About Us
REM Brands is a trailblazing company that excels in developing and managing brands on a national scale. With our commitment to excellence and long track record of success, we bring unparalleled expertise in navigating the unique landscape of the Canadian market.
Our mission at REM Brands is to bridge the gap between promising brands and the thriving Canadian consumer base. We believe in the transformative power of partnerships and collaboration. By offering tailored strategic solutions, market insights, and a network of industry experts, we empower our clients to prosper and make a lasting impact in the Canadian CPG sector.
Our team
Rob Mortensen
Founder & President
Rob Mortensen
Rob Mortensen is a highly driven and accomplished sales & marketing executive who has successfully built brands in the Canadian Consumer Packaged Goods industry since 1993.
Rob began his career working with the iconic Buckley’s Mixture brand, and later Canadian “start-ups” Clorox & Ocean Spray, where he was able to hone his entrepreneurial skills while driving each brand’s portfolio to market share leader positions across multiple categories.
In 2008, through his work with Morgan Stanley building Eska Water to a market share leadership position in Quebec, Rob opened his own management consulting practice: REM Brands.
Specializing in the natural & organic foods industry in Canada, Rob found his passion & inspiration in leading founders, entrepreneurs & companies to realize and exceed their business goals in Canada.
Rob holds a Bachelor's degree from the University of Toronto and resides with his wife and children in Oakville, Ontario, Canada.
Lil Mortensen
Executive Vice President
Lil Mortensen
Lil Mortensen is a senior level executive with a demonstrated history of success working in multiple areas of sales, marketing, analytics, and human resources. She is a passionate leader who stimulates innovative thinking and builds an engaging culture of trust, transparency, and learning with a deep focus on the customer to consistently over exceed on client experience and financial performance.
Over the last 15 years, Lil held VP/GM roles for multiple business units at Becton Dickinson - a global medical technology company. Most recently, Lil worked as VP/GM Diabetes Care, where she led a team to deliver outstanding financial growth, thus becoming the market leader in the category.
Lil holds a Bachelor's degree in Economics from the University of Western and spends her spare time volunteering on 2 steering committees for the Oakville Milton Humane Society. She is also a regional advocate for the Cystic Fibrosis Foundation. Lil resides with her husband and children in Oakville, Ontario, Canada.
Drew Mortensen
Brand Manager
Drew Mortensen
Drew Mortensen brings a wealth of experience and entrepreneurial spirit to his role as Brand Manager.
After having managed a digital marketing agency for several years, Drew was drawn to the challenges and collaborative opportunities that REM Brands offered. He recognized the potential to leverage his expertise on a broader scale, using cutting-edge technology and data-driven insights to shape innovative marketing strategies.
Drew holds a Bachelor's degree & two certificates from the University of Guelph and resides in Toronto, Ontario, Canada.
Patrick Heffernan
Strategic Advisor
Patrick Heffernan
Patrick Heffernan is a highly successful and driven Food & Drug retail executive with over 20 years of accomplished results.
Patrick started his career at Metro/A&P within Operations and later moved into Category Management where he continued to take on more senior roles.
In 2005, Patrick joined Sobeys Pharmacy Group where he led the overall rebranding initiative of the retail drug format focused on Marketing, Merchandising and Supply Chain that ultimately led to multiple-year double-digit sales increases. Additionally, he led the Sobeys Private Label division that oversaw all OTC, HABA, & Cosmetic product development. In 2013 Patrick moved to Rexall and led the Category Management and Merchandising department where his focused remained strongly embedded within strategic development.
Patrick joined UNFI Canada in 2016 where he led the successful turnaround of the entire distribution area including a focus on re-establishing vendor relations and improving industry metrics. He was a member of Canadian Leadership Team and oversaw the successful launch of hundreds of new brands and forged strong relationships with brand executives, brokers, and retailers throughout the industry.
Patrick is a past board member of the GS1 Grocery Sector and COTA (Canadian Organic Trade Association) and holds a Bachelor of Science Degree from McMaster University. Patrick resides with his wife and 2 children in Oakville, Ontario, Canada.
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