The Power of Purposeful Marketing: What It Is and Why It Matters

June 18th, 2021

EVENT HASHTAG: #TLSPurposefulMarketing


BCAMA’s Thought Leadership Series is back again this year! Join us for our next event on purposeful marketing: what it is and why it matters.

While the concept of “purposeful marketing” is not new, events of 2020 have accelerated trends where more brands are adopting stances on current societal and environmental debates. Beyond simply reacting to consumer needs and attitudes, brands who are able to uncover their truth and tell their purposeful story are likely to be the expectation rather than the exception.

During this event, we will hear senior marketing leaders from P&G Canada, TELUS and SickKids Foundation speak about how their organizations have meaningfully integrated social purpose into all elements of their business, and how they have brought to life noteworthy marketing campaigns that captivate audiences and create strong brand equity. Following the panelist presentations will be a candid and diverse Q&A session to dive deeper into how any organization can meaningfully position its brand to customers and execute truly impactful marketing campaigns that stand out and resonate with customers.


From now until June 11, 2021 take advantage of our Early Bird offer. Enter promocode TLSBOGO2021 to unlock a free bonus ticket for a friend or colleague.





Joanne Turner
Principal and Senior Brand Strategist

Joanne is a senior strategist who helps organizations drive bottom line results while making positive social and environmental impacts. For almost two decades, Joanne led strategic planning at award-winning agencies in Toronto, Vancouver and Sydney, Australia. She had the privilege of working with some of the best marketers in the world including Coca-Cola, General Mills, Nestle & Heinz. In 2008, Joanne started her own Vancouver-based consultancy to apply her big brand experience to corporate, government and nonprofit organizations that are striving to achieve both purpose and profit goals. Joanne is also an Adjunct Professor at the UBC Sauder School of Business and teaches undergraduate and graduate level courses on ‘Building Brands With Purpose’.




Seanna Millar
Senior Vice President, Corporate & Community Partnerships

Seanna Millar joined SickKids Foundation in 2004 and has held progressively senior roles over her career with the Foundation. In her current role as SVP, Corporate and Community Partnerships, Seanna is responsible for driving innovation in a broad portfolio of multi-faceted partnerships with corporate and community stakeholders in order to achieve the ambitious $1.5B fundraising campaign goal. Acting as a solution strategist, Seanna loves bringing together strong brands in order to drive social purpose. Seanna currently serves on the boards of Young People’s Theatre, Parachute Canada and the Association of Fundraising Professionals Greater Toronto Chapter. She is an active runner and proud mom of two teenagers.



Joyce Law

Corporate Communications Director

Joyce has been with P&G Canada since 2000 and has held various roles in Regulatory Affairs, Public Relations, and Marketing. As the Corporate Communications Director for P&G Canada, Joyce leads P&G Canada’s Citizenship efforts in the areas of Community Impact, Equality & Inclusion, and Sustainability. She holds a B.Sc. in Chemistry from UBC and an MBA from Schulich School of Business. Outside of work, she is a mother of two and is an avid runner.



Lisa Mack

Vice President, Brand Marketing

As TELUS’ Vice-president Brand Marketing, Lisa joined TELUS in 2014 to help build innovative end-to-end digital experiences for the B2B segment. Using data to drive creative and impactful brand experiences, before taking on her current role, Lisa led the Marketing Communications & Customer Insights portfolio for TELUS mobility’s three brands. Now at the helm of TELUS’ brand and sponsorships, Lisa infuses social purpose across all brand marketing, elevating TELUS’ reputation as a global leader and enabling TELUS to be one of Canada’s most trusted brands.





Event Details

Date: June 18th, 2021

Time: 1:00 pm - 2:30 pm

Place: Zoom

Type: Panel Discussion


Members – $20

Non-Members – $30

Collegiate –  $15

Students – $15

Buy a ticket before June 11, and get an extra ticket FREE for a friend or colleague!