Summary
Overview
Work History
Education
Skills
Passions
Timeline
Generic

Carol Shmygol

Summary

I am proud of my 30+ years experience in the world of marketing, having meandered my way to Calgary via Toronto, Halifax and Vancouver with Cossette – one of Canada's preeminent advertising agencies. Certainly not the most direct route but one that has shown and taught me much along the way.

I've had the immense pleasure of working on some great brands from General Motors' Saturn and Saab brand, to “Never Stop. Milk.” (the recipient of many awards including multiple Cassies) to PEI Tourism, to Bell, to Scotiabank, and many, many more in between. And my favorite of course – ATB Financial. A brand which I joined in August 2013 and a journey which has led to my role of Sr VP, Reputation & Brand.

In September of 2022 I made the bold decision to retire/rewire and explore the next leg of life's adventure. I would like to give back, write, mentor and grow in both my personal life and as an executive coach and brand strategy consultant.

Overview

36
36
years of professional experience

Work History

SVP Reputation and Brand

ATB Financial
07.2018 - 09.2022
  • Lead and champion the development and ongoing evolution and execution of the Reputation & Brand strategy for ATB, contributing to the overall growth and value of the organization across B2C and B2B markets.
  • Oversee all facets of Reputation and Brand to drive acquisition, retention and key metrics such as relevance, closeness and the client obsession index.
  • Lead a team of 85+ with vision and a drive to perform so they are deeply engaged, producing outstanding results and doing the best work of their careers.
  • Build meaningful partnerships and relationships across all areas of the enterprise to align on objectives and work together to (over) achieve short and long term goals.

VP Marketing and Brand

ATB Financial
07.2013 - 07.2013
  • Creating a unified Brand Purpose and bringing this to life across the organization, both internally and externally.

VP Client Partner

Cossette Communications/Dare
01.1987 - 06.2013
  • I was with Cossette/DARE for 26 years, an experience that enabled me to continuously learn/grow/measure and excel. I have had the opportunity to work on some of Canada's best brands - from Saturn to Scotiabank to Bell to "Never Stop. Milk." Much of the work that I have been involved with has received industry recognition (Cassies/CMA Awards), but what I am most passionate about is working with smart people, tearing down communication barriers, helping to build great brands and powerful, effective teams.

Education

Design Thinking

MIT/Sloan Executive Education - Design Thinking
Online
01.2019

Certification - Strategic Communications

Columbia University
New York, New York
06.2016

Certification - Strategic Growth Executive Education

Columbia University
New York, New York
06.2016

Skills

  • Powerful leadership of a team of 90 professionals to motivate, inspire and produce outstanding results
  • Depth and breadth of brand strategy experience, understanding the power of identifying unique brand attributes and bringing them to life across all marcom platforms
  • Client obsessed, data and insights driven
  • Results and measurement focus
  • Leadership, partnership and collaboration
  • Visioning and innovation
  • Passion and proven ability to bring a brand to life internally and externally

Passions

Big ideas that transcend medias or channels

· Great brands

· Getting on a plane and not being sure of what the journey will hold

· And of course my family – who constantly inspire me and make me learn, laugh and remember what it's all for.

Timeline

SVP Reputation and Brand

ATB Financial
07.2018 - 09.2022

VP Marketing and Brand

ATB Financial
07.2013 - 07.2013

VP Client Partner

Cossette Communications/Dare
01.1987 - 06.2013

Design Thinking

MIT/Sloan Executive Education - Design Thinking

Certification - Strategic Communications

Columbia University

Certification - Strategic Growth Executive Education

Columbia University

Similar Profiles

CREATE PROFILE
Carol Shmygol