I’m a versatile, content strategist, with digital expertise that builds on seasoned communications experience to drive award-winning results.
Since 2006, I’ve embraced digital and social media tactics, weaving them with traditional PR/MarCom approaches to meet communication mandates. To boost my narrative, UX and analytics skills, I completed a post-grad program in Interactive Media Management at Centennial College and won the Dean’s Academic Award of Excellence. I also represented the college at Digifest 2015, where I showcased my social network for Canadian caregivers prototype.
My digital work complements more than 20 years agency and client-side experience in public relations (PR) and marketing communications. I’ve implemented successful earned, shared, owned and paid initiatives for B2B to B2C audiences in varied sectors, such as healthcare, technology and consumer packaged goods. I’ve held senior positions with various organizations, such as Pet Valu, Bell Canada and Maverick PR, as well as managing my own consultancy.
Today, monitoring and measuring results is crucial. To this end, I’ve studied Google Analytics and used its dashboard, as well as varied measurement tools, such as SumAll, FollowerWonk and TweetReach, to track initiatives.
I believe in giving back and sharing insights. As a volunteer Toronto president of the International Association of Business Communicator (IABC)’s in 2008/09, I led the chapter to win 12 global chapter management awards, including International Chapter of the Year. I’ve also addressed industry audiences and was an adjunct professor at Humber College’s Business School, as well as Seneca College and Durham College.
In 2011, I won MarCom Gold awards for a pet speciality start-up’s website and Mississauga Halton CCAC’s multimedia annual report to the community.
In addition to an Interactive Media Management certificate, I have an MBA in PR and Communications Management from Royal Roads University, where I won the CanWest Global Communications Award. I also hold a PR certificate from Humber College (with Award of Excellence) and an honours graphic design diploma from Seneca College.
Early in life, I progressed toward a York University BFA (Theatre) before deciding business was a better fit. However, I draw on this experience to empathize with end users and build compelling narratives.
If you would like to learn more about me, please check my LinkedIn profile at: http://ca.linkedin.com/in/lesliehetherington or contact me.