Alison Lawler-Dean is a Toronto-based marketing and communications executive.

With diverse marketing, communications and digital expertise developed from working for groundbreaking companies in growth and transformation mode including Canada’s largest national retailer, a hyper-growth CPG start-up, and an extremely savvy, entrepreneurial charity. Her professional background started in editorial, evolving into communications, digital and social/content marketing, and now into fully integrated, brand-building MarComms and operational strategy to help businesses and teams thrive and grow.

Leadership Experience

Alison is currently CMO at Rethink Breast Cancer, a charity taking a break-through approach to education, support and advocacy. Alison has been involved with Rethink for most of her career, initially as a media partner, then corporate partner, employee and most recently board member.

Prior to that, she led Digital, Content and Insights at Metrolinx, the Government agency responsible for $80B in transit infrastructure. She oversees comms storytelling and digital experience and helps lead the division through strategic planning and operational excellence.

As VP Marketing for Indigo, Alison led the marketing team to develop omni-channel plans to support print, living, kids, and baby businesses plus strategic initiatives, building the brand and driving millions of customers online + in-store.

And as VP Marketing + Communications at premium, eco water brand Flow Alkaline Spring Water, Alison oversaw marketing activities for the start-up CPG brand embarking on global retail and DTC expansion. She led an international team to execute consumer, trade, field and digital marketing. And also helped drive direct-to-consumer e-commerce revenue, grow the brand into top three in the Natural Channel in the US, and launch in the UK.

Alison was responsible for overhauling the marketing, brand and digital strategy for an award-winning Canadian charity, Rethink Breast Cancer. During her iniatial time at Rethink, she helped launch innovative awareness, support and fundraising programs like the Clio and Cannes Lion award-winning Give-A-Care.

Early Career

After graduating from McGill University, Alison joined FASHION Magazine, first assisting the fashion department and then as Photo Editor. A strong interest in writing and styling landed her as part of the launch team for Wish magazine where she was a Fashion & Beauty Editor. 

After Wish, she started her own freelance agency offering clients an intelligent voice to writing, a sharp eye for styling, and an editorial perspective on public relations.

Alison next joined the public relations team at Loblaw, working on the apparel, home and entertainment brands including Joe Fresh. At Joe Fresh, Alison’s role grew to lead the brand's Canadian internal and external communications, digital, social media, strategic partnerships, CSR, events and experiential marketing.

Passion Projects

Alison spends much of her free time giving back to community.

She currently runs a passion project to help people navigate death called PAPILLON. The content hub offers ideas and resources to help modern families plan for and face end of life, death and dying.

And also sits on the Board of Directors for Rethink Breast Cancer, advising on marketing and organizational strategy, and co-hosts an annual pickleball tournament fundraiser called Pinkleball.