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My Mom
My Dad
That's me!
Humble beginnings to growth over the years
Growing up with such hard-working role models meant many sacrifices, but the countless rewards outweighed the sacrifice, so many of which were intangible.
Credit unions have been a big part of my story too.
With more than 30 years of experience in the credit union system, I've had the opportunity to see the business from many different perspectives.
My experience has included front-line member service, consumer and residential mortgage lending, investments, sales and service training, leadership and management, data and analytics, marketing and strategy.
That breadth of experience has shaped the way I approach marketing today. I understand the products and services credit unions offer, the people delivering them, the business priorities behind them, and the challenge marketers face trying to connect all of those pieces.
My marketing career also gave me the opportunity to create and lead work recognized through national credit union marketing awards, beginning in 2006.
But what matters most to me today isn't the awards. It's using what I've learned over those years to help other credit union marketers think strategically, make confident decisions and strengthen the impact of the work they do.
Learning has always mattered to me.
Throughout my career, I've continued to invest in learning that strengthens both my understanding of the credit union business and my marketing expertise.
My professional credentials include:
FCUIC – Fellow of the Credit Union Institute of Canada
Conferred jointly by the Credit Union Institute of Canada and Dalhousie University.
ACUIC – Associate of the Credit Union Institute of Canada
Earned through the Credit Union Institute of Canada Management Studies Program in partnership with Dalhousie University.
ACRML – Accredited Consumer and Residential Mortgage Lender
Conferred jointly by the Credit Union Institute of Canada and Dalhousie University.
CM – Chartered Marketer
Through the Canadian Marketing Association.
I've also completed honours certifications in Digital Marketing Strategy and Marketing Metrics, along with leadership development and ongoing professional learning throughout my career.
Learning is lifelong. I'm quite certain I'll know more tomorrow than I do today.
And I'm still very much connected to the work.
In addition to my consulting work through blue dragonfly Marketing Strategies Ltd., I'm the founder of into the blue, a national peer community created specifically for Canadian Credit Union marketers.
That community keeps me closely connected to the questions, challenges, ideas and opportunities credit union marketers across the country are navigating today.
I don't want my perspective to be based only on what I experienced in the past. I want it informed by what's happening in credit union marketing now.
Outside of work...
I spent approximately 15 years as an aquatic fitness instructor, and that experience taught me a lot about energy, encouragement and helping people keep moving forward.
I also love getting out on a motorcycle. I have my motorcycle licence, although I've discovered I'm much happier as the passenger, photographer and navigator than I am holding onto the handlebars.
And whenever I can, you'll find me outside, exploring, hiking, camping or simply finding a little space to clear my head.
I have a unique perspective, a lifetime of understanding and experience and a deep-set desire to help leaders and businesses succeed in a very human, collaborative way.
Let's meet for a virtual coffee and get started on a great relationship.
I'm so happy to meet you
I’m Lyanne, founder and strategic marketing consultant at blue dragonfly Marketing Strategies Ltd.
My interest in business started long before I knew I'd build one of my own.
My dad spent 24 years working in the credit union system before leaving to pursue his dream of becoming a business owner. I was six years old at the time. I watched my parents turn what began as a hobby business into a successful provincial operation through hard work, perseverance, ingenuity and a willingness to keep looking ahead.
Growing up around that shaped how I think about business today.
Strategy matters. So does hard work. But so do curiosity, adaptability and the willingness to try something different.
I'm proud that the business they built continues today under the leadership of my sister and brother-in-law.
I suppose you could say business is in our blood.