SUMMARY

• Career in communications, public relations and marketing spanning over 20 years. 

• Currently working as a freelance consultant and subcontracting to Hawksworth Communications.

• Public relations, digital marketing, and communications consultant for a variety of tourism, lifestyle, and event organizations for over ten years.

• Held leadership roles in marketing, public relations and communications for Scandinave Spa Whistler, Whistler Blackcomb and Fairmont Chateau Whistler. 

WORK EXPERIENCE 

Current Contracts as Michelle Leroux PR 

• Infinity Enterprises Group for restaurant portfolio - Mexican Corner, La Cantina (X2), Rockit Coffee Co and  two new restaurants launching in 2023 - Mekong and Balam.

• Act as press office and manage all proactive and reactive public relations and communications. 

• Develop strategy and execute launch plans for two new restaurants slated to open in 2023. 

• Destination Silver Star

• Proactive media relations 

• Resort Municipality of Whistler Summer Concert Series (2022, 2023, 2024).

• Manage all marketing and communications activities as a trusted contractor to the Resort Municipality of Whistler. 

Hawksworth Communications | Senior Associate (Aug 2017-Aug 2019 and October 2021-current)

Lead Vail Resorts account

• Lead on all proactive pitching for Canadian media to secure positive press coverage

• Leverage media relationships and source timely opportunities to weave Vail Resorts and Epic Pass messaging into editorial features and round-ups.  

• Organize and execute targeted destination press trips. 

Support CanaDream RV account

• Contribute to proactive pitching and press trip planning for all North American media outlets and act as lead for all influencer/athlete/core (ski/mountain bike) media efforts. 

Scandinave Spa Whistler | Sales and Marketing Manager (August 2020-March 2023)

Groupe Scandinave | Consultant (July 2022-March 2023)

• Collaborated with Groupe Scandinave’s marketing advisors on the brand’s foundations and evolution including creative direction, copywriting, development of brand messages including USP and core positioning statements. 

• Managed marketing and sales budget of over $250,000 to drive business in regional and destination markets utilizing a variety of organic and paid acquisition channels including content creation, pay-per-click campaigns, event management, publicity, and traditional media. 

• Produce both utility-focused and aspirational content for social media channels, website, monthly newsletters, and blogs designed to engage and convert target demographics. 

• Build strategic relationships and partnerships with key industry players including media, influencers, athletes, ambassadors, events, brands, destination marketing organizations/companies, agencies, and vendors.

• Negotiate sponsorship opportunities and execute experiential media activations.

• Create monthly reports for the director to summarize results and analyze the effectiveness of marketing activities. 

Fairmont Chateau Whistler | Director of Public Relations (April 2015-March 2016)

• Led Fairmont Chateau Whistler’s public relations strategies resulting in over $1 million ad value that year including Travel + Leisure and Globe and Mail features.

Whistler Blackcomb | Public Relations and Communications Manager (September 2012 – April 2015) Previous roles spanning five years including one year as Interim Communications Manager (September 2004 – June 2009)

• Lead a team of six professionals managing all external communications efforts, including public relations, social media and issues/crisis management. Manage budget - over $1M. 

• Manage reputation and positioning of the brand within a large network of stakeholders, develop creative and proactive storytelling initiatives/efforts that bring the brand to life across a variety of platforms, and juggle a variety of business-critical work streams.

• Act as the key communications resource for senior leadership across all departments and develop strategic messaging to support their goals. 

• Represent Whistler Blackcomb at events and meetings with media, community stakeholders, and industry influencers and act as a spokesperson for resort as needed. 

Whistler Blackcomb Career Highlights

• Led launch communications for announcement, construction milestones, and opening of PEAK 2 PEAK Gondola (2008) and Crystal Ridge Express and Harmony 6 Express Winter 2013-2014.

• Led crisis response and media relations for critical events including traumatic deaths and major lift issues. 

• Recognized as Whistler Blackcomb’s Rookie Manager of the Year in 2008. 

Recent Contracts as Public Relations / Communications Consultant 

• UNESCO Átl'ka7tsem/Howe Sound Biosphere (2021-2022).

• Sea to Sky Gondola 2016-2020 including reopening launch in February 2020. 

• District of North Vancouver – Harmony Arts Festival 2018, 2019 || Bridge Festival 2019.

Honours Bachelor of Communications specializing in Public Relations 

Mount Royal University 2002 | Calgary, AB 

Advanced High School Diploma | Evan Gushel Art Award, 1994 | Art 30 Award 1995 

Crowsnest Consolidated High School, 1995 | Crowsnest Pass, AB