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Women Leaders in Marketing
Not so long ago, the Association of National Advertisers (ANA) released a report that bundled three separate studies - and the findings were as follows: *
1 - Women overwhelmingly comprise the bulk of the marketing industry's workforce.
2 – Women lag somewhat behind in marketing leadership roles.

When you look around, does this ring true? And, if so, how do those incredible women leaders in the work force break through to that next level when others don’t?

The Calgary Marketing Association is bringing together three remarkable women leaders in marketing who have, and still are, forging different paths. They will discuss their diverse marketing journeys, who and what helped them to get to that next level, and their take on the future of marketing for women.

Whether you are just starting your career, thinking about your next step, or simply seeking inspiration, this panel of leaders will outfit you with some new perspectives and help you plan for your future.

Topics addressed during this discussion will include:
• How each of these ladies chose a career in marketing
• Key influences and influencers that have guided them through their career
• How each chose the companies they worked for
• The practice of work life balance
• How marketing has - and hasn’t - changed over the span of their career

And, rest assured, we will leave plenty of time for questions and answers!


May 25, 2021 12:00 PM in Mountain Time (US and Canada)

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Carol Shmygol
Senior Vice, President Reputation & Brand @ATB
Carol brings 30 years of experience to the world of marketing, having meandered her way to Calgary via Toronto, Halifax and Vancouver with Cossette – one of Canada’s preeminent advertising agencies. Working on multiple brands from General Motors’ Saturn and Saab to “Never Stop. Milk.” (the recipient of many awards including multiple Cassies) to PEI Tourism, Bell, Scotiabank, and many more, Carol joined ATB Financial in 2013. Carol’s experience has been on the strategic and leadership side of the business. This demands an ability to look at a problem/opportunity through both a customer and a strategic business lens, translate that into true insights and solutions that produce meaningful and lasting results.
Yvette Biggs
Vice-President Marketing & Communications @United Way of Calgary and Area
Yvette is devoted to propelling brand and digital transformation of the United Way, both locally and nationally. Yvette came to United Way from Alberta Health Services (AHS), where she led a provincial team of health and behavior change marketers in health promotion and disease prevention. With over 25 of behavior change campaigns under her belt, her expertise in not-for-profit marketing, communications and leadership has made her a recognized leader of high-performance not-for-profit marketing and communication teams. Yvette holds a bachelor degree in both economics and psychology, along with an MBA.
Vanessa Barretto
Director, Wireless & 5G Products @Shaw Communications
Vanessa is proud to work at Shaw, where she has held a variety of roles including Brand, Marketing, Business Planning and Product Development. She is a passionate consumer marketer with progressive experience leading business and marketing strategy, integrated/digital-first campaigns and high performing teams. Vanessa’s experience spans the Telecommunications, Consumer Packaged Goods, Grocery Retail and Dental Industries. She is a former Chair and Board Member of the Calgary Marketing Association and holds an MBA from the Schulich School of Business. In her spare time, Vanessa does her best to keep up with her 2.5 and 10 month old.