Audrey Gottlieb, MBA

Responsible for setting the strategic direction of the consumer journey, with direct oversight of email marketing, SMS marketing, and customer experience (CX).

Led a cross-functional committee through actionable data insights to ultimately improve (reduce) churn of subscription customers by 43 % within one quarter. Redesigned the organizational structure and key roles within the CX vertical to optimize performance, promote talent retention, and enable scalability during high sales growth (> 85 % YOY). Triggered refinements to the company's promotional strategy to better align to brand positioning, reduce operational impacts during promotional periods, and eliminate customer friction.

Responsible for the success and development of a team of 10 business analysts and training specialists, delivering innovations in process and technologies across the B2C sales function of the organization. Led my team through a restructure to become increasingly data-driven, shift toward leaner processes, adopt new technologies for operational efficiencies, and upskill in project management and change management methodologies to support an increasingly agile sales environment.

*Selected by executive leadership to co-champion the rollout of lean methodologies across Sun Life’s Client Experience Office* Managed a team of 10 direct reports across two business units, which are together responsible for changes to sales process, systems, and technologies and the onboarding and continuous development of B2C sales staff. Responsible for translating an external consultancy’s work into a workable recommendation for the business and effectively led its implementation within 12 months. Developed and led my team to implement MVP solutions that successfully enabled remote work and training of > 110 sales staff (across four different client-facing sales roles) within 2 weeks from the pandemic declaration.

*Nominated for the CEO's Award of Excellence (less than 3 % of employees are nominated each year).* *Received two employee awards within the first 10 months in my role.* Served as change management lead for a high-risk, strategic evolution of the business model with significant enterprise impact to achieve full benefits realization. Influenced executive leadership and project leaders with actionable insights and recommendations rooted in feedback from key stakeholders and impacted employees (via facilitation of focus groups, surveys, and close engagement). Balanced accountabilities at both a tactical and strategic level to strengthen the business unit’s capabilities for the successful implementation of large-scale, high-risk changes. Developed best practices for the systematic application of change management fundamentals to all projects across the business unit in an agile environment.

Identified, recommended, and progressed opportunities for new programs, growth of existing programs, and partnerships with other organizations. Shaped market strategies by executing on customer research and competitive intelligence to inform organizational priorities. Performed competitive analyses, labour market analyses, developed and led needs assessments, and liaised with internal and external stakeholders to develop concrete knowledge of needs in the health care sector. Communicated findings and influenced senior staff and executive leadership to prompt new initiatives, inform organizational decision-making, and shape strategic directions. Prepared project plans and communication plans for large departmental initiatives, strategic priority projects, and new programs, from initial concept and design through to implementation and evaluation. Developed, evolved and facilitated the adoption of new practices and operating procedures for the organization. Synthesized a 3-year departmental strategic plan, including annual priorities, which was approved and endorsed by the interim-CEO without any revisions. Prepared a first-of-its-kind program for commercialization, including the development and implementation of a marketing plan.

Reinvigorated ‘The Michener Advantage’ and drew positive recognition towards its Continuing Education Department by introducing a first-of-its kind ‘Working with Seniors: A Primer for Healthcare Professionals’ curriculum. Designed inter-professional simulations for 270 students and successfully cycled all students through simulations in one day, without any setbacks. Received positive feedback from both students and facilitators. Liaised with all stakeholders to ascertain key decisions in program planning and “closed the loop” with feedback and future directions after performing a thorough program evaluation, ultimately securing their continued support.

10th Anniversary National CPD Accreditation Conference (2018) - Quality Improvement: A Practical Workshop (90-minute workshop) Regional Geriatric Program of Toronto Network Webinar Series (2016) - Promoting Senior-Friendly Healthcare Using a Simulation-Based Approach (Online Webinar) Young Presidents Organization, YPO (2016) - Invited to present to chief executives with membership in the Toronto Chapter 2nd International Conference: Where's The Patient's Voice in Health Professional Education - 10 Years On (2015) - Senior Voices Guiding Future Healthcare Professionals (90-Minute Breakout Session) Ontario Simulation Exposition (2014) - Simulation Use in Working with Seniors: A Primer for Healthcare Professionals (90-Minute Breakout Workshop) Long-Term Care Applied Research Day, Ontario Long Term Care Association (2014) - Transforming Care of the Elderly: An Aging Suit Simulation to Shift Values and Attitudes through Experiential Learning Ontario Simulation Exposition (2013) - Perspectives of Healthcare Professionals on a New Aging Simulation Interprofessional Education Rounds, Baycrest Centre for Education & Knowledge Exchange in Aging (2013) - The Impact of an Aging Suit Simulation on the Perspectives of Healthcare Professionals

Designed curriculum, developed content / activities and facilitated select modules for an online interactive course titled ‘Simulation Scenario Writing’. Modules included 'Educational Framework and Fundamentals, Goals and Evaluation', 'Theory and Practice', 'Creating the Briefing/Facilitation/Debriefing Sections' and 'Iterations, Rewrites and Evaluation'. Provided guidance and support to peer faculty. Selected from among a group of six to be one of two returning faculty. Led continuous improvement efforts in collaboration with one other returning faculty member.

Established a presence for Baycrest in the Canadian simulation community by spearheading the first simulation initiative in the organization and delivering subsequent presentations at national conferences. Effectively introduced new simulation equipment to the organization, which now continues to be used in regular programming. This work was ultimately developed into a publicly available educational toolkit posted by the Ontario Centres for Learning, Research and Innovation in Long-Term Care. Invited back by the Baycrest Centre for Learning, Research and Innovation to present a keynote lecture in its Interprofessional Education Rounds. Gained a foundational knowledge base in aging through didactic and experiential learning, including shadowing several professions in gerontology.

Co-authored a paper published in the Journal of Vision. Title: Detection of periodic motion trajectories: Effects of frequency and radius. Worked in the Psychophysics Laboratory with the following responsibilities: fMRI pre-processing and processing, programming of experiment on VPixx, subject recruitment, and subject testing. Conducted data analysis and data visualization, along with perimetry testing. Involved use of Snellen chart, lensmeter, and tests of colour blindness.

Notable achievements: -Graduated with a specialization in Strategy [June 2021] -Selected to represent Wilfrid Laurier University in a competition against 21 other countries at the largest global case competition: The John Molson International MBA Case Competition [January 2020] -Led a team of six to be a Top 3 Finalist (out of 40+ teams) in Final Case Competitions [June 2019]

Undergraduate thesis in Applied Human Health and Nutritional Sciences on the role of vision in postural stability and falls in seniors. Extra-curricular involvement: University Ambassador; Academic Community Builder; Kinesiology Student Association Executive Board; Holocaust Education Week Executive Board; Maimonides Jewish Leaders Fellowship

An executive leadership program in change management aimed at senior and high potential leaders who are nominated and sponsored by their respective company. The program is grounded in leadership, change and social accountability theories, processes and practices. Extensive stakeholder and community engagement methods such as appreciative inquiry, developmental evaluation, and design thinking are emphasized. Graduates leave equipped to design, implement, steward, and sustain new initiatives and system change in their organizations.