Leopold McGinnis

I lead the strategy, governance, and delivery of the AMA’s digital experience ecosystem, overseeing all public and internal‑facing platforms across web, mobile, social, and digital publications. I align user experience, content, technology, and organizational priorities to deliver accessible, trusted, and effective digital services in a complex healthcare environment. My work strengthens service availability, unifies design and technology, improves organizational efficiency, and advances data‑driven decision‑making to continuously enhance the AMA’s digital experiences, tools, and readiness. Responsibilities • Senior advisor to executives and stakeholders on digital strategy, policy, risk, and emerging trends. • Set the long‑term vision for AMA’s digital platforms, ensuring alignment across web, social, content, and services. • Lead digital experience operations: governance, standards, intake, prioritization, and decision frameworks. • Develop and manage a multidisciplinary digital team and external partners delivering platform improvements. • Build cross‑departmental support for digital initiatives, influencing senior leaders to align efforts for impact. • Oversee end‑to‑end digital experience lifecycle including content strategy, UX, accessibility, integration, and continuous improvement. • Establish and enforce visual, UX, and CX standards across all digital products. • Direct analytics, performance measurement, and reporting to drive optimization. • Oversee production and governance of all digital content, newsletters, and publications. • Lead AMA’s social media strategy, balancing engagement, reputation, and risk. • Oversee online advertising and digital amplification. Key Achievements: • Transformed AMA’s social media operating model with new policies, workflows and rapid‑response structures. • Built the business case and led development of AMA’s first enterprise intranet. • Led UX, brand, and integration strategy for the AMA mobile app, LMS and Fee Navigator.

As the President and CEO of Red Fez I lead the executive team, set the organization’s strategic direction and establish processes, training, communication and site development practices to support the organization’s mission and goals. I direct and oversee policy and project development, manage revenue sources, oversee corporate and new media design and recruit, lead and manage a staff of over 15 people distributed across North America. As the organization’s information architect I design and develop the site’s user and administrator design interfaces, data-flows and processes. - Set the organization’s strategic direction. Steer, oversee and prioritize projects. - Leverage Red Fez’s community and information resources to develop innovative new features and pursue the organization’s strategic goals. Oversee data management plan, site usability, data archiving, SEO and SEM. - Set graphic, interaction, data-architecture, user experience and feature design to achieve readership and submission objectives. - Oversee and direct funding. Explore and pursue funding models and grant applications.

Leveraging my extensive web management and team leadership experience and education I develop and maintain ATCO Gas & Electric's intranet, public websites and other digital communications mediums. As ATCO's subject matter expert I lead the eCommunications team, set strategic direction and coordinate with senior management and stakeholders to enhance use and direct development of the site to meet organizational objectives. In this position I have developed strategic road maps, established cross-divisional committees and enhanced business processes to support the usability of the organizations' primary communications tools, setting them up for future success and development.

As the principal member behind the Ministry’s key internal communications and knowledge sharing medium I developed strong leadership, strategic planning, project development and collaboration experience. The role greatly enhanced my creative design skills and I developed an excellent ability to realize highly effective results with limited resources by focusing on iterative enhancements, cross-group teams and creative solutioning. My success in this role was demonstrated by consistently ‘superior’ job performance ratings and by the three department-wide REACH awards I received during my tenure. Demonstrated strong leadership and supervisory skills in setting the direction for the ministry’s internal communciations via chairing the Intranet Committee and supervising the Intranet Team, Video Project Team, direct reports and consultants. Developed solid stratetgic planning experience through the creation several short and long term plans for the Intranet and SharePoint systems. Proven policy development experience identifying, updating and creating internal department policies. Proven client-service skills and relationship building ability through consultation and collaboration with key stakeholders on business requirements and problem/solution identification. Project management experience as demonstrated through leading several system upgrades. Excellent ability to design and find creative solutions as identified through the development of several new system features, methods, policies and creation of the department’s successful Video Project Team.

Representing the national office to the public and government bodies I built on my communications and writing abilities in managing and producing key public communication materials: FSC website, national newsletter, press releases, printed materials, e-bulletins, annual report, brochures and more. Responsible for the timely production of all of FSC’s regular communication materials from initial concept and writing, to design and final quality assurance. Supervised writers and translators for communications materials. Assisted with event plans and grant proposals. Responsible for FSC website, ensuring quality and consistency of message, ease of use and design. Supervised contract web designers. Made recommendations on and triaged communications issues: Customer requests, grant applications, press releases, etc. Created and ensured FSC’s Visual Identity Program.

Daily monitoring of public media for issues of concern to the corporation. Research and copy writing to BCBC standard for corporate communications, intranet, publications and marketing briefs. Research and copy-editing for Core Services review booklet, BCBC Facts book, MLA information sheets, employee newsletter, speeches and sponsorships to ensure quality and focus on message.

Researched, wrote and edited content for manuals, project briefs and commercial printing projects. Designed marketing brochures working closely with the Marketing Director to ensure quality of the project. Graphic design, research and organization of business and marketing documents for BC Hydro’s international project bids. Worked closely with engineers and management to create support documents including posters, project briefs, brochures, advertising materials, illustrations and presentations for engineering projects.

Over 140 hours of management skills training (leadership, strategic planning, project management, team building and finance).

Over 40 hours of leadership training in the areas of motivation, coaching, finance and more.