CMAcx Morning Event

Optimize your Customer Experience journey with key insights

May 8, 2019
8:00 a.m. – 11:00 a.m.

Members: $139
Non-Members: $239

Early-bird pricing ended
April 17th

George Brown College Campus
51 Dockside Drive (Queen's Quay)
2nd Floor
Toronto, ON
View Map

Accenture   Master Card    Sunlife

The ABER Group    Ayima   CNW      Cleansheets Communications

MDinbox marketing     kaiser lachance    NabsTriangles



CMAcx is your chance to hear from customer experience experts on how to build trust, execute meaningful brand experiences and build loyalty via customer engagement. Learn how to navigate this new marketing ecosystem where your customers need to know - with just one click - everything about your product and where to find it.


Agenda & Speakers

8:00 AM
Breakfast and Networking
8:30 AM
Opening Remarks
8:35 AM
Panel Discussion – CX, the anchor of sustainable growth
Jennifer Steckel Elliott
Principal Director

Brent Chaters
Managing Director, Digital Customer & Marketing Lead - Canada

Sonya Kunkel
Head, Enterprise Customer Experience

David Offierski
Vice President, Customer Experience Strategy & Design

Companies that continuously adapt to evolving customer needs to achieve hyper-relevance will benefit from sustainable growth and lasting customer loyalty as they seamlessly move from one growth opportunity to the next. A small group of pioneering CMOs and brands are leading the way. Many companies understand the importance of embracing customer experience - 87% of organizations agree that traditional experiences no longer satisfy their customers - but, they’re struggling to truly transform their businesses and adapt in the face of disruption. Learn more about the first steps to winning at CX and the opportunity for senior marketing leaders to step into the redefined role of marketing and collaboration. The opportunity to create emotive and powerful experiences for customers is out there but only if the CMO Collaborator can inspire customer-centric thinking that resonates with a positive brand experience across all lines of business.

Jennifer SteckelMeet Jennifer Steckel Elliott (Moderator)
Jennifer a passionate executive partner and leader, focused on driving growth through the successful balance of creative business strategy, data insights that deliver results, and execution.   As a Principal Director at Accenture, I am Focused on delivering Data Enabled Customer Experience Transformation strategy and implementation to Financial Services clients across all customer touchpoints - digital, traditional, branch, and Lead our CMO Agenda for Accenture Canada

Brent ChatersMeet Brent Chaters (Panelist)
Brent Chaters is Accenture’s Managing Director Digital Customer & Marketing. He has over 20 years of Digital Marketing experience across both client side and consulting side through multiple industries working for some of the largest fortune 500 brands around the globe. He is the author of Mastering Search Analytics and co-author of Multichannel Marketing Ecosystems: Creating Connected Customer Experiences.  He has taught for ISDE & Harvard’s Global Executive Master Digital Business on both Social CRM and Customer Experience.

Sonya KunkelMeet Sonya Kunkel (Panelist)
Sonya Kunkel is Head, Enterprise Customer Experience at BMO Financial Group. Appointed to this role in October 2017, Sonya is responsible for BMO’s One Bank customer experience strategy, coordinating across lines of business and geographies and informed by customer insights in order to pin point the common needs and expectations of BMO’s target customer segments.

Prior to this most recent appointment, she was Chief Inclusion Officer and Vice President, People Strategies & Insights, BMO Financial Group. She had enterprise-wide responsibility (Canada & U.S.) for key enterprise people strategies, including people strategy planning, diversity and inclusion, and employee insights and engagement.

Sonya joined BMO in 2011 as Director, Diversity and Inclusion, following a decade of research and consulting where she specialized in understanding the experiences of women, visible minorities, and Aboriginal peoples, particularly their experiences in the workplace.

Formerly Vice-President, Public Affairs and Business Development for Environics Research Group, she led Environics Institute’s 2010 Urban Aboriginal Peoples Study (

She served as Senior Director of Catalyst (2001-2007), where she worked with former President Susan Black to build the Catalyst Canada office. Here, she held responsibility for Catalyst Canada’s Advisory Services and key research streams.

Sonya has an undergraduate degree in Peace and Conflict Studies, an M.A. in Political Economy and an MBA in Strategic Management from the Schulich School of Business.

David OffierskiMeet David Offierski (Panelist)
David is a senior business and product development expert with a proven track record of leading teams and companies through the digital transformation journey. He joined OLG in early 2019 to lead the development of a new department and business functions.

The Customer Experience Strategy and Design Department is comprised of a multi-disciplinary team of subject matter experts, service designers as well as user experience and visual designers.

The CX team works collaboratively across the organization to achieve our objectives of delivering world-class gaming entertainment and to build OLG’s capability to create captivating experiences that appeal to the next generation of players.

9:15 AM
Networking Break
9:55 AM
The 3 Big Mistakes Organizations make in Approaching Customer Journey Management
Anne O’Connor
Senior Managing Consultant

How the three mistakes can impact journey performance and what levers your organization can pull to effectively improve your members experiences.

Anne O’ConnorMeet Anne O’Connor
Anne O’Connor is a Senior Managing Consultant at Mastercard Advisors and has worked in consulting for 12 years, specializing in Customer Experience Management, Big Data, and Customer Journey Mapping and Analysis.

10:15 AM
John Bardawill (Moderator)
Managing Director

Stephan Sigaud (Panelist)
EVP Marketing and Development

John BardawillMeet John Bardawill
John is the Managing Director of TMG where he helps senior leaders translate marketing, customer experience, and change initiatives into meaningful action across the organization; from executives to front-line employees. He has also worked extensively with call center operations around the world to provide highly focused solutions that drive revenues and profits.

“Success in business is about having a deep understanding not only of what is required at a strategic level, but also at an operational level. I help our clients bridge that gap.”

John has 25 years of international marketing and management experience, initially as a vice president for companies like Thomas Cook, Thomson Publishing and Southam Newspapers, and later as a trusted advisor working with Ericsson, Cable & Wireless, Bell Canada, Rogers, and RBC Insurance.

Few people are aware that John has an undergraduate degree in psychology, or that as a student, he earned extra cash singing and playing piano at weddings. He still knows how to work a room, but these days the audience is usually senior executives and the instrument is PowerPoint.

Stephan SigaudMeet Stephan Sigaud
Stephan is responsible for leading the development of Phase 5’s global growth strategy and implementing it through building the firm’s brand, expanding its suite of offerings and developing relationships with new clients.

Stephan is passionate about partnering with clients to address their business challenges and opportunities around customer centricity. A recognized expert in CX, he has helped leading brands achieve sustainable growth through gains in customer loyalty in all major sectors of the global economy, having worked with clients in Financial Services, Telecom and Technology, Automotive, Hospitality and Retail as well as clients in the non-profit and public sectors.

Stephan has given presentations at conferences and seminars around the globe and is active in both Marketing and Customer Experience communities in Canada.

10:55 AM
Closing Remarks & Networking


See Who Attended the CMAcx Last Year

See who attended last time.

Title Company
Account Manager 4D
Account Manager 4D
Principal Director, Customer & Channels Accenture
Marketing Manager Active International
Partner Agency59
Senior Marketing Manager Altus Group
Graphic Designer B2B Bank
National Retail Operations Manager Brand Momentum
Brand Manager Bridgeable
Marketing Director CAA Club Group
CFO & Director, Member Services Canadian Automobile Dealers Association
Chief Marketing and Development Officer Canadian Red Cross
Chief Marketing Officer Carrot Rewards
Senior Marketing & Communications Associate Carrot Rewards
Professor Centennial College
Marketing Analyst CIBC - Canadian Imperial Bank of Commerce
Senior Manager, Database Marketing CIBC - Canadian Imperial Bank of Commerce
Director of Marketing conseogroup
VP, Client Lead Cossette
GAD Cossette
VP Consulting Operations Data Insight Group Inc. (DiG)
Senior CRM Marketing & Analytics Consultant Data Insight Group Inc. (DiG)
National Marketing Manager Day & Ross Freight
Vice President, Marketing Edgewell Personal Care Canada
Account Director EDox Communications
Senior Vice President Environics Analytics
Sr. Consultant Environics Analytics
Marketing Communications Manager Equifax Canada
Director Client Experience, Strategy & Execution Equifax Canada
Director, Marketing & Communications Financial Planning Standards Council
Manager, Service Delivery Financial Planning Standards Council
President Geri McCuish
Vice President, CXO Halmyre
Vice President, Market Solutions Hydro One Networks Inc.
SVP, Ipsos Loyalty Ipsos
Retail Manager IQOS
CX Retail IQOS
Manager of Insights Jamieson Laboratories
Assistant Insights Manager Jamieson Wellness
President Kantar
Vice President, Strategy Kantar
Senior Research Director Kantar
Research Manager Kantar
Vice President Kantar
Director Kantar
Research Manager Kantar
Vice-President Kantar
head of marketing KPI Digital
Practice Leader, Digital Marketing KPI Digital
Sr Bus Dev Exec KPI Digital
Head of Digital KPI Digital
President KPI Digital
Account Executive LinkedIn
Sr. Brand Manager Loblaw Companies Limited
Design manager Manulife
Assistant Vice President, Global Strategy & Customer Experience Manulife
Manager, Global Customer Experience Manulife
Director Global Customer Experience Manulife
Account Manager Manulife
Research & Insights Manulife
Chief Marketing Executive Marketing Inc.
Senior Director, Marketing & Communications MCAP
Associate Director Marketing Operations MCAP
Director, Marketing and Communications MedicAlert Foundation Canada
Director BD Metrick System
Director, Customer Experience Metrolinx
Senior Customer Experience Advisor Metrolinx
Manager, Customer Experience Metrolinx
Junior Analyst Metrolinx
Manager, Market Research Metrolinx
Marketing Director NLogic
Retail Operations OCS
Retail Succession Planning OCS
Director Marketing OCS
Gaming Marketing Lead OLG
Regional Marketing Manager OLG
Marketing & Communications Manager On Side Restoration Services Ltd.
Client Relations Director On Side Restoration Services Ltd.
Marketing Manager One King West Hotel & Residence
Director, Member Services and Strategic Partners Ontario Society of Professional Engineers
Communications & Digital Media Strategist Ontario Society of Professional Engineers
Community Engagement and Events Specialist Ontario Society of Professional Engineers
Manager, Partnerships and Client Strategies Pattison Outdoor
Managing Director Pearl Strategy and Innovation Design Inc.
Marketing Community coordinator Pelmorex Inc.
Retail Design Philip Morris International
Account Manager Pressboard
Senior Marketing Manager RBC
Strategic Marketing Research RBC
Marketing Intelligence Executive RBH
Media & Event Coordinator RBH
SVP Marketing & Strategy ReMark
Account Director ReMark Canada
Vice President, Marketing Revera
Senior Manager Revera
Manager Retail and Consumer Channels Rothmans Benson & Hedges
Portfolio Manager Rothmans Benson & Hedges
Manager Commercial Projects Rothmans, Benson & Hedges
Lead Alternate Consumer Channels Rothmans, Benson & Hedges Inc.
Retail Operations Lead Rothmans, Benson and Hedges
Business Development & Client Services SapientRazorfish
Account Executive SAS (Canada) Institute
Managing Director SCENE
Managing Director SCENE
Marketing Manager Score Promotions
Director, Business Support Scotiabank
Director, Strategy & Channel Management Scotiabank
Senior Manager International Direct Marketing Scotiabank
President and Chief Strategis SG Consulting
Director, Digital Strategy Sheridan College
Director, Brand Strategy Sheridan College
Director of Marketing Shoppers Drug Mart
Sr Marketing Manager Shoppers Drug Mart
Managing Director, Canada Stratacache
Marketing Programs Consultant Sun Life Financial
Marketing programs consultant Sun Life Financial
AVP, Marketing & Communications Services Sun Life Financial
Marketing Manager Sun Life Financial
Client Insights Manager Sun Life Financial
Senior Manager, Strategic Business Development Sun Life Financial
Manager, Creative Studio Sun Life Financial
Marketing Insights Manager Sun Life Financial
VP, Marketing and Client Experience Sun Life Financial
AVP, Client Experience Sun Life Financial
Business Consultant Sun Life Financial
Marketing Supervisor Sunlife
Marketing Supervisor Sunlife
Marketing Manager TD Bank Group
Marketing Manager TD Bank Group
Marketing Manager TD Bank Group
Senior Manager, Marketing TD Bank Group
Marketing Planner TD Bank Group
Senior Manager TD Bank Group
Senior Marketing Manager TELUS
Marketing Specialist The Co-operators
President The Think Tank
Marketing Events Coordinator Thomson Reuters Canada, a division of Thomson Reuters Canada Limited
Senior Manager, Consumer Insights Tim Hortons
Customer Experience Analyst TMG International Inc
Customer Experience Manager TMG International Inc
Managing Director TMG International Inc
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Director, Communications, Programming & Customer Engagement Toronto Public Library
Director, Digital Services & Emerging Technologies Toronto Public Library
Director, Branch Operations & Customer Experience Toronto Public Library
Ad Product Manager Toronto Star
Director, Client Services Tourism Toronto
Creative Director TrackDDB
President & CEO Vividata
President Wellspring Integrated Marketing
Marketing Representative Woodbine Entertainment