Leeanne Smart has filled the newly created role of Canadian Business Director for the Diamond Trading Company’s marketing team in Canada. As business director, Smart will lead the efforts of the Diamond Promotion Service (trade marketing), Diamond Information Center (public relations), and all advertising initiatives, with the continued support of J. Walter Thompson.

The primary role of the Canadian business director is to serve as the local ambassador for the Diamond Trading Company in this market. Part of Smart’s mandate includes leading the local team, managing and optimizing the team’s resources, and ensuring quality execution of the various marketing programs that many in the Canadian trade are already participating in, the DIC said in a statement. It will also be Smart’s responsibility to work with key trade partners more closely, and help grow the diamond market through the DTC’s Supplier of Choice and Trade Transformation strategies. Smart reports directly to Tine Willumsen, Canada’s marketing executive based in London. A similar position of regional Business Director has also been created in France under Willumsen.

Smart has a wealth of brand management, marketing and business development experience, working at companies such as Cadbury Chocolate, Pillsbury, and General Mills. She also ran her own brand consulting business, counselling clients in the food, entertainment and hi-tech industries on strategic business and brand development. She is new to the jewelry industry.

“Although I’ve been here for only a few weeks, I can already see that I’ve joined the industry at a very dynamic time,” Smart says. “I’m delighted to be here and to be part of an exciting transformation within the Canadian diamond jewellery industry. It’s rewarding to be involved in a business that is just beginning to embrace branding and creating consumer demand based on true consumer insight. I’m very much looking forward to working together with our trade partners to grow this fascinating category.”

JCK