David Bigioni

Principal
Brave Strategy

David is a results-focused Senior Marketing Executive, with strong Sales leadership experience, and a proven track record for driving extraordinary results. Recognized as a strategic leader and key contributor to the senior leadership team, with strong interpersonal skills and the ability to develop a compelling vision that mobilizes the organization. David has delivered within high-growth, entrepreneurial and iconic Canadian and multinational companies. A change agent, with a strong sense of urgency, he is seen to motivate teams through a collaborative leadership style and a growth oriented approach.

David served as Chief Commercial Officer at Canopy Growth, with a mandate to build enterprise value and rapidly scale commercial capability across Marketing & Sales. David led the development of the LRP portfolio roadmap to meet evolving consumer needs, and oversaw an aggressive innovation agenda, introducing 100+ SKUs and five new brands in 12 months. 

David drove Digital Transformation and oversaw the implementation of Adobe digital stack for 12 consumer brands, including platform selection and implementation of AEM , Analytics, Personalization, and Digital Asset Manager. Implemented multiple e-commerce instances and introduced the first producer driven multi-brand CBD marketplace in the U.S. and supported medical cannabis instances across 16 markets.

David brought a Customer First approach to building Canopy’s Sales organization. Engaged in building strong customer partnerships that resulted in Canopy Growth being the only licensed producer to secure supply agreements across all provinces and territories, resulting in total Canopy revenue growth of +124% annually, reaching revenue of $440M F20 vs. $40M in F17. David was recognized as Marketer of the Year for 2019 by Strategy Magazine.

Before joining Canopy Growth, David served as Brand Director, VP Marketing and VP Sales at Molson Coors Canada, where he led Molson Canadian’s transformation back to growth after 10 years of decline. David oversaw global brand expansion of Molson Canadian into Ireland (2013) and Australia (2015). Under David’s leadership Molson Coors was recognized as Top 10 Marketer in 2010 by Strategy Magazine, as well as Strategy Magazine’s 2014 Top Brand Marketer.

In 2015 David moved into a Sales Leadership role as Vice President Sales, leading Ontario, Atlantic Canada, and National Key Accounts. Through this period David lead the business to market share turnaround after eight years of decline. David built sales team capabilities through Molson Coors Global Field Sales Management program.