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In this episode of The Convenor, Mark Harrison sits down with Vanessa Toperczer, Senior Vice President at IMI International, brand strategist, and consumer insights expert, to explore how great leaders expand their perspective to uncover opportunities others miss.
Drawing on her experience at IMI International, Coca-Cola, and advising some of the world's leading consumer brands, Vanessa shares how listening deeply to customers has shaped her approach to leadership, strategy, and growth. She reflects on the importance of challenging assumptions, grounding decisions in evidence, and building brands that create genuine value by understanding what matters most to the people they serve.
Together, Mark and Vanessa explore why the most successful brands never stop learning, how purpose becomes meaningful when it's reflected in everyday actions, and why trust is earned by consistently delivering experiences that resonate with customers. They also discuss the role of data in understanding human behaviour, lessons from organizations like Airbnb, and how marketing creates lasting emotional connections that people remember long after a campaign ends.
Whether you're leading an organization, building a brand, or navigating growth, this conversation offers practical insights into making better decisions by widening your perspective, listening with intention, and putting people at the centre of strategy.
We also talk about:
Why continuous learning is essential to building enduring brands
How customer insights shape stronger businesses and better decisions
The difference between having a purpose and living it every day
Why trusted brands understand the role they play in people's lives
How data helps uncover the human stories behind business decisions
Lessons from brands that consistently earn customer loyalty
Why the customer's voice should remain at the heart of every growth strategy
If you've ever wondered what separates brands that simply attract attention from those that earn lasting trust, this episode offers a thoughtful perspective on the importance of listening, learning, and creating experiences that genuinely matter to the people you serve.
About Vanessa Toperczer
Vanessa Toperczer is a Toronto-based brand strategist and consumer insights leader with more than 20 years of experience helping organizations grow through customer insight, brand strategy, and innovation. As Senior Vice President at IMI International, she advises executives on evidence-based marketing and business strategy, drawing on leadership experience across agency, client-side, research, and not-for-profit sectors. Known for translating consumer insights into practical business decisions, Vanessa is also an active mentor, speaker, and board director dedicated to advancing leadership and organizational impact.
https://www.linkedin.com/in/vanessatoperczer
The Convenor is a podcast hosted by Mark Harrison featuring conversations with leaders, founders, creatives, and changemakers who share the ideas, experiences, and insights that inspire meaningful action.
Whether you're launching a business, leading a team, building a movement, or looking to grow as a leader, each episode is designed to provide practical wisdom, fresh perspectives, and the confidence to take your next step.
The Convenor is more than a podcast—it's a community built around curiosity, connection, and the belief that great conversations can open doors, challenge thinking, and help shape what's next.
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