Emily Hencz-Thornton
Director Strategic Initiatives at Community Association for Riders with Disabilities (CARD)- Claim this Profile
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Hungarian -
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Bio
Frank Casera
Emily and I once created some of the most innovative B2B direct marketing of the time. I’m so proud of the work we accomplished together and I owe a lot of that to Emily. Her mix of analytical thinking, proven industry experience and bold ideas made her a great creative partner. Much later, Emily and I reconnected again on another project. It reminded me how important relationships are and how grateful I am to Emily for always believing in the process and the work.
Karen Orme
Emily is one of the most consummate professionals I have had the pleasure of working with. She is a clever marketing strategist who thinks clearly and quickly on her feet, especially around problem resolution, using her knowledge of the field and creative vision to develop timely and relevant campaigns. Her keen awareness of ROI ensures measurement and evaluation is embedded into every project with proven results feeding new ideas and tactics. One of Emily’s most commendable qualities is her leadership style. Reflective of her personality, Emily inspires and motivates those around her, especially during intense, multi-deadline situations, instilling positive energy through a great sense of humour and well-honed communication skills. She has a natural intuition for leading a team in not only meeting day-to-day tasks and deliverables, but for also setting the course, and expectations, for fulfilling future growth for both individual and brand. Emily is marketing asset #1.
Frank Casera
Emily and I once created some of the most innovative B2B direct marketing of the time. I’m so proud of the work we accomplished together and I owe a lot of that to Emily. Her mix of analytical thinking, proven industry experience and bold ideas made her a great creative partner. Much later, Emily and I reconnected again on another project. It reminded me how important relationships are and how grateful I am to Emily for always believing in the process and the work.
Karen Orme
Emily is one of the most consummate professionals I have had the pleasure of working with. She is a clever marketing strategist who thinks clearly and quickly on her feet, especially around problem resolution, using her knowledge of the field and creative vision to develop timely and relevant campaigns. Her keen awareness of ROI ensures measurement and evaluation is embedded into every project with proven results feeding new ideas and tactics. One of Emily’s most commendable qualities is her leadership style. Reflective of her personality, Emily inspires and motivates those around her, especially during intense, multi-deadline situations, instilling positive energy through a great sense of humour and well-honed communication skills. She has a natural intuition for leading a team in not only meeting day-to-day tasks and deliverables, but for also setting the course, and expectations, for fulfilling future growth for both individual and brand. Emily is marketing asset #1.
Frank Casera
Emily and I once created some of the most innovative B2B direct marketing of the time. I’m so proud of the work we accomplished together and I owe a lot of that to Emily. Her mix of analytical thinking, proven industry experience and bold ideas made her a great creative partner. Much later, Emily and I reconnected again on another project. It reminded me how important relationships are and how grateful I am to Emily for always believing in the process and the work.
Karen Orme
Emily is one of the most consummate professionals I have had the pleasure of working with. She is a clever marketing strategist who thinks clearly and quickly on her feet, especially around problem resolution, using her knowledge of the field and creative vision to develop timely and relevant campaigns. Her keen awareness of ROI ensures measurement and evaluation is embedded into every project with proven results feeding new ideas and tactics. One of Emily’s most commendable qualities is her leadership style. Reflective of her personality, Emily inspires and motivates those around her, especially during intense, multi-deadline situations, instilling positive energy through a great sense of humour and well-honed communication skills. She has a natural intuition for leading a team in not only meeting day-to-day tasks and deliverables, but for also setting the course, and expectations, for fulfilling future growth for both individual and brand. Emily is marketing asset #1.
Frank Casera
Emily and I once created some of the most innovative B2B direct marketing of the time. I’m so proud of the work we accomplished together and I owe a lot of that to Emily. Her mix of analytical thinking, proven industry experience and bold ideas made her a great creative partner. Much later, Emily and I reconnected again on another project. It reminded me how important relationships are and how grateful I am to Emily for always believing in the process and the work.
Karen Orme
Emily is one of the most consummate professionals I have had the pleasure of working with. She is a clever marketing strategist who thinks clearly and quickly on her feet, especially around problem resolution, using her knowledge of the field and creative vision to develop timely and relevant campaigns. Her keen awareness of ROI ensures measurement and evaluation is embedded into every project with proven results feeding new ideas and tactics. One of Emily’s most commendable qualities is her leadership style. Reflective of her personality, Emily inspires and motivates those around her, especially during intense, multi-deadline situations, instilling positive energy through a great sense of humour and well-honed communication skills. She has a natural intuition for leading a team in not only meeting day-to-day tasks and deliverables, but for also setting the course, and expectations, for fulfilling future growth for both individual and brand. Emily is marketing asset #1.
Credentials
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The Marketing Seminar (TMS6)
Seth Godin's Akimbo WorkshopsJan, 2019- Nov, 2024 -
Digital Marketing - Graduation with Distinction
Canadian Marketing AssociationJan, 2017- Nov, 2024
Experience
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Community Association for Riders with Disabilities (CARD)
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Canada
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Non-profit Organization Management
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1 - 100 Employee
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Director Strategic Initiatives
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2021 - Present
Responsible for advancing CARD’s strategic priorities to help the organization adapt to a changing environment and position the organization for growth and continued success; providing broad-ranging managerial support to the Executive Director; and overseeing and guiding marketing and fundraising initiatives. An added bonus is developing and maintaining good relationships with our equine partners. Responsible for advancing CARD’s strategic priorities to help the organization adapt to a changing environment and position the organization for growth and continued success; providing broad-ranging managerial support to the Executive Director; and overseeing and guiding marketing and fundraising initiatives. An added bonus is developing and maintaining good relationships with our equine partners.
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Henczforth Marketing and Communications
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2020 - Present
Marketing and communications consultant helping companies achieve their objectives. Specialties include creating and implementing marketing and communication strategies; brand building; creating detailed plans; determining messaging; and analyzing what motivates customers (both B2B and B2C). In-depth expertise, combined with a range of flexible options, allows for the creation of tailored solutions. Marketing and communications consultant helping companies achieve their objectives. Specialties include creating and implementing marketing and communication strategies; brand building; creating detailed plans; determining messaging; and analyzing what motivates customers (both B2B and B2C). In-depth expertise, combined with a range of flexible options, allows for the creation of tailored solutions.
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MCAP
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Canada
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Financial Services
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700 & Above Employee
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Senior Director Marketing & Communications
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2014 - 2020
Developed and managed fully integrated marketing strategy for multiple lines of business. Marketing activities were specific to each line of business for B2B and B2C audiences, across multiple brands. Mandate included protecting, growing and evolving the MCAP brand and sub brands. Accountable for corporate social responsibility initiatives. • Defined brand strategy for MCAP and multiple sub-brands including positioning and messaging; created consistency in messaging and creative execution; and ensured alignment with the MCAP master brand; refreshed MCAP logo to better align with digital channels• Introduced marketing automation which enabled compliance to legislation (CASL); provided the ability to customize communications, use variable content, and conduct A/B testing; and analyze behavior for improved ROI• Led the customer journey mapping initiative which revealed areas of opportunity for strengthening the customer experience • Created MyHOME Sweepstakes to address gaps in communications throughout the customer journey. Benefits included: increased mortgage portal registrations (contributing to decreased cost to serve); increased engagement levels with customers; lead generation (over $80,000 in the first year); deeper insight into customers• Championed several marketing research initiatives which provided key insights into competitors, customers, and market trends. Topics included drivers of brand loyalty, customer satisfaction, and millennial brokers. Results were used to understand customers' pain points, preferences, and buying patterns, and then leveraged to create effective sales and marketing strategies• Created and documented marketing policies and procedures, many of which were emulated by other departments. Documentation allowed for consistency and scalability within a fast-moving environment
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Director Marketing
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2007 - 2014
• Re-launched entire residential mortgages website and implemented a content management system. Results included: reduced internal costs as reliance on IT was almost eliminated; daily website tracking ability in place which easily aligned with ROI calculations for specific campaigns • Re-built alternative lending brand (Eclipse) and provided strategic marketing support to sales. First quarter results after launch: commitments more than doubled and fundings increased by 70%. Subsequent quarters showed 10% above sales targets and five times the fundings from the same period the previous year• Established a marketing budget and process for tracking all marketing expenses• Launched new brand identity that differentiated MCAP within the industry. Strong immediate uptake from sales team resulted in positive association of MCAP within the broker community
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Canada Post / Postes Canada
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Canada
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Freight and Package Transportation
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700 & Above Employee
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Manager Enterprise Marketing
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2001 - 2007
Manager, Lettermail Marketing - Financial Vertical 2006-2007• Established value propositions and positioning for Lettermail – a service widely believed to be ‘unsellable’. Lettermail is considered to be Canada Post’s premier mail service and is sometimes known as ‘first class mail’• Developed a national award for excellence in Lettermail usage. Negotiated with the Canadian Marketing Association for the inclusion of this new award with their annual awards for marketing excellence• Launched major industry initiative to analyze Canadian transaction mail quality. Outcomes from this study drove marketing strategy and initiatives in 2007Manager, Enterprise Marketing - Financial Vertical 2001-2006• Developed multiple award winning marketing campaigns and events targeted to senior executives in the financial services sector• Year over year exceeded revenue targets. Exceeded 2005 revenue targets by 200% and drove $5.3 million new revenue• Built acquisition campaigns for the credit card industry including US banks as well as those currently conducting business in Canada• Responsible for developing annual and long term marketing plans• Managed strategic marketing research project with Scotiabank. The results of this research were presented at the 2005 Canadian Marketing Association’s Annual Convention
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RBC Wealth Management
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Canada
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Financial Services
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700 & Above Employee
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Program Manager Customer Relationship Management, Business Banking
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Jan 1995 - Mar 2000
Program Manager, Customer Relationship Management (CRM) 1998-2000Business Banking• Developed and implemented strategic marketing plans including all direct mail programs for Small and Medium Enterprises • Managed external marketing agency relationships• Pioneered the first direct e-mail program for Royal Bank, Business Banking. Resolved issues surrounding how e-mail addresses are collected and stored, privacy concerns of Royal Bank and clients, and how to market using this new medium• Produced all national internal communication and marketing packages to ensure staff awareness and acceptance of CRM activities• Marketing and promotion activities resulted in $9M in new revenueManager, Marketing and Delivery Channel Preference 1995 - 1998Personal Banking• Initiated, designed and managed a major marketing research study of customers’ preferences with respect to their financial institutions. Marketing research included qualitative (focus groups) and large scale quantitative components• Redefined the way in which customers are segmented. Today, every Royal Bank customer has a code identifying their preferred method of banking • Established marketing strategies against consumer segments to change behaviour from traditional bank usage patterns to electronic or alternative transaction methods. These results were used as significant inputs in the re-design of the bank branch network
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Education
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Queen's University
MBA -
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University of Guelph
BASc
Community
