All of CMA's Professional Marketing Certificate courses feature guest speakers who contribute to the course content by presenting real-life, practical case studies. These guest speakers will share their marketing expertise to enrich your learning experience.
| SPEAKER BIOGRAPHIES | |
Wayne Carrigan
Vice-President, Client Strategy, ThinData
As Vice-President of Client Strategy at ThinData (www.thindata.com), Wayne helps ThinData clients build email communication strategies that meet the client's business objectives. He also heads the ThinData team responsible for best-practices, privacy law compliance and anti-spam law compliance. Wayne is the client advocate within ThinData and has a leading role in the design and development of all ThinData's Internet marketing products and services. Wayne authors the acclaimed 'E-mail Strategies', a monthly e-newsletter for e-Marketing professionals where he shares proven tactics for using email to communicate, generate qualified leads, and build customer loyalty. Having previously served as Alliance Atlantis Communications Vice President of Interactive Operations and NetStar Communications (The Sports Network and Discovery Channel) Senior Webmaster, Wayne brings 10 years of executive management experience to ThinData and a proven track record in creating and implementing good business strategies, and deploying cost effective, successful Internet solutions. A gifted speaker, Wayne has spoken at several events including several hosted by Direct Marketing News, Pharmac, and AIMS Canada. | |
Stefan Eyram Stefan Eyram is an industry veteran and recognized expert in the online marketing industry. With over 15 years of experience in sales and marketing he has been on both the client and agency sides. Previously he has worked as the Chief Marketing officer of a dot com, as Vice President of Business Development for an integrated and interactive agency, as Sr. Director of Marketing for an email service provider, as a B2B Product Manager and as the principal of a direct marketing consultancy. Stefan has penned numerous articles, some which have been published by the American Marketing Association and other high-profile groups, including pieces translated into other languages. He is a regular industry speaker often called upon to speak about online marketing, relationship and lifecycle marketing, email marketing, data-driven marketing integration and other topics. Over his career he has worked on projects across North America and Europe for companies and brands that include Coca Cola, Pepsi, Molson, Labatt, Kraft, Nestle, Maple Leaf Foods, KIA, Pfizer/Pharmacia & Upjohn, Contiki, TELUS Mobility, Bell Mobility, Canadian Tire, Loblaws, Bose, Bang & Olufsen, Hewlett-Packard, Purina, Altamira, CIBC, NFL and many more. Stefan lives in Oakville, Ontario with his wife and three children. He is active in coaching both soccer and hockey, occasionally finding time to play these sports with the "old boys". | |
Larry Filler Larry brings more than 17 years of relationship and database marketing experience to the Boire Filler Group. During his six years with American Express, he developed and implemented marketing strategies for the company's insurance, credit card and merchant businesses. At the Loyalty Management Group, Larry advised retail clients on how to use the AIR MILES Reward Program and its database to increase growth and profits for their businesses. His clients included Sears Canada, Blockbuster Video, Reitmans and Japan Camera. More recently, Larry spent three years in the Advertising industry at MacLaren McCann Relationship Marketing. His main client was General Motors, for whom he developed lifetime value models for the GM Card, and used predictive response and approval models to make acquiring new cardholders more cost effective. Other agency clients included the National Post and Altamira Mutual Funds. Larry has a Bachelor of Science degree in Economics from the University of Wisconsin, and received his MBA in Marketing from York University in 1995. When he isn't busy helping companies optimize their marketing investments, Larry shares his data mining expertise at seminars held by the Canadian Marketing Association (CMA) and the Association for the Advancement of Relationship Marketing (AARM). Larry was a member of the CMA's Interactive Marketing Conference Committee in 2000, is currently a member of the CMA's CRM Executive Council and was Chairman for the CMA's 2003 CRM & Technology Conference held in March 2003. He has also written for Strategy Magazine and Marketing Magazine. | |
Steven Goldhar Steven Goldhar has been navigating the marketing landscape through the new and rapidly developing world of the Internet. Founded in 1994, his company, Sundance Media Inc., has quickly become a leader in the shifting awareness of traditional marketing practices, applied to new measurable opportunities online. Over the past decade, Sundance Media has leveraged Steven's advanced expertise in Search Engine Marketing (SEM) to powerfully distinguish for clients how to attract and direct website traffic, and how to turn website visitors into customers by decoding web experiences. On top of industry innovation, Sundance Media uses deep marketing insights, powerful client relationships, and sophisticated tools to create customer learning that is fed back into internet-based campaigns and integrated into numerous other media sources. There is only a limited number of people who truly understand conversion analytics and how to integrate the vast array of available tools into practical results. Steven stands tall amongst this limited number. Steven holds a B.Sc. from the University of Toronto with additional studies in Finance, Marketing and Business Statistics. He has been riding the wave of powerful, emerging marketing technologies with his strong and refined integration of technical, visual design and marketing skills. His clients range from IBM to Kodak US, from Ogilvy & Mather NY to Ramada Hotels. | |
Maura Hanley Maura Hanley brings fifteen years experience to her role as Senior Vice President, Direct & Interactive at The Media Company. For the past six years she has been developing our direct response and interactive services, bringing in state of the art tools and technology. She currently heads a team of twelve specialists who plan, buy, execute and measure all of our direct, digital and response based advertising campaigns. Maura has spent her career specializing in developing 'brand response' campaigns. She can identify the optimal media mix to deliver to both awareness objectives (building brand equity over time) and response objectives (generating immediate leads or sales). She began her career at Ogilvy and Mather and then moved on to become Response Manager at Unitel. In that role, she managed the advertising agencies' to achieve profitable new-customer acquisitions during the initial years of long distance telephone service deregulation. After leaving Unitel, Maura joined HYP&N as Media Account Manager. At HYPN Maura was the leader in developing media strategies and response tracking procedures for the launch of Sprint's "The Most for Business" as well as American Express's New Credit Card, Air Miles Card and the Blue Card. Maura currently oversees direct response television campaigns for Pfizer, Maritime Life, and Rogers; brand response campaigns for ING Direct, Expedia and HotJobs; and Internet campaigns for BMW, Canadian Tire, E*TRADE and others. Maura has a Bachelor of Fine Arts in Film and Video from York University and certificates in Public Relations (Ryerson) and Direct Marketing (Schulich School of Business). Before beginning her career in advertising, Maura spent two years teaching English in China. Maura has been an active member of the Canadian Marketing Association for many years. She chaired the 2003 Business to Business Conference and has spoken at several CMA events including the National Convention. She is currently a member of the Integrated Marketing Council. Maura has also recently joined the Board of Directors of the IAB (Interactive Advertising Bureau). | |
John Leonard John Leonard is Vice President, Sales & Marketing at SMART DM (Formerly SMR•Tytrek), a full service production organization with roots in the mail communication and graphic arts industries dating back to 1929 and 1976 respectively. With a degree in general advertising from Mohawk College John started his career with a direct marketing company owned by Grey Advertising where his duties included client services, development of concept & creative, but focused on production from print and data through to personalization and mailing. John contributes his time as Vice-Chair of the CMA’s Postal Relations Committee and he also operates a consulting business, Postal Production Solutions, which focuses on educating and developing direct mail production skills. In this vein he has contributed to one book for the binding industry – “Binding the Last Word”, has co-authored two production handbooks – “Direct Mail Pal”, and “Direct Mail Pal – Canada”, has acted as part-time faculty member at Mohawk College, continues to sit on the advisory board there, has developed a production seminar for the CMA, acts as part-time instructor on the CPPP course by ICA and speaks frequently for various courses and seminars. After almost 20 years he remains truly passionate about the Direct Mail medium and enjoys the personal contact and creativity his position affords him. | |
Amanda Maltby Amanda Maltby is the General Manager, Privacy at Canada Post Corporation. In this key new position Amanda will have corporate responsibility for all matters related to privacy and data management practices. With twenty years experience in the public affairs field, Amanda has become one of Canada’s leading experts on regulatory and privacy issues impacting marketing and business generally. Prior to joining Canada Post, Amanda was a Senior Vice-President at Ipsos-Reid Corporation, one of Canada’s leading market research companies, where she provided strategic advice to a wide range of public and private sector clients. Recently, she held the position of Senior Vice President, Public Affairs and Communications at the Canadian Marketing Association where she managed a diverse portfolio including the Association’s communications activities, its research program and policy development in areas such as privacy, consumer protection, and postal affairs. Ms. Maltby has also held several senior management positions in the federal government departments of Finance and Foreign Affairs and International Trade. Amanda is a frequent commentator on privacy and ethical marketing practices and is a member of the federal government’s Anti-Spam Task Force and Consumer Trends Advisory Committee. She is a graduate of Carleton University in Ottawa. | |
Baron Manett Baron Manett has been involved in the Marketing profession since 1992 when he joined Artsmarketing Services, a full service agency specializing in the development and execution of marketing and development campaigns for culturally focused organizations. Baron went on to develop and integrate marketing strategies for the New Bastion Theatre Company, the Royal Ontario Museum, and TVOntario. In 1996, Baron was approached by Vancouver-based retailer Future Shop, to direct the marketing, event and advertising initiatives for the organization's entrance into the entertainment software market both in Canada and the United States. Baron was instrumental in developing the principal concepts for the overall brand and positioning of the entertainment marketing group. He managed the unit's creative direction and promotional strategies for the North American consumer electronics retailer. Since departing from Future Shop, Baron founded twenty-four productions, an event-marketing and communications company based in Toronto. The company went on to create marketing solutions for the City of Toronto, The Harbourfront Antique Market, Future Shop, Campus Canada Magazine, Rx Plus, Paramount Entertainment, The Canadian Film Centre, ClaimSecure, and Baxter Healthcare. In 2002, Baron joined Segal Communications, where he is currently a Vice-President of Client Development. Segal is one of Canada's leading marketing agencies representing such clients as: Unilever, Hbc, Ontario Tourism, Sony PlayStation, Virgin Mobile and DreamWorks Studios. Baron Manett holds a Master of Business Administration, and is a Graduate in Cultural Management from the Schulich School of Business at York University. | |
Kristina McVeigh Kris is an accomplished media practitioner who has depth of planning and buying experience on many types of accounts, using all media forms, against virtually every target group. She has national, regional and local experience. She currently oversees the media planning and execution for Bell Canada B2B, Yellow Pages, BMO Financial Group and Saturn/Saab division of General Motors. Kris has experience on many clients including the following: Bell Canada, BMO Financial Group, TD Bank, Colgate Palmolive, Tropicana, S.C. Johnson, First Brands, Unilever, Covergirl Cosmetics, Insurance Brokers Association of Canada, among others. Kris also participates within the Canadian media industry as a PMB Research Committee member and a COMB Proof of Performance Committee member. She is also the recipient of the Cannes Gold Lion for Media Innovation (Newspaper category) and a recipient of the Canadian Media Innovation Gold Award (Newspaper category). | |
Luke Moore Luke Moore brings over 20 years of experience and a unique blend of insight, creativity and solid research skills to his current role with MacLaren McCann & IPG Media. Luke launched his media career at J. Walter Thompson in 1984. After eight years at JWT in Toronto, Luke headed west to specialize in U.S. and Canadian retail media. Well-rounded with solid creative and research-based media experience to his name, Luke arrived at M2 Universal in 1997 where he assumed a management position in the GM Retail group. In 1999, once again, Luke found himself heading west when he accepted the position of Associate Media Director with Calgary office. He was appointed Vice President, Media Director in 2001 and Director of Media, Western Region in 2002. During his tenure in Calgary, Luke successfully grew the operation from a one-client agency to include 14 of the highest profile accounts in Western Canada. In recognition of his outstanding achievements, deep understanding of the business and strong leadership skills, in August 2003, Luke was appointed General Manager of MacLaren McCann, Calgary. In the fall of 2005, Luke returned to Toronto and to a newly-developed position focused on building business within the related-IPG Companies. This is new territory in a newly-defined, and integrated, communications world. Luke has a Bachelor of Science from the University of Toronto. He has been a member of the General Motors of Canada Media Director’s Council, the Calgary & Vancouver Media Director’s Councils, ICA West, an Advisor for the Calgary Children’s Hospital and a member of the Executive Committee – NABS Alberta. Luke is a current member of the CMA Digital Sub-Committee and CMDC Conference Committee. | |
Susan Oliver Susan Oliver brings over 15 years of experience in the direct marketing industry. As Vice President, Marketing and Chief Privacy Officer at Cornerstone, Susan is responsible for managing the company's internal and external communications as well as its' Privacy Policy and Practice. Before joining Cornerstone in 2005, Susan was responsible for marketing communications and privacy at ICOM. In the marketing role, Susan brought her years of agency experience to bear in leading her team to develop stronger, more measurable sales support programs, streamlining and clarifying corporate marketing materials and working with product and sales to deliver strategic marketing communications in support of revenue goals. In the privacy role, she was responsible for ICOM's privacy policy and practice in both the offline and online space. She was also responsible for the establishment and implementation of Privacy Audit and Privacy Impact Assessment processes in order to support the company in complying with privacy law and industry guidelines in both Canada and the US. Prior to ICOM, Susan was Vice-President, Account Director at Wunderman. Starting there as an Account Executive on the American Express business she rose through the ranks working on a broad range of consumer and business-to-business accounts including Book-of-the-Month Club, Royal Bank, Apple and IBM. Susan is a member of the Canadian Marketing Association's Ethics & Privacy Committee. | |
Caroline Papadatos As VP, Marketing for the Air Miles Reward Program, Caroline leads the development of Program experience, capability and marketing communications for the Air Miles Collector. Caroline is a past Chair of the CMA CRM Council, and a frequent speaker on customer relationship management. Caroline joined The Loyalty Group 1998, as Associate Director for the Small Business Segment. In 2000 she became Director, and a member of the company's Senior Leadership Team. In that capacity she assumed lead responsibilities for Sponsor relationships, account group service delivery, business development, e-commerce and strategic planning for the small business coalition. In 2001, as Senior Director, Caroline stepped up her role in cross-functional leadership teams and led the Loyalty Group's CRM taskforce. In 2003, she became VP of Product Development, responsible for customer experience management and the creation of new capabilities for the AIR MILES Collector base. Before joining The Loyalty Group, Caroline was Corporate Manager of Customer Relationship Marketing at Sears Canada. In her three years at Sears, she led their corporate customer development initiatives, Best Customer programs, direct acquisition & retention tactics and retail customer segmentation. Caroline has significant experience in direct marketing, and both consumer and business-to-business CRM. Caroline is also a CAAP scholarship winner and has been a speaker at CMA and other national & international industry conferences. She has been a small business owner and Consultant, providing direct marketing consulting services, strategic planning and developing catalogue & retail marketing initiatives for clients in publishing & entertainment. | |
Alex Pejcic Alex is the President and Co-Founder of Sonic Boom, a full-service interactive agency in Toronto, Canada. For over eight years Alex has been a guiding force for this burgeoning agency and has provided strategic direction to Sonic Boom's clients including Citibank, Honda and Harry Rosen. Alex has also collaborated with many of Canada's leading advertising agencies in realizing profitable channel and integrated marketing opportunities for their clients. Alex currently sits on the Board of Directors of the Advertising and Design Club of Canada (ADCC), has judged at various international award shows, and is regularly counted on for industry insight by peers, educational institutions and news media alike. | |
Tammy Scott With more than 13 years experience in advertising and marketing, Tammy Scott is Vice President, Brand Marketing with responsibilities for developing and expanding new and existing branding initiatives for MasterCard Canada. As MasterCard Canada’s brand ambassador, Ms. Scott is tasked with the development and communication of advertising, promotional and sponsorship initiatives. She works closely with MasterCard issuers and the merchant community to create compelling marketing programs, develop effective brand tools and shed light on consumer behaviour and their interaction with the overall brand. Most recently, Ms Scott launched the Zamboni campaign which is MasterCard Canada’s most successful and most integrated campaign to-date. The Zamboni TV commercial recently won AME gold at the New York Festival for best financial services ad worldwide. Before joining MasterCard, Ms. Scott was a Consultant at Rethink, and prior to that held the role of Director, Advertising and Marketing for AGF Funds Inc. Here, she helped move AGF from #13 to #1 in the unaided brand awareness program, for three years consecutively. She was also part of AGF’s “What are you doing after work?” and “Eventually Everyone Retires” campaigns, which won awards at Cannes, The London International Advertising Awards and the Clios. Ms. Scott’s other previous experience also includes management roles with Arnold Advertising (formally Vickers & Benson Advertising) and Canon Canada Inc. Fully bilingual, Ms. Scott holds a Bachelor of Arts in Communication Studies from Concordia University, a Masters Certificate in Marketing Communications from York University’s Schulich School of Business, and has completed the Certified Advertising & Communications Professional program from the Institute of Canadian Advertising. Ms. Scott’s speaking engagements and industry events include: Key notes speaker at Best Western global dealers conference, guest lecturer at the CMA branding course, key notes speaker at InfoPresse branding conference, judge of Strategy Magazine’s Agency of the Year award, and judge of the CMA awards. MasterCard International is a leading global payments solutions company that provides a broad variety of innovative services in support of our global members' credit, deposit access, electronic cash, business-to-business and related payment programs. MasterCard International manages a family of well-known, widely accepted payment cards brands including MasterCard®, Maestro® and Cirrus® and serves financial institutions, consumers and businesses in over 210 countries and territories. The MasterCard award-winning Priceless® advertising campaign is now seen in 96 countries and in 48 languages, giving the MasterCard brand a truly global reach and scope. | |
Billy Sharma Billy holds a Bachelor of Science degree and is a Summa Cum Laude graduate of J.J. School of Art (Bombay) and the Hochshüle für Gestaltung (Bauhaus School of Design, Germany). He has worked in four major cities – Munich, Montreal, New York and Toronto as art director and creative director for major international advertising agencies. He has won over 80 awards including 12 RSVP awards, a Gold Andy, the coveted Clio Award, Marketing Magazine’s Gold, the Cannes Festival’s prestigious Golden Lion and numerous Bessie awards. For the last seventeen years he has run his run his own company, Designers Inc. From 1999-2001 he took a hiatus when he was hired as Managing Director and Creative Director of Brann Worldwide when they first set up their Canadian operation in Toronto. Under his stewardship the agency grew three-fold in two years when Brann Worldwide was elected the number one direct marketing agency in the world in 2000. Today, besides working for Designers Inc., he is also a direct marketing professor at Humber College and Seneca College, a frequent speaker at seminars, a writer of the monthly column, Personal & Direct for Direct Marketing News and a consultanting Creative Director of HJC New Media. | |
Lynn Sproatt Lynn Sproatt has over 20 years experience in advertising, primarily direct marketing, but also promotion, brand advertising and retail. As an art director her key goal is to develop innovative, creative marketing solutions that sell. Lynn began her career at Taylor Tarpay in the early 80's as designer, then art director at several agencies, and eventually moved into senior supervisory and creative leadership roles with Vickers and Benson and later, with Wunderman Cato Johnson. In the mid 90's Lynn established her own company, eyedirect, acting as art director/creative director for her clients. eyedirect services a broad client list, in both Consumer and Business-to-Business advertising. The list includes major companies in the fields of insurance, finance, health and beauty care, pharmaceutical, agriculture, high tech (computer hardware and software), telecommunications, automotive, retail, tourism and loyalty programs. Her work has garnered dozens of awards in Canada and the U.S., (RSVPs, Caples and Echo awards) for such diverse clients as Apple computer, Bell, American Express, Canadian Tire and Ford Motors. While at Wunderman Worldwide she was responsible for the creation of "Tiny Man" for Direct Protect (Cooperators Insurance). In addition to being highly successful for the client, this campaign was acclaimed the "Best of the Best" at the Canadian Marketing Association's RSVP Awards. | |
Andrew Storey Andrew Storey is the Director of Decemberision Support, Measure & Assess and Campaign Execution for Domestic Sales & Service and Marketing at Scotiabank. He has worked on financial sector data mining solutions in the areas of retail credit risk management and, most recently, customer relationship management. Prior to that, he was an economist at a consulting firm. Andrew has an extensive background in econometrics and programming. He is a member of the ACM's Special Interest Group on Knowledge Discovery and Data Mining (SIGKDD) and the Global Association of Risk Professionals (GARP). | |
Bill Sweetman Bill Sweetman is one of the interactive marketing industry's most respected authorities, and his innovative work over the last 15 years has been recognized by numerous awards, including the prestigious Internet World Impact Award for Communications. As an interactive marketing specialist, Bill has overseen Internet marketing campaigns for companies such as Alliance Atlantis Communications, CBC, Dupont, Enbridge Gas Distribution, Harlequin Enterprises, Hewlett-Packard, Pfizer Canada, and RBC Royal Bank. Bill is a regular contributor to various industry publications and Websites, a frequent speaker at industry conferences, and is regularly interviewed by the media as an interactive marketing expert. He is also one of the founders of The Canadian New Media Awards, and he has worked as a producer on numerous award-winning Websites. A member of the Association for Internet Marketing and Sales (AIMS), Bill also serves on the Digital Marketing Conference Committee for the Canadian Marketing Association and the Centennial College e-Business Institute Advisory Council. | |
