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The 5th P of Marketing – Pivot (or in this case, Pandemic)

February 25 @ 12:00 pm - 1:00 pm

How Marketing Communications Teams are Navigating the Ultimate Test

Thursday, February 25, 12 to 1 p.m. EST, Zoom

To keep pace in the ever-changing consumer landscape, businesses in Canada have a difficult task at hand when it comes to engaging with customers.  In retail specifically, winning requires retailers to take an adaptive, dynamic, and dexterous approach that puts the customer at the centre…especially when it comes to their marketing communications strategy.  

Join Canadian Tire’s AVP of External Communications, Stephanie Nadalin, and Irene Daley, AVP of Strategic Marketing, as they talk about the pace of change – not only keeping up, but how to break through and win with customers, even in a global pandemic.


$15: IABC Member rate ($16.95 with HST)

$30: Non-member rate ($33.90 with HST)



Note: This is a Zoom meeting. A link will be sent to all registrants the morning of the event. We encourage all registrants to check their spam folder and test the link well in advance of the event start time.


Stephanie Nadalin, Associate Vice President, External Communications, Canadian Tire Corporation

With her career spanning politics and government to global agency work and now leading external communications for one of Canada’s most iconic retail brands, Stephanie Nadalin has run the gamut of proactive, reactive, strategic and marketing communications challenges. In March of 2020, many Canadian Tire stores were suddenly closed to customers as part of the public health emergency orders issued by provinces scrambling to stop the spread of COVID-19. Stephanie will tell the story of Canadian Tire’s cross-country pivot, with communications at the hub of the rotation as the company had to adapt to a new and unprecedented reality, while still trying to serve its customers and supply their needs.


Irene Daley, Associate Vice President, Strategic Marketing, Canadian Tire Corporation

As AVP, Strategic Marketing at Canadian Tire Corporation, Irene is responsible for leading one of Canada’s most iconic brands. Tasked with not just maintaining brand love for a nearly century-old retailer, Irene endeavours to contemporize and grow the Canadian Tire brand. Irene leads her team to evolve Canada’s Store marketing campaigns, with results recognized and awarded both at the national and international level with multiple Effies, Cassies and CMAs.

When Canadians were faced with a global pandemic, the Canadian Tire team knew that their brand needed to maintain its role of being there for Canadians, whatever the situation. Whether it was during lockdowns, while stores were closed or when numbers started to flatten, stores were there to serve their communities with essential products and safe shopping options. Our brand purpose to equip Canadians for the jobs and joys of life in Canada, became the guiding light for everything. While life in Canada continues to change, Canadian Tire will continue to adapt to help Canadians continue to make the most of their lives at home.

Irene is based in Toronto and is also a member of the CMA’s Ethics and Standards Committee. Prior to Canadian Tire, Irene spent 17 years in Retail and CPG marketing leading iconic global brands like Oreo, Ritz, What’s Cooking and Kraft Dinner at Kraft Heinz.


February 25
12:00 pm - 1:00 pm
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