Jennifer Lee

speaker Jennifer Lee

Partner, Consumer / Retail Analytics – National Cannabis Leader


Jennifer became the National Cannabis Leader at Deloitte Canada with a focus on leveraging her consumer and retail expertise to serve our clients who are part of the cannabis ecosystem in Canada. She spends time with licensed producers, government, national and regional retailers, private equity, financial institutions and regulators. Under her leadership, Cannabis has become a significant and growing practice for Deloitte Canada across audit, tax, consulting, risk advisory and financial advisory.  Deloitte Canada is one of the member firms within the Deloitte network to formally establish a cannabis leadership role and establish industry leading thought ware.

In addition to her Cannabis leadership role, Jennifer leads the Retail and Consumer Analytics Practice for Deloitte Canada.  She sits on the retail executive team for Deloitte globally. Jennifer works with clients to leverage her retail and consumer expertise in Omnichannel to help clients make sense of the vast quantities of data which exists in their organizations, utilizing an insight-data driven approach via artificial intelligence and cognitive machine learning techniques.  She focuses on assisting clients in developing insight-driven strategies to deal with an increasingly connected consumer and complex business issues.  These strategies include developing data monetization strategies, transitioning from a multi-channel organization to “insight driven” organizations by building and operationalizing eCommerce platforms, mobile capabilities and the re-designing the retail network.  She also assists clients in embedding Advanced Analytics into her clients’ business to deliver a one-brand (“Omnichannel”) experience.  Jennifer leads a multi-faceted and cross-functional team ranging from strategists to an advanced analytics teams including market researchers and data scientists.

Jennifer’s clients range from leading global brands and manufacturers, internet gaming, fashion, retail and grocery.  She is the thought leader behind Deloitte’s global “Omnichannel Customer Experience Index” powered by Deloitte advanced analytics platform which competitively monitors path to purchase capabilities for clients utilizing crowdsourcing techniques. Jennifer’s relevant clients include: Alberta Gaming and Liquor Corp, British Columbia Liquor Distribution Branch, Liquor Control Board of Ontario / Ontario Cannabis Store, Nova Scotia Liquor Corp, North American Liquor Stores, Aurora, Andrew Peller Limited and Loblaws, to name a few.

Jennifer also led the development of the 2018 Cannabis 2.0 Deloitte Study which expanded upon helping the industry understand the potential cannabis market, the impact on the liquor category, the cannabis consumer segments and the expectations of customers. The study will launch June 5, 2018 across Canada. Jennifer is an accomplished thought leader and has presented at key industry platforms such as Deloitte's Retail Outlook, ICSC, Marketing Magazine, and BNN. She has also personally authored over a dozen industry whitepapers including:  “Future Proofing Your Retail Business: Balancing the Art and Science of Advanced Analytics in Customer Experience”,  “CMO 2.0 takes charge:  How chief marketing officers will succeed in the Omnichannel era”; “Consumer Experience: The New Brand Imperative”; “The Consumer Evolution: Changing Behaviors Triggers New Business Models”; "2016 and 2017 Omnichannel Customer Experience Index: Which Retailers are Leading and Lagging?”

While in industry, Jennifer worked all over the world:  Mergers & Acquisitions / Treasury for a large US telecom company in Hong Kong, China; European Marketing Group for a large US consumer electronics company in Stuttgart, Germany; and marketing strategy and implementation for a large US entertainment company in Canada. While at Bell Internet, Jennifer let the strategy development and operationalization of one of the largest and fastest wireless internet roll outs in the organization’s history including the retail channels. Jennifer holds a MBA from the Rotman School of Business, University of Toronto, and an undergraduate degree from the University of Waterloo.