Path to the CMO
Are you looking at that ladder, wondering how to climb to the next rung? No matter what your level or industry is, you can always learn from others when it comes to career advancement. Our BCAMA 60th anniversary kick-off event is taking us back to school: our top CMO teachers will share their wisdom and war wounds from the classroom of life, and will help you advance further in your marketing career. They will discuss the skills for success, tips to stand out from the crowd, and industry trends to keep a close eye on.
Heidi Worthington, Sr. Vice-President and Chief Marketing Officer
Pacific Blue Cross and British Columbia Life & Casualty Company (BC Life)
As Senior Vice-President and Chief Marketing Officer of Pacific Blue Cross and British Columbia Life & Casualty Company (BC Life), Heidi is responsible for leading, developing and executing corporate branding and marketing strategy. Her role includes oversight of Marketing and Product Development, Individual Plans, Travel and Corporate Communications.
Prior to joining Pacific Blue Cross and BC Life, Heidi spent 14 years as a marketing leader with global packaged goods giant Unilever NV, where she managed world-class consumer brands such as Dove, Knorr, and Becel. Her international experience is complemented by her knowledge of local markets. Most recently Heidi was Senior Vice-President and Chief Marketing Officer for the British Columbia Automobile Association (BCAA), overseeing Membership and Insurance.
Heidi speaks three languages and holds a Bachelor of Commerce from McGill University and a Master of Arts in European Studies from the Katholieke Universiteit Leuven in Belgium.
When away from the office, Heidi supports her community as a member of the Campaign Cabinet of the United Way of the Lower Mainland. She is also Co-Chair of the Senior Executive Program at the American Marketing Association BC Chapter, and a mentor to MBA students at the UBC Sauder School of Business.
Rob Dawson, Chief Marketing Officer
Rob is an accomplished executive with global experience in business leadership, strategic marketing, consulting, crowdsourcing and innovation. A highly collaborative leader, Rob has a customer-centric approach to marketing, business development and corporate growth. Through a deep understanding of consumer insights and market dynamics, Rob has developed compelling business strategies for growing enterprises and Fortune 500 brands.
Rob joined Chaordix, the global standard in crowdsourced brand and product innovation, in June 2014. As CMO, Rob leads global marketing & sales efforts at Chaordix, with a focus on refining the go to market strategy and deployment of the company’s Community Innovation and Crowd Activation crowdsourcing solutions. He also speaks at conferences around the world, evangelizing for the ability of the crowd to enhance & disrupt traditional product innovation and brand marketing processes.
Rob was previously a partner and co-founder of Concerto Marketing Group, an innovation, insights and strategy firm. He also has a successful track record in various marketing positions for leading consumer brand companies. His experience crosses several categories including: technology, financial services, consumer goods, food, retail, hospitality and environmental sustainability.
Rob has been the President of AIM, the Association of Integrated Marketers since 2011 and a member of the Digital Strategy Conference Advisory Board since its inception in 2012. In 2006 Rob was recognized as one of BC’s “Top 40 Under 40″.
Bryan Mavrow, SVP Marketing & Communications
First West Credit Union
A former president of AIM, Bryan Mavrow is First West Credit Union’s SVP Marketing & Communications where he guides brand communications, community investment, innovation, and business intelligence across four local-serving brands, 250,000 members, and 1,700 staff.
Bryan’s 25 year integrated marketing career includes a direct marketing focus, and architecting hundreds of online experiences dating from 1996. He’s enjoyed leading marketing roles with iconic Vancouver companies including TELUS, 1-800-GOT-JUNK? and Intrawest.
Stephen Bailey, CMO,
Born to nomadic parents, Stephen was frequently the new kid in town, thus forcing him into marketing at an early age. In high school and university he was a first mover in hipsterdom, by launching two start-ups that no one has ever heard of, and after completing his philosophy degree he took the well-trodden path to an MBA at McGill.
After a brief stint on the agency side, Stephen has been on client side for the last 11 years, charged with telling the world about John Fluevog’s unique soles for unique souls. In that time, the company has surpassed expectations at every level and is currently celebrating its 45th anniversary. Stephen launched a fashion accessories line called Cursor & Thread three years ago with his wife, with whom he also has two horrible children.
Lisa Kershaw, Partner
Boyden Toronto & Vancouver
Lisa Kershaw, Partner at Boyden, has a broad client base with a particular focus on manufacturing/retail/distribution, healthcare, financial services, and public sector, where she services international, mid-market and emerging growth companies. She works out of both the Toronto and Vancouver Offices of Boyden.
Lisa has developed strong relationships with her clients in virtually all disciplines including finance, marketing and communications, human resources, operations, and general management. She also works extensively with Boards during CEO searches and is highly regarded for her ability to guide them to consensus.
Before joining the firm, Lisa worked in a number of senior marketing and communications roles. A Certified Management Consultant, most recently she headed up the Vancouver marketing consulting practice of KPMG, where she specialized in strategy and financial analysis.
In the community spirit that fuels Boyden’s commitment to its local markets, Lisa was an Ambassador for the Vancouver Organizing Committee for the 2010 Olympic & Paralympic Games and was the 2009 Co-Chair of the Metro Vancouver Campaign Cabinet of the United Way. She also sat on the Boards of the YWCA, BC Sports Hall of Fame, American Marketing Association, Institute of Certified Management Consultants, and Junior Achievement. In recognition of her commitment to mentoring young women, Lisa was nominated for the 2010 YWCA Women of Distinction award. She also taught marketing research at the British Columbia Institute of Technology.
A Magna Cum Laude graduate from Western Washington University, Lisa holds a Bachelor of Business Administration degree in broadcasting and marketing. She then obtained her Master of Business Administration degree from Queen’s University.
Thursday, September 24
7:00 am – 7:30 am: Registration & breakfast
7:30 am – 9:00 am: Presentations & panel session
Four Seasons Hotel Vancouver
791 West Georgia Street