Deborah Knight
Toronto,Canada
Summary
Senior marketing and communications strategist with 15 years of experience across arts, non-profit, corporate, and entrepreneurial sectors. Proven expertise in strategic planning, social media, AI, marketing, event management, and crisis communications. Experienced team leader in marketing and corporate public relations and presenting workshops. Strong track record in fundraising and sponsorship for both commercial and non-profit organizations.
Overview
20
20
years of professional experience
Work History
Acting Executive Director
Kiwanis Club of Toronto
09.2014 - 11.2015
- Responsible for membership development, marketing, and PR, planning and budgeting for all special events, parties, all lunch meetings and operating the education programs for new members
- Wrote all copy and posted website, created social media editorial calendars, and updated all social channels daily
- Responsible for attending all Foundation Board Meetings and Board Meeting and recruiting members of each Board
- Responsible for creating the Annual Report and reviewing all financials with auditors.
- Planned and executed 100th Anniversary Gala Event in 2018 for over 100 charities and government officials.
Director, Public Relations, and Communications
WestJet
08.2006 - 06.2008
- Media spokesperson for one of Canada’s two top airlines, responsible for all media communications and investor relations including creating all communications strategies, spokesperson training, media interviews on behalf of the CEO, president and executive team, all crisis communications planning and employee training.
- Created the internal employee newsletter “Jetlines” and as editor responsible for creating copy for all internal communications such as the media centre on WestJet’s website and managed a staff of five reporting to Executive VP Marketing and Culture.
- Accomplishments include developing strategy and activation plan for all media relations for all issues management (crisis communications) activities in 2006/07, Investor Relations, creating a strategic plan for a charitable giving strategy, positioning Sean Durfy as the next President and CEO in 2006 by planning all PR strategies and media training for CEO during the transition for Chairman and CEO Clive Beddoe.
- Managed Air Canada collaboration during corporate espionage allegations.
- Developed the first media and communications strategy, secured international press coverage for the first time for WestJet Vacations and for WestJet’s first international launch event and media junket for Nassau, Bahamas, and Caribbean destinations in 2006.
- Developed entertainment/comedy/film strategy for eastern Canada with Taxi (agency).
Public Relations and Events Manager
SkyDome Corporation
01.1996 - 01.1999
- Created, improved strategy and was responsible for the press conferences for two new CEO’s.
- Pro-actively initiated and the crisis communications national press resulting from the SkyDome ownership’s bankruptcy proceedings.
- Led PR campaigns for all events from rock concerts to WWE Wrestling to sports events such as Monster Trucks, Racing and all corporate events.
- Developed and implemented SkyDome’s first crisis communications plan and designed senior management training and crisis media training exercises for employees.
- Managed departmental budget achieving target revenue for 156 events per year and Developed plan and wrote copy to implement the first SkyDome website strategy.
Consultant
dkpr public relations inc.
- Favourite Campaigns: Led PR strategy and activation for, Fairmont Royal York Hotel Christmas events, UniUni, Jane Lockhart Design, Glen Peloso Design, Muskoka Brewery, Allstate Insurance, Old Town Toronto/St. Lawrence Neighbourhood BIA social media strategy and events for all businesses in the area
- Led all in house digital strategies and trained staff at the St. Lawrence BIA, re designed website and advised on new audience targeting strategies in Instagram advertising, SEO, retargeting, e-commerce, social, video & image content, growing social media followers by 50% and increased engagement by 245%
- Hired five staff members, managing an agency with billings from $400K to $500K annually.
- Developing media relations strategy for new clients, and secured strategic global placements including AP, Entertainment Tonight, ETalk, Xtra!, People Magazine, Fox News, ABC News, USA Today, Canadian Press, CNN, CBC Television, Toronto Star, Globe and Mail, National Post, CTV, Global TV, Reuters, The Financial Post and Bloomberg
- Organized regional tours in key markets and secured broadcast network media coverage with major daily newspapers, radio and TV and held public appearances at high traffic venues helping to build positive word-of-mouth for clients as diverse as: Canada’s Walk of Fame, Mirvish Productions, Starvox Entertainment, City of Toronto, Just for Laughs Festival, TIFF (Toronto International Film Festival), Yuk Yuk’s Comedy Clubs, Scarborough Town Centre, The City of Brampton, City of Richmond Hill, CBC Television, The Comedy Network (CTV), Big Coat Media (HGTV), The Movie Network (TMN), StarTV, and the W Network, dermaglow/Vital Science Corp., The Canadian Women’s Foundation, The Peel Children’s Centre , Princess Margaret Hospital Foundation, Kiwanis Club of Toronto, Toronto Kiwanis Boys and Girls Club, Gilda’s Club and The Fairmont Royal York Hotel in Toronto.
- Developed PR Strategies and special events and executed major national media relations programs for Rogers Video Stores, The National Home Show, Wendel Clark’s Classic Grill and Sports Lounge (Vaughan/Oakville), Taboo Resort (Muskoka) for the Toronto International Film Festival, Antigua Village Resort, Ontario Science Centre and Science North, The Royal Ontario Museum and the Dubai International Film Festival.
- Accomplishments include obtaining editorial coverage resulting in over 30 million media impressions for clients.
- Managed all campaigns, budgets, talent, social media, media training and created unique events, promotions, crisis communications plans and execution.
- Tour Manager for Sharon, Lois & Bram for Elephant Records toured to 38 U.S. states and 8 Provinces, Tour Publicist for Mirvish Productions in Canada for Les Misérables and Tour Publicist for Canadian Tour by Foreigner, Chilliwack and Matt Dusk.
Education
Professor - Post-Graduate Arts Management Programs and Public Relations Programs
Centennial College
Toronto, ON01.2018
Bachelor of Arts (Honours) - Business Administration
University of Toronto
TorontoPost-Graduate Diploma - Marketing and Fundraising for the Arts
George Brown College
TorontoMarketing and Fundraising Certificates for the Arts - Marketing Management
The Banff Centre School of Management And The Banff Centre of The Arts
TorontoAwards
- Marketing Magazine’s Annual Award Winner as Editor for Newsletter for Canadian Opera Company.
- Ontario Tourism Events Award in Marketing and Promotions for Ontario Tourism Attractions (2006).
- Crisis Communications Training with the Greater Toronto Airport Authority (2006).
Accomplishments
- Published case studies for University of Toronto, Harvard University, University of Virginia
- Leadership recognition as a volunteer from Kiwanis Eastern Canada & Caribbean for work with Key Club high school students
Timeline
Acting Executive Director
Kiwanis Club of Toronto
09.2014 - 11.2015
Director, Public Relations, and Communications
WestJet
08.2006 - 06.2008
Public Relations and Events Manager
SkyDome Corporation
01.1996 - 01.1999
Consultant
dkpr public relations inc.
Professor - Post-Graduate Arts Management Programs and Public Relations Programs
Centennial College
Bachelor of Arts (Honours) - Business Administration
University of Toronto
Post-Graduate Diploma - Marketing and Fundraising for the Arts
George Brown College
Marketing and Fundraising Certificates for the Arts - Marketing Management
The Banff Centre School of Management And The Banff Centre of The Arts
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