Maria Scopelliti

-Led EDC’s most comprehensive brand refresh in 20 years including: brand strategy roadmap and audit, new brand positioning, visual and verbal identity, communication and change planning for internal and external implementation, and new brand health measurement. -Lead, manage and evolve brand strategy, identity, messaging, and creative design function. -Provide strategic brand communication advice, support and training to all internal stakeholders to advance business priorities and drive EDC’s relevance among Canadian companies. -Develop strategic messaging, identity guidelines, value propositions, co-branding guidelines, and other strategic documents to enable EDC teams to consistently bring the brand to life across all customer experience touch points. -Manage production of tools, templates, presentations, campaigns, event collateral, videos, etc., and review materials produced by employees and external partners to ensure brand alignment. -Collaborate with teams across the organization to embed the brand in all functions, inspire employees to become brand ambassadors, and increase EDC’s overall awareness and impact. -Build and advance the brand discipline at EDC through research, best practice and governance. -Manage relationship with external brand partner and collaborate with creative agency on campaigns and design projects.

As a member of the board of directors of the IABC Ottawa Chapter, I led the strategy for sponsorship, job line and accreditation.

Project manager for the development and implementation of uOttawa’s brand refresh. -Collaborated with internal team and external agency to produce communications for: website, social media, ad campaigns, internal communications, events, and media relations. -Built relationships with internal stakeholders and partners to enhance organizational culture, embrace change and create brand ambassadors to help tell uOttawa stories. -Won IABC Award of Merit for the uOttawa Defy the Conventional advertising campaign. Led creation and execution of integrated marketing and communications strategies for various stakeholders: Office of the President, Advancement and Alumni Relations, and Student Services. -Developed strategy and guidelines for the first e-newsletter to reach out to all 43,000 uOttawa students. Average open rate was over 60% in its first quarter. -Championed shift towards content marketing: Produced roadmap and manifesto for uOttawa’s Content Network; led the creation of personas to inform content strategy. -Led the transition from ad-hoc to campaign-based marketing communications. -Won honourable mention “Best Marketing Program” from the Council for the Advancement and Support of Education for the Alumni Week 2013 campaign that resulted in a 29% increase in event attendance. Took on role of acting manager to the content team in the Fall of 2013. -Led and inspired team members to produce original, multi-channel content. -Provided evidence-based recommendations to leaders to enhance content, efficiency and client relations; revised editorial guidelines for digital publications.

-Delivered media training and advice to professors to increase media coverage. -Built relationships with journalists to create media opportunities for uOttawa experts. -Developed uOttawa’s first-ever international media plan. -Managed and trained junior media relations officers. -Championed the move from traditional press releases to targeted and social media pitches. -Managed issues and crises. -Wrote and edited press releases, media lines, Q&As, social media posts, presentations, articles and media relations plans.

-Developed marketing and communication plans for various projects and initiatives; conceived tools and activities to achieve objectives and reach the primary target audience: professors. -Provided strategic communications advice to each of the four TLSS sectors; acted as a liaison. -Edited, managed, and developed content and creative layout of TLSS newsletter “The Thinker”. -Wrote and edited internal and external communications materials.

-Assisted in the planning and coordination of publicity events including product tastings, the Vinitaly exhibition and sponsorships. -Worked with various agencies to develop integrated marketing campaigns (TV, print, web). -Prepared briefs, edited copy, coordinated the production of promotional materials. -Collaborated with Cinzano Brand Manager; wrote communications plans and briefs. -Contributed to the redefinition of Cinzano’s brand strategy for the Italian market.

-Worked closely with the Head of Group Communications in the planning, development, implementation and evaluation of global communication programs. -Completely managed and developed the company’s bi-annual magazine, Campari International, distributed to key stakeholders and opinion leaders worldwide. -Managed corporate web site content (www.camparigroup.com). -Executed media relations and PR initiatives for the launch of the 2009 Campari calendar and global advertising campaign, directed by the Head of Group Communications and collaborating with the PR agency (Cohn & Wolfe).

-Taught English part-time to Italian professionals.

-Developed English content for race kits, pamphlets, program and website -Assisted foreign press throughout event and during press conferences with athletes.

-Researched and analyzed international business firms; interviewed executives and wrote cases. -Publications: Scopelliti, M., Ensign, P.C. (2010). “QiaoLinx Inc.’s Challenge: Convincing Canadian Business of the Importance of Cracking China’s Business Code.” [Published in: Timmons J.A., Spinelli A., Ensign, P.C. New Venture Creation, 1st Canadian Edition. 2010]

Thesis Title - Gatekeepers No More: Redefining the Roles of Journalism and PR in the Age of Digital Media and Content Marketing