Bernice Cheung is a strategy and marketing consultant with over ten years of experience helping businesses understand and attract their target customers, most recently consulting on the lucrative ethnic market segment within the Canadian retail landscape. Her work has concentrated heavily in financial services, healthcare, consumer packaged goods and retail.
Bernice started her career in Financial Services. For over six years, she progressed within various marketing roles in product development, customer acquisition, and portfolio management at American Express and CIBC. At Amex, she launched the most comprehensive staff card program across international markets and started a quarterly competitive research study into the Canadian credit card industry which became best practices across Canada, Australia, UK, and Mexico. At CIBC, she won multiple awards for creating a new acquisition cross-sell channel with higher response and utilization rates, as well as risk mitigation strategies limiting $80 mil of available limit from 10k high risk clients.
She left the corporate world temporarily and completed her full-time MBA in 2011 from Richard Ivey School of Business. Through on-campus recruitment, she started in management consulting and pursued a career in helping businesses solve their marketing and strategy problems.
At ZS Associates, she helped healthcare clients develop new compensation models for sales staff, and developed sales forecasts. At Altus Strategy Group, she wrote for Toronto Star in a bi-weekly column Diversity as Marketing Strategy, and conducted research for companies in financial services, education, and non-profit sectors. Through her media exposure, Nielsen recruited Bernice to lead its Canadian Ethnic Practice Area. She developed thought leadership materials and presented it in 9 major conferences, and was interviewed by 13 media outlets. Through these initiatives, she presented to 80+ manufacturers and retailers on the lucrative ethnic consumer segment, and sold $200k in ethnic-related projects.
Bernice is active in the community - sitting on various non-profit boards to ensure accountability, to facilitate program delivery, and to push forth diversity initiatives. Since 2006, she sat on the NAAAP Toronto board, an organization that promotes diversity and cultivates diverse leaders with 30+ chapters spread across US and Canada. She also holds leadership roles in non-profits such as Mon Sheong Foundation and Canadian Centre for Language & Cultural Studies (CCLCS).
In her spare time, Bernice enjoys yoga, skiing, photography, and most of all, traveling. Still to be crossed off from her list – rural SW China to visit her sponsored child, Egypt, Cambodia and Peru!!