© Sherrell Steele, 2013. All rights reserved.

Sherrell Steele, MA, ABC

Edmonton Alberta, Canada



780 298-6149

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Career Highlights


An award-winning communications strategist with strengths in public relations, marketing and corporate communications. Elected Communicator of the Year (2011) by the International Association of Business Communicators (IABC). Received executive-level accreditation as a Business Communicator (ABC). Awarded an IABC Silver Leaf Award of Merit by the International Association of Business Communicators (2004).

Demonstrated Leadership Ability


  • Served at management level at a television station, Alberta’s largest professional association, and two post-secondary institutions
  • Supervised as many as 35 direct reports and contractors annually
  • Managed a budget of $3.5 million as a broadcast executive


Inspiring Project Management


  • Led creative teams in media, public relations, marketing, graphic design and information technology
  • Increased print production of The UofA Engineer from once a year to three-times per year, increased page count from 12-44 pages with distribution to 18,500 readers
    • Published the Engineering Perspectives wall calendar which in 2005 raised $80k for student projects, a 25 percent increase over the prior year’s total.
    • Managed 75 contracts or staff assignments for curriculum development for MacEwan University’s newest degree, the Bachelor of Communication Studies at a low cost of $56k (about half of original cost projection)


Exceptional Organizer


  • Completed market research, a marketing plan, communications plan, social media plan and event plan for the Bachelor of Communication Studies degree, now with enrollment of 300 students
    • Migrated the Faculty of Engineering’s website to a content management system, within a six months period, resulted in a five-fold increase in web traffic.
    • Served as event manager for Open Houses, grand openings, Information Sessions, Summit Awards and ASTech Awards ceremonies with attendance as high as 1000 guests.


Strategic Thinking


  • Strengthened relationships between MacEwan University’s School of Communication and the professional community through annual Corus Entertainment Distinguished Lectures and The Future of Story Conference with 350 attendees and presenters
  • Provided communication support for a $90 million capital campaign that was completed on year ahead of schedule at the Faculty of Engineering.
  • Improved member relations at APEGGA by crafting a five-year communications plan


Collaborative and Consultative Style


  • Sought out as a co-leader for MacEwan’s Strategic Resources  Planning Committee, an essential advisory committee to the President and Executive Committee
  • Selected as a supervisor for more than 15 year-long directed workplace learning contracts and field placements
  • Recruited to provide communications and change management expertise to MacEwan’s  People Soft Implementation Team, a $300k undertaking
  • Worked within complex political environments while demonstrating knowledge of and sensitivities to broadly varying target audiences.



  • 2011 IABC Capital Award – Communicator of the Year
  • 2010 Canadian Women in Communications – Key Communicator
  • 2009 IABC Capital Award of Merit – Event Planning
  • 2005 IABC Capital Award of Merit – Calendar
  • 2004 IABC Silver Leaf Award of Merit –Magazine
  • 2004 IABC Capital Award of Excellence – Communications Skills and Tactics
  • 2004 IABC Capital Award of Excellence – Communications Skills and Tactics
  • 2004 IABC Capital Award of Merit – Media Relations
  • 2002 Herbert Marshall McLuhan Graduate Student Award from the University of Alberta
  • 1993 Broadcaster of the Future, Canadian Association of Broadcasters and the Global Television Network
  • 1980- 1997 (Various) Alberta Motion Pictures Association Awards (Documentary and Education)

Major Career Accomplishments


2007 to Present

Manager of the School of Communications at MacEwan University

  • Responsible for recruitment, retention and marketing for a School with 650 students and 25 faculty


2002 to 2006

Communications Strategist for the Faculty of Engineering at the University of Alberta

  • Responsible for internal and external communications, served as editor and publisher of The UofA Engineer alumni magazine.


2001 to 2002

Manager of Public Relations for the Association of Professional Engineers, Geologists and Geophysicists of Alberta

  • Supervised a staff of six and a budget of $863k


1998 – 2001

Manager of Services and Enterprises, Institute for Professional Development, University of Alberta

  • Marketing, events and contract management for a newly created academic unit that launched the Master of Arts in Communications and Technology


1980 to 1997

Manager of Production and Copyright, ACCESS the Education Station

  • Senior account manager for $3.5 million of media production, acquisition and broadcast and  for Alberta Education and Alberta Advanced Education

Academic Achievements


Master of Arts in Communications and Technology, University of Alberta 2002

Bachelor of Education, University of Saskatchewan 1976

Professional Associations


Past-president, Canadian Women in Communications

Past board member, current member, International Association of Business Communicators

Current member, Canadian Public Relations Society

Interested in working with me?

I'm always on the look-out for great new partnerships with exciting clients.

If you think we could make magical things happen,

just like my long standing partners, contact me at sherrell.steele@gmail.com or give me a call at (780) 298-6149.