Principal Consultant

Cathy Whitehead McIntyre, B.A., M.B.A., C.M.R.P., C.Dir

Background
Cathy Whitehead McIntyre, Principal of Strategic Initiatives, is a senior marketing practitioner with over 30 years of experience. Cathy’s background includes marketing management, communications and research experience in the business-to-consumer, business-to-business and not-for-profit sectors. She began her career in consumer packaged goods brand management, then moved “agency side” to work for several multi-national marketing communications firms. After spending a number of years in marketing and sales management in the newspaper industry, Cathy founded Strategic Initiatives.

Strong Business Skills, Strong Analytical Skills
Cathy adds value to research projects by bringing to the table her wealth of experience in assessing market opportunities, positioning and branding products and services, and developing integrated marketing communications programs. With exceptional strategic and analytical skills, Cathy has a proven ability to identify viable opportunities in the marketplace and to help clients capitalize on these opportunities.

Research Works
Cathy knows the importance of understanding customers’ motivations, feelings, values and needs, to uncover insights that can be translated into effective strategies. She uses marketing research to help clients understand their marketplaces and their customers, and to assess marketing opportunities.

Experience Supported by Education
Cathy’s educational credentials include a M.B.A. from the University of Victoria, a Certificate of Proficiency in Qualitative Research from the prestigious AC Nielsen Burke Institute, and a certificate in Project Management from the University of Victoria, as well as a number of other certificates and programs. Cathy has taught at the undergraduate and graduate levels at the University of Victoria’s Faculty of Business and at Royal Roads University.

Community Matters
A Chartered Director (C.Dir), she currently sits on the boards of First West Credit Union, Peninsula Co-Op, the Victoria Hospitals Foundation, CADTH and The Arthritis Society of Canada. Cathy is a Past Chair of the Board of the United Way of Greater Victoria, a former Director of the United Way of Canada (where she chaired the National Brand Strategy Task Group) and the Certified Management Accountants’ Society of BC, and is a Past President of the UVic Alumni Association. Cathy received the Queen’s Diamond Jubilee Medal in 2012, was named one of the University of Victoria’s 50 “Alumni Who Make a Difference” in 2013, was a Women of Distinction Award nominee in 2004, and was a Victoria Leadership Award nominee in 2005.

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