Grant Caton
Executive Leader | Business Leader | Drummer
Grant Caton’s leadership style focuses on ensuring that everyone on his team understands their value, purpose, and importance to the overall aligned goal.
In his previous role, Grant was responsible for overseeing the entire Canadian commercial business, including recreational, medical, and retail sectors. More recently, he oversaw all Brand, Marketing, and Innovation functions as well. His main goal was to ensure the delivery of the annual operating plan and drive profit across all markets, while also maintaining brand health and spearheading new product launches. In addition to this, Grant worked closely with Canadian government boards, regulators, and key customers to establish a strong, competitive presence in each market across the country.
Grant's impressive track record included managing a P&L of over $170M and a budget of over $22M, all while leading a team of more than 350 employees. He took full accountability for the performance of Canada.
Furthermore, Grant was responsible for negotiating key strategic projects to support P&L ambitions. These projects included transitioning retail to OEG, integrating Delivera (Topicals), and CCC (Recreational Cannabis products), and developing innovative new products.
Embodying a growth mindset, Grant believes in taking baby steps but always strives to make sure that baby is running! With his strong leadership skills and dedication to success, Grant Caton was a true asset to the cannabis industry.
Grant’s Work
Launching Miller in Canada
Challenge
Our challenge was to repatriate our core brands from a long term partner and establish Miller Canada as a stand-alone business. This involved meticulously creating an organization from the ground up mapping and creating roles and responsibilities. We encountered legal action and faced transitional obstacles, necessitating adaptability and clear communication with future employees and our customers.
Solution
From the very first day of SABMiller Canada's inception, it instantly became the 4th largest beer company in the country, positioning us as a key player in the market. Our primary goal was to maintain a strong presence and continue delivering on the years of commitments and customer relationships we had already established in Canada. To achieve this, we carefully covered all aspects of the value chain and conducted "dry runs" leading up to the day of handover, ensuring a seamless transition and continued success.
Results
Boasting the fastest-growing portfolio in Canada, we successfully added over 2,500 new Points of Distribution (PODs). Our highly engaged and dedicated team continually drove impressive growth and expansion.
Legalization in Canada
Challenge
Embark on a groundbreaking journey to achieve what has never been accomplished anywhere in the world before – prepare for the legalization of cannabis in Canada by building out all necessary aspects. Then, showcase our adaptability and innovation by doing it all over again with the introduction of 2.0 products just a year later.
Solution
We meticulously mapped out and planned our strategy, considering all possible scenarios and regional regulations. Our cross-functional involvement allowed us to address every aspect of the operation, ensuring that processes, people, and products were all aligned for success. This comprehensive approach laid the foundation for a well-executed plan that ultimately led to the achievement of our goals.
Results
Grant provided oversight for the entire Canadian commercial business, encompassing recreational, medical, and retail sectors, to ensure the delivery of the annual operating plan across all markets. This included maintaining brand health and launching new products. Collaborating with Canadian government boards, regulators, and key customers, he ensured a strong competitive presence in each market across the country. Managing a P&L of over $170M and a budget of over $22M, Grant led a team of more than 350 employees. He held full accountability for Canada's performance, including the integration of Supreme Cannabis Co and Ace Valley. He was responsible for negotiating key strategic projects to support P&L ambitions, such as transitioning retail to OEG, integrating Delivera (Topicals) and CCC (Recreational Cannabis products), and developing new products. Grant designed and structured the first-ever national commercial team in preparation for Canadian legalization, hiring over 65 new employees. He achieved 100% listing success in all Canadian markets and secured distribution in the top 22 key account groups, resulting in an average of 10% share for the CGC portfolio. His efforts drove the #1 market share in key categories, including flower, drinks, and oils/soft gels.
