Director, Storeboard Canada
Brad Wolff cites the formative years he spent on a farm as being critical in instilling in him a great work ethic and both a friendly and straight-shooting business approach.
Coming from the farm, it was perhaps inevitable that Brad would begin his career in the agricultural industry. He worked in sales with both DuPont and Monsanto, helping them to grow their retail account businesses.
From there, he moved into the consumer loyalty field when he joined AIR MILES and helped create and launch a U.S. AIR MILES Coalition Program. In this role, Brad met senior executives from all of the top U.S. retail companies, negotiating complex loyalty agreements, creating marketing/launch plans and providing ongoing support. It was at AIR MILES that Brad met Claudio Rodrigues, when the two rising execs served as the company’s “western” team.
In 2002, Brad and Claudio – recognizing that the retail traffic of grocery stores provided the perfect venue for advertising impressions – launched their own media company, Retail Media. Over an eight-year period, Retail Media has grown from a start-up in Calgary to a major national network, serving more than 40 markets across Canada.
Brad’s early contribution to the Retail Media success story was as its key sales person. He managed sales reps in western Canada and became a leading expert in regional direct advertiser sales as well as regional agency business. Today, he negotiates key supplier contracts to secure better pricing deals and to help grow the business. He also offers a critical eye to ensure the company makes the best business decisions possible.
On a personal level, Brad pursues various athletic endeavors including hiking and competing in triathlon competitions (including ironman). He also travels extensively, having visited parts of Asia, Africa, Europe and most of North America.