Chief Strategist, Trajectory
Perhaps it’s her journalism training that drives Jeannette’s obsession with the stories of organizations and places. As co-author of Ikonica, A Field Guide to Canada’s Brandscape she explored the interdependencies of commerce, culture and community. It’s a theme that’s been honed over her long tenure as the brand strategy lead for Spencer Francey Peters and then as a co-founder of Trajectory.
Her client roster reflects Jeannette’s range – from billion-dollar enterprises to innovative start-ups – across a broad spectrum of sectors including culture, tourism, economic development and education.
Place-focused projects include: Toronto 2015 Pan Am Games; National Cherry Blossom Festival (DC); Destination DC; numerous Business Improvement Districts; Raleigh, North Carolina; Reimagining Detroit (Kreske Foundation); Niagara Region (Canada); the National Capital Commission (Canada); Bermuda’s Performing Arts Centre project.
She led the strategy work for the City of Mississauga which won the Gold Award for the best strategic/creative development of a new city brand at the 2015 Transform Awards North America in New York City.
Jeannette speaks regularly at international events and conferences on place branding and community engagement, including CityNationPlace (London, NYC), the International Downtown Association (Atlanta) and the Canada150 Summit.
Raised in New York City, Jeannette is a graduate of Rutgers University. She lectures regularly at York University’s Schulich School of Business. Jeannette is a contributing author to the cultural development primer, Rediscovering the Wealth of Places and the Association of Canadian Advertisers’ guide, Measuring Marketing Communications Effectiveness in an Ever-changing World – the Role of the MarCom Dashboard. She served for many years as a Board member of the Design Management Institute, based in Boston.
Based in Toronto, Canada.
- Place branding: neighbourhoods, cities, regions
- Business Improvement Districts
- Cultural marketing
- Event marketing
- Community engagement strategies
- Brand strategy and design for complex environments
#Placebrands #GeniusLoci #Engagement #Culture #Community
Keynotes, lectures and workshops
Available for keynotes, panel moderation and workshops. Special pricing for not-for-profits.
Sample themes include:
1. Authentic place branding: What does it take to create a meaningful, relevant brand proposition for your place? Practical advice for placemakers.
2. Community engagement: Why, how and best practices
3. Brand management in complex, uncertain times
“We are delighted to have Jeannette as a regular contributor to City Nation Place conferences around the world – she is an engaging speaker, who brings her expertise in communicating with people to the conference stage, and of course has a great deal of very relevant experience for our audience.” – Clare Dewhirst, Founder, CityNationPlace