Lisa Chicules Email & Phone Number

Toronto, Canada

I serve leaders in the not-for-profit, public and corporate sectors to unearth their brand potential to drive business results. Here’s how I've helped transform some of my clients’ businesses:INNOVATIVE BRAND AND FUNDRAISING STRATEGY✔ Led the development of the brand and marketing strategy for the Terry Fox Foundation that delivered unprecedented results during a global pandemic.✔Spearheaded the development of Hypertension Canada’s fund development strategy, securing alignment from a diverse national stakeholder group.BUSINESS DEVELOPMENT AND STRATEGIC PLANNING✔ Created first ever master brand architecture for Princess Margaret Cancer Foundation, defining the complex integration of multiple organizations and programs.✔ Facilitated the 5-year strategic plan for Calgary Homeless Foundation, establishing their vision, mission, values, implementation plan, and performance dashboard.NEW PRODUCT DEVELOPMENT AND REVENUE EXPANSION✔ Introduced Tim Horton’s signature product concept, launching new products and recommending a bundling strategy that advanced sales and improved productivity. ✔ Presented insights to demonstrate business potential of brand acquisition for General Mills US; increased purchase intent and personal relevance scores.✔ Established a culture of philanthropy at the Aphasia Institute leading to a transformational major gift for the organization.TRANSFORMATIONAL LEADERSHIP, FACILITATION AND SUPPORT✔ Provided interim leadership support to the Certified Management Accountants of Ontario during its 3-way merger, integrating multiple departments across two different organizations, and delivering an integrated marketing plan that produced results during a critical recruitment period.✔ Crafted a brand strategy for the newly merged Meridian Credit Union while respecting two legacy organizations. *Also held this role from 2003 to 2009*

Toronto, Canada Area

I started this practice to pursue what I love - transforming businesses by leveraging the power of people, brands, and cultures.Over the years, I generated significant business change and growth for major brands like Tim Hortons and General Mills through the provision of transformational leadership, brand and relationship building, and strategic planning. Providing a 360-degree view to business, I unearthed unique customer insights, revealed untapped potential, and influenced positive outcomes. Recognizing that strong cultures and brands build business, my approach centered on fostering trust and earning the respect of multi-leveled stakeholders, executives, and teams to motivate organizations towards a common vision.✔ Introduced Tim Horton’s signature product concept, launching new products and recommending a bundling strategy that advanced sales and improved productivity.✔ Identified and fashioned new brand positioning for Tabi International through corporate facilitation sessions, achieving full corporate buy-in.*Returned to this role 2012 to Present*

Toronto, Ontario, Canada

✔ Engaged by Diabetes Canada to develop the brand campaign to acknowledge the 100th Anniversary of Insulin - "We can't wait another 100 years to end diabetes" which delivered a sense of urgency, high awareness and engagement to support goals of mission and fundraising.✔Led the development of the strategy to "change the conversation" around diabetes in Canada to support the ambition of the 3-year strategic plan to improve the quality of life of people living with diabetes. ✔As Interim/SVP of Marketing and Communications continued to build internal capacity to support the delivery of the 3-year strategic plan and the marketing and communications business plan.

✔ Engaged by the foundation to develop the brand positioning for the Terry Fox Foundation as part of the 40th Anniversary of Terry's Marathon of Hope.✔Delivered unprecedented results during the pandemic for an organization whose revenue was based on a physical event. ✔This work for the Annual Terry Fox Run was recognized by Peer-to-Peer Professional Forum, one of their top fundraising programs of the year during pandemic, 2021✔As the interim VP, built organizational capacity to continue to deliver results and onboarded new VP.

Led multi-faceted and sophisticated public engagement efforts, in this contract position, to effectively present the organization as a thought leader in international development and inspire confidence with donors and supporters✔ Led the integrated brand and marketing campaign “Give Child Marriage the Finger” that was voted in the top 12 of most creative, cutting-edge ideas in fundraising and awareness campaigns from around the world by KCI Philanthropy✔ Led the campaign that won Gold at North American SABRE awards in Public Relations for International Day of Girl with Mme Sophie Gregoire Trudeau ✔ Delivered master brand architecture for Plan International and research identified its potential to transform the sector of International Development and drive fundraising and engagement

Toronto

Spearheaded three national projects and directed a team of 45 in multiple areas with a focus on driving revenue and efficiency and leveraging brand messaging across areas of the business. ✔ Generated innovative revenue streams and over- achieved budget goals for two straight years. ✔ Created largest national integrated brand and fundraising campaign working with 11 independent organizations across Canada; overachieved awareness objectives and successfully accomplished revenue goals.✔ Developed and launched new lottery product and grew revenue significantly on base lottery business.

✔ Promoted to forefront $10M business accounts and direct a national multi-disciplinary team. ✔ Expanded General Mills revenue by 30% over three years.✔ Initiated and delivered presentation on Olympics 2004 and Vancouver 2010 to position Cossette as a preferred partner.✔ Secured new $1M project with former US client.

✔ Charged with rebuilding key business relationship with Scotiabank while overseeing Ontario and Lottery and Gaming account. ✔ Successfully retained and revitalized Scotiabank account to triple current business.✔ Forefronted brainstorm session between Coke and McDonald’s to create first co-branded in-store promotions within Walmart.