Reporting to the CEO, accountable for developing, executing and evaluating marketing, communications, and public engagement strategies and tactics that increase awareness of the association, drive membership (retention and acquisition), increase engagement and drive sales. Responsible for new product development, learning products and creating amaze and delight experiences. Leading a high-performing team in the following functional areas:- Marketing, communications and brand strategy- Performance marketing and data-driven digital strategy- Product development and management- Business development, B2B channels, and strategic partnerships- Strategic event planning, event management and execution- Learning events and overseeing the creation and maintenance of learning programs and products- B2C marketing of retention and member acquisition as well as product, program and event sales.

Reporting to the CEO and accountable for developing, executing and evaluating marketing, communications, and public engagement strategies and tactics that increase awareness of the association, deliver meaningful partnerships that fuel growth and advance the Association’s strategic goals. Accountabilities include: Stakeholder Relations and Engagement, Marketing and Communications, Brand Management, Business Development and Commercial/Partner Relationships, Leadership and Strategic Planning, Media Relations.• Restructured area to better serve internal business areas and promote growth.• Led marketing and renewal campaign achieving 104% of retention targets.• Almost doubled business development revenue in two year (2022 and 2023), focusing on strategic sponsorships and new products.• Increased membership growth in 2021 by 4.6%.• Developed and implemented a new crisis management framework.• Implemented a formal issues management discipline.• Led development of brand strategy, including customer personas and lifecycles.• Member acquisition campaign in 2022 increased membership by 27% year-over-year during campaign period.

Marketing, communications and public affairs consulting services for small- and medium-sized business. Specializing in media relations, public relations, stakeholder management and crisis communications, with a broad spectrum of services from copywriting, digital amplification, strategic planning and media planning/execution.• Media relations expertise, executive media coaching and strategic advice that frames the narrative and improves reach• Crisis communications strategy, planning and execution based on formal issues management expertise and training in Business Continuity Planning and the Incident Management System endorsed by the Office of Emergency Management Ontario• Issue management support, including robust environmental scanning, analytics and key advice documents• Brand and reputation strategy, monitoring and analysis, including brand identification, trust driver analysis, customer journey mapping, and integrated brand content for all touchpoints• Stakeholder relations, government relations and policy expertise, particularly for highly-regulated and politicized industries• Public relations campaign planning, execution and analytics• Content marketing expertise to improve trust and deliver messages that stick• Digital media and amplification strategies and executionNotable clients: Ventilators for Canadians, Real Estate Council of Ontario, Oakville Enterprises Corporation

Reporting to the Chief Legal Officer and Executive Vice President of Public and Regulatory Affairs, responsible for all marketing, media relations, corporate communications, social media, customer communications and municipal stakeholder relations. Provided strategic oversight of each department, in addition to executive support and corporate issues management.• Developed issues management capacity at Toronto Hydro, including introduction of formal issues management processes, protocols and planning.• Led organizational design strategically aligning corporate communications, marketing, customer communications and municipal stakeholder relations, utilizing a Centre of Excellence approach.• Led B2B and B2C Marketing exceeding sales/program adoption targets and leading the province of Ontario in Conservation and Demand Management.• Led staged, integrated marketing and public relations campaigns to increase public awareness of issues facing Toronto Hydro and improve reputation and brand. As a result, brand trust increased 38% and CSAT increased from 79% to 91% between 2017 and 2019.• Launched a municipal relations program to build relationships and create awareness of issues facing Toronto Hydro; provided personal support and information for constituent management.• Redesigned website with AODA compliance and completed content rewrite on time and on budget.• Acted as Customer Advocate for Toronto Hydro, working with Toronto’s Ombudsman, responding to investigations and conducting customer journey mapping supporting brand improvements.Selected Achievements:Received numerous communications and marketing awards from the Canadian Public Relations Society – CPRS (4), International Association of Business Communicators – IABC (2), Electrical Safety Authority – ESA (2), eSource marketing awards (4).

Reporting directly to the Vice President, Communications and Public Affairs, provided strategic communications advice, planning and strategy development (e.g. Communications Strategy, Stakeholder Engagement Strategy, Proactive Media Strategy, Social Media Strategy, etc.) to WSIB senior management.• Managed WSIB’s Public Affairs department: media relations, stakeholder relations, issues management and executive correspondence areas with high level of output. • Increased brand awareness and understanding by developing and implementing WSIB’s reputation management and brand platform.• Designed, developed and implemented new organizational structure successfully while leading through significant change with no disruption to core services.• Managed external vendors (Public Relations and Advertising agencies) conducting market research, strategy development and implementation of successful marketing campaigns.• Led annual business planning, budget management and resource planning staying consistently under budget (about 15%) while accomplishing business planning goals.• Led special, high profile projects representing Division and WSIB — for example successfully managed appearances before governmental committees in 2011, 2012 and 2013.

Leadership and management of the Communications and Public Affairs department (21 employees - two Team Leaders) which included media relations, executive support and issues management, all corporate communications (internal and external) and online publishing.• Co-wrote corporate strategy and developed and implemented a campaign for senior leaders that resulted in increased awareness, higher public profile and employer buy-in throughout Ontario.• Pioneered the daily monitoring of social media and later led participation on Facebook and Twitter. Wrote the first-ever WSIB Social Media Strategy.• Built issues management capabilities and protocols for structured and organization-wide monitoring and response to issues.• Created unique staff engagement program for better team-building and to foster a more creative, value-based team that improved morale significantly.• Led rewrite of website content (over 1,000 pages) and created online staff collaboration space to replace printed staff magazine improving quality and effectiveness of communications.• Oversight of all internal and external communication plans and products, executive correspondence, and House Notes.

Provided advice and support to senior leaders for external communications and issues management, including both stakeholder and media relations.• Led crisis management of an occupational disease cluster that became a high-profile community issue and successfully shaped media attention while correcting misinformation to the public.• Built relationships and co-ordinated stakeholder meetings held with senior management including agenda setting, pre-brief information preparation and development of meeting material.• Created and edited 100s of briefing notes, House Notes, communication products, executive correspondence and speeches to support senior leaders.Provided strategic communications advice and support to internal business partners and project teams, while developing, implementing and evaluating strategies to promote WSIB policies, programs and services that reflect key corporate messaging, and corporate goals and objectives.• Published monthly staff newsletter to promote awareness and understanding of IT projects and changes.• Communications lead for major IT project to update and fully replace case management system.

Founder and partner for the magazine. Administration, assignment and development of all editorial content for web-based magazine, and later for print version. Editing and co-ordination of copy, layout and design of print magazine. Writing and posting of online materials.