Susan McGibbon
Partner, Chemistry

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Susan McGibbon is a founding partner of Chemistry, a brand management boutique that builds, markets and manages brands.

She and her partner Will Novosedlik, combined their experience in both professional service firms (Design, Advertising & Marketing) and client organizations to create a management practice that employs brand as a catalytic business tool. From the beginning they have used brand to link business strategy to communication, organizational performance and customer experience. This holistic approach is still fairly new in North American and European markets.

Before founding Chemistry in 2004, Susan was Director of TAXI High Beam, the strategic and brand planning group of TAXI Advertising. In that role, she was involved with brand positioning, strategic planning, communications planning, internal branding, name generation and portfolio architecture. Her clients included Molson, MINI, Reitmans, Addition Elle, Penningtons, NIKE, Pottery Barn, The Shoe Company, Town Shoes and WestJet.

Previous to joining TAXI, Susan was Vice President, Group Client Service Director at Cossette Communications. In her role, she was responsible for the leadership of Bell Mobility, Petro Canada, Bank of Bermuda, MTT & Aliant.

Susan has also served as Director of Marketing for IKEA Canada where she was responsible for the strategic development, management and execution of all external and internal marketing.

She is known for her skill in combining business acumen, strategy and marketing knowledge with superior team-building skills to generate significant business, brand and market share results.

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