CMAcx Morning Event

Optimize your Customer Experience journey with key insights

In response to recommendations from government and public health officials that all Canadians self-isolate to reduce the spread of COVID-19, we have taken steps to ensure continuing professional support to our members and we are developing new ways to serve you in these unusual times. Click here to learn more.

Date Postponed
8:00 a.m. – 11:30 a.m.

Members: $99 (Reg. $149)
Non-Members: $199 (Reg. $249)

Early Bird Ends April 16

Downtown Toronto


CM logo Earn 1.5 CM
CPD credits

Ipsospavliks      Phase5

keilhauer TD pavliks

4DThe ABER Group   braneros    CNW     Cleansheets Communications

D2L MDInbox Marketer a Trendline Company     kaiser lachance    Nabs     reality engine    RKI    Triangles



Customer Experience continues to be a focus for many organizations, but some face challenges in driving an understanding of the customer and how best to meet their needs. The event will address the following:

  • What is the current state of Customer Experience in Canada? The results of the 2020 State of Customer Experience in Canada will be presented.
  • What are the organizational challenges that companies are having in understanding their customers’ CX requirements, putting a plan together and making the necessary operational changes?
  • Recognizing the increasingly diverse workforce in today’s organizations, what are the cultural challenges to supporting and improving customer experience?


Agenda & Speakers

8:00 AM
Breakfast and Networking
8:25 AM
Opening Remarks
8:35 AM
The State of CX in Canada

In this presentation, TMG International Inc. and Phase 5 will reveal the results of the 2020 study on the State of CX in Canada. This study was originally conducted in 2018 and will focus on what has changed and what the implications are for Canadian marketers. The presenters will share the latest best practices in Customer Experience and help attendees determine what their organizations needs to do to give consumers the experience they desire and deserve. Attendees will gain insights into:

  • How Canadian organizations perceive the success of their customer experience efforts compared to 2018
  • How Canadian consumers perceive the experience they receive in 2020 compared to 2018
  • How to close the gap between your customers’ expectations and the experience your organization delivers to them

John BardawillJohn Bardawill
Managing Director

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 SigaudStephan Sigaud
EVP Marketing & Development

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.

9:15 AM
Designing a CX Strategy to Deliver on Your Brand Promise

Does your organization deliver on your brand promise? More than ever, the brand health of companies is being driven by the customer experiences they provide, increasing the need for a strong CX vision. Together with Sue Donaldson, Senior Director, Customer Research and Voice at Loblaw Companies Limited, Ipsos will explore the necessity of having a clearly articulated CX strategy, one that aids in the delivery of an experience that reflects the brand promise.

This session will explore the elements of a robust CX framework designed to build a customer focused culture, including…

  • The design of a measurement system to identify the gaps between the brand promise and the experiences delivered.
  • The challenges and lessons learned in designing and executing a CX strategy and aligning it throughout the entire organization.
  • Ways to activate actions required to improve the customer experience.
  • The importance of placing the return on customer experience investment at the heart of the strategy.
9:55 AM
Networking Break
10:15 AM
Creating A Client Centric Culture

Kantar and Medallia will share insights on how organizations can activate their brand promise through their employees to deliver meaningful customer experiences. More than 91% of CEOs know how important customer centricity is for driving business growth but only 19% of customers rate their brands as truly customer-centric. Clearly, creating a client centric organization is challenging. This presentation will discuss how to create a customer centric culture to deliver memorable customer experiences aligned to your brand.

Cam BaskeyCam Baskey
CX and Insights Leader

Cam is a CX and Insights leader with over 15 years of experience driving customer loyalty, sales and profitability for top brands across numerous industries. Cam’s experience includes leading teams on both the agency and brand side. Cam’s career began as a consumer insights analyst and progressed through more senior agency positions to lead the Enterprise Insights Account Management team at Maritz Canada (now Bond Brand Loyalty). Later in his career Cam moved to BMO, where he led the Personal and Commercial Insights team and built a $1MM insights practice for BMO Harris. He then and the Enterprise Customer Experience Insights team.

In Cam’s current role, VP CX Client Lead, Cam acts as a strategic consultant to help clients grow their brand through exceptional customer experiences that drive customer loyalty.

Shannon KatschiloShannon Katschilo
General Manager

Shannon Katschilo has enjoyed over 10 years working within the B2B SaaS space. Shannon started her career at Achievers, later acquired by Blackhawk Network Holdings Inc., where she worked with organizations across North America to increase employee engagement. Her commitment to driving customer success resulted in a significant increase in employee and customer engagement. Since joining Medallia over three years ago, Shannon continues to champion customer and employee engagement.

In her current role, GM of Medallia Canada, she leads a team of passionate Medallians across the country who work with Canada’s most iconic brands to deliver superior customer and employee experiences.

10:55 AM
Panel Discussion

Brands make promises to customers, who in turn experience and assess the delivery of those promises through various touchpoints along the customer journey. This panel discussion will explore how major Canadian organizations leverage culture to manage and optimize the alignment between brand and CX.

Jennifer LangJennifer Lang
VP, Customer Experience, Innovation & Insights

Jennifer leads enterprise customer experience, innovation, and consumer insights at TD. In this role, she is accountable for TD's overarching CX enterprise vision and strategy, the management and integrity of TD's CX measurement programs, the ongoing evolution of CX capabilities, and CX insights and analytics. In addition, she is responsible for the CX Innovation and Trends practice, TD's COE on Consumer Behaviour as well as the Consumer Insights function which supports Marketing and all business and channels.

Jennifer's mandate in this role is to influence and inspire a forward-thinking Customer centric culture across the Enterprise (CA and US) and to act as a champion and advocate for the Customer to drive a world class customer experience and to drive short and long term business success for the organization.

Prior to joining TD, Jennifer worked in Media and Broadcast and Insights and Research Consulting.

Meghan SherwinMeghan Sherwin
VP, Marketing

Meghan spent 15+ years delivering award-winning advertising across Fortune 100 brands such as Samsung, Campbell’s, Gillette and Mastercard. As a key strategic partner for some of the world's most innovative brands, she developed IBM's Global B2B eCRM platform and proudly took the helm as the first McCann Network lead of the Global Tourism Practice helping over 100 brands navigate the changing landscape across Accommodation, Transportation, Publishing & Destination industries.

Most recently, Meghan joined Keilhauer as the Vice President of Marketing. Leading the portfolio of Brand & Product Marketing, Textiles, Sustainability, Public Relations and Showrooms across all markets. Never one to accept status quo, she initiated and led the latest brand strategy transition, which delivered the most successful year in the company's 38-year history.

Featured by Google, Queen's University and Rotman School of Business, she has been twice awarded "Outstanding Judge" by the Global Web Marketing Association, is an active member of the BIFMA North American Marketing Council and is a contributing member of the Canadian Marketing Association Customer Experience Council.

11:30 AM
Closing Remarks & Networking

See Who Attended Last Year

Learn more about CMA’s new Morning Event Series.

Title Company
Art Director 4D
Creative Writer 4D
Principal Director Accenture
Managing Director, Digital Customer & Marketing Lead - Canada Accenture
Marketing and Communications Director Accenture
Marketing Manager Accenture
Managing Director, Experience Transformation Accenture
Director Accenture
Group Account Director at MXM Accenture
Managing Director Accenture
Managing Director Accenture
Management Consulting Analyst Accenture
VP, Marketing, Communications & Digital Strategies ACCES Employment
Manager, Digital Communications ACCES Employment
Manager, Marketing & Communications ACCES Employment
Head of Communications AFBS
Manager, CRM Strategy Allergan
Digital Marketing Director Allergan
Marketing Director Allergan
Marketing Manager Bayshore HealthCare
Consultant Bell Canada
Chief Executive Officer Blackcreek
Head, Enterprise Customer Experience BMO Financial Group
Manager of Digital Experience Burgundy Asset Management
Marketing Director CAA
CMRP | director, marketing research Canada Post Corporation
Marketing & Events Manager Canada Post Corporation
Small Business Marketing Officer Canada Post Corporation
Enterprise Marketing Manager, Content Build Canada Post Corporation
AVP Initiatives & Strategy Canadian Marketing Association
Manager, Regulatory Affairs Canadian Marketing Association
Director, Member Experience CFIB
Senior Marketing Manager, Simplii Financial CIBC
Consultant CIBC
Senior Manager, Database Marketing CIBC - Canadian Imperial Bank of Commerce
Senior Manager, Enterprise Marketing CIBC - Canadian Imperial Bank of Commerce
Marketing Manager CIBC - Canadian Imperial Bank of Commerce
VP, Loyalty, Insights & Guest Experience Cineplex Entertainment
SVP, Sales & Client Experience Cision
Director, Cision Insights Cision
Communications Assistant Cision
Account Director Cleansheet Communications Inc.
Account Supervisor Cleansheet Communications Inc.
Brand Marketer Clearbridge Mobile
VP Client Lead Cossette
Consultant CUMIS
Senior Consultant and Project Lead Data Insight Group Inc. (DiG)
President (Chief DiGger) Data Insight Group Inc. (DiG)
Vice President, Consulting Services Environics Analytics
Director, Account Management Environics Analytics
Account Manager Environics Analytics
SVP & Practice Leader Environics Analytics
Chief Customer Officer FCT
Director of Fundraising Fred Victor
Director, Strategy George Brown College
Alumni Direct Marketing and Database Manager George Brown College
Senior Manager, Alumni Relations George Brown College
Chair, School of Marketing George Brown College - Centre for Business
Marketing Manager George Brown College - Centre for Business
Professor George Brown College - Centre for Business
Professor George Brown College - Centre for Business
Research iab Canada
Sales Director InMoment Canada
Director, Customer Success InMoment Inc.
Digital Strategy Director Intact Financial Corporation
Manager, Advisor Marketing Investment Planning Counsel
Account Manager Ipsos
Senior Account Manager Ipsos
Senior Vice-President, Ipsos CX Ipsos
Account Manager Ipsos
Marketing Manager Jardine Lloyd Thompson
Senior Director Kantar
Vice President, Marketing Keilhauer
VP Marketing Keilhauer
Account Director Kenna
Corporate Director, Bathroom Tissue Kruger Pruducts LP
Senior Manager Laurentian Bank
Director, Issuer Marketing Mastercard
Vice President, B2B & Product Marketing Mastercard
Director, Account Management Mastercard
Associate Analyst, Data and Services Mastercard
Associate Managing Consultant, Data and Services Mastercard
Consultant, Data and Services Mastercard
Consultant, Data and Services Mastercard
Manager, Account Management Mastercard
Senior Brand Advisor Metrolinx
Marketing Director Mr. Lube Canada
Research Manager OLG
Vice President, Customer Experience Strategy & Design OLG
Director, Lottery Business Development & Innovation OLG
Senior Manager, Product Innovation - Lottery Sales & Marketing OLG
Senior Director OMA Insurance
Marketing Lead PATTISON Outdoor Advertising
EVP Marketing & Development Phase 5
Senior Digital Supervisor Promotivate
Account Manager, Integrated Marketing Proof Inc.
Senior Marketing Manager RBC
Sr. Research Manager RBC
Sr. Research Manager RBC
Marketing Manager RBC
Senior Marketing Manager RBC
Global Head of Media RBC
Senior Marketing Manager, Home Equity Financing RBC
Marketing Manager RBC
Marketing Manager RBC Royal Bank
Marketing Manager RBC Royal Bank of Canada
Account Executive Salesforce
President and Chief Strategist SG Consulting
Director Simplii Financial
Sr. Customer Success Manager Siteimprove
Manager of Customer Success Siteimprove
SVP, Chief Marketing Officer Sun Life Financial
Manager, Brand Management Sun Life Financial
Director, Corporate Marketing Sun Life Financial
Manager, Brand Advertising Sun Life Financial
Executive Assistant to Milos Vranesevic, SVP & Chief Marketing Officer Sun Life Financial
Chief Marketing Officer, Canada Sunlife Financial
Business Program Director Switch Creative
Director of Marketing Symplify
Regional Sales Manager Symplify Inc.
SVP, Metro East TD Bank Group
Sr. Advisor TELUS Advertising Services
Project Specialist The Canadian Marketing Association
Project Specialist The Canadian Marketing Association
President The Cargo Agency
Consumer Relations Coordinator The Pelmorex Corp (The Weather Network)
Customer Experience Manager TMG International Inc.
Managing Director TMG International Inc.
Director, Communications, Programming & Customer Engagement Toronto Public Library
Communications Officer Toronto Public Library
Manager, Marketing Communications Toronto Public Library
Director, Branch Operations & Customer Experience Toronto PublicLibrary
Consultant Vincent Associates Inc.
Director, Business Development WiderFunnel
VP, Guest Experience Woodbine Racetrack
Group Account Director WPP Teams
Account Director WPP Teams
Senior Strategist Wunderman Thompson

Tell Us What You Think
  1. If you haven't left a comment here before, you may need to be approved by CMA before your comment will appear. Until then, it won't appear on the entry.
    Thanks for waiting. View CMA's Blogging Policy.