is part of a family of family-led companies including WesGroup Properties, a major Vancouver based real estate company.
NEXT Marketing Agency IncCEO, Marketing Strategist
Sep. 2006 - Nov. 2013VancouverLeveraging 15 years of experience as a marketing strategist, agency director and team leader, Gerber created NEXT, a successful B2B and B2C marketing agency. Marketing Client Successes:
BC Lotteries, TD Canada Trust, Fitness Town, Appleton Estate Jamaica Rum, HSBC, London Life, ICE, Playtime Gaming, Scenic Tours, Shoeless Joes Restaurants, University of British Columbia, Mortgage Centre, Joxwear, Grand Marnier and more amazing clients of all sizes and industries! Key Accomplishments as a Marketer in Vancouver:
o Developed high performance marketing and customer focused organization to become one of BC’s Top 100 Fastest Growing Companies. o Consistently developed and implemented integrated strategic marketing strategies for B2C and B2B businesses that met or exceeded planned objectives and results for a vast range of industries, services and consumer packaged goods in Canada, United States and Europe. o Evaluated and communicated progress of brand performance against client goals effectively with stakeholders and executive.
o Managed agency relationships and demonstrated success with product marketing creative process in advertising, packaging, digital, social and communications.
o Creator BRAND CHATTER™ Social Media Methodology and advocate for new media consumer engagement events and revenue generation. Awards: Business Excellence Awards-Business Person of the Year Finalist, Women of Worth (WOW) Mompreneur of the Year, Canada's Mompreneur of the Year, YWCA Women of Distinction Finalist
British Columbia Lottery CorporationMarketing Manager, eGaming
Jun. 2003 - Aug. 2006Vancouvero Led the creation and promotion of the first eGaming platform in Canada, “PlayNow”. o Strategically integrated and communicated new business unit, drove cross-sell promotions, led eGaming development and marketing research, identified platform and brand targets, internal and external communications plan and ultimately, built the pioneer brand. o Uncovered new global approaches or innovative offerings and connecting opportunities to current target, business or brand. o Proactive, resourceful, creative problem solver with proven track record of driving change through collaboration.
Grey Canada InteractiveDirector of Marketing Operations
Sep. 2001 - Jun. 2003Torontoo Executive driver of integrated marketing operations, production efficiencies and innovative global client marketing strategies for web, digital media, events, print, outdoor, radio and promotions. o Implemented and improved marketing planning, production management and creative development processes for all client projects and team of 24 professionals. o Demonstrated ability to work with senior leadership to develop, articulate and champion a clear, long-term direction. o Repackaged business marketing materials and platforms to create more compelling choice for target audiences.
o Restructured team roles and responsibilities to increase efficiency and reinvigorated corporate culture.
Molson CanadaMarketing Manager, Molson Canadian & Molson.com
Feb. 1998 - Jan. 2001Torontoo Creation and promotion of the first Canadian consumer-centric membership community –iam.ca. o Partnered to develop marketing strategies that created synergies within and across multiple units in order to increase brand profile online and build brand enthusiast community. o Strategic development of Omni channel marketing plan, national interactive media budget, and global Molstar broadcast and event properties (Molson Indy and sports events).
o Driver for integration of national businesses offerings; creating new media and web innovation and developed a comprehensive marketing plan and strategy that effectively positioned the brand, increased relevance, and reputation, and delivered results.
o Managed production activity for agency staff and internal team members.
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