Sandra Macinnis Email & Phone Number

Ottawa, On

* Direct the implementation of public affairs and communications activities and initiatives with the goal to increase CCAC’s visibility and outreach to its stakeholders and the public * Advise the Executive Director and other executives on how to position the organization to meet short-, medium- and long-time goals * Contribute to the organizational strategic planning process * Develop policies and strategies relating to communications and public affairs * Motivate, evaluate and supervise the performance of all communications staff * Develop and conduct outreach initiatives with stakeholders * Head the Advisory Standing Committee for Public Affairs and Communications * Oversee all graphics and brand standards for the organization * Develop crisis communications strategies * Oversee media relations, media monitoring and issues management * Manage production and distribution of all internal and external communications * Oversee website, e-learning portal, training tools and materials

Ottawa, Canada Area

I lead the planning, development and management of the Faculty’s marketing and communications plan and ensure the execution of marketing and communication strategies, internal and external communications, large scale events, brand management, public relations, promotional publications, and other media communication tools for the Faculty of Medicine. I also acted as a consultant to our 40+ units, educational programs and offices to ensure a consistent strategy, brand and voice, both internally and externally.I played a key role in the redevelopment of the Faculty website, during the migration to a Drupal CMS. This role included change management strategies; creating and conducting accessibility training sessions (WCAG 2.0/AODA) for 100+ staff; managing content cleanup for 54 Faculty sub-sites and 100,000 pages; and creating and implementing guidelines and policies for the web with respect to branding, voice, and accessibility. I also worked with Faculty researchers and alumni to highlight achievements and improve the Faculty’s profile and fundraising efforts in Ottawa and across the country.

I built a national communications strategy from the ground up that incorporated the CWLC strategic plan, and included a number of new initiatives, events and communication vehicles. I collaborated with our board of directors on a number of committees including governance, revenue diversification and membership. I also created a membership development strategy that addressed the recruitment, retention and renewal of CWLC member organizations. This involved, among other things, developing and implementing a social media strategy and a member retention communications outreach plan. I organized events across Canada to increase member engagement and promote interest with new members. I ensured that CWLC’s message was delivered through a variety of channels and that it was timely, relevant and engaging to our members and general stakeholders.

From 2002-2010, I held positions of increasing responsibility in the marketing and communications department of my former employer, Crawford & Company (Canada) Inc., where I ultimately became the head of the Canadian marketing department. I lead the development and implementation of an integrated and strategic communications plan, including budgeting, internal and external communications, website creation and development, social media management, vendor management, translation, client relations, public and media relations, national brand management, departmental human resources and market intelligence. I worked with internal, external, media and corporate partners across Canada and around the world to meet Crawford’s strategic and corporate plans and goals. A large part of my role was also the management of a number of national and international corporate events including dinners, golf tournaments, seminars and conferences.

Ba, English And Communications

Bachelor Of Arts, English And Communications; Marketing Math