Sonia Taylor Crichton
Calgary, Alberta T2M 2A5
A little bit about me:
I have worked in the Calgary advertising and communications scene for over 20 years and particularly with two world-wide organizations: TBWA-Calgary and Ogilvy & Mather Calgary. At both organizations I was the Senior Account Director leading the creative and account teams on brand, marketing and communications strategy, public relations and client development. Beginning as a student of advertising in the Faculty of Communications at the University of Calgary, I developed a love for all things communications/marketing and my strong suit has been strategy along with relationship management. For the last decade I led the brand, web and communications team at Enmax. My time at Enmax included overseeing and developing an in-house advertising agency delivering on digital and traditional campaign/promotions to business and consumer markets, driving and leading communication strategies to ensure our corporate reputation and day-to-day issues were managed, while managing and developing the creative/marketing assets and campaigns along with propelling customer growth. A critical element of my job was brand development, advertising, reputation risk management, public relations and crisis communications. This was particularly significant during the 2013 flood whereby we had an opportunity to thank Calgarians for standing together:
This was an amazing time of rebirth for our city and it ignited a passion to find opportunities to assist our communities on a personal level. It fostered a desire to support our local industries, so I was developing partnerships for a start-up technology company head-quartered in Calgary called Communo; prior to COVID-19. I desire growth and have enjoyed leading high-functioning, dynamic and multi-disciplinary teams my entire career. I am still in touch with many of my team members, who are doing amazing things.
Please find my resume, references and a project list enclosed. Hoping to hear from you. Kindest regards,
Sonia Taylor Crichton
https://www.linkedin.com/in/sonia-taylor-crichton-8ab7681/ Sonia Taylor
Sonia Taylor Crichton
222 25 Avenue NW
Skills & Volunteerism
Strategic communications, crisis communications, public relations, strong brand development and marketing, team leadership, strategic sales Visual College of Art & Design:Program Advisory Committee Member Drop-In Centre: Volunteer
COMMUNO/ Director of Partnerships
November 2019 - Present
Brokering and developing partnerships that drive the growth and user base of Communo (a start-up technology company) to bring real value to our members.
SELF-EMPLOYED/ Head of Brand and Advertising
September 2019 - November 2019
Supporting other organizations in their success as a consultant. ENMAX/ Head of Brand and Acting Lead for Sponsorship December 2018 - August 2019
Overseeing the ENMAX Brand in all its elements and channels while supporting our communities.
ENMAX/ Manager, Brand, Web and Advertising
October 2012 - December 2018
Governing enmax.com to ensure that we shape the user experience along with developing and delivering content that is engaging and relevant. While at the same time ensuring enhancements are made to evolve this critical communication platform. My team as the in-house ENMAX advertising agency are also responsible for the strategic, creative development and execution of our advertising and brand campaigns across our organization. While we focus our customer research on understanding our customers to maintain our strategic positioning and ongoing development of our ENMAX brand.
ENMAX/ Manager Corporate Communications (limited term) January 2012 - October 2012
Responsible for the daily strategic direction and management of the Corporate Communications team which includes ensuring a consistent tone and voice is applied to all internal and external communications. Striving to effectively communicate corporate objectives and goals across all communication channels. While working with media stakeholders and executive management to develop a positive and proactive message of corporate reputational excellence.
ENMAX/ Team Lead, Marketing and Brand
May 2011 - January 2012
Created and launched the ENMAX corporate brand. Focused on the integration of the brand internally along with developing the brand team for ENMAX.
ENMAX/ Brand and Corporate Marketing Specialist
November 2010 - May 2011
Recruited to ENMAX through Simpsons & Associates to develop an overarching brand for ENMAX Corporation.
June Warren-Nickles Energy Group/ Marketing Manager May 2010 - November 2010
Developed integrated marketing plans to support and evolve multiple publications owned by JWN. Implemented measurement processes to track return on investment in marketing. Managed production and layout team to provide brand development input on Oilweek Magazine. Orangedoor Communications (a division of West Canadian Industries) /General Manager
October 2006 - January 2010
As the General Manager of Orangedoor Communications, (a division of West Canadian Industries, a digital print and imaging company) I was responsible for overseeing the growth, operations and management of the division in addition to developing resources to enhance the business offering. My expertise acquired from previous agency roles gave Orangedoor the ability to supply strategic branding, direct marketing and advertising services. During my tenure, I developed an average annual revenue of $360,000, and implemented various processes geared towards increasing the visibility and professionalism of the division. I developed a vibrant client roster, including The Calgary Health Region, Jewish Family Service Calgary, Dynetek Incorporated, Grey Eagle Casino, Century Casino, Voxcom Security Systems, Cargo & James Tea, and more. Ogilvy & Mather/ Account Director
May 2004 - October 2006
Senior account lead on various accounts including: Canadian Freightways, First Calgary Savings, SMART Technologies, Canadian Home Income Plan, and Compassionate Beauty. The work on these accounts included providing overall strategic advice (creative briefs, marketing plans etc.) and counsel, marketing knowledge, resource management and specific communications/tactical recommendations to clients. Along with supplementing existing experience (web marketing) with areas of expertise required for agency core disciplines such as; media, production, research, direct marketing etc. The overall objective entailed responsibility for agency/client relationships including the delivery of high quality services according to the budget/timing requirements of our clients.
On all of these accounts, administration needs such as: estimates, budget projections, budget reports and detailed updates (contact reports, memos) were maintained. Ongoing leadership, inspiration and growth were what I strove to achieve along with award winning advertising. New business and requests for proposals were also a large part of the strategic direction for Ogilvy & Mather and an essential part of my day-to-day. TBWA Calgary/ Account Director
May 2002 - May 2004
Senior account lead, on the Shaw Cablesystems and Direct Energy Accounts. This included communications strategy involving request for proposals and pitch development, client relationship management and development, resource management (hiring, career development series etc.), acquisition of new clients and generating long-term projections of existing clients. Enerflex was added to the existing client base and was a
$2 million a year account.
Idea Machine Inc./ Account Manager
April 1999 - May 2002
Account lead on multiple projects which included corporate communications strategy involving request for proposals and business development. Website development, content management, advertising and marketing development for several clients. Creative and technical team management including project overview.
Smart Technologies Inc./ Marketing and Tradeshow Coordinator April 1996 - March 1999
Planning and developing marketing initiatives for customer service and implementation. Lead generation and follow up sales. Tradeshow demonstrations and organization of customer accounts. ㅡ
University of Calgary / Communications degree with a minor in film
September 2000 - June 2005, Calgary, Alberta
Grant MacEwan College / Arts Administration Diploma September 1995 - June 1997, Edmonton, Alberta
St. Patrick High School / High School Diploma
September 1984- June 1988, Sarnia, Ontario
Charge Energy Branding Awards/ Finalist Enmax Best Established Brand August 2018, Iceland
AMPIA 2018 Rosie Awards/ Best Cinematography - Energy Connects Us (with Crowsnest Films) April 2018, Calgary, Alberta References
Sonia Taylor Crichton
Co-founder & Chief Operating Officer, Communo
Phone (cell): 403-***-**** + Email: firstname.lastname@example.org Dale McMaster
Chief Operating Officer, EVP Power Supply & Delivery, ENMAX Phone (cell): 403-***-**** + Email: email@example.com Robert McNeil
VP, Power Delivery Customer Service & Systems Operations, ENMAX Phone (cell): 403-***-**** + Email: firstname.lastname@example.org or email@example.com Tamarra Otwinowski
Manager, Marketing, ENMAX
Phone (cell): 403-***-**** + Email: firstname.lastname@example.org or email@example.com Heather Smith
Digital Content & Communications, ENMAX
Phone (cell): 587-***-**** + Email: firstname.lastname@example.org Project List
Wonder - Energy Connects Us
July 2018 - October 2018
We created this brand campaign to expand upon the connection of how a utility can truly empower everyone. A critical element of this campaign was our partnership with Crowsnest Films. https://www.youtube.com/watch?v=a-pgCUI0fMg
Take control of your energy with EasyMax® by ENMAX Energy May 2018 - July 2018
Working with our marketing team on a comprehensive marketing plan we developed a creative platform as the in-house agency for the latest EasyMax® by ENMAX Energy campaign. This platform incorporated research which outlined that our customers really "didn’t care" about electricity as much as we did. It's self-effacing but at the same time illustrates that our customers have control when it comes to the energy they choose. This campaign enabled a 90% return on investment and we were able to reduce our cost of acquisition by 40%.
Energy Connects Us
April 2017 - Present
We wanted to create an overall campaign narrative that distinguished ENMAX from other utilities. At the same time, we strived to express the countless, amazing ways our customers use our energy. Our customers inspire us to do what we do every day. So much so, we found Albertan artists such as The Royal Foundry and Crowsnest Films to share that inspiration and create these spots with us. This campaign increased our net promoter score by five points (15 to 20) and our overall brand awareness to 75% in an extremely competitive market within a relatively small communications budget. https://www.enmax.com/connectingyou
We realized that many of our friends, neighbours and family members were experiencing tough times in Alberta. Wanting to support our fellow Albertans we developed a campaign that included video, donation matching and our web page to truly lend a hand.
We created a creative communications strategy to support our customers with tactics to deal with door-to-door sales. A direct mail piece was developed that included a door/window sticker (to request online) that you were able to fill-in with your tactic for door-to-door sales. Videos were also developed with our ENMAX employees illustrating how they addressed door-to-door sales. https://www.youtube.com/watch?v=YpbIPT8StxM&list=PLFa-66JCxstTf4Uo93GdU7gFGnolJcEQv
We developed a video to celebrate the bouncing back of all Calgarians on the anniversary of the 2013 flood.
Thank you Calgary
We created a thank you video to all Calgarians for never giving up and supporting ENMAX while we restored power during the flood.