When it comes to the food scene in Toronto, there’s one public relations company that always has their finger on the pulse.
BPR Inc. (formerly Butter Public Relations Inc.) has worked with some of the biggest restaurants, celebrities, and brands in the industry. From The Cheesecake Factory Canada and Lagostina to Jackson Family Wines and Eataly, BPR is the company working behind the scenes to ensure each client gets the exposure they deserve.
Leading BPR Inc. is Founder and Principal Shawn Rusich. A Windsor, Ontario native, Rusich attended College LaSalle in Montreal for fashion design and briefly attended McGill before landing a full-time marketing position with an international fashion brand.
His passion for marketing led him to Paris, France, where he worked in marketing and sales at Chloé. But with a drive start something on his own, Rusich moved to Toronto to build his own empire and BPR Inc. was born.
We had the opportunity to talk to Shawn Rusich about working with Martha Stewart and his advice to those looking to get into the industry. Take a peek below!
What was your first job and how did it help you grow into the person you are now?
My very first job was at a mini-golf course. After working there for a few weeks, I left to work at McDonald’s. I think everyone should work in the fast food industry for a period of time; it really helped me understand organization, process and procedure.
What does an average day look like for you?
My days are consistently inconsistent. If I’m in the office, I’m typically working on all of the things that make a company operate. I run payroll, deal with taxes, vendor invoices, accounting, etc. On the flip side, I also work on the creative side collaborating with the team on product send-outs, events, ideation, strategic planning, and new business.
You’ve had the opportunity to work with a lot of great brands. What’s your advice to someone looking to attract the same caliber of clients?
I’ve been fortunate enough to curate a list of incredible clients, but that wasn’t always the case. I think what’s most important is choosing to work with brands that you’re passionate about, because you’ll do better work if you really believe in the client. It may not always be a possibility depending on the growth of the company, but it certainly is the ideal.
What’s the best advice that you’ve ever received?
Put 100% into everything, given the time you have to do it.
What has been the most memorable moment of your career?
There have been many incredible milestones since BPR Inc. was founded! Working with Martha Stewart to promote her 80th cookbook was huge, and landing our most recent client Eataly, was a real “OMG!” moment. It was exciting because it’s a brand that myself and the team have admired for years. I’m really looking forward to working with them to introduce Canadians to this unique concept.
What are some exciting things we can expect from BPR Inc.?
We’re always evolving and growing. We have new clients, international in addition to Canadian, who are doing incredible things! We strive to outdo ourselves with every event, product launch, and program we put together. Our team continues to grow, adding the best talent out there. From account management, creative, event planners and operations, we’re excited to be taking the next step.
To keep up with Shawn Rusich and BPR Inc., follow them on Instagram, Twitter, and Facebook.
For our career series “How I Got My Job,” we’ll be talking to real people, working real jobs across a variety of industries. These people are pushing boundaries and have made their mark. They’ve found success on their own terms, and now we’re extracting their advice on how to carve out your own career path.
As the the president and founder of Toronto-based public relations company Matte PR, Heidi Ruggier has worked with a lot of great clients. From the Toronto Entertainment District to Hillcrest Mall and Malia Indigo, there’s never a dull moment.
But her success doesn’t stop there. She also finds success in mentorship and amplifying the messages of others she believes in, and currently sits as a mentor on the Toronto Fashion Incubator, and the advisory councils for Ryerson’s School of Fashion, Italian Chamber of Commerce of Ontario, and Toronto Entertainment District’s John St. Cultural Corridor.
In her free time (if you can believe she has any!), you can find her at TIFF for a film, meandering around 401 Richmond‘s gallery spaces, or picking up boxing and Tabata classes at BOLO.
We had the opportunity to talk to Heidi Ruggier about how she got her start, her advice to entrepreneurs, and more. Take a peek below.
What was your very first job and how did it help mold you into the person you are today?
First job? I was a soccer referee with Glen Shields Soccer Club. I refereed two nights a week, the kids were under six-years-old. They were like little bees swarming at the ball. So cute! I also played REP soccer for Glen Shields, so soccer culture was really a lifestyle for me back then. I would play and practice three nights a week, referee two and then watch Serie A soccer on TeleLatino with Alf DeBlasis. Obsessed. Our family loved Glen Shields because its jerseys were the same colourways as A.C. Milan, our team. I played defence. Paolo Maldini was my fave player. My Michael Jordan.
Refereeing and playing soccer taught me the importance of integrity, hustle, and consistency. It taught me that courage — and the practice of making the right call even though it might be unpopular — is part of the game.
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My next job was at my neighbourhood’s local grocery spot, Concord Food Centre. The place is still a local destination, known for its amazing deli, bakery fresh fish and meat. I started in the bakery and café, learning how to make a flawless espresso, creamy cappuccino foam and pastries like Zeppole and Rhum Baba. After a couple of years, I started working in the deli too. There, I got to work with and learn about all the different imported cheeses and deli meats from Italy. I tasted Bresaola for the first time and Auricchio provolone. And different varieties of olives, anchovies, and giardiniera. I learned why certain products were considered “real” or “authentic” and how to spot the designations marking them as such.
This has now come full circle, and this passion is playing out in new ways through my work with the Italian Chamber of Commerce of Ontario. In partnership with them, Matte PR helps raise awareness for authentic Italian regional food products. Items with heritage, that are regulated by special consortiums who ensure that each product is being produced in a traditional way. Region by region, we introduce DOC wines and DOP and IGP food products to Canadians. Last year, we featured Val D’Aosta, and this year we’re featuring food products Emiglia Romagna and Calabria.
In September, I’ll be visiting Tuscany to explore the process behind Pecorino Toscano DOP, a regional cheese that has similar qualities to other faves like Parmigiano Reggiano and Grana Padano. Beyond excited! Pecorino Toscano is a hard cheese made of ewe’s milk cheese. It has 2500 years of history behind it and has enjoyed DOP status since 1996. I encourage you all to seek it out and give it a taste. Perfect with honey and fruit, salumi misti, or grated on pasta.
My third job was at Blacks Photography at Promenade. It was the early days of digital, but most people still used film. So, I got to spend my days developing film. I always had a disposable camera on me. It was the best. The team who worked at Blacks was super eclectic and artistic. It was that crew that inspired me to go on and study communications, focussing on film and journalism. Frank, Solomon, Josie, I’ll never forget you.
What does your day-to-day look like?
My day starts with flipping through the major daily newspapers. I’m looking for potential media opportunities for clients, keeping up with news and stories by the journalists we pitch, and any potential new business opportunities.
Then, my day is usually made up of back-to-back meetings with my staff and clients. I work in tandem with them on all execution, acting as a guide and mentor. I feel such pride and joy in watching my team grow as professionals and kill it for our clients. My team is such a source of pride. Watching each of them come in at intern level and mature into productive, creative, and happy professionals is super rewarding. I’m grateful to them every day.
Sometimes my days include coffee or cocktail dates, catching up with friends, colleagues, and journalists working in the industry. These are super important for keeping tabs on what’s happening at ground level.
Wendy So, Heidi Ruggier, Ellyssa Gandhi (Photo by Abigail Lomboy)
You’ve had the privilege to work with a lot of cool brands and companies. What has the proudest moment in your career been so far?
The proudest moment? Being asked to be on Ryerson’s advisory for the School of Fashion is a big one. My parents were so proud.
I am also incredibly proud of our #HillcrestGlowUp campaign, which earned it a Global ICSC Maxi Award in Las Vegas this year. To be awarded alongside campaigns from across the U.S. and Canada was truly humbling. I point to my incredible team who brought that campaign to life.
Generally speaking, I think most PR people will agree that the best feeling in the world is opening the paper and seeing that headline you envisioned with your client. That’s what makes me tick.
If you could go back and give your 18-year-old self advice, what would it be?
Go with it! Your gut, I mean. The biggest piece of advice I would have is to follow the things you’re passionate about, without worrying about career prospects. I never thought of PR as a career option. It was only through listening to my gut and paying attention to the things I care about that I eventually found myself here. As a kid, fashion was the dream, but I put that on the back-burner as I never saw it as a viable option.
Today, I’m working in the industry, but there’s a lot of work to be done. Fashion is art. It’s design. But, unfortunately, it gets written off as frivolity. That couldn’t be further from the truth. Fashion has the power to fundamentally and positively change minds. It’s a conduit for ideas and is a key part of how human beings see themselves and express themselves.
It is also a significant contributor to the Canadian economy. But we need to nurture it. It must be funded and supported alongside other arts and culture verticals. I truly believe Toronto will never actualize as a “global city” until it develops a mature, productive and supported fashion economy. Yes, until it’s seen and respected as a global fashion capital, we’re not a global city. And that will take government intervention, just like the government supports music, film and other arts and culture economies. So, my advice to my 18-year-old self would be not to worry about what will make the most viable career, but to follow my passions and trust that things will work themselves out.
Heidi Ruggier (Photo by Kosta Kolev)
What do you think is the biggest misconception about your job?
That PR is simply about partying and schmoozing. Bleh.
PR is about writing, storytelling, and strategy. It’s about details, a strong eye for sharp visuals and the tech-savvy know-how to create for various platforms. It’s about creating catchy copy and communicating in short staccato sentences that stick.
It’s also about the chase. About finding the right people and places for a story you’re pitching. The most successful PR people truly enjoy the process of pitching and developing relationships with media.
So, if you’re a strong and talented writer, who enjoys reading the news and the process of creating tailored ideas for individual journalists and clients, you’ll love PR. If you’re imagining a Samantha Jones existence made up of drinking cocktails and going to parties all day everyday, you’re off base.
Heidi Ruggier and Tricia McQuilllan, Salon Director at Sassoon Salon (Photo by Abigail Lomboy)
What are three things every entrepreneur should focus on when growing their own business?
- Building the right team. My staff is eclectic, diverse, and each person brings their own perspective. We challenge each other around the creative table, and that makes for excellent strategy development. Diversity is also extremely important, especially since PR is often the last checkpoint before a story or project hits the media. We will ask ourselves, is anything within this campaign problematic? If yes, how and why? This is majorly important, especially in the current environment. Diversity within my team helps to further ensure that things aren’t slipping through the cracks. Each person brings their own lived experience to the table, meaning they may see things that others don’t see. It makes us stronger.
- Choosing which clients you work with. This is paramount to building the kind of business and client roster I want to see. I recently turned down a client opportunity because of outdated policies rooted in patriarchy and sexism. It was a big one, a globally known brand. But, if the brand doesn’t align with my values as a human, then it’s not for me. It’s not for Matte PR.
- Brand and visuals. Often, we see entrepreneurs get their business model, product, location, and other items in check but leave out investing in brand. Big mistake. Big. Design of creative assets, business development tools, decks, and other brand visuals are currency in this hyper-digital world. Good design can’t be underestimated. It’s an asset.
Heidi Ruggier (Photo by Kosta Kolev)
What’s one piece of advice you’d give to someone looking to get into the PR industry?
Go for it! Find a good internship where the company you’re working for is truly teaching you and mentoring you. At Matte PR, we give our interns an intensive experience in a collaborative environment that fosters learning and friendships. Yep, you’ll leave with a new set of homies too. Be prepared to put in the hours and to do whatever it takes to make things happen for your clients. If you’re looking for a 9-5 type thing, this isn’t for you. If you’re looking for glitz and glam, rethink your choice. But, if you’re going into it for the right reasons, PR can be the most fulfilling line of work.
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For this edition of “How I Got My Job,” we had the opportunity to talk to a woman behind a popular art gallery in Toronto.
Gaetane Verna has the dream job of art students everywhere. As the Director of The Power Plant Contemporary Art Gallery, she guides a team to bring the very best in contemporary Canadian and international art to the All Year All Free gallery program, helping artists gain the recognition that they deserve.
Prior to landing the role at The Power Plant, Gaetane Verna gained experience as an art historian, a curator, and an arts administrator.
While seeing artists flourish is one of her greatest joys, another project Gaetane Verna loves to work on is The Power Plant’s annual Power Ball, aka the hottest art party of the year. Each year, the party brings together Toronto’s notables and most stylish for an out-of-this-world event that raises funds for the gallery.
We had the opportunity to talk to Gaetane Verna about The Power Plant and what we can expect from this year’s Power Ball. Take a peek below!
When did you fall in love with art?
I’ve always been in love with art! Being interested and involved in the arts has been a big part of my life. I first played cello in an orchestra, and was also part of the corps de ballet of Ballet Ouest in Montréal many many years ago now! When I first began working with visual art, I was interested in working in an auction house, but soon realized that the study of art history, and then later curation and exhibition making, was my true calling. I was drawn to opportunities where I could enable artists to present their art to different audiences.
Curation requires research, planning and working closely with the artist to present their work to the public. Art history is key – by understanding the history and the socio-political context in which art is produced, viewed, and experienced, it enables us to deconstruct the visual codes imbedded in artworks, creating entry points into the artists’ vision and shining a light on the human condition — both past and present — in the process.
How did you land your position at the Power Plant?
Before taking up the post at The Power Plant, I was the Executive Director and Chief Curator of the Musée d’art de Joliette in Lanaudière, Quebec for six years. And from 1998 to 2006, I was the curator of the Foreman Art Gallery at Bishop’s University, while also teaching in the Art History department of both Bishop’s University and the Université du Québec à Montréal.
What’s the biggest thing you’ve learned in your career?
Be true to yourself no matter the circumstances and as Michelle Obama says, “When they go LOW, we go HIGH!” I always do what I say and say what I do. As such, honesty and empathy are paramount to me and they are at the core of my values and the values of the institutions that I have had the honour to lead. We never achieve anything alone, and I always surround myself with colleagues and collaborators that share the same values and passion for life and work that I have.
Lastly, work hard even if you think that no one is watching! The challenges are part of the learning and the journey.
What advice would you give to someone looking to get into your line of work?
If you want to curate exhibitions, see exhibitions, visit artist studios, study in Art History, read books, see movies, go to the theatre, read the newspaper, and listen to the news. Be a current citizen interested in all human issues. Having a knowledge of the issues of our current world is as important as understanding the work of artists from the middle age to our contemporary world. Forge your own ideas and determine the works of art that you are interested in defending and presenting. Find an institution that shares the same ideals that you hold true and work with people that are like-minded. Be bold and be passionate about your work and be self-motivated to share the work of artists with the audience regardless of its composition.
Who are some artists at the gallery that you’re excited about right now?
Just after our annual fundraiser Power Ball, taking place June 6, we will have our Summer Exhibition Opening Party on June 21 from 8 – 11 pm to celebrate our Summer Season. We’re thrilled to have Joana Hadjithomas and Khalil Joreige present their landmark series On Scams alongside the first solo exhibitions in Canada for German artist Mario Pfeifer and British artist Thomas J Price. All summer long we will present free public programming that encourages the public to engage with the exhibitions, including artist talks, tours, film screenings and our Sunday Scene series, which provides guest speakers from the world of contemporary art and beyond the opportunity to offer responses to our current exhibitions. Regardless of whether they choose to focus on a single work/artist or on multiple exhibitions, presenters nonetheless highlight intriguing connections between our programs and broader cultural and intellectual debates.
What is the Power Ball and why is it important to you?
Since its inception in 1999, Power Ball has thrived as a major fundraising event and evolved into Toronto’s most notorious art party, setting the standard as one of the most highly anticipated and influential art galas in Toronto.
Power Ball is vital to The Power Plant. As our annual fundraiser, it the engine that makes it possible for us to commission new works by artists, provide programming that empowers and encourages creative expression, publish catalogues on the exhibiting artists and circulate our exhibitions around the world. Admission to the gallery is free, so visitors may engage with the exhibitions as often as they wish and also take in exhibition tours, artist talks or other such events. We offer a range of programming that engages with visitors of all ages: from Power Kids as part of our family programs and Power Youth to film screenings and Master Classes with exhibiting artists and portfolio nights for our local artists.
We approach this event like we approach everything at The Power Plant: with presenting local and international artists as our priority. Keeping artists at the center of it all means including their voice at every level of the institution: on our board, as members, as part of our educational programming and as guests of Power Ball. We welcome artists to this event in part through our artist package initiative, which includes two Pre-party tickets and a donation enabling us to invite ten artists to partake in Power Ball and celebrate with other artists and guests from the vibrant arts and culture scene in Toronto and beyond.
What can guests expect from this year’s event?
For Power Ball: 21 Club, presented by Holt Renfrew, the entire gallery space will become an illicit speakeasy, where guests come into the shadows with us for a night of revelry by way of an immersive art experience. For the 21st edition of the event we were inspired by how people find creative ways to do things we’re told we’re not allowed to do, and took as our starting point prohibition in the 1920s. 21 Club therefore makes reference to the most infamous speakeasy from 1920s New York, but with our signature contemporary spin.
During the Pre-Party/VIP, local artist-designer-restaurateur Sarah Keenlyside will take partygoers on a spectacular journey that combines food and performance. Keenlyside will present her work Centerpiece (2019), a reimagining of the dining experience where the background becomes the foreground. Performances in collaboration with Ace Dance Theatre will transport guests into a space that celebrates the glorious dance of service, all while they indulge in exquisite cuisine by Man Ray Bar à vin, Restaurant La Banane and CXBO Chocolates.
We will also be presenting the work of a diverse group of local and international artists at Power Ball. This year, Toronto-based artist Bruno Billio will present an enlarged, immersive version of his Tron209 room, a work that engages with bygone visions of the future, specifically the 1980s movie Tron, by manipulating everyday objects and spaces with tape and black light. I’m also very much looking forward to seeing Mexican artist Chelsea Culprit’s commanding installation Tru Bruja (2018). In this work, Culprit plays around with the meaning of the word ‘witch’, critiquing its negative connotations while pointing to the powerful ways witchy women continue to disrupt social norms. And though it might seem paradoxical, prohibition in the early 1920s was a rich time in history for drag culture — both drag kings and queens performed regularly. In fact, until the repeal of prohibition in 1933, when speakeasies were forced to close and Nazism and Hollywood homophobia drove gay subcultures even further underground, so-called “pansy clubs’” flourished in major cities across the United States. To acknowledge and honour this history, we are engaging Toronto’s diverse LGBTQ community through a series of drag and burlesque performances curated by Tobaron Waxman of the Intergenerational LGBT Artist Residency. Carlotta Carlisle, Tynomi Banks, Drag King Flare, Gay Jesus, and Dainty Smith and Imogen Quest of Les Femmes Fatales Burlesque will strut, sashay and strip their way across the stage. Guests will also experience a special, site-specific installation by Two-Spirit, Métis, disabled artist Michel Dumont, an alum of the Residency. It is our way of remembering that in 2019 we pay homage to the 50th anniversary of the Stonewall uprising and Riots, which saw members of the LGBTQ community rise up against harassment from the police in Greenwich Village in New York City. These riots are widely known as the birth of the modern LGBTQ movement in the United States.
There will be many other surprises at Power Ball and guests should always expect the unexpected with the art, the food, the drinks, the music and a true Toronto celebration. Join us on June 6 when all will be finally revealed!
Let’s face it…being an adult is expensive! The costs associated with being independent and indulgent sure can add up. To help pay the bills, you can find relief by picking up a “side hustle” in addition to your regular day job.
A side hustle is a flexible second job that allows you to make extra money by doing something that you really enjoy. Some side hustles can take on the form of a small business if you’re willing to embrace your entrepreneurial side. While other side hustles require less commitment and allow you to earn extra cash on a more casual basis.
Think you’re ready to take one on? We’re here to help you get started! Below are seven simple ways to start making extra cash.
Pick Up A Delivery Gig
Make your own schedule and some extra cash by becoming an Uber or Lyft driving-partner. No access to a vehicle? Become a rider for a food delivery service like UberEats or Foodora to earn some extra money and keep fit while working. Either service is a great side hustle for those working irregular hours and living in the downtown core. This option is especially great for those who love to ride their bike, it’ll barely feel like work!
Rent Your Car
Owning a car isn’t exactly cheap, especially if it spends a lot of time sitting unused in your driveway or parking spot. Luckily, Turo is here to help you pay for it and all the other things you love! Like Airbnb but for cars, Turo allows you to rent yours to others who might need it. All you’ve gotta do is make a profile, upload some sweet photos of your ride, set your price, and wait for the requests to roll in. The insurance is covered by Turo and you get full control of when and who you rent the car to, so the risk is pretty low — why not let your car start earning money for you?
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Get Paid To Help Others With Everyday Tasks
Ask for Task is a genius way to make some extra money for doing small jobs that others in your area just can’t tackle themselves. Do you have amazing painting skills or impressive cleaning skills? Make extra cash fast with a side hustle as your neighbourhood’s go-to painter or cleaning person.
Sell Beauty Products Online
A great side hustle for those with a beauty obsession is selling products as an Avon or Arbonne representative. You can easily earn extra cash by selling these beauty lines from the comfort of your own home when it’s convenient for you. Bonus – score freebies like product samples and discounts off your own beauty purchases with each company.
Instagram/@myavoninsider
Get Paid For Taking Care Of Others
Sharing is caring and we love Care.com – an online community that connects families and caregivers. As a caregiver, you can register online to connect with households in your area seeking any type of assistance from babysitting to dog walking. Use your skills working with others to make extra cash in your community with a fun (and possibly furry) side hustle as a caregiver.
Dog Sit
If you love animals, this is the perfect side gig for you. Through Rover, you can get paid to play with dogs all day! And that’s not even the best part about it! There’s so much flexibility in this kind of job — you get to pick your own schedule, the services you offer — whether that be boarding, walking, house calls, or daycare — and your dog preference.
Instagram/@roverdotcom
Sell Your Stuff
While this option isn’t something you can do on the regular, it is a great way to earn a little extra cash and clean your house while you’re at it. Almost everything you have can be sold – think gently used clothing, shoes, accessories, furniture, and even electronics. Take your gently used clothing, shoes, and accessories to consignment stores in the city and sell your old furniture on websites like Kijiji or Craigslist.
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For our career series “How I Got My Job,” we’ll be talking to real people, working real jobs across a variety of industries. These people are pushing boundaries and have made their mark. They’ve found success on their own terms, and now we’re extracting their advice on how to carve out your own career path.
From the outside, practicing law is a cut and dried career path, but our next “How I Got My Job” spotlight has used her entrepreneurial spirit to turn her career in law into something uniquely her own.
After a decade of law on Bay Street, Ashlee Froese is the proud owner of Froese Law, a firm that works with some of the biggest financial, pharmaceutical, cannabis, celebrity, and fashion names.
And her accomplishments don’t stop there. For the past three years, Ashlee has been ranked in the top 1000 trademark lawyers globally by the World Trademark Review, is a former chair of Fashion Group International, and a mentor for a number of Toronto-based start-up incubators.
We had the opportunity to chat about how Ashlee Froese got to where she is, the best part about her job, her advice to aspiring lawyers, and more. Take a peek below.
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First thing’s first, what was the first job you ever had? The job after that? And how did it lead you to where you are today?
When I was an undergrad student at U of T, I worked part time at a law firm. I worked there throughout undergrad. During law school, I interned with the United Nations in the Middle East. Once I completed law school, I decided to focus on branding law and worked at a number of firms before launching my own firm.
I fast tracked to partner on Bay Street within six years, which is pretty quick, and had my own client base pretty early on in my career. As much as I loved working at my previous law firms, I think I always had an entrepreneurial spirit and, at 10 years in the industry, I decided to launch my own firm. Law is a very traditional industry, and although I truly believe in the benefit of gaining Bay Street experience to hone legal skills, it does not have to be the only way to practice law.
Gooseberry Studios
In launching Froese Law, I’ve been very purposeful on how we service our clients and what we stand for. For example, we are a completely paperless office, our business cards are made from recycled clothing and our systems are entirely on the cloud. Our lawyers have the flexibility to seamlessly work from wherever in the world they’d like.
For our clients, our business model is a hybrid of billable hours and flat rates. We host monthly free legal seminars to help our clients become educated on the law. We issue out weekly newsletters that provide tips on the law. We also bring a business savvy to how we apply the law to our clients’ situation. Also, given that we focus on a type of client (the B2C business), we have a good handle on the legal issues that they may run into, perhaps before they are aware of them.
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What’s a typical day at work for you?
There’s no typical day per se, but I do try to have consistency in my schedule. For example, I work from home on Mondays, which allows me to work completely uninterrupted. The rest of the week, I’m in the office and my day is filled with a lot of meetings, a lot of computer time, and oftentimes sprinkled with speaking engagements or business development activities in the evening.
Why did you start an all female legal firm?
I didn’t start off with that as my concept, but that is the current situation. Law is a very challenging industry and retention of women in law is a SIGNIFICANT issue. I wanted to create a law firm that enables lawyers to live a balanced life, which is oftentimes a struggle for lawyers.
I do love the fact that Froese Law is a certified woman-owned business and that, currently, all of our professionals are women. And I love that it resonates with our clients. But I’m certainly not closed to having male lawyers join the team. My overarching mandate is that we provide Bay Street calibre legal services, without the Bay Street bull. Our lawyers must have fantastic legal skills and business savvy that assists our client in a real and meaningful way.
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How do you balance your career and personal life?
I’ve always had the mentality that work must fit into your life and not the other way around. Your working lifespan is long and if you find something you’re passionate about and are able to also live your off-duty life, you’re bound to be more happy and fulfilled. But you also have to make a concerted effort to live a balanced life and set boundaries.
Law is not an easy career path. Statistics demonstrate that lawyers have higher rates of depression and anxiety than the average population. I’ve built a law firm where work-life balance is not an either or proposition. You can be an excellent lawyer, with a dynamic client base and still have a life.
Why is mentorship important to you?
Volunteerism and mentorship are fundamental tenets of my career and, consequently, of Froese Law. On a personal note, one of my mantras is “kindness begets kindness.” I’ve been a mentor to start up incubators for the past eight years. Law is not intuitive but it impacts everything. If you’re a start up, having access to a lawyer helps with understanding fundamental principles of law and that goes a long way.
From my own career, I have not had mentors, per se. But I’ve been exposed to professionals that inspire me and also those that inspire what I don’t want to be. For the most part, I’m purposeful about giving back to the next generation of lawyers. I had the unfortunate experience of coming across senior lawyers (who happened to be female) that were the anti-thesis of mentors and they certainly made life more challenging. It doesn’t have to be like that, so I also provide mentorship to young lawyers as well.
Gooseberry Studios
In your time working, what do you think has been the most important thing that you’ve learned?
Maintaining good relationships and working with integrity are so important. Also, you’re never done learning. I may be a Certified Specialist in Trademarks Law, but I’m always reading up on the law to ensure that my skills and knowledge are on point.
What’s your advice to someone looking to get into your line of work?
To be honest, law schools don’t teach you how to be a lawyer. They teach you about the academics of law. Learning under the wing of a senior lawyer as a junior associate is critical. So first thing’s first, be the best lawyer you can be. Learn the law. Learn the practical application of the law. Learn business savvy to compliment those honed legal skills. Understand the business nuances of the industries that your client operates in.
What’s the best part of your job?
It sounds so cheesy but I love it when a client comes to me with a concept and I work with them and they reach a level of success where they become a household name. It’s extremely gratifying to be a small part of helping someone achieve their dream.
To keep up with Ashlee Froese, follow her on Instagram and Twitter, or check out Froese Law on the website and Facebook.
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For our career series “How I Got My Job,” we’ll be talking to real people, working real jobs across a variety of industries. These people are pushing boundaries and have made their mark. They’ve found success on their own terms, and now we’re extracting their advice on how to carve out your own career path.
Checking up on honeybees and mingling with shoppers might not sound like the tasks of a marketing director, but our next spotlight sees the importance in being different and thinking outside of the box.
Lisa Resnic is the Marketing Director & Specialty Leasing for Richmond Hill-based shopping centre Hillcrest Mall. From a young age, she worked in retail with her father, and with a little hard work, determination, and guidance from mentors, she was able to take her experience and turn it into her dream job.
Now her days are spent helping the growth of Hillcrest Mall — whether that be nurturing relationships with retailers and shoppers, finding new ways to make the mall more sustainable, or planning big campaigns.
We had the opportunity to speak with Lisa about how she got her start, the most important things she’s learned during her career, and what makes Hillcrest Mall worth a visit. Take a peek below.
First thing’s first, what was the first job you ever had? The job after that? And how did it lead to where you are today?
It’s funny – often, first jobs have little to no significance on our careers. For me, it was a little different. My first summer job was at Sherwin Williams working under my father, the sales director. What you may not believe is my father is colourblind – working in the home décor industry! He would often call home asking me to look through our paint chips, but eventually, we realized it made sense for me to come in and help at work – technically my first retail position.
After living in England and Israel, I came to Canada surprised and delighted to see one of my favourite companies, Athena International, inside Toronto’s Eaton Centre. I had to work there. I was hired as a sales associate and moved up to store manager within the first year, where we published greeting cards, posters, and prints. Even more than Sherwin Williams, this position truly launched my career on a retail trajectory.
What’s a typical day at work for you?
The best part about this position is every day is completely different. First thing in the morning from home, I make it a priority to review Hillcrest’s online chats within our concierge service, looking out for anything we need to address. I begin my day with my priority to-do tasks but inevitably, within the first hour, I’m already sidetracked with more pressing matters — dealing with immediate issues that concern the operation of Hillcrest.
Then, once I arrive, the first thing I do is get a coffee and take an initial walk through the centre with other management team members before stores are open. From there, each day looks a little different. During our walks through the mall, we often get stopped by customers who have questions or comments. We’ll also approach customers at our directories to see if they need assistance, which often leads to other conversations. Because we’re in a suburban area, the pace is a little slower, so it gives us an opportunity to stop and speak with people. Now that it’s spring, our Hillcrest honeybees will be arriving any day now. We also make it a priority to go up to the roof to see how they’re doing. Although it’s not necessary to check on them every day, it gives us a few minutes of peace and sunshine.
Aside from customer relations, as the marketing director, my biggest role is nurturing relationships with our retailers and developing retailer relations strategy that helps create opportunities for our retailers within the community. Short term initiatives could look like reminding a retailer to submit its promotions and events to be housed on our website, whereas other days have me strategizing long-term plans such as our December holiday activations. We’re excited to bring something really different to Hillcrest this year! We’ve already began planning and will be teasing our idea sometime this summer. Lookout!
What has been the most fulfilling project you’ve worked on so far at Hillcrest?
What’s so special about Hillcrest is the fact that we revolve around our community — so there’s an ongoing sense of pride and fulfilment. I’ve seen many projects through during my four years here but for me, the most fulfilling have been the activities associated with the launch of the new wing, part of the #HillcrestGlowUp. Most notably, our #HelloKindness event saw the community and Hillcrest retailers come together to donate a total of $15,000 worth of new items for the domestic abuse survivors at Sandgate Women’s Shelter.
Along with this event, Hillcrest and Toronto Life coordinated our SHERO campaign where we publicly recognized female leaders in our community who are transforming the world around them – Shalini Konanur (SALCO), Danielle Eden-Scheinberg (Dog Tales Rescue & Sanctuary), Joanna Griffiths (Knix), and Dr. Tina Meisami (Dr.Borna Meisami Foundation). This campaign had a magnificent impact on me. The catalyst for this campaign was the#MeToo movement, so to be able to address similar issues on a smaller scale was not only the most fulfilling project during my time at Hillcrest but also my entire career.
In your time working, what do you think has been the most important thing you’ve learned?
Honestly, I’ve learned that it’s okay to be DIFFERENT. Seeing things from a different perspective, when used in the proper context, can propel you and your organization forward. Learning to have the confidence to do that took some time, and I now cherish the quality.
Be nice to people. Be empathetic. Everyone has stuff going on in their lives. Try and understand where they are coming from. A little compassion and understanding goes a long way. It helps build relationships and relationships are the foundation on which we conduct our lives both personally and professionally.
And lastly, mentor and share. Sharing knowledge and practices is a gift. Watching others grow and succeed is a wonderful feeling and keeps you moving forward it. Look for these opportunities.
How did you turn your dream job into a reality and get paid to do it?
I listened and absorbed everything I could from senior, more experienced people around me.
I have been exceptionally fortunate to work for organizations that believed in me and my potential — sometimes more than I believed in myself! I took risks. I kept learning and speaking up with confidence. One of my earlier positions was one I created for myself and as I think back, that was probably where my biggest leap in confidence came. Then, a year or so later, when a marketing position became available, I jumped at the opportunity. From marketing, I jumped into leasing and then back into marketing. It’s been an incredible journey with so much more to come.
What’s your advice to someone looking to get into your line of work?
Two words: work hard.
I’ve been in this business for a long time and I literally worked my way up. I’m proud of every single moment. I’m thrilled I found my calling in retail because I’ve been able to propel my marketing and leasing skills, but it took a long time before I began working on flagship properties and big events and occasions such as Hillcrest’s development. Work hard. Learn from everything that is happening even when it’s tough. It’s all happening for a reason.
What’s the best thing about working at Hillcrest?
We’re extremely fortunate that Hillcrest is owned by Oxford Properties because we’re encouraged to grow and be creative. The creative freedom we were given on both the south and north wing is exceptional. The same goes for our specialty leasing program. We want to be different, and that in itself is one of the most satisfying reasons to come to work every day. Another aspect is that we’ve watched the community grow and we’ve watched the shopping centre evolve to fit the needs and lifestyle of our community. Hillcrest prides itself on its environmentally sustainable programs. From our rooftop bees to our waste diversion rate of 86% (as of March 2017), we are making a dedicated effort to look towards the future. We’ve just been awarded a Business Achievement Award by the
Richmond Hill Board of Trade for Conservation and Environment. These are initiatives that make me feel good about working at Hillcrest.
What are three of your favourite stores to shop at Hillcrest?
This is easy! Sephora, honey, and Indigo since its December 2018 launch.
Why do you think Hillcrest is worth a visit?
There is a buzz at Hillcrest – and it’s not just the bees! There is a different feeling at Hillcrest different from other shopping centres. There is an explicit sense of pride from our guests and our retailers contributing to a strong community spirit and warmth that travels throughout the mall all seasons of the year. The #HillcrestGlowUp has created an excitement for our ongoing transformation, and it has shifted our place as a community centre to truly being the centre of the community.
Our demographic is a lot younger than what people might expect. Richmond Hill is full of young families who love the size and one-level layout of Hillcrest. We’ve got exciting retailers meeting the needs of our modern lifestyle like HomeSense/Marshalls, West Coast Kids, Sporting Life, Okaidi, and so many more. There’s room at Hillcrest for both style and substance. Whether we’re activating Lunar New Year story time sessions or coordinating coding workshops for kids in partnership with Old Navy, we recognize the values of our community, and we’re bringing those to the forefront of everything we do here.
There’s an authenticity at Hillcrest and I promise you, it’s worth a visit.
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