Coaching Association of Canada

Mary Fraser

  • Canadian Ski Patrol - Communications Consultant

Mary has been serving as a strategic communications leader in high profile media environments across a variety of industries for the past twenty years. With a diverse background that spans across sport, retail, government relations, and global events that garner world-wide attention, Mary has a proven track record in developing communications assets and public engagement campaigns that have successfully advanced organizational objectives.

From 1998 to 2010, Mary provided communications and media relations support to Canadian amateur athletes, the Canadian Olympic Committee and select International Sport Federations. In 2005 she joined the Vancouver 2010 Olympic Organizing Committee (VANOC) as International Media Relations Director, developing and implementing domestic and global public relations strategies supporting the organization’s reputation and brand in an intense and highly scrutinized global media environment. Post 2010 Games, Mary led the communications and media relations planning and implementation for the Rick Hansen Foundation’s 25th Anniversary of the Man in Motion World Tour, before joining lululemon athletica where she was responsible for a centralized media and communications team. From 2015 to 2017, Mary served as the Deputy General Manager and Vice President of Corporate Communications for the B.C. division of Hill & Knowlton Strategies Canada. She is currently working as an independent consultant in Vancouver.

Accepting Diversity without Question
Breakout 1B

Known as Bruce throughout her career in the sport industry, Zoe made the decision to come out as a transgendered woman in November 2018, shortly after starting her role as President and CEO of the Canadian Ski Patrol. Fear and uncertainty clouded the decision-making process but could not outweigh symptoms of gender dysphonia that had caused a lifetime of mental health struggles. In this session, Zoe will share the personal story of her decision to transition and key learnings from her experience over the past 12 months. She will highlight the strength and resilience it takes be authentic and true to yourself, to seek expressions of support and disregard hostility, and to overcome fears in order to lead by example. Canadian Ski Patrol colleagues will join the conversation to illustrate the importance of creating accepting, open-minded and safe spaces for both individuals and organizations faced with personal and professional challenges.