The Outstanding Marketing Leadership Award, bestowed by Marketing 2.0, celebrates and recognizes exceptional achievements and significant contributions to the dynamic field of marketing and communications.
The award acknowledges Lindsay's outstanding performance across a number of parameters, including leaders' reputation, educational background, professional experience, creative thinking and decisive leadership.
In an industry that is constantly evolving, Lindsay’s genuine enthusiasm for learning and embracing new ideas has been instrumental in driving NORCAT’s growth and success as a global leader in skilled labour training and development. Her influential leadership not only inspires others but also plays a significant role in shaping the future of marketing, fostering positive change along the way.
In the interview below, Lindsay discusses her career path, the words of wisdom she'll never forget and the one quote that guides her decision making process every day.
Q&A with Lindsay Moorhouse, NORCAT Manager, Marketing and Communications
You hold your Bachelor of Arts Degree and Certificate in Political Science from the University of Western Ontario and an Advanced Diploma in Public Relations from Cambrian College How did you get started in the field of Marketing?
My true passion has always been writing – I’ve been writing since I was four years old and transcribing episodes of are you afraid of the dark into my journal – but it never occurred to me that I could pursue it as a career. Initially, I had set my sights on becoming a lawyer and attended Western with that goal in mind.
However, as time went on, I realized that my interests and aspirations had evolved, and I no longer felt the same enthusiasm for pursuing a career in law. After graduation, I was unsure of what path to take next. It was during this period that I had the opportunity to undertake a one-year internship with the municipal office in my hometown.
Coincidentally, it was during this period that social media was beginning to gain significant traction. As part of my internship responsibilities, I was entrusted with maintaining the town's social media presence. This experience exposed me to various aspects of marketing, including writing engaging content, crafting media releases and even event planning.
This ignited a spark within me. I started to realize that I could potentially turn my passion for writing into a fulfilling career in marketing. However, I understood that I needed to enhance my skills and knowledge in this field to truly excel. This realization led me to make the decision to return to school and pursue an education in PR – the best decision I’ve ever made. After finishing up my studies, I hopped around a bit, taking on some contract jobs , and It was a fantastic wayto gain practical experience and refine my skills. And then, I decided to take a leap of faith and applied for a position at NORCAT – and the rest is history!
How long have you been in your current role?
I have been in my current role as the Manager of Marketing and Communications since July 2020. However, my journey with NORCAT began back in October 2017 when I joined as as Associate, Startup Services for NORCAT Innovation. In that role, my responsibilities primarily revolved around organizing events for NORCAT Innovation's portfolio of startup clients, like Startup101 and PITCH, writing content like blog posts and newsletters and managing social media for the RIC (Regional Innovation Centre.)
As time went on, I quickly took on additional responsibilities, including overseeing all of NORCAT's social media channels and handling corporate communications for the organization as a whole. With NORCAT's continued growth, I began implementing more robust marketing campaigns and strategies, which ultimately led to the establishment of a dedicated marketing department for NORCAT.
Since assuming the role of Manager of Marketing and Communications in July 2020, I have been leading all of NORCAT's marketing initiatives, including PR, social media, internal communications, content marketing, digital marketing and events. It's been super exciting to witness NORCAT's evolution over the past six years!
Can you describe your top three career milestones thus far?
One of the most exciting milestones in my career was when I got the chance to establish NORCAT's very own marketing department in 2020. It was a significant undertaking that involved building the structure of the department, setting goals and bringing together a talented team. Creating this department from scratch allowed us to level up NORCAT's marketing game, strengthen our brand presence and launch impactful campaigns - all during a very challenging time for our organization and the world in general. Witnessing the growth and success of the marketing department has been incredibly rewarding.
One of my proudest moments was planning and successfully executing Mining Transformed, the world's first tech exhibition held in an underground operating mine, in September 2020, less than a year after returning from maternity leave. Picture this: tech innovators, industry experts and mining executives all coming together in a unique underground setting. It was a challenge to coordinate everything, but with careful planning and teamwork, we pulled it off flawlessly. The event showcased NORCAT's commitment being the global one-stop shop for all that is the future of mining technology and innovation. It was a real "wow" moment!
The thing I cherish most in my career is the opportunity to hire and mentor amazing individuals within my team. Finding talented candidates, guiding them and seeing them grow both professionally and personally is incredibly fulfilling. Building a strong, cohesive team has been key to achieving our marketing objectives and driving overall success. I feel proud when I see my team members thrive and find their passions!
What do you find most fulfilling about your role?
First and foremost, I absolutely love my job and where I work. The work environment, the culture and the team at NORCAT make it an incredible place to be every day. I feel fortunate to be surrounded by like-minded individuals who are passionate about what they do.
One aspect that brings me immense fulfillment is the encouragement to learn and develop new skills. NORCAT's Senior Leadership Team recognizes the importance of continuous growth and provides ample opportunities for professional development. Whether it's attending industry conferences, participating in training programs, or exploring new technologies, I'm constantly encouraged to expand my knowledge and expertise. This dedication to ongoing learning is invigorating and keeps me motivated to stay at the forefront of the marketing field. For example, over the past two years, I have taken certification courses in Growth Marketing, Product Marketing and Revenue Operations - all new areas of marketing that were not established ten years ago when I was in college.
That said, what truly makes my role fulfilling is NORCAT's mission. The knowledge that what we do has a meaningful impact is incredibly rewarding. NORCAT's commitment to creating safer work environments and enabling workers to go home to their loved ones safe and sound resonates deeply with me, since my husband is a miner. It's a mission that hits home and gives purpose to our work. Every day, I am motivated to contribute to NORCAT's mission, knowing that our efforts make a difference in people's lives and their well-being.
What's the best piece of advice you've ever been given, career related or in general?
The best piece of advice I've ever received, both in terms of my career and in general, is to always remain curious and embrace a growth mindset. This advice has had a profound impact on my personal and professional development.
By staying curious, I've cultivated a thirst for knowledge and a genuine interest in learning new things. It has allowed me to continually seek out opportunities to expand my skill set, explore different perspectives and embrace change. This curiosity has fueled my creativity, enabling me to approach challenges with an open mind - even during some very difficult times, like the pandemic.
Embracing a growth mindset means believing in the power of continuous improvement and understanding that skills can be developed through dedication and effort. It has encouraged me to step outside of my comfort zone, take on new challenges and embrace opportunities for growth. With a growth mindset, setbacks are seen as opportunities to learn and improve, rather than obstacles to be avoided.
This advice has taught me that success is not solely determined by existing knowledge or innate abilities, but by the willingness to adapt, learn and grow. It has empowered me to approach my career with a sense of optimism, resilience and a commitment to personal and professional growth.
Do you have a favourite quote or words to live by?
My favorite quote, which has become my personal mantra, is by Dr. Seuss: "The more that you read, the more things you will know. The more that you learn, the more places you'll go."
This quote holds a special place in my heart because it resonated with me at a pivotal moment in my life. I first heard these words when my teacher read "Oh, the Places You'll Go!" by Dr. Seuss at my Grade Eight graduation. Throughout my life and career, I have taken these words to heart. The message conveyed in this quote is powerful and timeless. It emphasizes the importance of continuous learning and the endless possibilities it unlocks. It reminds me that knowledge is a passport to new experiences, opportunities and personal growth, and it inspires me to venture into new and exciting places - both personally and professionally.