Bryce Riou
Marketing Manager @Gerdau North America
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WORK HISTORY
Marketing Manager @Gerdau North America
Lead digital marketing and brand strategy, aligning multi segment initiatives across finished steel, metals recycling, and recruitment with senior leadership priorities.• Drive cross functional campaign execution across search, social, display, and ABM, optimizing performance and segmentation.• Serve as Project Lead for the full GLN corporate website redesign, coordinating agency partners and cross department teams (IT, communications, sales, environmental, product).• Manage annual marketing campaign budgets, ensuring strategic allocation and ROI across business units and digital channels.• Oversee development of marketing assets, including brochures, videos, landing pages, and branded collateral• Provide creative direction across campaigns and brand initiatives, guiding visual identity, messaging, concept development, and quality standards for digital and print assets.• Collaborate closely with leadership across the organization to elevate customer experience, streamline brand consistency, and support key business priorities.• Build and standardize digital lead generation processes, enhancing tracking, reporting, workflows, and follow up.• Support recruitment marketing with targeted digital campaigns, employer brand content, and performance insights to strengthen the hiring funnel.• Mentor and support team members across marketing and communications functions.• Develop and enhance trade show experiences, supporting strategy, messaging, and on site execution.• Build performance analytics frameworks, improving campaign measurement, dashboards, and data driven decision making across marketing activities.• Brand governance, ensuring consistent application of visual identity, tone, and messaging across business units and partner agencies.• Lead vendor and agency management, negotiating scopes, evaluating performance, and ensuring delivery alignment with business goals.
EDUCATION
University of Manitoba
Bachelor’s Degree, Commerce (Honours) - Leadership, Human Resources, Marketing
SKILLS
ABOUT BRYCE RIOU
I’m passionate about creating high impact brand experiences. I believe in transparency in advertising, creative that converts, and data driven decisions. A marketer with experience in B2B, B2C, in-house, agency side, and recruitment marketing - CX, UX, and branding are at the forefront of everything I do.
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