Aneta R.

Earlier this week, we elevated ourselves — and not just to the 29th floor 😉. We took things to new heights at the Quebec Marketing Leaders Summit. Always enriching to hear senior executives and leaders openly discuss the value, challenges, and opportunities for Marketing with a capital M. Here’s my Top 10 Key Takeaways for reflection, in no particular order: 🚀 𝐓𝐇𝐈𝐍𝐊 𝐁𝐈𝐆: From CMO to CMO+, the role is becoming more complex and enriched with additional responsibilities. 💰 𝐓𝐇𝐈𝐍𝐊 𝐑.𝐎.𝐈.: View marketing as a growth driver; ask, “What will the investment deliver?”; think in terms of business case. 🤝 𝐓𝐇𝐈𝐍𝐊 𝐒𝐀𝐋𝐄: Every project involves continuous selling — even after it’s been approved! 🖥 𝐓𝐇𝐈𝐍𝐊 𝐓𝐄𝐂𝐇: Reimagine the operating model with IT. Collaborate and integrate the consumer’s perspective. 🌎 𝐓𝐇𝐈𝐍𝐊 𝐆𝐋𝐎𝐂𝐀𝐋: Set a broad vision and guiding principles while allowing regional teams the flexibility to adapt with their expertise. 📊 𝐓𝐇𝐈𝐍𝐊 𝐌𝐄𝐓𝐑𝐈𝐂𝐒: Use data to make discussions objective; make it more scientific than creative. 🙋‍♀️ 𝐓𝐇𝐈𝐍𝐊 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑: Don’t "speak to yourselves"; marketing must champion the consumer’s voice; that’s our prerogative 📈 𝐓𝐇𝐈𝐍𝐊 𝐋𝐎𝐍𝐆 𝐓𝐄𝐑𝐌: Balance short-term and long-term impacts (brand building vs. conversion). ✏𝐓𝐇𝐈𝐍𝐊 𝐏𝐋𝐀𝐈𝐍 𝐋𝐀𝐍𝐆𝐔𝐀𝐆𝐄: Tailor the message for executives, move away from jargon; make it easier for them to advocate for your project. 🔗 𝐓𝐇𝐈𝐍𝐊 𝐂𝐑𝐎𝐒𝐒-𝐅𝐔𝐍𝐂𝐓𝐈𝐎𝐍𝐀𝐋: Add value to all divisions; make marketing the “glue” that holds the organization together. A big thank you to all the panelists for the candid conversations, and congratulations to m&h and the Association of Canadian Advertisers (ACA) for hosting such a great event. I laughed, and I even cried (thanks to the campaigns from CHU Sainte-Justine Foundation and Swab The World )! See you next year? 😃

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Really looking forward to this discussion - Eric Morris and Ivan Pehar have rare and uniquely informed insights on harnessing data and I can’t wait to get into it with them! #data #digitaladvertising #advertising

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The CEOs and Board Chairs from 18 of Canada’s top 20 credit unions, managing over $125B in assets, recently gathered at the Large Credit Union Coalition (LCUC) forum in Niagara. Our Flybits team was invited to discuss how to think about and deploy AI and data-fuelled experience design. A key takeaway from the event was how well-positioned credit unions are to compete against big banks, thanks to three core advantages: ✔ Deeply Rooted Member Relationships: Credit unions know their members on a more personal level, allowing them to deliver truly tailored, meaningful financial advice. Especially in today’s digital age when banking has become less personal and more transactional. ✔ AI is Levelling the Playing Field: While large banks may have larger budgets, they struggle with legacy systems, while credit unions are nimble enough to adopt next-gen technologies more rapidly. ✔ Community-Centric Focus: Credit unions are deeply rooted in their communities, making them trusted partners for financial needs in the moments that matter. It was inspiring to explore how these strengths, combined with data-driven strategies and AI, are enabling credit unions to deliver personalized experiences and compete with the big banks. A big thanks to Lloyd Smith CPA, CGA, CCE and the LCUC for inviting us to join these discussions. Hossein Rahnama | Lindsay Ellerby | Mitch Lougheed #CreditUnions #DataDriven #AI #FinancialInnovation #Flybits #CustomerExperience #LCUC #FinTech

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🌾 Navigating supplier challenges like a pro! 🐟 Bryan’s supplier search for brown mustard seeds during Canada’s worst drought since ‘69 might be tough, but inspiration comes in all forms—even from his goldfish, Celine! 🐠 Check out Scoutbee’s latest Day in the Life (bit.ly/3TDLz6t) and see how we make supplier sourcing smooth sailing—even in the trickiest markets. How many Canadian culture references can you spot? 🇨🇦 Let me know in the comments!👇 #supplychain #procurement #sourcing #scoutbee #ai #machinelearning #artificialintelligence

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Last week I participated in a thought-provoking roundtable hosted by MaRS Discovery District and moderated by Kristina Cleary. The group consists of a series of Canadian Marketing Tech leaders helping to scale their organizations. One key insight shared by demand gen expert, Harneet Singh struck a chord: “If you're using AI today, you are replaceable. Tomorrow, it will be more productive than you.” AI is not just advancing—it’s already reshaping marketing, unlocking new potential for strategic impact and growth. So, how does a marketer thrive in this new era? The answer isn’t about outpacing AI; it’s about combining AI’s power with human intuition and creativity to drive new systems and outcomes that matter. Here’s how I believe forward-thinking marketing leaders are making a difference: 1. Strategic Creativity Paired with Data-Driven Precision AI can generate content and crunch numbers, but it doesn’t capture the nuanced emotions or cultural shifts that forge strong brand connections. The best marketers today are skilled at creating brand narratives that resonate on a human level, backed by data-driven insights that fuel relevance and timing. 2. Scalable Impact with Lean Teams AI is a force multiplier. Imagine a five-person team that achieves the output of a group three times its size. With AI-driven tools, small teams can create more efficient networks and ways of working, while executing dynamic, personalized campaigns at scale—targeting customer segments precisely and responding to real-time trends and feedback. This combination enables marketing teams to reach wider audiences and make a deeper impact without additional resources. 3. Ethical, Responsible Marketing Leadership As AI-driven strategies accelerate, so does the need for ethical vigilance. Savvy marketers ensure that their AI usage respects data privacy and transparency. This approach doesn’t just build compliance; it builds trust with customers who value brands committed to responsible, customer-centric innovation. 4. Adaptability as a Core Skill The marketer of tomorrow is always learning and evolving. As AI continues to progress, so does the need for flexibility. Staying on top of new developments, understanding customer preferences, and integrating fresh insights into strategy make marketing not only smarter but also more agile and aligned with evolving business needs. The marketer of the future isn’t competing with AI; they’re using it to strengthen the things that technology alone can’t achieve. By embracing AI as a partner, we’re creating marketing strategies that are not only scalable and precise but truly aligned with what makes a brand unforgettable. #MarketingInnovation #AIDrivenGrowth #FutureOfMarketing #techmarketing

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Nova Scotia intends to drop #HST down to 14%, if enacted, the reduction will come into effect on April 1, 2025. While the transitional rules have not been announced...yet, it's important for #business owners to plan for the change in advance. #NovaScotia #NS #Canada #Tax #IndirectTax #SalesTax

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Any company can scale their revenue and create enterprise value by building a more sophisticated marketing function. No matter how big or small your team and budget are, Shiv Narayanan’s session at the Canadian Small Business Summit will give you a proven playbook for using data-driven marketing to scale enterprise value. Register for the summit now to join Shiv’s session and dozens of others covering how to build the right team, leverage AI, scale your social media presence, and much more. Learn more and register here → https://lnkd.in/ggkdYbzZ

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Looking forward to hearing the conversation this Wednesday as we dive into Canada’s economic outlook and the ripple effects of the U.S. federal election. This is a crucial topic for business owners navigating today’s shifting landscape—don’t miss the chance to gain valuable insights and practical strategies! #BusinessInsights #EconomicOutlook #BusinessGrowth #MNP

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The ways financial advisors support others in building wealth in Canada has many layers in 2024: • More financial products than ever with increasingly sophisticated client needs • Additional activity requirements – the management of phone calls, emails, and digital documents including tax season, annual KYC requirements, and more • The need for trust and relationships, more than ever, when clients are making progressively economically complex decisions This is why Maximizer Financial Advisor Edition was built - excited for this one!

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If you need quick insights or have questions about the shopping journey.... 👆I've got the voice of the 🇨🇦 consumer ready to quickly answer! Consumers consider a lot of factors in their buying decision. Discoverability, price, ingredients, emotional benefits, convenience.... or ethical reasons such as the Loblaw boycott. We ran a rapid response survey to understand how Canadians found about the boycott and what are the expected outcomes for the boycott (link in comments). The impact study like the above, understanding flavour preferences, gaining insight into purchase frequency or evaluating campaign taglines…. As long as it can be answered in 5 questions these surveys can find the answers! Not sure of the questions to ask? No problem! Tell us the objective and our research team will help develop the survey. The more you can understand your consumer, the better your marketing decisions will be! In light of the high interest following the aforementioned study, Caddle and I have an amazing offer for all our custom insights enthusiasts and market researchers. Until June 30, we are offering $5K off our bundle of 10 Rapid Response surveys! To take advantage of this 20% off, DM me or contact us at https://lnkd.in/gwQ6r9cn. #research #consumerinsights #canadianconsumer #data #innovation #surveys #promotion

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Curious about the future of #AI in marketing? I had the honour of speaking about at the SocialNext Digital Marketing Summit in Toronto yesterday organized by Mike Morrison . I joined panelists Richard Wong, Kristie Painting and Xenia Muntean to talk about AI in marketing – the journey from hype to reality. We discussed the necessary responsibility that comes along with AI, how humans will supercharge AI with the right data, that 97% of global organizations feel the increased urgency to deploy AI-powered technologies, and so much more. Coincidently, yesterday was International #GirlsinICTDay and this year’s theme is ‘Are you AI Ready’ – making my time on an AI panel even more special. #SocialNext2024 #MarketingAI #MarketingInnovation #WomeninAI #AIPowered

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Find out how #ArtificialIntelligence revolutionized Canadian Tire's approach to customer data, boosting efficiency and service. 🚀 Read here: https://ow.ly/aem830sCEqk #EYCanada #Consumer #Retail

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Just finished reading The Globe and Mail Content Studio’s latest marketing trends report, and it’s packed with some seriously thought-provoking insights. Here’s what stood out to me: 1. Generative AI: AI is not just a buzzword anymore. It’s transforming content creation by combining creativity and efficiency. Brands like Lexus are already using AI to craft engaging stories—imagine what we can achieve with this tech! 2. Privacy Shifts: With traditional cookies becoming a thing of the past, we need to rethink our audience targeting strategies. Prioritising privacy isn’t just a trend - it’s essential for building long lasting customer relationships. 3. Generational Marketing: It’s time to move beyond age-based stereotypes. Understanding each generation's unique preferences and values can make our marketing impactful. 4. Big Ideas Stand Out: In a crowded digital space, bold, creative campaigns are what make a difference. It’s about making a lasting impact with innovative ideas that capture attention and hearts. You can dive into the full report here: https://lnkd.in/gkMCPawf

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I had an opportunity to attend a panel discussion on the use of GenAI organized by Canadian Marketing Association this week. Mitch Joel, Alexandra Toulch, Sarah Bugeja, and Neil Patel were on the panel, sharing their thoughts and also showing various levels of concerns about how GenAI are affecting our marketing industry. Many great points were made. Below are three takeaways with my personal thoughts. 1. GenAI is here to stay. Marketers have the responsibility to learn about the technological development and be ready for changes and disruptions. I agree with that POV and have discussed this in various context. Regardless of the guidance and restrictions of one’s workplace, it is important to stay curious, informed, and objective to the development and deployment of GenAI. 2. GenAI powered applications are tools. When used intelligently, they can enhance productivity and not replacing human ingenuity.  Fundamentally yes. I can get access to Gemini, Mid Journey or other tools. But that doesn’t make me a creative director. However, we must acknowledge that GenAI empowered applications have superior capability to draw references from much wider sources than human can. That said, it is up to creators to imagine and guide the tools to seek relevant sources to achieve unique creative visions. This is a point that Alexandra Toulch reiterated. 3. IP and training for next generation marketers and creators are immediate concerns The issue of IP is one of the big reasons hindering a wider adoption of GenAI by corporations and rightly so. The next generation marketers’ future is a bigger discussion. It is prudent to expect a “skill inflation” as new entrants to the workforce are already better technically trained. Sarah Bugeja made an important point that “best marketing is culture changing and culture creating. That requires human input.” Her perspective should shed some light on how we should elevate new marketers to become more culturally aware and respond accordingly. #genAI #digitalmarketing #pr #reputationmanagement

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🚀 Sodales is live at SAP Innovation Day for Public Sector in Toronto! 🚀 We're here discussing how modernization is transforming Canada's public sector. With live insights into how Sodales for Enterprise Health, Safety and Employee Relations is empowering public organizations to streamline compliance and drive impactful change, we're showcasing our all-in-one platform for health, safety and employee & labor relations. Stay tuned for more updates as we help shape the future of public sector innovation! #SAPInnovationDay #PublicSector #Modernization #SodalesSolutions #Compliance #DigitalTransformation #EmployeeRelationsSoftware #LaborRelationsSoftware #HealthandSafetySoftware #SaaS #BootstrappedBusiness #WomenInTech

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Very interesting to link Funnel and CEP//triggers. A good example how to “expand” the traditional category and address new CEP for growth.

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I just saw this Globe and Mail article and it reminded me to share a life-transforming book with everybody: A Simple Path to Wealth. If you haven’t read this book yet, I suggest that you should. ASAP….before you throw away even more money by continuing to pay your Advisor and/or other high Fund fees. It’s a very simple concept, super easy to understand, and relevant for people at all stages of life. I hope it helps! https://lnkd.in/eg_zMSVw

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During Snap Projections' session, you will see one of the newest product developments that is saving Advisors 45 min to 1 hour with every single client meeting. #fintech #financialplanning

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