Manager – Social Media

ING Direct

Session Title: Building a community of brand advocates without blowing your budget

Session Abstract:

Drawing on his previous experience as head of social media for a national professional sports league and his current experience as head of social media for a major financial institution, Jaime Stein will lead you through a series of cases that demonstrate why it takes more than just money and technology to build a community of brand ambassadors. From how a simple aggregator of social content – the Online Water Cooler – became a fan favourite feature to learning how an ING DIRECT Orange Scarf ended up at the Taj Mahal, Jaime will showcase simple forms of engagement that helped build loyal communities of brand advocates.

About the Speaker:

Jaime Stein is recognized as an industry leader for his expertise in digital marketing. He currently manages the social media team and strategy for ING DIRECT, Canada’s leading direct bank. He delivers a proven record of success from his four seasons as the Canadian Football League’s head of digital and social media where he redefined the content strategy for and launched the CFL’s involvement in social media. A journalist by training, Jaime has worked in the newsroom at TSN and served as radio play-by-play voice of the Toronto Argonauts Football Club.

Jaime is a graduate of the Rotman School of Management in Toronto where he was selected valedictorian of the Morning MBA Class of 2011. He has a Bachelor of Arts from McGill University in Montreal and a Bachelor of Journalism from Ryerson University in Toronto.

Born and raised in Vancouver, B.C., Jaime currently serves as a member of the fundraising cabinet for the Canadian Blood Services campaign ‘For All Canadians’ that is dedicated to building Canada’s new national public cord blood bank.

Jaime lives in Toronto with his wife and two sons.


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