Bernice Cheung

Vice President of Special Projects

"Strategic insight connector"

A leader with a winning track record, Bernice is a strategic marketer with an inquisitive mind. Sitting on the NAAAP Toronto board since 2006, she leads a team of internal consultants on strategic projects to improve NAAAP’s relevance to its members.

By day, she leads the Cultural Markets practice as VP at Environics Research Group, an evidence-based consultancy that focuses on motivations, attitudes and behaviours of consumers. She focuses on building a deep understanding of consumers – using primary research to build insights, backed by “big data”, then segmenting and targeting the most lucrative groups in providing the right product at the right time at the right price points through the right messages.

With 12 years of experience in management consulting and marketing insights in the financial services and consumer goods sectors, Bernice has helped many companies create strategies to acquire customers. In her current role, she focuses on blue-chip companies with an interest in the lucrative New Canadians segment, specifically on Chinese, South Asians, and Filipino consumers.

By night, she is a passionate philanthropist and an avid traveler. She cares deeply for promoting diversity, and facilitating access to education – She sits on two non-profit boards (Canadian Centre for Language & Cultural Studies, and NAAAP Toronto) where she makes strategic decisions for the long-term success of these organizations.

Her love for European architecture & culture drove her to travel extensively in Europe – fjords of Norway, Cinque Terre of Italy, Santorini sunset, and the beauty of Prague, will likely bring her to Europe again. However, she’s excited about her next adventures – to uncover the mystical lands – next on her (very long) list: Egypt, Cambodia, Peru, and to visit her sponsored child in rural SW China.

In the media, she has a heavy presence, especially on the topic of marketing to the lucrative New Canadians segment – She has provided her expertise to Globe and Mail, Canadian Grocer and various media outlets, written a bi-weekly column in the Toronto Star (“Diversity Marketing as Strategy” representing Altus Strategy Group), spoken at conferences such as the Ethnic Insights Conference, and written several whitepapers.

Bernice received her MBA from Richard Ivey School of Business, with a concentration on marketing and strategy, and a Honours B Comm degree with distinction from DeGroote School of Business.

 "Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover." - Mark Twain

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