Automotive News Canada - March 2021 - 12

* MARCH 2021

Career path took her 'from small toys to bigger toys'
By JIL McINTOSH

After a short break, a friend
at Jaguar called and asked her
to join in her current position,
which she did in 2019.
" The challenge is that there
are so many options. People
go online and narrow their
shopping to the top five and
you have to break through, be
memorable and home in on
what makes your brand distinct. "

OSHAWA CORRESPONDENT

MARY BORG

GLOBAL CAMPAIGNS ADAPTED
TO CANADIAN MARKET

WHAT DOES ALL OF
Jaguar's Canadian advertising - whether traditional or
online - have in common?
The person behind it.
As marketing communications manager for Jaguar in
Toronto, Mary Borg is responsible for all consumer messaging.
" We have an advertising
agency, and I work with them
on a daily
basis to
build the
right messaging,
adapt the
global
campaigns
that we
localize for
Canada
and say how much we can
spend. We also have an agency
that does the media buying for
us and I give direction on the
channels we want to focus on
and build the strategy. "
Borg, 51, earned a marketing diploma " because I just
loved that you can communicate to people on their needs
and wants and drive a message that would appeal to
them. "
Straight out of Toronto's
Humber College, she joined

GERALD BRUCH
Jaguar is a niche company,
and Mary Borg has to ensure
the right messaging gets out
to make the brand top
of mind with buyers.
JAGUAR LAND ROVER CANADA

toy company Googleplex in
sales and marketing.
" I was just in my early
20s and I was flying around
the world to international
toy shows. I even secured the
Jurassic Park licence from
Universal [Studios], so we
could build dinosaur toys. "
In 1998, in a move she
called " from small toys to bigger toys, " she joined Nissan as
an advertising specialist. She
left eight years later to work
at her brother's Bell Mobility
stores but missed automotive
and went to Hyundai in dealer advertising. She returned to
Nissan for which she initiated sponsorship programs with
the NFL and CFL, and then
did a three-year stint at Volvo.

CANADIAN LEADERSHIP
IN THE DEEP SOUTH

IT'S A LONG WAY FROM HIS
hometown of Grimsby, Ont.,
to Tallapoosa, Ga., but that's
where Gerald Bruch became
vice-president and plant manager of the Honda Precision
Parts transmission factory.
He was there from the start,
heading a division that prepared the plant for its 2006
opening. He also led teams to
build the world's first 10-speed
transmission for front-wheel
drive.
" I was an accountant leading engineers and I focused
on how I could support them,
which in turn made the project successful. "
Always a " numbers guy, "
the 53-year-old earned a com-

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Gerald Bruch began his
career with Honda Canada in
1991 and eventually moved
to Georgia to work at the
company's transmission
plant. For three years, he
was the lead for the 10-speed
automatic. After that, he
became vice-president of the
plant. P H O T O : H O N D A

merce degree at the University
of Toronto, and then a CPA/
CMA designation. He took a
one-year contract position for
new graduates at IBM, " and
then I started the real job
search, and Honda Canada
was looking for a financial
analyst. "
In 1991, he began at the
automaker's Alliston, Ont.,
factory as a cost accountant.
" I did all sorts of roles, with
cost management, new models, inventory control, and I
even dabbled in systems development and implementation. "
He spoke with a senior
accountant at Honda in Ohio,
and wanting a challenge,
asked about a job swap. He
spent six months at the Ohio
plant, and then in 2005, moved
with his family to Georgia.
" We had five divisions and
I was the accounting division
manager, and we were tasked
with setting up for this new
facility. In 2011, my responsibilities were expanded to
include plant operations. In
2013, the vice-president asked
if I'd take on the 10-speed
transmission engineering lead
and I did that for three years.
Then about a year later, I was
offered the vice-president position. "

them. We reached out to dealers who carry them, to identify themselves on our website. "
Almost half of the province's
60 new-vehicle dealers are listed on the site.
Daley, 38, was fascinated
with marketing from a young
age.
" I've been an advertising
geek all my life. It's a lifelong
trend. " She earned a business degree from Memorial
University in St. John's, but
her first job was in Ontario in
brand management at Molson
Coors Canada.
She then returned to
Newfoundland to work in tourism with a local ad agency.
" I wanted a new challenge
and there was a posting for
Newfoundland Power, and I
joined eight years ago. I started as a marketing specialist,
became supervisor of marketing, and then just over two
years ago became manager of
the department. "
Daley works with a team
of 15 specialists who oversee
all aspects of energy conservation and draft five-year plans
for the utility to approve.
The increasing focus on EVs
means Daley works on such
projects as meeting with stakeholders on fast-charging, and
with homebuilder associations
on incorporating panels for
home vehicle chargers.
" We're looking at utilities
investing in charging infrastructure, and providing
financing to help private businesses to bring it in, " she said,
adding that one of the initiatives, if approved, will add provincial top-ups to existing federal rebates for zero-emission
vehicles.
" Electric vehicles have a
good business case for the customer, and we hope to help
with them. " - ANC

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IN NEWFOUNDLAND
and Labrador, an initiative called takeCHARGE
is recruiting dealers to
spread the word about
electric vehicles.
Stephanie Daley is
the manager of energy conservation at
Newfoundland Power in
St. John's, which partners with Newfoundland
and Labrador Hydro on
the takeCHARGE joint venture.
" Last year we launched a
comprehensive website for
people considering electric
vehicles, everything from
models and fuel savings, to the
steps and processes for buying

Stephanie Daley hopes her
work will improve EV adoption
and charging infrastructure in
Newfoundland and Labrador.
PHOTO: BRIAN CAREY

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Automotive News Canada - March 2021

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