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 learn from customer experience experts how to execute meaningful brand experiences and build loyalty via customer and employee engagement. Learn how to navigate this new marketing ecosystem that is becoming the new competitive battlefield and how to apply successful CX strategies to drive your organization on its journey to customer centricity.


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
9:30 AM
Strengthening CX through Transparency
Sara Clodman
VP, Public Affairs and Thought Leadership

Sara ClodmanMeet Sara Clodman
Sara is a mediator and public affairs executive with more than 25 years of experience in the public and private sectors and association management. Her key skills include a deep understanding of business and communications strategy and execution, stakeholder relations and change management. At the CMA, she directs all public affairs functions – government relations, media relations, corporate communications and reputation management. She interacts with the marketing profession’s thought-leaders to provide strategic insights and tools for Canadian marketers, guides the development of CMA positions on public policy issues, and oversees research planning and projects. Sara has an MBA in finance and is a former Vice-Chair of Toronto’s Committee of Adjustment. She has served on several boards and is active in the community – currently participating in a weekly Out of the Cold program.

9:35 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
Optimizing Internal Alignment to Deliver Great Customer Experience
John Bardawill (Moderator)
Managing Director

Stephan Sigaud (Panelist)
EVP Marketing and Development
CXPA Toronto Chair


Carmen Day (Panelist)
VP, Guest Experience

Meghan Sherwin (Panelist)
VP, Marketing

Milos Vranesevic (Panelist)
Senior VP, Chief Marketing Officer

You would think that the need to be customer focused would drive strong internal alignment, but often it is the number 1 barrier. In a Canadian study by TMG International and Phase 5, internal alignment was identified by 49% of all Canadian executives as the number one barrier to successfully improving Customer Experience. Why is internal alignment around the customer so difficult to achieve and what needs to be done to improve it to better enable a better Customer Experience?

In this panel discussion we will ask organizations:

  1. What do we mean by internal alignment around the customer?
  2. How do you identify its current state in an organization? What are its characteristics?
  3. What are typical obstacles to internal alignment around the customer and some ways to overcome those?
  4. How do you foster internal alignment? What has your organization done to improve it?
  5. Provide examples of strong internal alignment and its impact on customer experience.

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.

Carmen DayMeet Carmen Day
With 13+ years in professional sports and entertainment, as well as a 10+ year teaching and coaching career, Carmen Day knows how to build teams, relationships and lead organizational culture change. Working with the Edmonton Oilers, Toronto Blue Jays and now Woodbine Entertainment Group, Carmen has worked with many of the top sports and entertainment organizations in North America. Always focused on initiatives that build loyalty, elevate guest satisfaction and increase revenues, her passion for enhancing the Guest Experience is rooted in her ability to develop proven Training programs that deliver results. She has extensive experience with strategic planning and evaluation in Sales, Guest Experience, Stadium Operations, Event Management and Hospitality. Her passion for people is only outdone by her innate ability to develop trust and nurture relationships with corporate and community partners.

Meghan SherwinMeet Meghan Sherwin
Meghan has 15+ years of experience in the industry, both on the agency and client-side. As Vice President of Marketing at Keilhauer, she leads the portfolio of Brand, Product, Marketing, Textiles, Sustainability, Public Relations, Events, Sponsorship and Showrooms – ensuring the brand experience is integrated and supports the regional and global business goals. Prior to joining Keilhauer, Meghan was Vice President of Strategy at McCann, supporting day-to-day Fortune 100 brands while also being the Global Network Lead in the McCann WorldGroup’s Global Deep Tourism Practice – ensuring brands received integrated networked expertise and deep knowledge support on the industries of Transportation, Accommodation, Destination and Publication. She has been featured by Google, Queen’s University and Rotman School of Business.

Milos VranesevicMeet Milos Vranesevic
Milos Vranesevic is Senior Vice-President, Chief Marketing Officer at Sun Life Financial, focused on advancing the Sun Life brand globally and delivering on the Sun Life Purpose of helping Clients achieve lifetime financial security and live healthier lives.

He is responsible for accelerating global brand and marketing; digital and content marketing; client experience, analytics and insights; and global philanthropy and sponsorships.

Milos joined Sun Life Financial in 2018. In his last role, he led Marketing and Communications for Mastercard International’s Latin America and Caribbean region covering 42 countries. Prior to this, Milos held a number of progressively senior positions for high-profile global consumer brands in Canada and the U.S including LoyaltyOne, the world’s leading provider of loyalty marketing programs to global corporations, TWBA Chiat/Day Advertising and the National Hockey League.

Across the industry, he is known for his leadership and collaborative approach to working with teams to deliver strategic, breakthrough, insight-driven campaigns and programs.

Outside of work, Milos enjoys traveling, reading fiction and spending time with his wife, son and family.

10:55 AM
Closing Remarks & Networking


See Who Attended the CMAcx Last Year

See who attended last time.

Title Company
Account Manager 4D
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Principal Director, Customer & Channels Accenture
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Senior Marketing Manager Altus Group
Graphic Designer B2B Bank
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Brand Manager Bridgeable
Marketing Director CAA Club Group
CFO & Director, Member Services Canadian Automobile Dealers Association
Chief Marketing and Development Officer Canadian Red Cross
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Professor Centennial College
Marketing Analyst CIBC - Canadian Imperial Bank of Commerce
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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
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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
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Business Consultant Sun Life Financial
Marketing Supervisor Sunlife
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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
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Senior Marketing Manager TELUS
Marketing Specialist The Co-operators
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Marketing Events Coordinator Thomson Reuters Canada, a division of Thomson Reuters Canada Limited
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Customer Experience Analyst TMG International Inc
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Managing Director TMG International Inc
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Creative Director TrackDDB
President & CEO Vividata
President Wellspring Integrated Marketing
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