November 18, 2014 - The CBC/Radio-Canada Revenue Group is proud to announce the addition of Mike Armstrong as associate director of sports marketing. Armstrong joined the team last week from Labatt Breweries and brings a proven track record of developing game-changing strategies and successful executions for major global brands. In his new role, Armstrong reports to Jim Kozak, senior director, marketing CBC/Radio-Canada Revenue Group.

"Mike is one of the marketing industry's top young talents and we are extremely pleased to welcome him to the CBC/Radio-Canada family," said Kozak. "Mike's extensive knowledge of strategic marketing coupled with his passion for sports position him very well in his new role as we head towards the Pan Am and Parapan Am Games as well as the Summer Olympics in Rio de Janeiro."

In his new role with the public broadcaster, Armstrong is responsible for the management and execution of marketing strategies and brand guidelines for existing and new services, providing strategic recommendations and providing support to the sales group and its objectives. He will also lead the management and execution of marketing efforts for all CBC/Radio-Canada sports properties including the 2015 Pan Am and Parapan Am Games and the Rio 2016 Olympics.

Prior to joining CBC/Radio-Canada, Armstrong worked with Kraft Foods on multi-brand programs including Kraft Hockeyville and the Kraft Celebration Tour, working closely with several external strategic partners such as the NHL, NHLPA, CBC, Hockey Canada and MLSE. The University of Toronto alum later became a brand manager with Kraft where he launched a highly successful innovation and integrated marketing campaign for Stride gum.

After four years with Kraft, Armstrong moved to Labatt Breweries where he oversaw Stella Artois and the import portfolio for the brewer, including major global brands like Beck's, Lowenbrau, Leffe and Hoegaarden. During this time he developed a long-term growth strategy for the portfolio and drove Stella Artois to new heights through the brand's largest ever digital and social media campaign.

Most recently, Armstrong served as the senior brand manager for Budweiser at Labatt where he led the strategic development and execution of integrated campaigns related to the FIFA World Cup, music, and Budweiser Crown. The music campaign, 'Dreams Are Made', has since been leveraged globally and can be seen in more than 25 countries.


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A space for us all is CBC/Radio-Canada's new strategy to modernize the public broadcaster and ensure that it continues to fulfill its mandate for Canadians and for future generations. Through to 2020, it will increase its investment in prime time television programming, and continue to create radio programs of the highest quality, while promoting the development of digital and mobile platforms and content.