
MEMBER SPOTLIGHT
Lisa has close to 20 years of experience leading corporate reputation, crisis management, public affairs, and brand campaigns for Fortune 500 companies and tech start-ups in food, transportation, finance, manufacturing, and more. She has expertise in highly regulated industries, as well as tri-level government experience across Canada.
Lisa has worn many hats over her career -- including navigating ambiguity at early-stage tech startups like Uber and JUUL, as well as managing complexities at established, highly dynamic, and trusted brands like McDonald's and Royal Bank of Canada. Currently, Lisa leads Ethic Strategies, a firm that helps clients manage complex issues and focuses on bespoke positioning, messaging, and communications strategies.
Outside of work, Lisa and her husband Joël are outdoor enthusiasts and thrive on biking, hiking, trail running, paddleboarding, canoeing, and enjoying a bonfire under the stars at their cottage.
With executive-level positions at some of the most well-known companies in Canada, how has your career path evolved to where you are now?
I’ve had to embrace a nonlinear career path across various industries and turn what some might call “flux” into my unique value proposition.
I’m not scared to explore and learn – whether that be leading media relations during the Panama Papers controversy for a top bank, unveiling the first McCafé store in North America, or tackling regulatory headwinds at a tech startup.
I consider myself a scrappy leader who isn’t afraid to run towards the fire, and my roles have always been about connecting the dots and fixing things. That adaptability now means I get to sit on the other side of the table and help clients navigate risks and respond to complex problems.
You’re embarking on a new venture and launching a consulting firm called Ethic Strategies; what’s in the name and what does it mean for your clients?
We’re not the firm for everyone as our work is focused on high-value clients with very difficult issues. Ethic Strategies is like an independent board director, providing critical and trusted advice on strategy and positioning for high-stakes issues, and doing the right thing for the client. The work we’re dealing with isn’t easy; it’s complicated and like a pressure-cooker, but you’re not going to read about us in the news or see us on TV.
There’s a lot of background noise in this industry. Name-dropping client lists, chasing clout, and rewarding hours and execution over quality and strategy. We shun this approach as it should always be about the client, not us.
The Ethic senior advisory team is made up of world-class leaders in data, public policy, communications, and reputation, which means our clients hire experts, not just a brand. We don’t chase headlines or notoriety; we just do the work and focus on solutions. We don’t rely on spin or defend the indefensible. Simply put, we attract different clients because we value different things.
That’s why when I first met the founding partners from PAA Advisory and Nanos Research, I knew this was my pinch-me moment because I was finally merging my personal and professional beliefs.
The world of business strategy and communications is constantly transforming. How do you think it will impact your clients and your work?
The role of communications is constantly evolving as technology is advancing. Disruption, like AI, has absolutely made things faster and easier. But what hasn’t changed is the need and value for human-led insights and strategy.
I create narratives, storylines, and strategic positioning, which means more human thinking, not less. I know enlightened clients want partners that have core skills in strategic understanding and insights, so they can influence their key audiences. And while cutting-edge technology is exciting, you can’t trust a firm that leaves your strategy and vision to a computer program.
Have you ever experienced a moment in your life where you didn’t know what was next? How did this make you feel?
Yes! When my last company shut down in the Canadian market, I was unemployed and felt lost. The timing seemed like a perfect storm too with the economy shrinking and the labour market tightening. Yet I declined several job offers that, on paper, sounded ideal and could have been a logical landing spot.
But I would have been miserable as I know me: easy and comfortable actually make me feel
uncomfortable. I instead waited it out and when this new venture presented itself, to launch and lead Ethic Strategies, I knew this was the one. I am driven to feel that stretch and to do that I embrace what’s hard and push my boundaries. It can be exhausting but it is so rewarding.
Every other month, Knew House explores a topic for discussion in our meetings, this month the topic is ‘What is your Why?’. Looking at your current work, what is your why? Is there a deeper purpose behind the work you are doing?
My ‘why’ has changed throughout my life and I love that. I don’t want to put pressure on myself that I must find this one, all-encompassing forever purpose. Instead, I have tried to focus on inserting understanding or connection into what I’m doing at that moment. These smaller moments have allowed me to find happiness over the years.
Right now, I am finding fulfillment in helping clients through complicated issues that could
materially impact their business operations and reputation. It’s motivating to share my expertise and strategic advice and lead them through adversity.
Have you found ‘community’ to be important in your professional and personal life? How has your time as a member of Knew House benefitted you?
I have been a lifelong storyteller, which relies on connection, purpose, and understanding. In many ways, the Knew House community is also about connection: sharing each other’s stories and experiences to build some common ground as we journey through work, life, and family.
Throughout my career, I have had moments where I struggled to be understood and felt isolated as the only woman at the leadership table. I’ve benefited from the Knew House community as the members support you like your own personal think tank or advisory board. I get exclusive access to so many accomplished, leading women that lend their knowledge and guidance to help coach me through some big decisions and important reflection points.
Self-development is hard work, so I’m grateful the Knew House community makes me feel like we’re all dealing with it together.
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