🙌 In this episode - we had such a great time chatting with Tanbir Grover who is the Chief Marketing & Digital Officer at Pet Valu!

Pet Valu is Canada’s leading retailer of pet food & pet-related supplies with over 800 locations across the country. For the past 50 years - they’ve been bringing joy to devoted pet lovers & their pets alike.

Tanbir joined at what was a critical inflection point in Pet Valu’s journey. He joined during the midst of the pandemic - when they didn’t sell online, our relationships with pets were fundamentally changing, and the company was on the cusp of going public. Since that defining moment - he has helped them to steward their brand build efforts all the way to their digital capabilities.

Prior to this role - he has a wealth of experience in the retail industry having worked at Lowe’s, Hudson’s Bay, and Sears.

Amongst other things - we chatted with him about how Pet Valu continues to stand out in a crowded space, the biggest trends shaping the industry, a fateful call that changed his career trajectory, the value of an outsider's perspective, how you can connect the dots in hindsight & his dog Levi’s awesome Halloween costume (hint:🐕🦸‍♂️).

More specifically, Tanbir shared his thoughts on the following questions:

• How would you describe what you do to a stranger? (7:34)
• What was your “Marketing Moment”? (8:50)
• What did you take away most from those early experiences? (12:32)
• What is your approach to making career decisions? (14:17)
• Can you take us back to that defining moment where you decided to start at Pet Valu? (19:23)
• How did you manage the steep learning curve? (24:16)
• How was your experience trying to lead a cultural shift within the organization? (27:50)
• Can you unpack Pet Valu’s priorities & its new brand platform? (30:46)
• What are the trends that you’re seeing & how is your team capitalizing on them? (38:04)
• How is your team structured? (42:50)
• We put Tanbir in the hot seat! (47:47)

🏒🏆 In this episode, we had an absolute blast chatting with Nicole Lee -the Senior Director of Integrated Marketing at the NHL.

The league has been around for over 100 years & has gone through so many eras in that time. By all accounts - they’re in the midst of another golden era. Their revenue is at an all-time high which has been fueled by their captivating stars, intriguing storylines & new partnerships. Nicole's team works alongside their sponsors to help them mutually grow their businesses & the love for the sport. She joined 16 years ago & has helped the NHL grow the scale/impact of those partnerships.

Prior to that - she has a fascinating story of growing within the US (completing her Masters in Ohio, working at Disney in Orlando & Anheuser-Busch in Virginia).

Amongst other things - we chatted with her about the NHL’s record-shattering year, what winning partnerships look like, the importance of taking the long-view, the lost art of the handwritten note & whether the Leafs are finally going to win this year 🍾🤞.

More specifically, Nicole shared her thoughts on the following questions:

• How would you describe what you do to a complete stranger? (10:12)
• What's the benefit of Partnership Marketing for the NHL? (10:49)
• What was your "Marketing Moment"? (12:08)
• As you've progressed through your career, has there been a north star that has driven your decision making? (16:28)
• How did you think about the trade-offs between career choices? (17:18)
• Can you walk us through your 16-year career at NHL? (21:07)
• How has your view of sponsorship marketing evolved over time? (23:46)
• How does it feel to have been part of the growth of the NHL through your role in partnership marketing? (28:55)
• How do you cultivate strong relationships with your partners? (33:25)
• Can you walk us through an example of one of your partnerships and how that has come to life? (35:08)
• How is your team evaluated for success? (40:10)
• How is the marketing team set up at the NHL? (42:04)
• Do you have any cautionary advice for anyone who wants to enter a Sports Marketing career? (45:07)
• We put Nicole in the hot seat! (47:12)

🎃 👻 In the sixth episode of our mini-series “The Cheat Sheet”, we tackle a scary subject… the interview process (gasps!). Whether you’re in the thick of recruiting season or just thinking ahead - we’re sharing some of our top tricks (and treats) on how to make the most of an interview and how to leave a lasting impression! The goal (ghoul?) is for you to be an eerie-sistible candidate😅!

As a quick reminder - in addition to long-form interviews with our incredible guests, we're releasing short-form content that will answer the most burning questions that we receive from students/new grads. Have any topics in mind? Send us a message: 4pspod@gmail.com