Susan Dankert

Background

About Susan Dankert

I knew I was going to be a storyteller, thus a diploma in broadcasting. After initial jobs in media production, I landed a communications position with Ottawa Humane Society and continue to promote and advance animal wellbeing in Canada as Communications Director for a pet industry non-profit. A BIT ABOUT ME AND WHAT I DO The Pet Industry Advisory Council of Canada is the professional trade association for pet-related businesses with more than 1,500 members. I first joined in 2002 as an education and membership coordinator but even in that role I was writing communications content and branding the organization. Seeing the bigger picture comes from my background in radio and tv broadcasting. You need a picture to match the story and I can always clearly see that picture in my head and translate that vision into a communications strategy matching the target audience. I think one of my superpowers is a positive attitude. This allows me to motivate and bring people together, find a way forward, and achieve a goal. Another superpower is creative storytelling. Writing comes naturally to me—be it writing articles, press releases, and web content—or the meatier crisis communications, social media posts, and advocacy letters. In my world, content is king. COMMUNICATIONS LEADERSHIP Head communications planning for every communication channel. Built a Communications Department from ground up. Grew rate of communications produced in-house by 120%. Designed industry awards program and expanded across Canada. Designed an advocacy tool kit for association members. Certified in public sector and non-profit marketing (Sprott School of Business).