DIRECTOR, MARKETING AND COMMUNICATIONS
Sheila Roy
B.B.A.
sheilar@aicanada.ca

With over twenty years of experience, Sheila has acquired an in-depth and diverse knowledge of various disciplines involved in strategic marketing and communications, including research, advertising, social media, branding, issues management, media relations, corporate responsibility, public affairs and social marketing. Previously the Executive Director, Corporate Services and Communications for the Canadian Paralympic Committee (CPC), Sheila and her communications team worked with CPC members – the National Sport Organizations – to develop and implement a national campaign to raise the profile of Paralympic sport and athletes leading up to the London 2012 Paralympic Games. The multi-faceted campaign was the most successful in CPC’s history, increasing media impressions and engagement in social media three-fold. She was also involved in the development of a five-year strategic plan and was responsible for leading significant change in the organizational and governance structure of CPC. Prior to CPC, Sheila was Vice-President of APCO Worldwide, an international public affairs and strategic communications firm. During her tenure, Sheila was the project manager for a three-year, $12 million comprehensive campaign to raise awareness of the opportunities within the Skilled Trades. The campaign, known as Skilled Trades: A Career You Can Build On, won the International Association of Business Communicators Silver Leaf Award in the “Multi-Stakeholder Communications” category. Sheila also worked as with many clients from diverse sectors, including financial services, pharmaceutical, IT, sport, health, energy, and the environment. Sheila brings both her passion for client-service as well as a strong commitment to work in collaboration with her colleagues, AIC members and stakeholders to successfully reach their common goals. Sheila is originally from Saskatchewan, and graduated with distinction from the University of Regina with an administration degree, and a specialization in marketing. She has also obtained a Certificate of Management Skills, with a focus on leadership, effective communication and change management.