As an experienced marketer who has held executive positions at both client and agency organizations, Kathryn Fitzwilliam has a proven ability to uncover consumer insights that form the basis of actionable, business building marketing programs.
Kathryn’s clients include: Food and Consumer Products of Canada, McCain Foods, Centre for Addiction and Mental Health and Loblaw.
Kathryn began her career in the advertising industry at Ogilvy & Mather. She held progressively senior roles in account management in such agencies as Carder Gray, DDBNeedham and Axmith McIntyre Wicht. While at the agencies, she was responsible for the development of consumer insights and communication strategies leading to award winning advertising for such blue chip clients as: Heinz, Nabisco Brands, Quaker Oats, Digital Computers, Maybelline Cosmetics, Harlequin Books, Tourism Canada, and Labatt Breweries.
Kathryn moved to the client side, becoming VP Marketing for retailer SoapBerry Shop, where she was responsible for repositioning the brand, redesigning the packaging, redesigning the store merchandising and establishing the brand’s first promotional program. All of this led to impressive growth in same store sales.
While at Kraft Canada, where she was a member of the Executive Committee as Vice President, Consumer Communication, Kathryn was responsible for building world class marketing capabilities in the areas of media, promotions, packaging, consumer relationship marketing, consumer response and the Kraft Kitchens.
Kathryn joined Maple Leaf Foods as Vice President, Marketing Resources, where she established company-wide marketing capabilities in the areas of Product Innovation, Media, Promotions, Packaging, Consumer Research, Consumer Response and Digital. Most significantly, Kathryn led the envisioning, design, build and launch of the Maple Leaf ThinkFOOD! Centre, which opened as a product innovation centre and marketing insight hub that is a first of its kind in Canada.
Kathryn has considerable marketing experience with and a personal passion for mental health in Canada.
She has provided marketing, leadership and strategic guidance as volunteer member of the Marketing Advisory Committee and the Fundraising Committee for the CAMH Foundation and she co-chaired the Strategic Planning Task Force a joint activity with the Foundation and the Hospital. Later, she was engaged by the Foundation to write the first ever three-year Foundation Marketing Plan, design a new Marketing organizational structure and job functions that top graded Foundation Marketing capability and led the launch of a multi-media consumer communication campaign which exceeded all targets.