Microsoft Office: Proficient in Word, Excel, PowerPoint, and Outlook
Leora Rabatach
Strategic Communications, Marketing, and Engagement Professional
Calgary
Summary
Experienced communications professional with over 20 years of expertise in developing and executing strategic internal and external communications initiatives. Proven ability to foster robust partnerships, enhance brand visibility, and lead high-performing teams. Seeking to leverage skills to support innovative leadership and mission for a dynamic organization.
Overview
22
22
years of professional experience
2
2
Languages
Work History
Senior Director, Marketing and Communications
Bethany Care Society
Calgary
01.2023 - Current
- Built and maintained strong relationships with key industry partners, fostering collaboration and mutual growth opportunities.
- Spearheaded comprehensive marketing and communications program across diverse platforms, engaging thousands of residents, tenants, families, employees, volunteers, government representatives, donors, vendors, media, and community partners.
- Enhanced internal communication channels across corporate offices, 11 care centres, 13 housing sites, and Bethany Care Foundation, resulting in improved information flow and more effective decision-making processes.
- Provided strategic counsel to CEO and Executive Leadership teams on communications strategy, media relations, brand management, government relations, and crisis communications.
- Led development and rollout of a refreshed organizational brand based on comprehensive market research, enhancing brand recognition and aligning the organization's image with its strategic vision and values.
- Established data-driven decision-making processes and implemented best practices in analytics to optimize organizational performance.
- Recruited top-tier candidates from diverse backgrounds, enhancing talent pool and implementing robust training programs to develop skills across all staff levels.
- Implemented cost-saving measures through strategic resource allocation and budget management.
- Set team priorities, maintained schedules, and monitored performance to ensure alignment with organizational goals.
Director, Marketing and Communications
Faculty Of Science, University Of Calgary
Calgary
04.2022 - 01.2023
- Developed and implemented marketing and communications plans for Faculty of Science, and for strategic priorities projects.
- Presented marketing and communications plans and reports to Faculty of Science leadership and stakeholders to enhance engagement.
- Analyzed market trends and competitive landscape to understand opportunities and potential value. On pace to double local, national, and international outreach in 2022-2023 fiscal year compared to 2021-2022.
- Spearheaded market research to identify external communications and marketing opportunities.
- Coordinated with science communications team and designers to generate creative and dynamic marketing content and communication tools for promotional campaigns.
- Deployed well-coordinated campaigns, events, and public relations strategies to promote brand and increase awareness of science impact in community.
- Managed annual marketing budget and developed metrics to measure success.
Manager, Communications and Stakeholder Relations
W21C, University Of Calgary
Calgary
01.2020 - 03.2022
- Provided senior role in planning and development of strategic direction for the W21C Research and Innovation Centre, participating in operations and executive leadership meetings.
- Acted as key liaison with research and collaboration partners (federal and provincial government, industry, health sector, philanthropists, clinicians, and academics) with varying backgrounds, expertise, and expectations. Developed and managed research proposals, budgets, and project specific staffing needs.
- Performed strategic and proactive leadership to determine, develop, and implement internal and external communications and marketing for W21C. This included management of all tactical communications and media activities, including (but not limited to) websites, social media, publications, written and verbal communications, issues management, awards and recognition, and special events.
- Enhanced marketing and communications outreach for W21C in 2020-2021 through an increase in social media engagement (Instagram 29 %, LinkedIn 44 %, twitter, 5 %), web traffic (26 000 unique national and international visitors), and collateral development strategies (38 fact sheets, presentations, posters).
- Managed W21C Summer Studentship Program for 7-12 students per year, including: advertising, human resources activities (hiring, on-boarding/off-boarding), education session development and management, mentorship, ROI measurement, and funding opportunities.
- Led the development and implementation of a relationship management system (salesforce), and applied performance data to evaluate and improve operations, communications, and marketing metrics, target current business conditions, and forecast needs.
- Coached management and staff on communications and media training with a focus on organization brand integrity, knowledge translation strategies, and oral presentation skills.
- Managed a team of seven employees, overseeing onboarding/offboarding, training, and professional growth.
Co-Leader, Mentorship and Leadership Portfolio
O'Brien Institute for Public Health
Calgary
09.2020 - 03.2022
- Participated as member of executive committee for O'Brien Institute for Public Health.
- Assisted O'Brien leadership (Scientific Director, Associate Scientific Director, and Administrative Director) in planning, prioritization, and implementation of Institute's strategic plan through advisement and timely feedback.
- Leveraged existing resources to help O'Brien Institute members to develop leadership skills and enhance networking relationships.
- Developed evidence-informed materials, workshops, programs, and events.
Manager, Communications
W21C And O'Brien Institute, University Of Calgary
Calgary
01.2012 - 01.2020
- Planned, developed, and implemented strategic communication, issues management, marketing, and public relations activities for W21C/O'Brien Institute, to promote and support improved health and health care.
- Determined target demographics and devised strategic marketing initiatives to reach target audiences.
- Preserved brand integrity by monitoring consistency and quality of marketing content.
- Developed measurement platform for communications, marketing, and events for ROI quarterly reporting.
- Led communications team to continuously revamp website, social media, and marketing collateral based on measurement and metrics. Changes resulted in a
- Managed between 10-20 large and small scale events per year to enhance brand awareness and boost industry partnerships and policy uptake, including: Global Healthcare Innovation Academy/W21C Innovation Academy event platforms, Western Canadian Universities Big Data Conference, and O'Brien Institute Health Policy Forums.
- Directed W21C Summer Studentship Program, and enhanced growth of the program through development of new hiring and on- and off-boarding processes (promotional materials, job descriptions, interviews, research and presentation training sessions, peer-support programs, etc.).
- Hired and provided supervisory and mentorship support to up to 12 students per year.
- Led and managed teams and volunteers in communications, events, and research for W21C and O'Brien Institute for Public Health. This included recruitment, professional development, monthly and yearly work plans, and performance feedback within the AUPE framework, to drive goals for individual staff members and for both organizations.
- Built and strengthened partnerships with multiple internal and external stakeholders (industry, government, academic, community) to improve research services provision, amplify coverage, and maximize effectiveness of marketing strategies.
- Presented organizational goals and initiatives to a variety of internal and external audiences through tours, stakeholder meetings, education sessions, events, and conferences.
- Coached management and staff on media training and communication tactics regarding organization brand integrity, knowledge translation strategies, and oral presentation skills.
- Authored fresh and engaging press releases and prepared complete press kits.
- Served as primary point of contact for incoming media calls, including requests for meetings and interviews with university thought leaders and public health experts.
- Provided writing and editing expertise for internal and external communications materials, including: case studies, web content, film scripts, fact sheets, brochure collateral, news releases/news kits, online news stories, Research Impact Assessment reports, etc.
- Created various presentations, opening remarks, and speaking notes for university and AHS executives each year.
- Led creation of two new websites for W21C in 2012 and 2017 using human factors research and usability testing, analytics, and stakeholder interviews to ensure websites appealed to primary target audiences.
- Developed and managed budgets at both program (annual) and project (monthly) levels.
- Drove implementation and training for new relationship management system (Salesforce) to improve internal communication, increase customer satisfaction, and enhance marketing and project management strategies.
Partner
Market Grade
Calgary
03.2009 - 09.2013
- Partnered with local and national organizations to provide specialized marketing and communications support, including: Blink Restaurant & Bar, Fano Energy Inc., Uthrive, Karm Wellness Clinic, Ali Khalil Realtor, Westcor Mortgage, and Rising Land Design.
- Monitored social media and online sources for industry trends, and developed and implemented industry-specific marketing strategies to increase brand visibility for clients during known peak seasons.
- Wrote, edited, formatted, and distributed finished news articles, key messaging, website content, print advertisements, newsletters, biographies/portfolio pieces, annual reports, and Requests for Proposals (RFPs).
- Wrote scripts and supervised post-production of client TV, radio, and web advertisements.
Advisor, Communications/Knowledge Management
Alberta Health Services
Calgary
09.2006 - 01.2012
- Devised strategic communications initiatives for the Calgary Stroke Program and Department of Clinical Neurosciences, Alberta Health Services (AHS), to reach target audiences.
- Created brand identity in collaboration with leadership and consultants, including distinctive style and tone, for all organizational communications.
- Improved and boosted brand image by implementing focused marketing campaigns and special event outreach.
- Evaluated effectiveness and identified issues for communications tactics in order to determine return on investment and seek continuous improvement.
- Managed media relations in collaboration with key stakeholders (University of Calgary and AHS), including: key messaging, feature stories, news releases, public service announcements, backgrounders, media kits, coordination of media events, and expert referrals for media.
- Executed media campaign in collaboration with Alberta Provincial Stroke Strategy (APSS) and community partners designed to increase stroke awareness across Alberta (public safety campaign).
- Engaged in professional networking to maintain strong relationships with communications and media professionals to drive partnerships and effective dissemination of mass communications.
- Led and produced creative short film to promote stroke awareness that was accepted into the Calgary International Film Festival (2007).
Education
Master of Science - Medical Science
05.2001 -
Associate of Arts - French Language And Culture
05.2001 -
Bachelor of Science - Biology/Anthropology
05.2001 -
Skills
Additional Training
UManage Management and Development Certification Program, University of Calgary, Alberta (2018-2019)
International Communications Conference IABC, San Francisco, California (2015)
Annual Conference For Chief Publications Professionals CASE, New Orleans, Louisiana (2013)
Public Relations Management Certificate Courses, University of Calgary, Alberta (2012-2013)
Canadian Science Writers Annual Conference, Calgary, Alberta (2011)
CASE Communications Conference Chicago, Illinois (2010)
International Communications Conference IABC, New York, New York (2008)
Franklin/Covey Leadership Course University of Calgary, Calgary, Alberta (2004)
Annual Conference For Media Relations Professionals CASE, Washington, DC (2003)
Accomplishments
Continuing Professional Education
Teaching Opportunities
Keynote presentation and session chair for the Social Sciences and Interdisciplinary Studies Conference, Rome, Italy (2018): "The Role of Stakeholder Engagement in Quality Improvement Initiatives in Strategic Clinical Networks: A theory of planned behaviour study."
Promotional Presentations - W21C/O'Brien Institute for Public Health Interactive summer student workshops (2015, 2016, 2017, 2018, 2019, 2020, 2021): "The Importance of Knowledge Translation and Communications."
Executive Presentation, Alberta Health Services Strategic Clinical Network (SCN) Leadership (2016). Preliminary data results presentation based on Master's research. "Measuring Stakeholder Engagement in SCNs in Alberta, Canada."
Alberta Health Services Executive Education Program (2016) - "W21C: Creating Impact for Patients by Improving Safety and Care Quality in our Health System."
Her Royal Highness Princess Astrid of Belgium Delegation Presentation Training (2015) - "How W21C Research and Innovation Makes Care Better for our Communities."
Governor General's Canadian Leadership Conference Alberta Delegation Presentation Training (2015) - "An Overview of W21C Research and Success through Partnerships."
Instructor, 3-hour workshop for the 16th Annual Health Research Methods Course, Office of Continuing Medical Education and Professional Development, Faculty of Medicine, University of Calgary (2015). "Understanding Our World Through Digital Storytelling."
Seminar Presentation, Alberta Health Services and Community Health Sciences (2015). "A Comparison of Synchronous and Asynchronous Techniques in Communications, Medical Education, And Knowledge Translation."
Seminar Presentation, Alberta Health Services and Community Health Sciences (2015). "The Role Clinical Care Pathways for Improving Patient Safety and Quality of Care."
Seminar Presentation, Community Health Sciences Medical Education (2013). "The Value of Mixed Methods to Evaluate Behaviours in Organizations."
Poster Presentation - Campus Alberta Student Conference on Health (CASCH), Banff, AB (2013). "Measuring Engagement in Strategic Clinical Networks in Alberta, Canada."
Publications
- Journal of Medical Internet Research (2023): "Use of Epic Electronic Health Record System for Health Care Research: Scoping Review." Chishti, J; Sapiro, N; Wiebe, N; Rabatach, L; Lorenzetti, D; Leung, A; Rabi, D; Quan, H; Eastwood, C.
- Health Services Research (in press): "Measuring Strategic Clinical Network Stakeholder Engagement: A Theory of Planned Behaviour Study." Rabatach, R; Norris, JN; Hecker, KG; Sargious, P; White, D.
- Plus One (2017): "Development and Psychometric Testing of the Clinical Network Engagement Tool." Norris, JN; Hecker, KG; Rabatach, L; White, D.
- Grey Literature Publication (2012): "Review of Clinical Care Pathways: Exploration of areas of care, diversity of studies, and methods for evaluation of outcome measures."
Membership and Committees
University of Calgary Senate Subcommittee #5 Representative: Community Engagement/Places & Spaces
Research Impact Canada (RIC) Bilingualism Committee University of Calgary Representative
University of Calgary Knowledge Engagement Community of Practice
University of Calgary Innovation Gallery Planning Committee
O'Brien Institute for Public Health Executive Leadership Committee (Past Co-Leader of the Mentorship and Leadership Portfolio)
Calgary Innovation Coalition (CIC) Member (W21C Representative)
International Association of Business Communicators (IABC) Member
Hiking, biking, swimming, travelling, reading, writing
I love being outdoors, whether it's hiking, biking, or swimming. Exploring new places and traveling brings me joy. When I’m not outside, I enjoy curling up with a good book or writing my thoughts. My passion for nature and adventure fuels my curiosity and zest for life.
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeWork Location
RemoteHybridImportant To Me
Company CultureWork-life balanceCareer advancementHealthcare benefitsWork from home optionPersonal development programsSoftware
Adobe Creative Cloud: Experienced with Photoshop, Illustrator, InDesign, and other Adobe products
Salesforce and Cloud-Based Platforms: Proficient in various content and relationship management platforms
Timeline
Senior Director, Marketing and Communications - Bethany Care Society
01.2023 - Current
Director, Marketing and Communications - Faculty Of Science, University Of Calgary
04.2022 - 01.2023
Co-Leader, Mentorship and Leadership Portfolio - O'Brien Institute for Public Health
09.2020 - 03.2022
Manager, Communications and Stakeholder Relations - W21C, University Of Calgary
01.2020 - 03.2022
Manager, Communications - W21C And O'Brien Institute, University Of Calgary
01.2012 - 01.2020
Partner - Market Grade
03.2009 - 09.2013
Advisor, Communications/Knowledge Management - Alberta Health Services
09.2006 - 01.2012
University of Calgary - Master of Science, Medical Science
05.2001 -
University of Calgary - Associate of Arts, French Language And Culture
05.2001 -
University of Calgary - Bachelor of Science, Biology/Anthropology
05.2001 -
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