CX Council


The CMA CX Council educates CMA members about Customer Experience and helps them drive Customer Centricity in their organizations by sharing knowledge and best practices that foster sustainable growth.

Elevator Pitch

The CX Council is a group of dedicated CX professionals who produce best-practice thought leadership content on Customer Experience in order to help Canadian organizations grow.

Core Focus Areas

The key Customer Experience aspects of:

  • Strategy
  • Governance
  • Insights
  • Culture
  • Technology
  • Measurement
  • Design
  • Operationalization (including all major touchpoints, channels and functions)

Council Members 2020-21

  Name Title   Company
  Lesley Haibach, CM
SVP, Customer Experience   Ipsos
  Meghan Sherwin, CM
Vice President, Marketing Keilhauer
  John Chan, CM Managing Director Pearl Strategy and Innovation Design
Sue Donaldson Senior Director, Customer Research and Voice   Loblaw Companies
Lori Franze Director of Collector Engagement   Air Miles
  Rosie Gentile Managing Director, Experience Consulting   Cossette
  Audrey Grant Director, Digital Marketing eCommerce & Customer Experience   Scotiabank
  Ursula Green, CM Vice President and CXO   Halmyre
  Shannon Kastchilo General Manager and VP, Canada   Medallia
  Jennifer Lang VP, Customer Experience, Innovation & Insights   TD
  Aleena Mazhar VP and Managing Director   FUSE Create
  Anton Morrison VP, Experience Design   Appnovation
  Baijul Shukla Director, Member Services and Strategic Partners   Ontario Society of Professional Engineers
Lori Steiner Marketing Director, Membership, Automotive & GCR   CAA Club Grup


Tags: CX, thought leadership, customer experience, innovation