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. ​
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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. ​
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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. ​
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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. ​
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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.
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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.
George Maia
Vice President, Sales
George Maia
George Maia is a seasoned business leader and brings with him a wealth of experience in developing and executing strategic planning, category management, promotional planning, and effective merchandising.
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His passion lies in building, developing, & accelerating brands in Canada.
Prior to joining REM, George was Director of Category Management at Longo’s, and held management and analyst positions at Sobeys Inc.
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George holds a Bachelor of Business Administration with Honours from York University and a Post-Graduate Certificate in Human Resources Management from Sheridan Institute of Technology and Advanced Learning.​
When he's not working, George is actively involved in his twins' extracurricular activities, cheering them on and supporting their passions of soccer & dance.
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.​
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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.​
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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.​
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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.​
Get in touch with us
Ready to grow your brand in Canada?​
Get in touch with us!