Tye Greschuk
Sales | Customer Solutions | Community
Tye is an accomplished National Key Account Manager and Customer Solution Specialist at Molson Coors Beverage Company. Raised in the small, close-knit community of Shanty Bay, Ontario, his early love for sports and the outdoors instilled in him values of teamwork, dedication, and community connection.
Embarking on his sales career at the young age of 19 while in university, Tye quickly demonstrated a natural talent for building relationships and understanding customer needs, driving him to notable success in the beverage industry. He has been instrumental in developing impactful sales strategies and initiatives, including the "Call the Shot" program with Boston Pizza, which combined digital innovation with consumer engagement to achieve significant business growth.
Beyond his professional achievements, Tye is deeply committed to community service and youth mentorship. His "Saves for Seasons" initiative, supporting the Season Center for Grieving Children, highlights his philanthropic spirit. Tye continues to inspire through his dedication to coaching young athletes, underscoring his belief in the transformative power of sports.
Tye's journey is a testament to the power of hard work, effective communication, and a genuine passion for enriching the lives of those around him. He stands as a role model in both his professional and personal life, demonstrating that success is not just about achieving personal goals but also about making a positive impact on the community.
Position: Manager, National Key Accounts - Molson Coors
Education: Carleton University
Tye’s Work
Molson Coors - Call the Shot
Challenge
Molson Coors faced the challenge of increasing brand engagement and market share in an industry where digital innovation and consumer interaction were becoming increasingly vital. The goal was to create a unique, engaging experience for consumers, particularly during key sporting events, to drive both brand loyalty and product sales.
Solution
Leveraging his deep understanding of the market and consumer behavior, Tye led the development of "Call the Shot," a digital platform hosted in Boston Pizza restaurants. This interactive game allowed patrons to make predictions about live NHL games, such as which team would win, who would score first, and other real-time events. The platform was designed to engage consumers throughout the game, with prompts for new predictions during each period.
Key elements of the solution included:
Digital Integration: Creating an easy-to-use digital platform that patrons could access from their smartphones.
Real-Time Engagement: Aligning the game with live sports events to maintain ongoing interaction.
Reward System: Implementing a system to reward participation, such as discounts or prizes, thereby incentivizing repeat visits and increased product consumption.
Cross-Promotion with Boston Pizza: Strategically placing the campaign in a popular restaurant chain to maximize reach and visibility.
Results
High Participation: Over 10,000 participants engaged with the game during the NHL playoffs, demonstrating its appeal and effectiveness in capturing consumer interest.
Extended Engagement: Users spent an average of 7 minutes interacting with the platform per visit, significantly enhancing customer engagement with the Molson brand.
Sales Growth: Molson Canadian saw a 5% increase in market share and an 8% increase in volume sales during the campaign period.
Brand Visibility: The campaign enhanced Molson Coors' visibility and reinforced its position as an innovative leader in the beverage industry.
Positive Customer Feedback: The interactive nature of the campaign and its alignment with live sports events received overwhelmingly positive feedback from consumers.
Saves for Seasons -Charity Initiative
Challenge
Tye lost his mother at a young age and he wanted to help children who have lost a parent. The primary challenge was to raise awareness and funds for the Season Center for Grieving Children, a charity providing support to young people dealing with the loss of family members. Tye aimed to create a unique fundraising method that would engage the community, particularly sports enthusiasts, and generate substantial contributions for the cause.
Solution
Drawing from his background in sports, Tye devised the "Saves for Seasons" campaign, linking his performance as a hockey goaltender to charitable giving. The innovative approach involved:
Donation per Save: For every save Tye made in his hockey games during the season, a set amount of money was donated to the Season Center.
Community Involvement: Encouraging local businesses and individuals to pledge donations per save, thus increasing community engagement and support.
Publicity and Awareness: Utilizing local media, social networks, and community events to promote the campaign and raise awareness about the cause.
Emotional Connection: Sharing personal stories to create a deeper emotional connection with the community, thereby boosting involvement and support.
Results
The "Saves for Seasons" initiative achieved remarkable success:
Significant Fundraising: The campaign raised a substantial amount of money for the Season Center for Grieving Children, surpassing initial expectations.
Community Engagement: The unique approach of linking sports performance to charity captured the community's imagination, leading to widespread participation and support.
Increased Awareness: The campaign significantly raised the profile of the Season Center, bringing greater attention to the needs of grieving children.
Personal Impact: Tye’s initiative inspired others, including a young goalie named Emily, who started her own similar campaign, demonstrating the ripple effect of his charitable work.
Ongoing Legacy: The success of the "Saves for Seasons" campaign laid the foundation for similar future initiatives, both in the sporting community and beyond.
