Driven by a love of design, art and business, Charles has an extensive CPG experience and a diverse background including product development and brand strategy. After a few years in the agency world, he pivoted to the brand side and has played several roles within the CCM Hockey organization that brought him to manage key product categories, play a key role in launching the new B2C platform, re-structuring the sports marketing strategy and launching a new brand identity.
From B2B to DTC : The Challenges and Benefits of Adding a Sales Channel Through eCommerce
In May of 2021, CCM Hockey officially launched its first transactional eCommerce website to enable its ability to sell directly to its end-users. For a traditionally B2B manufacturer, this initiative made for quite a project in terms of content creation, brand positioning, management of the retail clients, logistics, and more. In this case study, Charles Benoit, Senior Brand Manager at CCM Hockey, will share with us the challenges and benefits of such a transition for a major manufacturer.