Marketing and communications are critical tools in today’s fast-paced world, shaping how institutions connect with their audiences, convey their values, and build lasting relationships. Effective marketing strategies ensure that messages reach the right people, while communications foster engagement, trust, and understanding between organizations and their stakeholders. In education, these tools are essential for attracting students, promoting programs, and establishing a strong institutional brand.
Introducing Sumi Shanmuganathan, the Associate Vice President of Marketing and Communications at George Brown College, is a visionary leader in education marketing who is currently spearheading transformative initiatives. With over two decades of experience in public relations and strategic marketing, Sumi has successfully managed campaigns for a diverse array of clients, including Fortune 500 companies, startups, governments, and non-profit organizations. Her exceptional work earned her a well-deserved promotion to her current role, where she continues to lead dynamic and bold recruitment and retention strategies that establish a unique and compelling brand presence for George Brown College in the market.
Prior to joining George Brown, Sumi held leadership roles at renowned organizations such as UNHCR Canada, Microsoft Canada, the Heart and Stroke Foundation, and the Ontario government. Her passion for social impact and her commitment to advancing innovation and supporting more women and BIPOC in leadership positions is evident in her involvement as a co-founder and board member of several companies, including an agritech startup and a global marketing and communications consultancy. Sumi’s vision and goal are to revolutionize the marketing of the education sector, drive innovation, and elevate the industry to new heights.
Let us learn more about her journey:
Bridging Politics and Marketing Excellence
Sumi’s introduction to the world of marketing and communications began during their studies in political science at the university, where she completed internships in marketing and communications. Although initially interested, Sumi pursued a career in politics upon graduation, starting with the Government of Ontario, where she focused on issue management and communications.
Later, in the latter part of their political career at Ontario’s Ministry of Tourism and Culture, Sumi transitioned into marketing and stakeholder relations. Notable contributions included their involvement in developing updated “Discover Ontario” videos and promotional materials for a major Indian International Film Festival aimed at both global and local markets. This role also encompassed preparing materials for multi-lingual ethnic media.
During their tenure at the Heart and Stroke Foundation, she contributed significantly to a major campaign that received acclaim through Canadian and international awards. Working alongside talented directors and agencies during this period solidified their career trajectory in marketing.
In a bold move, Sumi managed the Heart and Stroke Foundation’s “Undeading” campaign during the early 2010s, capitalizing on the zombie craze to educate the public about CPR. This innovative approach marked a departure from conventional campaigns for the organization, requiring meticulous navigation through multiple layers of approvals.
Filming throughout downtown Toronto in collaboration with Agency 59, the campaign transformed parts of the city into zombie-themed settings. Beyond traditional marketing, the initiative encompassed comprehensive outreach efforts involving government and community engagement. A highlight included the training of thousands of individuals during a Halloween Haunt event at Canada’s Wonderland, north of Toronto.
Sumi’s achievements are marked by a series of impactful campaigns and roles across various sectors. Her work on the “Undeading” campaign for the Heart and Stroke Foundation garnered multiple accolades, including Canadian Marketing Awards and recognition from CPRS, showcasing their ability to innovate within public health education.
Transitioning to Microsoft Canada, Sumi served as the public relations lead for the Corporate and Public Sector Marketing Team, spearheading the award-winning “Coding for Kids” campaign. This initiative, honored with a Canadian Marketing Award, utilized gamification to promote STEM education and Code Week, highlighting their strategic approach to engaging diverse audiences.
At UNHCR Canada, Sumi’s focus shifted to leading marketing and communications efforts, that focused on sharing the stories of refugees settling in Canada, amplifying voices, and fostering understanding.
Additionally, Sumi collaborates extensively with startups in the U.S. and locally, specializing in growth-oriented marketing strategies, go-to-market planning, and early-stage product launches, underscoring their commitment to driving impactful public relations and marketing initiatives across varied landscapes.
Empowering Career-Ready Graduates in Toronto
Founded in 1967, George Brown College has been a pillar of career-focused education in Toronto for 57 years. Renowned for preparing graduates with innovative skills to excel in a rapidly evolving job market, the college operates three campuses in downtown Toronto. George Brown College integrates theoretical learning with hands-on experiential education, emphasizing college-led research and entrepreneurial opportunities.
Offering a robust selection of 175 full-time programs and over 180 continuing education certificates and designations, the institution serves a diverse student body exceeding 28,500 full-time enrolments, including 41 percent of international students. Annually, George Brown College registers over 63,000 continuing education participants. Students can pursue certificates, diplomas, graduate certificates, apprenticeships, and degrees, ensuring a comprehensive educational journey tailored to their career goals.
Shaping Inclusive Marketing Strategies Across Government and Beyond
Sumi’s expertise in political campaign marketing has profoundly influenced their approach to marketing and communications. Her experience within the Ontario government highlighted the critical need for inclusive messaging that reaches diverse audiences through effective multi-lingual communication strategies. This foundation led to her impactful role at Ontario’s Ministry of Tourism and Culture, where she had oversight of multiple agencies and revitalized engagement strategies to better connect with Ontarians for the Minister.
As a BIPOC marketing professional and leader, Sumi prioritizes creating advertising that authentically resonates with diverse audiences, focusing on providing relevant and valuable information rather than merely fulfilling diversity quotas. This commitment is evident in their extensive work across various industries.
One notable initiative includes spearheading the “Discover Ontario” video series, which aimed to inspire Ontarians, particularly first and second-generation immigrants and youth, to explore the province. This initiative not only revamped the Discover Ontario website and videos to be more inclusive but also exemplified Sumi’s dedication to fostering inclusivity and effective communication strategies in their work.
Driving Transformational Growth in Marketing and Communications
Under her leadership, George Brown College’s Marketing and Communications team has achieved significant milestones over the past three years. Embracing a digital-first approach, the team has spearheaded new strategies that prioritize responsiveness and authenticity. This shift has seen a notable increase in content marketing efforts, with a focus on video content that is fresh, relevant, and reflective of both internal and target audiences.
Sumi has been instrumental in transitioning the team from traditional marketing and communications practices to a more growth-oriented approach. This transformation underscores their commitment to driving innovation and effectiveness in marketing strategies across their organization.
Championing Access to Education and Social Impact
Sumi’s dedication to education is deeply influenced by her family’s strong emphasis on learning, particularly her mother’s career as a teacher. For Sumi, education was a gateway out of Rexdale, providing opportunities that led her to university. She recognizes that the evolving college system now offers similar pathways to success for its graduates.
In her career, Sumi has made substantial contributions to education and social impact. Within the government, she supported Ontario’s Minister of Education with initiatives aimed at younger learners. At Microsoft, she played a key role in marketing for the public education and public sector teams, further emphasizing her commitment to educational advancement.
At George Brown College (GBC), Sumi’s focus on access to education has been transformative in supporting recruitment. She has worked to open doors for students, enabling them to pursue their educational goals and realize their dreams. Sumi’s impact extends beyond the college, fostering a greater sense of community and inclusivity. Her dedication to creating social impact drives her career, embodying her passion for enabling others to achieve their aspirations through accessible and quality education.
Advocating for Authenticity and Representation in Education Marketing
Sumi underscores the importance of trust and genuine representation in marketing and communications. She believes that authentic diversity is crucial, not just performative gestures.
Research shows that advertisements featuring diverse representation tend to perform better, companies with diverse workforces achieve greater success, and consumers prefer brands that embrace diversity. This principle is especially relevant in higher education, where prospective students seek institutions that align with their values. They ask, “Do I feel welcome? Is there a diverse student body and faculty?” Sumi is committed to ensuring that these questions are answered affirmatively and authentically.
For Sumi, integrating Equity, Diversity, Inclusion, and Indigenization (EDII) into marketing and communications is about genuinely reflecting the diverse audiences and communities that institutions serve. This approach includes recognizing and celebrating diverse abilities, genders, and ethnicities. Sumi advocates for living these values and showcasing them in all aspects of marketing and communication, thereby fostering an inclusive and welcoming environment for all.
Steering Strategic Innovation at George Brown College
Sumi is at the forefront of strategic innovation at George Brown College (GBC). Recognizing the inherent challenges of driving change within public institutions, Sumi approaches her role with a clear and methodical strategy. She emphasizes the importance of guiding the college’s community through a transformative journey, ensuring that everyone is aligned with the vision for GBC’s next phase.
Under her leadership, the Marketing and Communications division has carefully curated initiatives that gradually shift perceptions about GBC. Sumi’s strategic planning and steady implementation are pivotal in positioning George Brown College as an institution ready for change and innovation. Her goal is to bring the entire community along, fostering an environment where adaptation and progress are not just encouraged but effectively realized.
Pioneering Innovative Recruitment Campaigns
In 2022, Sumi spearheaded the launch of George Brown College’s groundbreaking recruitment campaign, “Class of Your Own,” followed by the “City is Our Classroom” campaign this year working with the agency no fixed address. These initiatives reflect a forward-thinking approach to education, highlighting the college’s value beyond traditional classrooms by incorporating the dynamic environment of the city and emphasizing real-world learning.
Sumi has also been instrumental in expanding the college’s reach through innovative digital marketing strategies. Over the past two years, the college has piloted international out-of-home (OOH) advertising campaigns, notably transit ads in Hong Kong, in collaboration with the Global team. Additionally, Sumi has significantly enhanced the college’s digital and social media presence both domestically and internationally, ensuring George Brown College remains at the forefront of educational marketing and recruitment.
