Available to hire
I’m Barbara R. Ulrich, a dynamic Marketing & Communications Specialist with over two decades of experience delivering integrated solutions for B2C and B2B brands across private and NGO sectors in Switzerland and Canada. I value building trust-based partnerships, fostering empathetic collaboration, and delivering strategies that align communications with clear business outcomes.
Career highlights include directing a major brand repositioning project for the Mental Health Commission of Canada, founding a marketing consultancy, and leading cross-functional teams to develop new business streams and scalable programs. I thrive in collaborative environments, enjoy mentoring teammates, and am passionate about making a measurable impact through thoughtful storytelling and strategic thinking.
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
German
Fluent
English
Fluent
French
Intermediate
Work Experience
Consultant at FatzerImbach Healthcare Agency
January 1, 2025 - PresentCreated and implemented diverse and multi-faceted communication strategies for national and international clients including Psychiatric University Hospital Zurich, Schwabe Pharma, Novartis, and Women’s Brain Foundation.
Manager, Marketing & Development at Victoria Academy of Ballet
December 31, 2024 - August 20, 2025Established and developed marketing strategies to enhance retention and growth of Academy programs assisted by market research focused on recruitment trends. Collaborated with leadership and faculty to develop new business streams.
Brand & Communications Strategist at Focus.YYC
December 31, 2024 - August 20, 2025Developed and executed creative marketing, brand, and communication strategies to achieve clients’ business goals and grow their presence. Served clients across healthcare, advocacy, arts, and photography sectors.
Business Manager at Kantorei Choral Society
December 31, 2023 - August 20, 2025Led operations, marketing, fundraising, and member retention efforts in Calgary and Victoria for the choir society.
Senior Marketing Strategist at Canadian Mental Health Association (CMHA)
December 31, 2020 - August 20, 2025Developed and launched province-wide strategies for CMHA’s Recovery Colleges and produced a mental health podcast focused on recovery and peer support.
Executive Director at Adult Recreational Choirs Calgary (ARC)
December 31, 2019 - August 20, 2025Oversaw organizational operations, financial management and development of a three-year funding strategy reporting directly to the board.
Director, Marketing & Strategy at Passerelle Marketing Corp.
December 31, 2018 - August 20, 2025Connected strategic marketing efforts to client needs in B2B and B2C sectors, achieving a 25% increase in business within six months.
Team Lead, Marketing - Health Prevention & Promotion at AHS – Alberta Cancer Prevention Legacy Fund
December 31, 2017 - August 20, 2025Optimized workflows, increased productivity by 35%, and created impactful health prevention campaigns related to cancer and chronic disease awareness.
Director, Marketing & Communications at Mental Health Commission of Canada
December 31, 2016 - August 20, 2025Managed a CAD 1.7M budget, guided senior leadership on marketing decisions, and directed a corporate rebranding to strengthen the commission's authority in mental health.
Account Executive at Ball Retail Agency
December 31, 2014 - August 20, 2025Enhanced national and local consumer brands with innovative marketing strategies, resulting in franchise agreement increases and customer growth.
Marketing Director at Alberta Ballet School
December 31, 2012 - August 20, 2025Developed marketing strategies that increased visibility and enrollment for the ballet school.
CEO/Founder at Perception Advertising & Consulting Inc.
December 31, 2012 - August 20, 2025Founded and led a full-service advertising agency specializing in innovative marketing strategies, including notable projects like the 2010 VANOC Winter Olympic Torch Relay and political campaigns.
Senior Marketing & Office Manager at Purcell Helicopter Skiing Ltd.
December 31, 2001 - August 20, 2025Managed office and marketing strategy development, including support for a new online booking system.
Account Executive at Jung von Matt Schweiz
December 31, 1995 - August 20, 2025Led advertising campaigns for various clients, working closely with creative teams and managing budgets.
Junior Account Executive at Metzger Rottman Bürge
December 31, 1993 - August 20, 2025Coordinated client projects and campaigns, including budget tracking and management.
Consultant at FatzerImbach Healthcare Agency
January 1, 2025 - PresentCreated and implemented diverse and multi-faceted communication strategies for national and international clients, supporting stakeholder engagement, messaging, and multi-channel delivery.
Manager, Marketing & Development at Victoria Academy of Ballet
January 1, 2024 - September 22, 2025Established and developed marketing strategies to enhance retention and growth of all Academy programs, guided by in-depth market research supporting trends in recruiting of international and national students. Collaborated with executive leadership and artistic faculty in the development, planning, and execution of new business streams.
Brand & Communications Strategist at Focus.YYC
January 1, 2024 - September 22, 2025Developed and executed creative marketing, brand, and communications strategies to achieve clients’ business objectives and drive growth.
Business Manager at Kantorei Choral Society
January 1, 2023 - September 22, 2025Led operations, marketing, fundraising, and member retention efforts.
Senior Marketing Strategist at Canadian Mental Health Association (CMHA)
January 1, 2020 - September 22, 2025Developed and implemented province-wide strategy to launch CMHA’s Recovery Colleges and produced the podcast Recovery Is Possible focusing on mental health recovery and peer support.
Executive Director at Adult Recreational Choirs Calgary (ARC)
January 1, 2019 - September 22, 2025Oversaw organizational operations, managed finances, and led the development of a three-year funding strategy.
Director, Marketing & Strategy at Passerelle Marketing Corp.
January 1, 2018 - September 22, 2025Connected the agency’s strategic marketing efforts to align with B2B and B2C client needs, resulting in a 25% increase in business within six months.
Team Lead, Marketing - Health Prevention & Promotion at AHS – Alberta Cancer Prevention Legacy Fund
January 1, 2017 - September 22, 2025Optimized workflows at AHS, increasing productivity by 35% while creating impactful health prevention campaigns and raising awareness of cancer and chronic diseases.
Director, Marketing & Communications at Mental Health Commission of Canada
January 1, 2016 - September 22, 2025Managed a CAD 1.7M annual budget while aiding continuous funding initiatives. Guided the Executive Leadership Team in marketing and communications decisions and developed extensive messaging and promotional campaigns, including a corporate rebranding effort.
Account Executive at Ball Retail Agency
January 1, 2014 - September 22, 2025Enhanced national and local consumer brands with innovative marketing strategies, contributing to franchise growth and customer acquisition post-rebranding.
Marketing Director at Alberta Ballet School
January 1, 2012 - September 22, 2025Developed and implemented marketing strategies to increase visibility and improve student enrollment.
CEO/Founder at Perception Advertising & Consulting Inc.
January 1, 2012 - September 22, 2025Founded and led a full-service advertising agency delivering innovative marketing strategies, including promotional campaigns for high-growth partnerships and large events.
Senior Marketing & Office Manager at Purcell Helicopter Skiing Ltd.
January 1, 2001 - September 22, 2025Responsible for office management and development of marketing strategy to support online booking system expansion.
Account Executive at Jung von Matt Schweiz (prev. Honegger/von Matt)
January 1, 1995 - September 22, 2025Developed and managed advertising campaigns, collaborating with creative teams and handling multiple clients and budgets.
Junior Account Executive at Metzger Rottman Bürge (prev. Metzger Lehner Worldwide Partners AG)
January 1, 1993 - September 22, 2025Coordinated client projects and campaigns, including tracking campaign budgets.
Consultant at FatzerImbach Healthcare Agency
January 1, 2025 - PresentCreated and implemented diverse and multi-faceted communication strategies for national and international clients.
Manager, Marketing & Development at Victoria Academy of Ballet
December 31, 2024 - September 22, 2025Established and developed marketing strategies to enhance the retention and growth of all Academy programs, guided by in-depth market research supporting trends in recruiting of international and national students. Collaborated with executive leadership and artistic faculty in the development, planning, and execution of new business streams.
Brand & Communications Strategist at Focus.YYC
December 31, 2024 - September 22, 2025Developed and executed creative marketing, brand, and communications strategies to achieve clients’ business objectives and increase overall growth. Clients included: Resilien Health Navigation Systems; Not In My City Org.; Dr. Heidi Lescanec; Karen Gosbee MH Advocacy; Lisa Hagen Photography Calgary Pro Musica; MRU Chamber Flutes; Kantorei Choral Society; Jasmine Massé.
Business Manager at Kantorei Choral Society
December 31, 2023 - September 22, 2025Led operations, marketing, fundraising, and member retention efforts.
Senior Marketing Strategist at Canadian Mental Health Association (CMHA)
December 31, 2020 - September 22, 2025Developed and implemented province-wide strategy to launch CMHA’s Recovery Colleges and produced “Recovery Is Possible: A Mental Health Podcast” focused on mental health recovery and peer support.
Executive Director at Adult Recreational Choirs Calgary (ARC)
December 31, 2019 - September 22, 2025Oversaw organizational operations, managed finances and led the development of a three-year funding strategy.
Director, Marketing & Strategy at Passerelle Marketing Corp.
December 31, 2018 - September 22, 2025Connected the agency’s strategic marketing efforts to align with B2B and B2C client needs, resulting in a 25% increase in business within a six-month timeframe.
Team Lead, Marketing - Health Prevention & Promotion at AHS – Alberta Cancer Prevention Legacy Fund
December 31, 2017 - September 22, 2025Optimized workflows at AHS, increasing productivity by 35% while creating impactful health prevention campaigns and raising awareness of cancer and chronic diseases.
Junior Account Executive at Metzger Rottman Bürge
December 31, 1993 - September 22, 2025Coordinated client projects and campaigns including tracking campaign budgets.
Junior Account Executive at Jung von Matt Schweiz (prev. Honegger/von Matt)
December 31, 1995 - September 22, 2025Developed and managed advertising campaigns for various clients, collaborating with creative teams, analyzing performance metrics, and concurrently handling multiple clients and budgets.
Account Executive at Ball Retail Agency
December 31, 2014 - September 22, 2025Enhanced national and local consumer brands with innovative marketing strategies, resulting in a 15% increase in franchise agreements and 150,000 new customers for OPA! of Greece after rebranding.
Marketing Director at Alberta Ballet School
December 31, 2012 - September 22, 2025Developed and implemented effective marketing strategies that increased the ballet school’s visibility and improved student enrollment.
CEO/Founder at Perception Advertising & Consulting Inc.
December 31, 2012 - September 22, 2025Founded and led a full-service advertising agency focused on innovative marketing strategies, including the promotion of the 2010 VANOC Winter Olympic Torch Relay, various political campaigns, and high-growth partnerships.
Senior Marketing & Office Manager at Purcell Helicopter Skiing Ltd.
December 31, 2001 - September 22, 2025Responsible for overall office management, including development and implementation of marketing strategy to support the creation of a new online booking system.
Account Executive at Jung von Matt Schweiz
December 31, 1995 - September 22, 2025Developed and managed advertising campaigns for various clients, collaborating with creative teams, analyzing performance metrics, and concurrently handling multiple clients and budgets.
Junior Account Executive at Metzger Rottman Bürge
December 31, 1993 - September 22, 2025Coordinated client projects and campaigns including tracking campaign budgets.
Education
B.A.MAR & COM at SAWI Academy for Marketing & Communication
January 1, 1991 - January 1, 1993CPE English Proficiency Diploma at University of Cambridge
January 1, 1990 - January 1, 1992Business Commerce Diploma at London Business School
January 1, 1989 - January 1, 1990B.A.MAR & COM at SAWI Academy for Marketing & Communication
January 1, 1991 - January 1, 1993English Proficiency Diploma at University of Cambridge (Centre for English Studies)
January 1, 1990 - January 1, 1992Business Commerce Diploma at London Business School
January 1, 1989 - January 1, 1990B.A.MAR & COM at SAWI Academy for Marketing & Communication
January 1, 1991 - December 31, 1993Certificate of Proficiency in English (CPE) at University of Cambridge
January 1, 1990 - December 31, 1992Business Commerce Diploma at London Business School
January 1, 1989 - December 31, 1990Qualifications
Federal Certificate of Proficiency as Florist
January 1, 1985 - January 1, 1988Certificate for Mobilizing Communities To Disrupt Human Trafficking in Canada
January 1, 2021 - August 20, 2025Mental Health First Aid
January 1, 2016 - August 20, 2025Royal Conservatory Certification Program Grade 9 Voice / Grade 6 Piano
January 1, 2009 - December 31, 2012TOEFL & SAT
January 1, 1993 - August 20, 2025Federal Certificate of Proficiency as Florist
January 1, 1985 - January 1, 1988Canada Certificate for Mobilizing Communities To Disrupt Human Trafficking in Canada
January 1, 2021 - September 22, 2025Mental Health First Aid
January 1, 2016 - September 22, 2025Royal Conservatory Certification Program Grade 9 Voice / Grade 6 Piano
January 1, 2009 - January 1, 2012TOEFL & SAT
January 1, 1993 - September 22, 2025Federal Certificate of Proficiency as Florist
January 1, 1985 - December 31, 1988Certificate for Mobilizing Communities To Disrupt Human Trafficking in Canada
January 1, 2021 - September 22, 2025Mental Health First Aid
January 1, 2016 - September 22, 2025Royal Conservatory Certification Program Grade 9 Voice / Grade 6 Piano
January 1, 2009 - December 31, 2012TOEFL & SAT
January 1, 1993 - December 31, 1993Industry Experience
Healthcare, Non-Profit Organization, Media & Entertainment, Education, Professional Services
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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