Grad Profile: Laura Wright

Laura Wright

When did you first discover an interest in Advertising?

Marketing and advertising have always been something I've been intrigued by, but it wasn’t until my second year at McMaster that I began to consider it as a career path.  

Why did you choose Sheridan?

Because it’s the best! No, but in all seriousness the program was exactly what I was looking for and after visiting an informational evening, it felt right for me. While the program was still in its infancy, I got a great vibe from the teaching staff, and their students.

What did you learn from Sheridan?

What didn’t I learn from Sheridan is the real question – from how to manage my time, to the core fundamentals of the industry, I found an understanding of the ad world in its entirety. However, it didn’t stop there. I grew up at Sheridan. I learned the importance of relationship management, and how to swim in an industry that is competitive and cut throat. Most importantly, Sheridan gave me the building blocks for what has been a very rewarding career thus far. I remember Peggy [Program Coordinator] saying, "I can teach you the theory, but the real learning starts on the job." 

What advice would you give to someone who is considering a post grad program?

Do it. I’m a firm believer of continuing education, and challenging your mind to think differently. This isn’t just about getting a certificate, it is about learning and discovery. I’ve been “out of school” for almost 10 years now, and I’m still actively taking courses to exercise my mind. When it comes to post-grad, what I loved about it is it gave me a year post-university to find my passion, and to grow before my journey into the real world.  

How has the completion of the Program affected your career?

The program gave me an appreciation of the industry, and an understanding of where I fit in. I was able to explore all ends of the spectrum from media to strategic planning. Without this program, I likely wouldn’t have as much understanding and appreciation for those functions. Unlike some of my peers, I understand the media planning/buying process, agency/client relationships and strategy development – even though I may not be responsible for those pieces on a day-to-day basis. It’s helped me to build stronger relationships, which in turn, have driven my career forward. It’s opened up more opportunities, and given me a foundation that not many of my peers have. 

Where do you work and what is your current position?

I currently am a Sr. Marketing Manager at RBC, on the Digital Payments and Cards team. I managed all of the mass advertising for the portfolio, including Avion, Apple Pay, and RBCRewards.  

CMA Awards

Have you received any awards? 

Yes, I’ve been very humbled to receive a number of awards over the past 4 years: 

3 Individual RBC Performance awards, and 3 CMA awards.

The internal RBC individual awards are a part of a reward and recognition program at the bank. Every year, 3 people from the marketing organization are recognized for their achievements. In 2013, 2014 and 2015 I was nominated and recognized for the work I did on the Avion (2013, 2015) and Olympics (2014) campaigns.

The CMA awards – 1 Gold, and 2 Bronze – were for a program called Avion Holiday Boutique.  A holiday pop-up shop based marketing campaign that targeted 4 major shopping centers from coast to coast during the 2013 Holiday season. In a highly competitive environment, initially we had planned on sending a DM to thank our current Avion cardholders for choosing Avion. It then quickly turned into an experience based marketing campaign that focused on Avioners getting the ultimate VIP shopping experience during the holidays. The malls were selected based on the locations that had the highest propensity of our competitor’s cardholders. The program was a huge success, and is likely to return again for a 5^th year in a row. 

Winning Awards! 

In addition - although not making the final list - I was nominated and shortlisted for Marketing Magazines top 30 under 30 in 2015. It was quite the honour to be recognized and it is something that I will hold very near and dear to my heart. Yes, making the list would have been a dream come true, being one of 60 shortlisted was just as big of an accomplishment in my eyes.

What is your favourite part of the job?

Honestly, everything. I love what I do and the people I do it with. I wake up every morning feeling accomplished, and happy to walk into work every day. It’s true what they say – you really have to LOVE what you do.