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ABOUT TANIA FREEDMAN

A communications professional with a track record of success in transforming business goals into highly effective and integrated strategic communications plans. I create high-impact content, apply data analytics to measure success, and uncover innovative opportunities to achieve ROI and business growth. A strong strategic thinker and planner, I am also aware of the logistics of execution and am always prepared to roll up my sleeves. Working in highly regulated environments has given me experience in striking a balance between creativity and compliance. My ability to make good judgement calls when tackling issues has supported my clients in building positive corporate reputation. I have a proven history of success driving media results, including time in the publishing industry, where I promoted authors ranging from Margaret Atwood to hockey legend Jean Béliveau. A team player and natural relationship-builder, I believe we each have a responsibility to lead with integrity, inspire and mentor others, and build a positive and inclusive work environment.

COMMUNICATIONS AND WRITING EXPERIENCE

2015-PRESENT

Consultant and Writer, Bluebird Ink Communications

Lead and execute communications for a diverse list of clients ranging from The Print Market (ghost-writing up to ten monthly market updates for the newsletters of high-profile real estate agents) to the Poet Laureate of Jamaica, Olive Senior. Work closely with clients on communication planning, content creation, web design, and social media support. Manage all communications and digital platforms for the Bedford Park Residents Organization, including campaigns to raise awareness of local issues and mobilize residents to action (eg. advocacy campaign resulting in 250+ emails and letters to decision-makers).

2011-2015

Senior Manager, Media Relations, Grant Thornton LLP

Created the first communications function in the firm’s Canadian history, establishing systems, processes, and policies. Led the design, development, and implementation of strategic communications plans, including building brand awareness, corporate communications, media relations programs for the firm’s sector and industry leads (primarily B2B), and social media activation.

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Strategic External Corporate Communications and Reputation

  • Key communications advisor for senior management, marketing, and industry leads. Ongoing counsel and media coaching for senior executives and delivery of executive visibility program to elevate corporate leadership voice, including media for Canadian and global CEOs (National Post, Halifax Chronicle Herald, etc.).

  • Built corporate communications strategy and media coverage relating to the launch of new brand positioning (“Instinct for Growth”/privately-held business), M&A announcements, and global thought leadership and research (finding the Canadian story in global data to generate media interest, such as placing an article on GTI’s International Business Report on the status of women in leadership roles in the Globe and Mail).

  • Conceived and executed the firm’s first national business award (The Private Business Growth Award), creating a cross-functional opportunity to build B2B and media profile for “privately-held business” brand positioning.

  • Partnered with People and Culture to promote workplace awards, as well as diversity and inclusion messaging.

  • Established partnership with the COO, General Counsel, and SVP People and Culture to build firm-wide issues and crisis management plan, including risk identification, key message development, and best-practice protocols.

 

Integrated Media Relations and Digital Communications

  • Planned and managed media relations in many industry verticals, including real estate and construction, mining, manufacturing and distribution, professional services, tax services, and fraud investigation. Positioned Grant Thornton as a thought-leader to increase share-of-voice, particularly in relation to Big Four market competitors.

  • Established and project-managed annual media campaigns that aligned B2B business priorities with external events in a timely, responsible, and comprehensive manner, such as the federal budget and annual PDAC convention.

  • At the end of the first year, achieved 137.6 million impressions across 258 stories, 80% with positive tone.

  • Worked closely with Marketing team to launch the firm’s first serious foray into social media and blogging. Wrote extensive library of blog posts. Assumed oversight and responsibility for social media engagement through Twitter.

 

Research, Analytics and Reporting

  • Oversaw program reporting and analytics of earned and social media through monitoring of key metrics including share-of-voice, tonality, key message pull-through, spokesperson quote, and reach. Worked with Meltwater, Cision, Infomart and Media Ratings Points to develop extensive reports for programs and to measure year-over-year success.

2005-2010

Head of Corporate Communications, Visa Inc. (Canada)

Responsible for setting strategy and oversight of all aspects of corporate communications and media relations activities to enhance reputation, support business objectives and drive growth. Built positive working relationships with owner/stakeholders (ie. card-issuing financial institutions). Worked with key cross-functional colleagues in Marketing, Merchant Sales, Product and Legal (Government Relations) to communicate global strategies and regional priorities, such as the introduction of CHIP cards and Visa Debit. Member of global and IPO communications teams. Advisor to Canadian senior leadership on internal and change management communications. Reported directly to President. Led a small internal team.

 

Strategic External and Internal Corporate Communications and Reputation

  • Created comprehensive communications plans to enhance corporate brand and reputation, preserve a positive operating environment, and support Canadian business objectives while ensuring alignment with global priorities and messaging. Developed strong relationships and communicated effectively with diverse target audiences (media, regulators, merchants, issuers, acquirers, cardholders).

  • Executive speechwriting and media relations to increase visibility of leadership (eg. full page in ROB Magazine). Responsible for creation/updating of thought-leadership initiatives such as Value of Visa, tourism reports, Benefit of Electronic Payments in the Canadian Economy, Security Symposium events and Summary of Proceedings publications.

  • Member of global communications, crisis and IPO teams, managing all Canadian communications related to Visa’s transition from a not-for-profit membership association of issuing banks to a single, publicly traded company.

  • Led all internal communications related to leadership transition and multi-year organizational change, as well as the training and implementation of public company communications best practices and employee wellness support.

  • Cross-functional Marketing and Product partnerships to develop strategic external communication opportunities and solutions. Oversaw proactive and reactive media related to the introduction of Chip & PIN cards and Visa Debit. Created and managed content for web, blogs, external partners (eg. FCAC web updates), and influencers.

 

Issues/Crisis Management, CSR and Government Relations

  • Anticipated and addressed reputational issues on a wide range of topics, including data security breaches (TJX/Winners), leading collaboration with senior leaders and legal. Member of the global crisis team. Corporate spokesperson.

  • Led regular briefings to tell the Visa story and share positive messages (eg. media, FCAC, Bank of Canada, Senate Banking Committee members). Key role in Government Relations activities to remove obstacles to growth. Campaigns included supporting SVP Legal in lobbying efforts to influence the Department of Finance’s Debit Card Code of Conduct.

  • Managed CSR programs and oversight of consumer-facing financial literacy programs designed to protect Visa from reputational risk, including dealing directly with the Office of the Governor General following the earthquake in Haiti.

2000-2004

North American Public Relations Manager, Harlequin Enerprises

Responsible for strategic plans to evolve and re-shape corporate brand identity and reputation through trade, consumer and business outreach. Executed media campaigns to grow awareness of authors, books, and new product imprints. Acted as corporate spokesperson. Managed two direct reports and several American PR agencies.

1991-2000

Director of Publicity, McClelland and Stewart Publishers

Led external PR campaigns, pitched national and local media, organized national tours and bookstore/library readings. Managed and mentored three direct reports. Exclusive Canadian publicist for Margaret Atwood, including securing the cover of Maclean’s Magazine for Alias Grace, and many other well-known fiction, poetry, and non-fiction authors.

EDUCATION AND PROFESSIONAL DEVELOPMENT

Bachelor of Arts (Honours), English and History, University of Toronto

Introduction to Editing, Ryerson University

Strategic Public Relations Symposium, Regan Communications (Chicago)

Managing Brand Equity, Winning Collaboration and Successfully Managing People courses, Schulich School of Business

Taking the Stage: Developing Women Leaders, The Humphrey Group

Think on Your Feet, McLuhan & Davies (Toronto)

Visa International Bank Card Business School (Cambridge, England)

Indigenous Canada (MOOC), University of Alberta Faculty of Native Studies/Coursera (completion Fall 2021)

PROFESSIONAL MEMBERSHIPS, BOARD POSITIONS

Member of the International Association of Business Communicators

Board Member, Bedford Park Residents Organization

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