Rick Shea, founder of Optiv8, is a promotion marketing industry expert with a unique perspective and depth of knowledge gleaned from 18 years working, ultimately as Vice President Marketing & Client Services, with Canada’s dominant market leader in consumer promotion management & fulfillment.
Experience
Over the years, Rick has had the privilege to advise and learn from some of the best and brightest consumer marketing minds in Canada. Some notable clients have included Proctor & Gamble, Nestle, General Mills, Bell Mobility, Apple, Shell and Effem Foods (Mars) as well as many other marketing agencies and service providers.
From this experience, Rick recognized that all marketers share a common problem. They need a more effective way to measure the impact of their marketing programs to determine which are the most and least effective at meeting their business objectives. Better information would help them optimize their marketing spend and deliver better business results. Rick’s focus and passion is to help clients implement more effective marketing measurement tools to improve their overall marketing effectiveness and return on investment.
Core Measurement Beliefs
- Measurement makes a critical contribution to overall marketing effectiveness
- You don’t need to measure your marketing perfectly in order to perfect your marketing
- Spend enough on your measurement to learn what you need to know to improve your decision making
- Focus on improving your decision making not measurement precision
Personal Interests
Rick’s diverse interests include photography, travel, playing piano, live music, golf, wine and cooking the occasional gourmet meal.