Shelagh O'Donnell

Experience

• 

  CBC

  Jan 1999 - Jan 2008

  Senior Public Relations Officer - Stakeholder Relations (National)

  Developed, managed and implemented national, diverse external and internal public relations projects to enhance the image of CBC English Television Networks, fostering relationships with diverse stakeholders, managing contentious issues and enhancing corporate image and awareness.

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  Royal Ontario Museum

  Jan 2009 - Jan 2014

  Directed and developed the ROM's corporate communications programs including both its public affairs and media relations mandates. Ensured that the ROM's international profile was enhanced regarding exhibitions, galleries, public programs, scientific research and collections. Developed strategic integrated marketing communications (IMC) campaigns for all blockbuster exhibitions including Dead Sea Scrolls: Words that Changed the World, The Warrior Emperor and China's Terracotta Army, Ultimate Dinosaurs: Giants from Gondwana, and Maya: Secrets of their Ancient World. As department head, provided strategic communications counsel for all major management initiatives, including issues management as required. Advised the Museum Director & CEO, Deputy Directors, ROM Governors President, and Director, Marketing and Major Exhibitions on critical media, government and public affairs issues. Show less

  • Head of Communications/Public Relations (Director)

    Jan 2010 - Jan 2014

  • Communications Manager

    Jan 2009 - Jan 2010
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  CNIB

  Jan 2014 - Jan 2020

  • Led national Communications team through most pivotal change in CNIB’s 100-year history during launch of three new organizational brands – CNIB Foundation, Vision Loss Rehabilitation Canada and CNIB Deaf blind Community Services - to diverse internal and external stakeholders. • Develop and execute multi-channel integrated MarComs strategic plans to leverage paid, earned, shared and owned media opportunities that produce measurable results to support the priorities and business goals of all three organizations, amplifying each organization’s vision and brand identity through a compelling, consistent and high-impact public voice.• Key areas include Corporate Communications, Marketing, Issues Management, Stakeholder Relations, Media Relations Strategy, Social Media, Budget Management, Brand Development, Strategic Writing and Creative Asset Development.• Oversaw national EmployAbility campaign, a multi-platform integrated public awareness campaign that raised awareness of stigmas and misconceptions regarding abilities of people with vision loss. • Create internal communications programs to drive engagement that utilize a variety of media across video, written and internal sharing platforms• Primary national media contact. Provides media training for corporate spokespersons.• Provide organizational risk and issues management (proactive and reactive) including labour relations experience in unionized environments.• Developed of visual brand identity, annual reports, video production (including creative concept and script writing), PSAs, websites, brochures, infogaphics, social media strategy.• Fosters a strong relationship with internal and external stakeholders. Leads a team of communications professionals at the national office and provides provincial leadership to all offices across Canada. Show less Developed a comprehensive Stakeholder Engagement Plan for the province of Ontario to support CNIB’s four-year strategic plan, The Path to Change, to engage, solicit support and foster partnerships with key influencers including provincial ministries, medical associations, LHINs and eye doctors. Achieved organizational goal of integrating Post Vision Loss Rehabilitation Therapy, a vital health care service for people who are blind or partially sighted, into the provincial health care system. Implemented Marcoms campaigns to support priority activities and initiatives in the areas of fund development, service delivery, government relations and advocacy. Created proactive media opportunities, managed media requests, developed briefing documents, key messages and speaking remarks. Provided media training for all provincial spokespersons. Developed issues management strategy. Led regional implementation of nationwide brand awareness, education, advocacy and fundraising initiatives and campaigns. Drove regional content strategy, oversaw web presence and social media strategy. Developed and oversaw annual operating budget. Show less

  • Director Corporate Communications and Marketing (National)

    Jan 2015 - Jan 2020

  • Manager, Communications (Ontario)

    Jan 2014 - Jan 2015
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  OTEC - Workforce Innovation

  Jan 2020 - now

  Director Marketing Communications

  • Recruited to urgently develop integrated B2B & B2C National Marketing Communications campaign to assist pandemic-related recovery of Tourism and Hospitality - the hardest hit sector due to unemployment as a result of COVID-19. Responsible for campaign strategy and tactics, development of branding and creative assets to support Tourism & Hospitality Emergency Response (THER) – federal and provincial government funded initiative.• Led OTEC’s first B2C youth campaign for ALiGN – paid and organic digital and micro-influencer campaign, resulting in above-industry standard CTR & engagement rates with lower than average cost per engagement. Successfully led project under pandemic-driven timelines, variables and minimal budget, significantly surpassing client’s objectives.• A member of the senior leadership team on strategic priority projects including organizational rebrand and website redesign.• Create and execute innovative marketing and public relations strategies, incorporating both traditional and digital media for B2B and B2C campaigns. Design, develop and implement effective digital campaigns across all platforms to meet organizational strategic objectives of driving awareness, engagement, conversions and revenue growth.• Ongoing management of website, microsites and metrics evaluation with respect to strategy, engagement, content and user experience. • Recruited to develop and lead OTEC’s first in-house Marketing Communications department. Show less

• 

  The Alcohol and Gaming Commission of Ontario

  Aug 2022 - now

  Director, Communications

  Develop and lead long-term corporate communications strategy, and associated programs, that help the AGCO deliver on its strategic objectives in a way that cultivates relationships of trust, understanding and support with all audiences. Reporting to the Chief Communications and Service Experience Officer, and leading a team of communications professionals, provide strategic advice to the executive team on all internal and external communications matters, including brand and reputation management; lead AGCO’s evolving communications strategies and programs to deliver clear, engaging and targeted communications with diverse external audiences, including stakeholders in each regulated sector, patrons of those sectors, government, and the general public; oversee media, social media, digital communications and public relations to enhance AGCO’s reputation as an effective and modern regulator; partner with AGCO leadership to shape employee communication programs and products that support and sustain employee trust and engagement. Show less