Charlie Grinnell

Chief Executive Officer, RightMetric

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About This Speaker

Charlie Grinnell is the CEO at RightMetric, a library of data-backed research that helps marketers plan, build and deliver more effective marketing. RightMetric provides insights to brands like Interac, lululemon, Red Bull, ATB Financial, The North Face, Vancity Credit Union, and many more.

Charlie started his career journey in film/video production with stints at Alterna Films, Voleurz, Poor Boyz Productions, and outdoor retailer Arc’teryx. While working as a freelance video producer for brands like Nike and NBC Sports, he decided to follow a passion for digital marketing which led him to Invoke, the digital agency responsible for creating Hootsuite. After a short stint in the agency world, Charlie joined the digital marketing team at Red Bull Canada managing the brand’s digital footprint in Canada. After 3 years, he was tapped to lead Red Bull’s global social media strategy for all sports initiatives at their international headquarters in Salzburg, Austria. Most recently, Charlie was Head of Social Media at Aritzia, leading all social media activity for the brand including research and strategy, through development, execution, and analysis.

In 2019, Charlie was named 30 Under 30 by BC Business magazine, a celebration of the province’s next generation of leaders including young entrepreneurs and innovators who are accomplished beyond their years.

He has guest-lectured at BrainStation and has presented about digital marketing strategy at various public and private events with organizations such as YPO, TELUS, Rogers Communications, BCAMA, Destination British Columbia, Soho House, Mustang Survival, The North Face, lululemon, Leith Wheeler Investment Counsel, Meltwater, Spredfast’s Smart Social Summit, Social Media Camp, SocialWest, University of British Columbia, Capilano University, and more.

Speaking Topics: Charlie Grinnell

The Power of Social Media

Did you know that nearly 80% of internet users are active on social media? It’s no secret that social media has significantly impacted nearly every aspect of our daily lives. From viral home videos, to funny cat videos, to online dating, to impacting democracies around the world - social media has revolutionized human communication as we know it. What has caused this dramatic shift in attention? The conversation about the power of social media is bigger than ever before and is just now coming to the forefront of society.

Video Storytelling for a Modern World

Earning the attention of social audiences today is no easy task, especially as audiences are spending more of their precious time on mobile devices. While video has been around for quite some time, producing content for smaller screens is a different game entirely and most digital marketers haven’t had a lot of time to get used to it. This modern presentation covers leveraging data to make smarter production decisions, the 5 keys of video storytelling, mobile video production tips/tricks and much more.

The Current State of Influencer Marketing

When leveraged with a proper strategy, digital influencers can be a valuable tool for brands to amplify overall brand reach, and social media engagement rates simultaneously. That said, historically there has been a lack of reliable and actionable data to help determine strategies to maximize return on investment. On top of that, influencer marketing is in the midst of turning the page and entering the awkward stage of adolescence. While influencers are finding new ways to boost their reach and negotiate better compensation, brands on the other hand are hustling to keep up and lay ground rules.