About Me.
I have 20 years’ experience in communications and marketing for both non-profit and for-profit organizations. Over my early career I held progressively senior positions at a variety of sector leaders, including Telemedia’s Canadian Living magazine, Southam’s Business Information Group, PricewaterhouseCoopers and Family Service Toronto.
As a freelance consultant, I have worked with a range of clients, including KPMG, WellFort Community Health Services, TATA Interactive Systems, Crime Prevention Ottawa, FC&D Advertising, United Way Toronto Enterprise Fund, Cadillac Fairview, VHA Home Healthcare, and Toronto Symphony Orchestra.
My strategic communications experience includes internal and external plan development, event planning, project management, video creation, website development, social media management, media relations, writing, editing and graphic design. Whether I am creating materials myself or overseeing a team of suppliers on behalf of a client, I bring a wealth of varied communications knowledge and connections to ensure that each project moves my clients’ objectives forward.
A compulsive volunteer, I have been involved with such causes as Results Canada, One Spark, Out of the Cold, Pragmora and Bond Child and Family Development. In 2008, I took my passion for volunteering overseas to Sri Lanka where, for 15 months, I worked with Sewalanka Foundation, a local development organization that helps people in disadvantaged rural communities to identify and then address their own needs. I advised and collaborated with local staff to improve the communications department’s processes and products and trained field staff in effective writing techniques.
A graduate of the University of Western Ontario in English, I have a post-degree certificate in Public Relations from Humber College, as well as a number of continuing education courses under my belt in the areas of writing, French and environmental studies.
I am a big fan of podcasts, love beach volleyball and tennis, am an enthusiastic environmentalist and an insatiable traveler.
Experience.
Accomplishments.
- Created OHS Canada’s most successful direct marketing campaign, undefeated for three years
- Researched and wrote a How-To handbook on building a social purpose enterprise
- Created ACE award-winning direct mail campaign for THIS Magazine as a volunteer
- Led successful organizational rebrands, from staff consultations to creative direction for all collateral
- Initiated social media strategies to engage new audiences, deepen stakeholder relationships and drive a broad-based fundraising and engagement strategies
- As a volunteer, have led many successful fundraising events, raising more than $300,000 for causes
Education.
French Studies, Intermediate Level 1 Alliance Française, Nice, France
(April 2010 to June 2010)
Public Relations Post-Degree Certificate Humber College, Canada
(June 2000)
Magazine Journalism CertificateRyerson Polytechnic University
(1994 to 1996) Four of five courses completed
Bachelor of Arts – EnglishUniversity of Western Ontario, Canada
(April 1993)
Volunteer Activities.
One SparkChair, Board of Directors (October 2013 to present)
Bond Child and Family DevelopmentVice-President Board of Directors (January 2006 to present)
Toronto Condominium Corporation 1606Board of Directors (2005 to 2008, 2011 to present)
RESULTS CanadaToronto Group Leader (February 2011 to present)
Dancer Transition Resource CentreGala Fundraiser Event Planner (June 2011 to November 2011)
Pragmora, SecretaryBoard of Directors (December 2008 to September 2009)
Out of the Cold Food ProgramServer, St. Michael’s Cathedral, Toronto (2006 to 2008)
For the Love of BreastsOrganizing Committee (2000 to 2003, Committee Chair-2003)
View Consulting Experience
Employment History.
Manager, Marketing and Communications
Family Service Toronto,
Toronto, ON
January 2004 – April 2010
Reporting to the Executive Director, I developed the organization’s communications strategies and wrote, designed and directed the production of a range of creative, mission-focused print and electronic products (magazines, social media activities, annual reports, op-eds, speeches, executive messages, brochures.) I managed media relations activities and identified new opportunities to project the agency’s values, expand its outreach and secure new supporters. As a member of the agency’s senior strategy team, I played an active role in organization-wide decision making and provided strategic counsel to the Executive Director.
Communications Adviser
Sewalanka Foundation,
Boralesgamuwa, Sri Lanka.
March 2008 – June 2009
As a VSO Canada volunteer in Sri Lanka, I guided the communications team of this local community development NGO to establish processes and increase department productivity and communications effectiveness. In addition to transferring skills, I conceived, wrote and designed three annual reports, wrote and led the redesign of the organization’s website and supported the program teams to refine their messages for international funders. I also delivered training to field staff around the country on effective story-gathering and writing skills.
Internal Communications Specialist
Pricewaterhouse Coopers LLP,
Toronto, ON
May 2000 – December 2003
In this role I provided strategic communications counsel to firm leadership—including the CEO and the regional and sector head partners. I wrote all internal communications and speeches for a number of firm leaders, as well as communications about significant change initiatives within the organization. I managed and created all content for seven internal and external firm newsletters, and provided writing support to the media relations team. I also assisted in coordinating and promoting sponsorship events and liaised with internal and external designers to produce videos and multimedia communications.
Marketing Specialist
Southam Information Products Limited,
Toronto, ON
September 1996 – September 1999
From conception to execution, I directed all the marketing initiatives for seven trade publications—writing direct mail and advertising copy and coordinating the activities of various suppliers. I evaluated campaign success, prepared annual marketing budgets and contributed to the strategic planning process for all products.
Circulation Marketing Analyst
Telemedia Communications,
Toronto, ON
January 1996 – September 1996
I supported the development, design, printing and rollout of all subscription campaigns for Canadian Living and Style at Home magazines. I recorded and analyzed campaign results and circulation trends and prepared circulation audit statements.
Marketing Manager
MPL Communications,
Toronto, ON
September 1993 – December 1995
In this position, I oversaw all aspects of marketing and circulation management for eight business-to-business newsletters, including conceiving and writing all direct mail creative for control and test mailings, selecting appropriate mailing lists, liaising with designers, printers and other suppliers, and evaluating campaign results.
Services.
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Communication plans and implementation framework
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Brand and
logo development -
Social media strategy and community management
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Communications policy development
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Video development (concept, filming and editing)
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Media relations strategies and training
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Communications
training -
Communications and marketing collateral for print and web (magazines, newsletters, brochures, e-bulletins)
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Speeches and presentation development
Clients.
More Expertise.
From time to time, as projects merit, I tap into the expertise of other specialists to bring additional creativity and perspective to a project. These professionals have a wealth of knowledge and experience in their respective fields to ensure that your message is delivered clearly, compellingly and beautifully.
Lianne Whiteside -
Graphic Design Maven
Lianne is an art director with more than 15 year’s experience delivering high-impact graphic design solutions. She possesses the unique combination of off-the-charts creativity and business practicality. Her eye for beauty and knack for translating even the most challenging assignment into powerful, effective designs is unparalleled. From concept to post-printing approvals, Lianne incorporates client direction seamlessly so that her designs consistently communicate your objectives and support your communications goals. Clients routinely see Lianne’s work and exclaim, ?Wow! This is better than I imagined.? Yep, we know.
Warren Brown –
Shutter Expert
Warren developed his love of photography at a young age and now spends most of his time obscuring his face with a camera. We’re still not completely sure what he looks like, but we love what he does. His gift for capturing more than what is standing in front of him has helped him quickly make a name for himself. Warren’s work has been showcased in event collateral, published in an international newspaper and on various websites. From landscapes to portraits, product images to event photography, Warren’s photos communicate the essence of their subject and convey exactly the emotion and vision you are looking for.
