Michelle Slater

- Lead strategy and execution of Canadian B2B marketing activations and campaigns, including events, digital, out of home, collateral and experiential. - Craft and execute innovative turn-around marketing strategies for the Canadian market. - Chief storyteller and content strategist for a global conference with over 1000 attendees, generating a 90% satisfaction rating from participants. - Regularly serve as a key media spokesperson in the Canadian market, speaking to print, radio and TV journalists. - Keynote speaker at more than 50 events and author of numerous thought-leadership whitepapers. - Creator of star-studded event series, driving over 7 million video views and the #1 trending topic in Canada. - An in-demand executive coach, delivering white glove social media strategy for top tier corporate clients across Canada.

- Pioneered and evangelized the social media function for Canada's largest corporation. - Architected the strategic direction for social media marketing and customer service for RBC Royal Bank and RBC Insurance, achieving the #1 Forrester Research customer service ranking. - Built and institutionalized a 5 minute rapid-response crisis platform to help mitigate brand reputation, executive and employee risk and criminal activity. - Spearheaded marketing strategy for social media across all lines of business (16), brand and sponsorship, all regions in Canada (8) and corporate social responsibility. - Designed and oversaw execution of social media momentum and spike strategies. 365 content strategy and mass integrated campaigns supporting Olympics, RBC Canadian Open, World Juniors, Toronto International Film Festival, Free the Children and RBC Blue Water Project. - People leader for a team of 5 social media marketing managers, developed and implemented policies, procedures and training plans for 16 social media customer service representatives. - Architected the analytics infrastructure for social media to enable test, learn and refine in real time, driving competitive and products / services insights.

- Set marketing strategy for Retail, Franchise, Supply Chain, Manufacturing, Public Sector and Not for Profit industry specialization verticals, supporting over 1,200 Commercial Account Managers. - Designed strategy for first ever lead nurturing program at RBC. Grew owned prospect list to 60,000, leading to 180 new clients and driving $10 million in profitability. - Launched Commercial Advice Centre, a thought leadership website for commercial businesses, receiving over 12,000 visits annually. - Pioneered brand renewal for Business Financial Services, including value proposition testing, leading to redesign of brand standards, website, collateral and print ads.

- Strategic leadership of marketing and communications to over two million mutual fund unitholders, including annual and semi-annual reports, simplified prospectus and quarterly newsletters. - Directed development of quarterly sales support materials for 15,000 mutual fund sales people including new fund launch collateral, quarterly reports, training and annual capabilities test. - Awarded American Marketing Association Award for Most Successful Mutual Fund launch: RBC O'Shaughnessy International Equity Fund. - Created and launched unique, annual integrated investments campaigns including print ads, web and sales support kits resulting in industry leading mutual fund sales for five consecutive years.

- Through novel shoe-leather marketing and community engagement, turned around an unprofitable branch of 8,500 clients, resulting in 35% growth in two years and region leading profitability. - Advocated to national office a 3x branch expansion through development of a business plan based on extensive market research, consumer insights and financial analysis.

- Managed 800 clients, providing advice and products/services for everyday banking, credit and investments.