2022 Canadians to Watch

CHOSEN BECAUSE:

Christine Smith’s career with Hyundai Auto Canada began five years ago when she brought more than 20 years of advertising and marketing experience to Innocean Worldwide to handle the Hyundai and Genesis accounts. In July 2021, Smith left Hyundai’s communications and marketing agency of record to join the automaker as director of marketing, reporting directly to CEO Don Romano.

Smith, 45, quickly bolstered the Hyundai brand in Canada, most notably by driving the company’s new partnership with the National Hockey League and NHL Players’ Association.

The deal went into effect July 1.

“It’s absolutely a game-changer for Hyundai in Canada,” said Smith. “It’s going to put us on Canada’s biggest stage, allowing us to connect in a deep way with customers and prospects.”

Smith has also been tasked with running Canadian-made TV spots showcasing Hyundai’s electrification campaign, launched in October.

Smith is the most senior woman at Hyundai, and her team of 21 employees is comprised of 80 per cent women.

IN HER OWN WORDS:

“Having a shared vision and creating a collaborative environment rooted in open communication, where we’re all working together towards that vision, is my guiding principle when it comes to building a team.”