Maxine thrives on the combination of a tough strategic challenge and a blank piece of paper. As Rethink’s head of strategy, Maxine unlocks the answers to high- level challenges and provides guidance on how corporate and brand strategies can be successfully brought to life in the marketplace. The scope of her work includes brand communications, but more often than not she focuses on long-term vision, helping clients to identify, define, and implement the internal and external initiatives that help shape the future success of companies and their brands.
Maxine has experience across many sectors, including retail, telecommunications, insurance, packaged goods, beverage alcohol, healthcare, financial services and academic institutions, to name a few. She has led strategic efforts on behalf of some of Canada’s largest corporations and brands, including WestJet, Canadian Tire, TELUS, McCain and Viagra.
A big believer in collaboration, Maxine fosters a client-agency relationship that makes boundaries go away and vision and consensus appear in their place.
Max, as she is known to friends and colleagues, is famous for her green thumb. If you don’t find her in her garden, she’s likely off on her latest global travel adventure.