Dianna Lai Read Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

I help ambitious companies that are looking to scale, build trust, and create a legacy. With a passion for storytelling focused on innovation and impact, I have 15 years of experience working with thought leaders and challenger brands to build credible and magnetic brands that connect with their audiences, inspire trust, rouse customer advocacy, and improve market positioning.

• Created, implemented, and oversaw corporate communications program from the ground up for thought leadership, industry leadership, brand advocacy, and employee engagement, with specific focuses on executive communications, narrative building, messaging development, content strategy and creation, and support for demand generation HIGHLIGHTSThought leadership:• Spearheaded the development of Top Hat’s quarterly research program to build Top Hat’s credibility and attract a loyal readership. Led survey development, analysis, asset development, and promotional campaign• Developed and nurtured partnerships with industry influencers to establish Top Hat and spokespeople as leading voices in the future of higher ed learning, resulting in op-eds with backlinks and industry roundtable eventsIndustry leadership:• Designed and executed brand strategy and comms campaigns to enhance Top Hat’s market position through leading product launches and corporate and M&A news, and supporting customer communications• Nurtured and grew online community to build brand awareness, engagement, and credibility, by demonstrating Top Hat’s expertise, value proposition, and differentiators through authentic, engaging, and educational communicationBrand advocacy:• Designed and executed new program to build and nurture always-on collaborative relationships with key influencers (non-customers) and advocate spokespeople (customers) to drive brand visibility and third-party advocacyCSR:• Built and executed Top Hat’s first CSR strategy based on a philosophy of creating a more equitable society where all students can access inclusive high-quality education. Launched the first phase of our CSR strategy with a multi-year partnership with Canadian organisation First Nations Child and Family Caring Society of Canada, which provides four $10k scholarships per year to help youth with higher ed costs

• Developed and executed strategic proactive communications plans for hyperloop technology startup to support brand development, partner and product announcements, and industry events to position TransPod as a thought leader and industry leader • Worked closely with executive team to develop and evolve positioning, narratives, and corporate messaging for proactive and reactive external communications and business development • Provided strategic advice and direction to company executives and spokespeople for media interviews, presentations, and speaking opportunities • Created content for communications products and materials for usage in the B2B and B2C spaces

• Developed, executed, and reported on strategic communications plans for product, partner, and CSR stories to position Aimia as a thought leader and industry leader • Developed messaging for proactive and reactive communications• Developed and executed Aimia Loyalty Lens and other thought leadership initiatives• Developed content strategy, oversee management, and created content for media and business development usage in the B2B space• Trained and provided strategic advice and direction to company executives and spokespeople for media interviews, presentations, and speaking opportunities • Conducted proactive media relations, including story idea development and ongoing liaison, to establish and nurture productive relationships with key members of the local, national, and international media

• Developed, drove, analyzed, and reported on strategic public relations plan and programs that supported brand development, marketing campaigns, product launches, and industry events.• Worked closely with the CEO, CFO, CTO, CMO, VP of Business Development, and VP of HR to identify and manage thought leadership, industry leadership, and recruitment across the corporate, finance, business development, product development, and HR departments.• Worked with executive and product teams to develop and ensure consistency across narratives, value propositions, key corporate and product messages, and brand-building efforts across North America.• Worked closely with the product team to identify, plan, and execute communications programs to support product launches through content development, strategy development, media outreach, and coverage placement. • Strategized, researched, and wrote a range of communications products and materials including press releases, key messages, backgrounders, Q&As, bios, whitepapers, case studies, etc.• Drove FreshBooks’ presence in traditional and non-traditional North American media.• Trained and provided strategic advice and direction to company executives and spokespeople for media interviews, presentations, events, etc.• Managed issues to protect the FreshBooks brand. • Led and mentored team with effective people management skills including performance management, coaching, staffing, problem resolutions, and professional development.• Managed agency team to produce information and collateral, and execute on tactics, to support programs.

• Oversaw the strategic planning of cross-discipline campaign development and execution to actively support clients in the enterprise and consumer technology spaces, including Nikon, McAfee, Lenovo, and BlackBerry.• Developed content for and managed thought-leadership initiatives to build brand awareness and improve clients' market positions. • Created and executed traditional and social media strategies for proactive communications initiatives and product announcements, and supported activities at clients' and industry events. • Oversaw day-to-day and project-based PR/MR/SM activities.

• Developed, supported, and executed day-to-day PR/MR/SM communications activities in the U.S. for multiple B2B brands in the enterprise software and PC hardware spaces including AMD and Sybase.• Created strategy and content for client thought-leadership campaigns. • Developed press material and content, and managed outreach for brand-building campaigns. • Leveraged media relationships to secure coverage placement in top-tier tech, trade, and blog press.

• Organized and facilitated the first annual Youth Ambassador Competition as subcommittee chair resulting in media coverage in Asian print and broadcast channels.• Assisted in developing promotional and outreach campaigns for Asian Heritage Month events resulting in attendance of more than 200 participants at every event.

• Developed promotional and outreach campaigns for youth and volunteer programs and services at all offices resulting in a 15 per cent increase in attendance to more than 1,000 participants and clients.• Assisted in preparing internal communications materials resulting in a 35 per cent increase to 850 staff and volunteers reached.• Developed promotional and outreach campaigns for multiple agency events throughout the Greater Toronto Area resulting in a 16 per cent increase in attendance to more than 3,000 attendees.• Established, developed and maintained effective networks and relationships with stakeholders (local media, funders, donors, community organizations) resulting in coverage in city and community papers such as Sing Tao, Ming Pao, and Toronto Daily News.