Andrea Sweet
Senior Vice President @Castlemain
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WORK HISTORY
Senior Vice President @Castlemain
EDUCATION
University of Waterloo
BA, Rhetoric and Professional Writing
IAPP
CIPM, CIPT, Privacy
McMaster University
Master of Communications Management
ABOUT ANDREA SWEET
I thrive on solving business challenges through evidence-based, insight-driven strategy. I ask the tough questions needed to uncover the deepest motivator for audiences and enable teams to create solutions with impact.Purpose-driven experiences are my passion. I get excited about supporting audience needs in a way that is clear, engaging, measurable, and impactful. Sounds good, right? But…what does it really mean?· Simple is better. Let’s break down complex ideas using clear language and make it easy for people to consume and leverage.· Education and entertainment (edutainment) are engagement. Let’s make the lives of our audience better by ensuring a balanced value transfer.· Message and medium are equals. Let’s make sure we’re optimized for impact on both sides of the scale.· Personality is everything. Let’s uncover who we are and make sure it shines through.· Relationship is digital. Let’s make sure our digital experiences are as meaningful as the ones we have in person. · Data is direction. Let’s make sure we measure and mobilize insights to improve efficacy.· People are pivotal. Let\'s develop, empower and leverage our greatest asset.
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