Alena Fraser Email & Phone Number

Ottawa, On, Ca

Canada’s Free Agents is a new model for talent mobility that creates space for public servants to choose their own projects and determine their own career paths. Designed after Deloitte’s GovCloud model, this program attempts to test mobility and innovation in the federal Public Service.

- Lead the development of high-quality user-centric digital products and web applications from inception to evaluation (e.g. clinical trial portal, Food Guide web applications)- Lead user experience workshops to synthesize key findings into actionable product requirements- Define product requirements that balance user needs with organizational needs and technical constraints - Ensure accessibility and usability are embedded in product development as requirements- Consult on and assess front end of new web products and applications for WCAG compliance and usability- User interface recommendations and design

- Lead the development and implementation of the digital strategy for Canada’s Food Guide- Provide strategic insights on digital implementation, usability and web accessibility - Bring together defined content goals and objectives with user needs to develop effective digital solutions (e.g. Food Guide Kitchen) - Recommend web layouts based on user experience methodologies and best practices - Lead usability workshops and testing to redesign content and site architecture - Design and implement information architecture and navigation nomenclature based on user and client needs- Lead and design an evaluation framework that tracks performance and causal relationships between communication activities and provides business intelligence to inform current and future work - Lead implementation of Drupal WxT to facilitate the long-term self management of Food Guide content - Lead content management including inventory management, reporting, audits and governance

Ottawa, Canada Area

- Lead the web renewal of high profile and top task clients to content to Canada.ca; clients include Food and Nutrition and Consumer Product Safety - Provide strategic advice and direction to clients on web content and digital communications, including content renewal, placement, promotion and links- Develop and implement web communications strategies for high profile topics- Complete performance analysis of web content for the purposes of redesign, optimization and performance measurement bench-marking- Develop and analyze user testing for topics on the Canada.ca site- Train staff on the use and analysis of migration content inventories- Use web analytics software to monitor performance of web pages across Health Portfolio sites- Advise clients on web accessibility and electronic publishing procedures- Develop reporting mechanisms for departmental coordination of web publishing

Canada’s Free Agents is a new model for talent mobility that creates space for public servants to choose their own projects and determine their own career paths. Designed after Deloitte’s GovCloud model, this program attempts to test mobility and innovation in the federal Public Service.

Ottawa, Canada Area

- Develop and implement internal and external communications plans and strategies for both publishing (print and web) and various emergency related issues- Manage national and international communications networks that facilitate information exchange on emerging health-related issues

Ottawa, Canada Area

- Lead the development of a completely integrated publications management system that electronically connects all print and web publishing activities using a consistent set of Agency-wide standard operating procedures- Manage clients and coordinate project teams to deliver quality publishing products that respect Government of Canada financial and communications policies and procedures

Ottawa, Canada Area

- Developed and implemented Centre-wide publications procedures for new communications products that became the blueprint for the Branch-wide process- Chaired multi-level working group to test, fine-tune and evaluate procedures- Plan and execute publishing projects related to chronic disease surveillance- Coordinate the work of writers, designers and production personnel in order to maintain schedules and budgets; supervise and monitor the work of contractors

Toronto, Canada Area

- Launched a completely integrated consumer and professional advertising campaign in five months that included television, print and wed-based media- Develop, implement and evaluate direct to consumer and pharmaceutical health promotion and disease prevention programs as well as social marketing campaigns- Manage clients and a team of designers, writers and production staff in order to maintain tight production schedules and budgets- Clients included: GlaxoSmithKline and Amgen Canada

Toronto, Canada Area

- Recipient of the M2 People Award, February 2001 for outstanding overall performance- Develop, implement and evaluate promotional and motivational materials consistent with clients’ national and international branding and marketing strategies- Analyze and interpret market research data for the purpose of developing advertising strategies and streamlining health promotion products- Assist new business development team with the formulation of creative and strategic presentations- Clients included: Nestlé, Janssen-Ortho, Bayer and Astra-Zeneca

Bachelor Of Commerce, Honours, Marketing And International Management

Digital Photography

Graphic Design For Print Media

Canadian Advertising Agency Practitioner Course, Advertising