About
With over 12 years of marketing experience, I have a passion for creating and delivering…
Articles by Alexis
Contributions
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Your team is all about creative ideas. How can you make them see the value of operational efficiency?
We call them creative “brainstorms” for a reason, some parts of it are messy and unexpected. The question is not if operational efficiency is important, it’s when to include it to enable creativity vs limit it. In any messaging, it’s important to know your audience and what words are going to inspire and convince them vs intimidate and make them resistant. Words are especially important and intentional to creative, big thinkers so perhaps consider a vocabulary that will be more effective at helping them see the value of structure and efficiency where appropriate. Once you’ve squashed creativity, it can be hard to reignite the spark if you’re not mindful of the needs of your team and what makes them tick!
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Your team is all about creative ideas. How can you make them see the value of operational efficiency?
You know what scares creatives? Words like waste and efficiency! These words aren’t very inspiring, and we have to know our audience. While I agree that efficiency is important, the question is where in the creative process it makes sense to bring it in. If you put too much structure in the early ideation and creative phases, I think you risk limiting possibilities and creativity. In my humble experience, there must be some freedom and flow early in the process, and that means there will also be ideas that don’t make the cut, aka “waste.” That’s ok! My reco? Provide freedom and flexibility to start. Once you’ve narrowed down the ideas, it’s the validation, implementation, and execution phases where operational efficiency can shine!
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Your team is divided on strategic goals. How can you align everyone towards a common vision?
Having clearly defined roles can be very beneficial. For example, having a manager play the role of discussion leader may not be as effective as having a neutral facilitator, depending on the situation. The role of an effective facilitator, when available, shouldn't be underestimated.
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Your team is divided on strategic goals. How can you align everyone towards a common vision?
If there is an issue or division on the team, there will likely be hesitancy for candid conversations. I like what @Alessandro suggests for having 1:1 and anonymous feedback channels. If trust and psychological safety don't exist, you'll never get to the root case. In my humble experience, I also think it's unrealistic to "fully understand different viewpoints" because they are personal and come from each individuals unique lived experiences. For this reason, I recommend starting with a set of shared guidelines or rules for engagement to foster productive and healthy conversations. One of my favourite is "listening is not agreeing." If people can get onboard with this, it opens up space for everyone to be heard.
Activity
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🎖️ Today, in honour of Remembrance Day, I read love letters from the early 1940's between my grandmother and grandfather during WW2. My…
🎖️ Today, in honour of Remembrance Day, I read love letters from the early 1940's between my grandmother and grandfather during WW2. My…
Shared by Alexis Smith
Experience
Education
Volunteer Experience
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Ontario Medals for Young Volunteers - Advisory Committee Member
Government of Ontario
- 12 years 1 month
Social Services
Appointed by the Lieutenant Governor, I was asked to serve on the advisory committee for Ontario Medals for Young Volunteers. OMYV acknowledges outstanding contributions made by youth volunteers across the province of Ontario and I am honored to have been part of a diverse team of committee members for over 12 years.
Publications
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AB Inbev's Culture: From Corporate Ladders to Jungle Gyms
Ad Age
In this interview with Ad Age's E.J. Schultz, we talked Culture and about the launch of the new Employer Brand campaign I launched at Anheuser-Busch. #WeAreAllBrewers.
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Launching a Hockey Campaign on the Super Bowl?
Media In Canada
When we launched Budweiser's Hockey Ad in the 2013 Super Bowl, people were surprised to say the least. And when we told them in that ad that "Hockey would never be the same" we made a big commitment. Then we announced the first ever, Internet of Things, WIFI enabled hockey goal light to bring Canadians closer to the game, with out having to leave their living rooms! 5+ years later, it's still going strong!
Honors & Awards
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Queen's Diamond Jubilee Recipient
The Lieutenant Governor of Canada
Created in 2012 to mark the 60th anniversary of Her Majesty Queen Elizabeth II’s accession to the Throne as Queen of Canada, this commemorative medal served to honour significant contributions and achievements by Canadians.
Languages
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English
Native or bilingual proficiency
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French
Full professional proficiency
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Italian
Elementary proficiency
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