In our digitally connected age, it’s a challenge for brands to cut through with credibility. Add a robust news cycle, heated political climate and multiple transformative civil rights movements like #MeToo and #MarchForOurLives – and it’s harder to stand out. Brands cannot be tone-deaf to what’s happening in the world as consumers are increasingly turning to companies to step-up and stand for something meaningful. Join Laura Pearce, Head of Business Marketing at Twitter Canada, as she showcases creative and marketing leaders who have answered the call for their brand to have a bigger purpose, and have mastered the elusive balance between taking a stand while not choosing a side. Laura will discuss why purpose matters, how it informs marketing and the way it’s been received by core audiences.
About Laura Pearce
Laura Pearce is the Head of Consumer Marketing for Twitter Canada. In her role, she is responsible for connecting Canadian consumers to what’s happening in the world via Twitter. She leads all marketing initiatives to consumers in Canada, from brand to campaign marketing, performance buying and marketing partnerships.
Prior to joining Twitter Canada, Laura held senior marketing and digital content roles with prominent media and publishing companies, including Blue Ant Media, AOL Canada, Canwest (now Postmedia) and Dell Canada.
Laura is an active contributor to the Canadian Marketing Association, chairing and sitting on advisory boards of several conferences.