Get to know Active : Kimberly Armstrong, Marketing

Posted by KImberly Armstrong on Feb 13, 2013 1:29:00 PM

This week on Getting to know Active, I interviewed .... myself, Kimberly Armstrong, Vice President of Marketing with Active International. It was an interesting discussion.

Explain your job as you would to a 5-year-old:

I help give our company a face, personality, and point of view through images and words. I help employees of the company better communicate with each other, and help to make it a fun place to work. I help ensure that our company is a caring one that gives back to the community, environment and employees.

Why Your Role and why @ Active?

The Corporate Trade model is really smart. I’ve been marketing for 16 years, and know that when I have a truly awesome product to work with, my job becomes that much more fun. I love understanding the customer – what makes them tick, what challenges they are up against, what they love and hate… The model isn’t widely known, so it’s my job to help tell the story in a way that’s meaningful to people.

I chose Active because of the awesome work culture, smart colleagues, close-knit team, commitment to Social Responsibility, flexible work policies, amazing benefits, and a fantastic leadership. All the necessary things that make up a winning team. Who doesn’t like to win?

Most memorable moment at Active so far?

It’s been a year and there are already so many I could mention. I’d have to say the upcoming launch of Active Cares – our new Canadian Corporate Social Responsibility program. It’s both comforting and inspiring to know the company you put your heart and soul into, also has a heart and soul.

Tell us about your charitable cause of choice and the last thing you did to support it? have been a supporter of Special Olympics Canada for the past 2 years. Last year I was on the committee for a major annual fundraising event, the Special Olympics festival.Together, the team and all of its supporters raised about $300,000 in a single day. A very rewarding experience.

I'm also passionate about animal welfare and contribute financially to the Toronto Humane Society. I’m proud to say that my “babies” Brewzer and Princess were rescued from that shelter.

describe the imagedescribe the image

If you weren’t in your current career you would probably be ……

a surgeon or an artist. 

Adjective your family would use to best describe you?


Adjectives your Customers would use to best describe you?


Adjective your best friend would use to best describe you?

I have two best friends. One said “Creative” the other said “Concise, and informed”.

Biggest Trend Impacting Your Area of the Business To Date?

B2B Marketing has transformed (although I’d argue it always has been) to a Business 2 People (B2P) approach. No matter what you’re selling, you are first and foremost dealing with people. Businesses don’t run businesses, people do.

What’s the most innovative thing you’ve seen a customer do to unlock value from their problem assets or inventory?

The most innovative trade deal I have seen actually didn’t involve a “problem” at all. In fact there wasn’t even an asset or inventory to begin with. They simply teamed Active up with their agency to place a certain portion of their media on trade, with a promise to pay us in inventory or an asset at a later date. Now that’s smart. I see a lot of forward thinking organizations looking at Corporate Trade or Barter as a risk management solution or insurance policy for future hiccups (that are bound occur in the natural course of business).

Favourite Ad of all time?

Asking a marketer to answer this question is torture. It's hard to pick just one. Off the top of my head, Kotex did a really good job with their re-branding campaign in the past couple of years. They know what selling to people is all about, and actually poke fun at the “fluff” of the past. I’m sure all the women readers will appreciate this one!


I also have to commend TELUS on their consistent branding over the past 10 or so years. Their use of animals and nostalgic music to personify their “future is friendly” brand is bang on.

Topics: Media & Marketing, Get to know Active, Work Culture


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