Chris Sandre - Mark Anthony
Marketing | Sales | Sponsorship
Chris Sandre is a dynamic sales and marketing executive with a track record of strategic innovation, particularly in beverage alcohol, sports marketing and partnerships. Born and raised in southwestern Ontario, Chris's early love for sports and community spirit laid the groundwork for his future career. Chris started his education at the University of Windsor after which he sought further education at the University of Florida. There, amidst the vibrancy of collegiate sports, Chris's passion for marketing and sports partnerships was ignited.
Returning to Canada, Chris embarked on a successful career journey that took him from Canadian Tire, where he managed high-profile sports partnerships and campaigns, to E&J Gallo, where he helped expand the company's sponsorship network, leveraging sports to elevate brand presence and connect with broader audiences. His strategic insight and leadership came to the fore at The Mark Anthony Group, where he led his team through the challenges of the pandemic, achieving remarkable growth and further establishing the company as a key player in the industry.
A philosophy of empowerment, transparency, and a relentless pursuit of balance between professional success and personal fulfillment marks Chris's approach to leadership. His work is a testament to the power of integrating one's passions with one's career, demonstrating that it's possible to transform industries and foster lasting connections with the right blend of creativity, strategy, and dedication. Chris continues to inspire with his commitment to excellence, innovation, and belief that people driven by passion and purpose are at the heart of every successful venture.
Current Position: National Senior Manager - Mark Anthony Group
Education: University of Florida, MBA
Chris’ Work
Launching and Scaling the Bacchus Group
Challenge
In a market saturated with established wine distributors, Chris Sandre was tasked with an ambitious project: to launch and scale The Bacchus Group, a new division within The Marc Anthony Group, aimed at creating a secondary market route for international wine suppliers. The challenge was compounded by the onset of the COVID-19 pandemic, which introduced unprecedented hurdles in building relationships, managing supply chains, and navigating a rapidly changing market landscape.
Solution
Understanding the critical need for a differentiated value proposition and strategic market entry, Chris devised a multifaceted approach. He focused on identifying unique wine suppliers lacking strong representation in the Canadian market, offering them a compelling partnership model that promised growth and visibility. To execute this vision, Chris led the expansion of his team, growing from 17 to 44 dedicated professionals. This expansion was strategic, ensuring a mix of skills and expertise crucial for the diverse needs of the Bacchus Group's operations, from marketing to logistics. Chris fostered a culture of innovation and agility, encouraging his team to think creatively and act decisively to seize market opportunities.
Results
The Bacchus Group's launch and rapid scaling under Chris's leadership marked a significant achievement in the Canadian wine distribution industry. It was through strategic partnerships with renowned wine suppliers like the Wagner Family (Caymus), Zuccardi, Marquis De Riscal and Accolade, that Chris was able to forge a robust network that not only fueled growth but also offered stability, empowering investments for further advancement.Within a remarkably short timeframe, the division climbed from the 25th position to become a top ten agent in Canada, generating over $110MM in Sales Revenue. This success was not just a testament to the effectiveness of the strategic approach but also highlighted the greater team's ability to overcome the challenges posed by the pandemic. The Bacchus Group's ascent in the market demonstrated the potential for new entrants to disrupt established industries through innovation, strategic partnerships, and dynamic leadership.
E&J Gallo - Toronto Blue Jays Partnership
Challenge
E&J Gallo aimed to expand its consumer base by introducing its wine brands to baseball fans, traditionally more inclined towards beer. The challenge for Chris Sandre's team was to seamlessly integrate wine into the casual, high-energy environment of baseball games, making it an appealing choice for fans at the Rogers Centre, home of the Toronto Blue Jays.
Solution
Chris, alongside his team, devised a strategic plan to make wine a natural part of the baseball experience. They launched engaging brand activations within the stadium, including wine tastings and promotions tied to the game day experience, creating a fun and accessible introduction to E&J Gallo's Barefoot brand. The team's efforts were focused on experiential marketing by getting liquid to lips, that connected wine with memorable moments at the ballpark, ensuring that each initiative resonated well with fans and enhanced their game day enjoyment.
Results
The partnership between E&J Gallo and the Toronto Blue Jays, under the strategic guidance of Chris and the hard work of his team, led to remarkable achievements in sports marketing. Their collaborative efforts not only increased the brand's visibility among a new demographic but also established Barefoot as the #1 selling wine in all Major League Baseball stadiums across North America. A defining moment of this successful campaign was José Bautista's game-winning home run during the playoffs, accompanied by his iconic bat flip. This unforgettable moment, with Barefoot branding prominently displayed in the background, became a viral sensation, further catapulting the brand into the spotlight and solidifying its place in baseball and sports marketing history.
Transformative Rebranding - Canadian Tire Centre
Challenge
The rebranding of the Ottawa Senators' arena presented an opportunity and a challenge for the Canadian Tire team, led by Chris Sandre. The task was to integrate the Canadian Tire brand into the fabric of the arena without alienating the dedicated fan base, ensuring the rebranding enhanced the fan experience and solidified the arena's status as a community landmark.
Solution
Under Chris's leadership, the team undertook a holistic brand integration strategy that placed a strong emphasis on community engagement and fan-centric marketing. They meticulously planned the rollout of Canadian Tire's branding across the arena, ensuring visibility while respecting the game's spirit. The team also launched community initiatives and tailored marketing campaigns to drum up excitement and foster a sense of ownership among fans and the local community.
Results
The team's efforts in rebranding the arena as the Canadian Tire Centre were met with widespread acclaim, significantly boosting the brand's visibility and strengthening its connection with the community. This success was a direct result of the collaborative approach taken by Chris and his team, demonstrating the power of strategic leadership and team synergy in achieving ambitious marketing objectives and enhancing the customer experience.
