brand-repositioning
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Donna Finelli and the Local Advantage
After building brands Canadians encounter every day, Donna Finelli took on a harder brief: make a national sporting-goods network feel unmistakably local. Her answer begins with the people who sharpen the skates, fit the gear and know the town.
Onney Crawley
Onney Crawley is the Chief Marketing Officer of Goodwill Industries International, where she leads brand management, creative, digital, public relations, consumer insights and corporate communications across roughly 3,300 stores and hundreds of job service centers. A University of Michigan MBA, she built a career growing billion-dollar brands at General Mills, Kellogg, Mars/Wrigley, Sears and Serta Simmons Bedding before turning her marketing firepower toward a 122-year-old mission brand and its unlikely rise as a Gen Z thrift obsession.