TEDxToronto
Executive level leadership for the 2015 TEDxToronto speaker conference.
The context
TEDxToronto required continued audience growth and innovation while maintaining the prestige and credibility associated with one of the world’s largest TEDx events. The organization needed to evolve its annual themes, speaker programming, partnerships, and marketing strategy while sustaining a high-impact attendee experience and meeting the expectations of both the TED community and national audiences.
My role
As Co-Chair and member of the leadership team, I led marketing, communications, and partnership strategy for TEDxToronto while overseeing a volunteer-based team of approximately 30 contributors. I directed strategic planning, integrated marketing campaigns, sponsorship development, brand positioning, and audience engagement initiatives.
Given the annual turnover within the volunteer organization, I also developed processes and leadership structures that enabled operational continuity and scalable event execution year-over-year.
The outcome
TEDxToronto exceeded sponsorship and partnership objectives through the acquisition of top-tier corporate and in-kind partners including Rogers Communications, PepsiCo, and Seneca College. The event consistently achieved sold-out attendance while generating more than 50 million earned media impressions, surpassing prior-year performance benchmarks. The organization also strengthened its digital marketing capabilities and strategic planning processes, supporting continued audience growth and brand relevance within Canada’s conference and ideas ecosystem.
Client Partner
TEDxToronto
My Contribution
Sector
