Q: What led to your decision to launch a marketing company
that specifically targets the financials sector?
My business partner and I worked on the client side of the business for
many years and noticed there was a gap in the marketplace for most
marketing services. There were lots of marketing and creative agencies –
but none that specialized exclusively on the financials sector and understood this industry’s products, services and distribution channels. We felt
that if we built a company with a “dream team’” of financial services writers,
graphic & web designers, developers, strategists and project managers, we
would be able to build an industry leader. And that’s exactly what we did!
Q: You quit your job and launched your company when the
economy was shaky, you had a newborn baby and little
stability in your life. Did people think you were crazy?
Some people that I was crazy for sure! However, I always knew that I wanted
to be an entrepreneur and, although the timing wasn’t perfect, I thought,
“If not now, when?” So I went for it. I had a great business partner (Richard
Heft), very supportive parents and a wonderful nanny, which definitely made
it all possible. In some ways, the economic downturn actually played in our
favour as many firms were reducing headcount at that time – but marketing
departments still had the same marketing requirements. A natural solution
was to outsource work to ext.
CHIEF EXECUTIVE OFFICER
EXT. MARKETING INC.
Q: What would you say to dealers and issuers who are on the fence about outsourcing their marketing
I would say that they should consider the value of their time. By working with a trusted marketing partner who truly understands
their business, these firms can focus on what they do best, while benefiting from all the insights, ideas and best practices that
ext. brings to the table. This is a very efficient and proven model.
Q: Tell me about your work in support of Ernestine's Women's Shelter.
Given where our company started from, my business partner and I felt strongly that we should give back to the community and,
importantly, to women and children who are struggling with serious domestic issues. I have been involved with Ernestine’s for
many, many years – volunteering to support their annual gala. Four years ago, they asked me to join the Board. While on the
Board, I was Vice-Chair for a year and chaired the Fundraising & Finance Committee. Ernestine’s is an amazing organization
and one that has been near and dear to our hearts since we founded ext. in 2010.
Q: With the adage, “Membership has its Privileges”, please finish this sentence: Joining the Private
Capital Markets Association of Canada is imperative because…
… many of our clients are big banks, mutual fund companies and insurance companies. But private capital markets is an area in
which ext. has been able to provide a lot of added value to our clients. Companies in this space are often a bit more reluctant
to build out a full marketing team, which can be time-consuming and costly. Members of the Private Capital Markets Association can benefit from using ext. to seamlessly act as their marketing team.