Q&A from a Fireside Chat.

In a recent Fireside Chat with Erin Blaskie, we explored her strategies for effective team management, building impactful MarComms strategies, and excelling in marketing leadership roles. Through questions curated by attendees, Erin shared her approach to creating a MarComm strategy for the Canadian Paralympic Committee, focusing on aligning with the organization’s mission, celebrating excellence, and fostering leadership in marketing. Here is the the Q&A from that chat…

1. How do you find the balance of managing your team, being in the know, and finding team efficiencies to improve team performance?

It starts with trust and open communication. A high-functioning team is one where everyone understands their role, has the tools they need to succeed, and feels comfortable bringing ideas and challenges to the table. I’m a big believer in enabling team members to own their work while providing clear direction and alignment with organizational goals.

To stay “in the know,” I prioritize structured check-ins, such as weekly team huddles or one-on-one meetings, but I keep them efficient and purposeful.

Technology plays a big role here too. Using project management tools like Asana helps us stay aligned without unnecessary back-and-forth.

When it comes to finding efficiencies, I’m constantly looking at our workflows. What processes feel repetitive?
What tools or platforms could save us time? I also encourage a culture of learning where we share tips and tricks or evaluate what’s working and what’s not. Ultimately, my approach is about enabling my team to perform at their best while staying connected to the broader vision.

2. How do you approach building an effective MarComm strategy for a well-established brand such as the Paralympic Committee?

Building a MarComms strategy for a brand with such a rich history and purpose starts with listening. You can’t move forward until you understand where the brand has been and what it stands for. That means diving deep into the organization’s values, understanding its audiences, and analyzing what’s worked in the past versus where there’s room to evolve.

For the Canadian Paralympic Committee, we focus on alignment with our core mission: celebrating excellence in sport and advancing inclusion. From there, we identify key audiences—whether they’re athletes, partners, or fans—and tailor messaging and initiatives to meet their needs. Every piece of the strategy ties back to the bigger picture: how do we elevate Paralympic sport in Canada and create meaningful engagement?

It’s also about being proactive and flexible. Trends and audience expectations shift quickly, so our strategy has to allow room for experimentation and adaptation while staying true to the brand’s bold and unifying tone.

3. How do you demonstrate a strategic mindset while working quickly to get up to speed about the organization and its priorities?

This is where curiosity and focus come into play. When I join an organization or take on a new client, I make it a priority to absorb as much information as possible upfront. I spend time with internal teams, read past reports, and understand the key challenges and opportunities. The goal is to build a holistic understanding of the organization quickly.

From there, I prioritize. What are the most pressing needs? What can I tackle right away to create impact? Being strategic means making deliberate choices about where to spend your time and energy, and it’s about balancing quick wins with long-term planning.

I also believe in asking thoughtful questions—sometimes the answers to “why are we doing this?” or “what does success look like here?” can unlock opportunities for stronger alignment and results.

4. While working as a mid-level marketing team lead in big, multinational corporations, how can we effectively balance micromanagement expectations and pressures from managing directors while ensuring we provide the necessary support to our direct reports and maintain our own well-being?

Navigating micromanagement can be challenging, but I’ve found that it helps to be proactive with communication. When senior leaders feel informed and confident in your ability to deliver, their need to micromanage often decreases. Regular updates, clear timelines, and setting expectations upfront go a long way.

For your direct reports, focus on being their advocate. Be the buffer that helps them navigate pressures from above while ensuring they feel supported. This could mean being transparent about organizational priorities or helping them prioritize their workloads.

And don’t forget about yourself. Protect your time by setting boundaries—both with leaders and your team. Remember, you’re only as effective as your own well-being allows. Personally, I’ve found that carving out time for things like exercise, mindfulness, or even a quick coffee break helps me stay grounded and avoid burnout.

5. What are some key takeaways/lessons on Marketing and Communications that made an impact on you during your involvement in the 2024 Paralympics?

The 2024 Paralympics taught me so much about the power of storytelling. Paralympic athletes’ journeys are diverse, dynamic, and filled with passion, and it was a reminder that authentic storytelling is what creates connection. It’s not about portraying athletes as “inspiring”—it’s about celebrating their skills, commitment, and achievements in a way that resonates universally.

I also learned the importance of partnerships and collaboration. Whether it’s with sponsors, broadcasters, or community organizations, the impact is amplified when everyone is aligned and working toward a shared vision.

Lastly, it was a lesson in adaptability. With events of that scale, things don’t always go as planned, and the ability to pivot while staying true to the brand’s message is crucial.

6. What are some core values/skills that you focused on and harnessed at each step you took prior to becoming a Marketing Director?

One of the most important values I’ve leaned into is curiosity. Marketing is always evolving, and staying curious has helped me explore new ideas, technologies, and trends that keep strategies fresh. Another key skill is active listening. Whether it’s clients, teammates, or stakeholders, truly listening has helped me uncover insights that lead to stronger outcomes.

I’ve also focused on building resilience. Marketing can be unpredictable, whether it’s dealing with campaign setbacks or shifting priorities. Resilience—and a willingness to adapt—has allowed me to move forward with clarity even when challenges arise.

Lastly, I’ve honed my ability to think strategically. Marketing is about making smart choices, and every role I’ve had has reinforced the importance of aligning actions with the bigger picture.

7. With Marketing known to be such a saturated industry, what are some of your actionable tips so that executives and decision-makers will have their eyes on you as a potential Marketing Director?

One of the most impactful things you can do is demonstrate results. Whether you’re working on campaigns, managing teams, or driving partnerships, make sure you’re able to show measurable outcomes. This could be through analytics, case studies, or even informal reporting to your leaders.

Another tip is to develop your personal brand. Share your expertise—whether it’s on LinkedIn, at industry events, or through thought leadership content. Positioning yourself as someone with a point of view helps you stand out.

Finally, build relationships. Marketing is a collaborative field, and having a strong network of advocates and mentors can help you navigate your career and open up new opportunities.

8. When there’s a lack of clear vision and direction from above, how do you continue to do your job effectively?

When the vision isn’t clear, I focus on what I can control. I anchor myself in the organization’s mission, values, and goals to provide clarity for my team. I also communicate openly with leadership—sometimes asking the right questions can help provide clarity or at least identify areas where you can take initiative.

If there’s still ambiguity, I lean into strategic prioritization. What’s the most impactful work we can do right now? What aligns with the organization’s broader goals? Taking steps forward, even incrementally, ensures progress and builds confidence for the team.

I experiment. A large part of marketing and communications is experimentation. When you don’t know what the vision and direction is, you can gather what you do know to be true, make some strategic bets, try something out and see how it works. Then, you can take those learnings to inform the direction and way forward. Rinse and repeat this until you have the clarity you need to set the direction and path forward.

Insights and Actionable Tips 

Erin emphasized the importance of trust, open communication, and enabling teams to take ownership of their work while staying aligned with organizational goals. She highlighted the importance of delivering measurable results, cultivating a personal brand, and leveraging authentic storytelling to create connections. Her inspiring perspective and actionable tips are invaluable for anyone striving to elevate their marketing career. Thank you, Erin, for an insightful and empowering conversation!