Career Summary
Fifteen years of growing and managing not-for-profit brands, specifically for health and social service charities. Leadership in major giving programs and corporate partnership development to generate strategic support. Development of marketing communications campaigns and programs to create urgency behind worthy causes. Experience working with varied models of national organizations, from those with regional representation under a national CEO, to a federated model of 10 autonomous organizations sharing a common brand and collaborating with a central office.
Employment History
August 2010 – Present: EASTER SEALS CANADA
National Director of Development
- Portfolio includes corporate giving, strategic partnership development, sponsorship for national events and national brand development and management.
- Responsible for national sponsorship and brand development to support key initiatives such as the Easter Seals Drop Zone event (12 cities), the Paper Egg campaign (three corporate partners and numerous independents) and the Access 2 Entertainment program (national public service program).
- Lead on the annual fundraising campaign with Canada Safeway ($1.34M in 2010).
- Lead the national Branding Committee comprised of members of various Boards of Directors, Executive staff and senior Development staff to ensure consistent and progressive brand communications for our fundraising and public awareness efforts.
- Participate in the national Development Committee, comprised of heads of Development for all provincial members, in streamlining fundraising efforts and ensuring consistency of brand communications.
- Liaise with national and divisional Executive staff, Development staff and Boards of Directors relative to fundraising program development.
- Liaise with Easter Seals US regarding continental partnership opportunities for fundraising and branding
- Direct reports: Development & Communications Manager, Business Development Manager.
August 2009 to June 2010: CNIB
Vice President, Fund Development
- Member of Executive Management Team, advising on all areas of business development including marketing & communications, client services, HR, government relations and the research program.
- Led the organizational fund development strategy and directed its implementation via the national and divisional teams.
- Portfolio included corporate and individual giving, strategic partnership development, campaign and event development.
- Liaised with national and divisional Boards of Directors relative to fundraising and marketing program development.
- Working with the CEO and VP, Marketing & Communications, created and launched the inaugural CNIB Vision Health Month (May 2010), including:
- The “Vision Risk Assessment” public education program administered through 800 retail locations of national partners such as Wal-mart and Costco.
- “Shades of Fun”, a corporate- and community-based fundraising program promoting eye protection through consistent use of sunglasses. Included revenue of $45,000 via sunglass sales as well as a national program of third-party events and online fundraising. Results pending as of June 2010.
- “The Great Canadian Yoga Stretch”, a national campaign promoting accessible healthy living for blind or partially sighted people through yoga-themed, pledge-based fundraising and regional events. Personally created the concept and oversaw the development of the campaign creative platform, web site and online fundraising system, national sponsorship program and regional ambassador program. Approximately $30,000 in revenue; official results pending as of June 2010.
- Streamlined the process of major gift table creation and revenue reporting across all divisions, including the prospect clearance function.
- Direct reports: National Directors of Major Giving, Corporate Giving, Event Fundraising, Gretzky Golf Program, Gaming Program and Prospect Research.
- Indirect reports: Directors of Development across seven divisions.
April 2005 to July 2009: PROSTATE CANCER CANADA
Vice President, Development
- Hired as Director, Marketing & Communications and promoted to Vice President, Corporate Development & Marketing (2007).
- Portfolio included corporate and individual giving, national office expansion, strategic partnership development, mission program development, advocacy, marketing & communications and special events management.
- Liaised with the Board of Directors, developed operating plans and budgets and provide strategic direction to drive Foundation growth across all fundraising and support programs.
- Liaised with the Scientific Chair, Networks and Partnerships and the National Scientific & Medical Advisory Committee to develop research projects that furthered the Foundation’s mission and encouraged corporate and community support.
- Created and implemented cause-related marketing programs with corporate partners across Canada. Partners included Canada Safeway, Mercedes-Benz, Golf Town, Wilson Sports, Haggar Canada and Bayer (One a Day vitamins): annual revenue grew from $117,000 in 2004 to $1.76 million in 2008.
- Program lead on Movember, a national viral marketing/fundraising campaign: $545,000 gross revenue and 42 million media impressions in inaugural year (2007); $7.7 million and 80 million impressions achieved in 2009.
- Led a team in prospect research, proposal development, cultivation and stewardship to support prostate cancer research and public education programs: achieved $2.14 million in gross revenue against a budget of $1.65 million in 2008.
- Developed and acquired sponsorship for pubic service projects that provided value to those at risk of or suffering from prostate cancer while building the corporate brand. These included a national public education program and online prognostic tools to inform treatment options.
- Spearheaded ongoing government relations activities for the Foundation: successfully lobbied the Ontario Ministry of Health for provincial insurability of the prostate-specific antigen test for men aged 50 and over, as well as the Ministry of Health Promotion for campaign funding (achieving support of $15,000 in 2006).
- Created the marketing and communications plans for three signature events and support the Special Events team in rollout, including day-of logistics.
- Managed creative and administrative teams in executing an annual bilingual awareness campaign for Prostate Cancer Awareness Week including: national TV, radio and print PSA program; Toronto Star newspaper supplement; doctor/patient education program; cause-related marketing partnerships; sponsorship acquisition and leveraged media buys. Campaign in 2004 achieved 8.6 million media impressions; 2007 campaign achieved 18 million impressions.
- Created and managed annual internal and external marketing and communications plans tailored to organization’s strategic and business plans. These employed a spectrum of communication vehicles including: bilingual website; annual report; print and e-newsletters; brochures and marketing materials; major gift proposals; and corporate presentations.
- Managed an annual Communications budget of approximately $650,000.
- Direct reports: Senior Manager, Corporate Development, Senior Manager, Special Events, Manager, Marketing & Communications.
January 2000 to March 2005: SUNNYBROOK FOUNDATION
Director, Marketing & Communications
- Created and managed annual internal and external marketing and communications plans, as above.
- Drafted key messages and official communications for Foundation CEO and Hospital President & CEO for dissemination to internal and external stakeholder groups, including crisis communications.
- Managing Editor and contributing writer to Women’s Health Matters magazine national supplement in 200,000 copies of the Globe & Mail, April 2005
- Creation (research, writing and design) of gift proposals to support Sunnybrook programs. These were instrumental in generating approximately $3 million in revenue over five years.
- Wrote, designed and managed print production for the Sunnybrook Rose Ball magazine for three consecutive years (a 64-page publication with a circulation of 50,000 in the Globe & Mail) as well as overseeing production of video in support of Hospital’s Cancer programs.
- Wrote and designed print communications (annual reports, bi-annual newsletter program, direct mail packages) for our various audiences. Donor newsletter alone generated approximately $50,000 in gifts per issue.
- Recreated Foundation online communication plan to tie in with branding initiative, incorporating web site, tailored e-newsletters, feedback forms and online event registration.
- Created media kits, pitch stories and nurture relationships with Toronto print, TV and radio media to promote Foundation events (An Evening With…, Night of Stars, Manulife Run for Research, Rose Ball gala, golf tournaments).
- Managed an annual Communications budget of approximately $500,000.
- Direct reports: Proposal Development Officer and Communications Officer
January 1995 to December 1999: HARLEQUIN ENTERPRISES LTD.
Public Relations Officer
- Wrote and coordinated production of special projects (pitch letters, corporate brochures, author promotional packages, newspaper and magazine advertising)
- Editor, writer and designer of internal and external newsletters, as well as sales collateral copy packages for continent-wide sales force
- Wrote press releases for trade media promoting monthly publications
- Promoted Harlequin on television and radio and in print articles
- Web site content development and management
Education
2007
SCHULICH SCHOOL OF BUSINESS, York University
Financial & Managerial Accounting (certificate course)
2005
CANADIAN MARKETING ASSOCIATION
Integrated Branding: Managing Your Brand as a Strategic Asset (certificate course)
1997
RYERSON UNIVERSITY
Copy Editing for Books, Reports & Journals
1994
UNIVERSITY OF TORONTO (Victoria College)
Honours B.A., English Literature specialist, Semiotics minor
Other
Courses in marketing strategy planning, media communications, newsletter design, proposal writing and presentation skills.
Volunteer
2011: Globe & Mail feature
- On June 30, 2011, the Globe & Mail published my personal essay, “Yoga, My Manly Pursuit” in their Facts & Arguments section (national edition). The posting of the article on globeandmail.com garnered 100 Tweets and 625 Facebook shares from readers.
2005 – Present: Campaign to Control Cancer
- Provide communications support to facilitate stakeholder relations and advocacy efforts, including the biannual Cancer Day of Action in provincial legislatures across the country.
2007 – Present: Danforth East Community Association
- Working with over 250 residents to beautify our neighbourhood and ensure safety for families in our area through the engagement of municipal politicians and city hall.
- Developed and contributed to a marketing & communications committee to address political relations and develop a partnership with the local Business Improvement Association.
Computer Skills
Raiser’s Edge, SalesForce, Backpack, MS Office Suite, Adobe Suite (InDesign, Photoshop, Illustrator and Acrobat), WordPress, QuarkXPress
References available on request.
