Katia Robillard
Vice President Public Relations and Marketing Communication
Citoyen Optimum

Twitter: @KatiaRobillard

Specialized in marketing PR, Katia Robillard advises Citoyen Optimum's clients on how to best achieve their communications objectives, proposing effective strategies that reflect their needs. She has built and leads the marketing PR practice at Citoyen Optimum's Montréal office since 2010.

Katia holds a Bachelor in Communications from the Université de Montréal. She has 16 years of communications experience including 13 years working specifically in PR agencies. Dynamic and enthusiastic, she is particularly experienced in accounts related to retail, beauty, fashion, food, tourism, wine & spirits and consumer products. In her career, she has launched over 100 products on both provincial and national levels and has organized over 50 media events. Previous clients include Aeroplan, Courvoisier, Dove, Dr. Scholl's, Ecco shoes, hydraSense, Westin Montreal, Whirlpool and Yoplait.

As of 2010, she's managed the Proctor & Gamble portfolio at Citoyen Optimum in Québec, which includes brands from their baby care, fabric care and home care categories. In 2013, she developed the strategy surrounding the launch of the P&G mom ambassadors program in Québec, which includes 13 prominent mommy bloggers. For the past 5 years, she's also overseen the Hush Puppies account on a national level and was a key player in the brand's partnership with Québec based fashion designer, Mélissa Nepton. Katia was also pivotal in the Québec launch of American home décor retailer, Ethan Allen Interiors. She orchestrated national PR campaigns for Liberté since 2010. In Montréal, she launched the revamped Laurier Gordon restaurant, which was the talk of town in 2011.

Katia is also experienced in spokesperson management. In her 5 years at Citoyen Optimum, she has had the chance to work with over 25 Québec based, national and international spokespeople from various industries.

Fascinated by the communications world, Katia has her own blog, where she discusses various subjects including art, beauty, cuisine, fashion, tourism, wine and spirits. Always interested in new media trends, she believes in the power of integrated strategies that include both social media and traditional PR tactics.

In August 2013, she joined the Fondation Montréal Inc. as a volunteer PR coach. Since June 2014, she has been a member of the Board of the Volunteer Association of the Montreal Museum of Fine Arts.


Citoyen Optimum:
Influencers, brand ambassadors & early adopters: individual impact on brand reputation

Influencers, brand ambassadors, early adopters – while they come in many shapes and forms, influential individuals have always had a tremendous impact on a brand's reputation.

Today more than ever, thousands of people follow each and every one of their moves. With the explosion of social media, their network has grown exponentially. They have access to their very own media platforms, and they can update them in real-time. With a single tweet or blog post, they can make or break a campaign.

During this workshop, Katia Robillard will talk about the consequences of this revolution on your communication strategy. She will be joined by a blogger who will explain their side of the story. Together, they will discuss best practices when reaching out to online influencers in order to develop mutually beneficial relationships, illustrated by concrete examples from personal experience.

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