Michelle Robichaud

Commander
DISC Type : D

Director, Media Relations & Member Engagement at Équité Association

Kitchener, Ontario, Canada

Overview

Michelle is a senior communications expert and the Director of Media Relations & Member Engagement at Équité Association. She specializes in brand reputation and strategic communications, having led teams for iconic Canadian organizations like Tim Hortons and Sleep Country Canada. She is a graduate of Humber College and holds a certificate in Board Governance.

Deeply committed to community causes, Michelle serves on the Board of Directors for Stonehenge Therapeutic Community, an organization providing specialized addiction services. She actively participates in fundraising and awareness campaigns, demonstrating a clear passion for supporting individuals and families experiencing harm related to substance use.

She is consistently described by colleagues as a passionate, dedicated, and enthusiastic leader with exceptional commitment.

Personality Overview

Impact-Driven

Decisive

Very Quick

They are less concerned about the product and more about its potential impact.  They prefer to move quickly, and expect the same from others. They do not care very much about building rapport or relationships.

Topics They Care About

Reputation Management
A core focus of her career, she advises C-suite leaders on navigating intense reputational issues and protecting the integrity of major Canadian brands.
Insurance Fraud Prevention
Her current role at Équité Association involves educating Canadians about insurance crimes like "Ghost Brokers" to help them avoid becoming victims.
Community Engagement
Serves on the Board of Directors for the Stonehenge Therapeutic Community, actively promoting its mission and participating in fundraising initiatives.

Media Appearances

Michelle has no verified media appearances

Work History

6-2024
Director, Media Relations & Member Engagement at Équité Association
6-2023 - 5-2024
Director, Communications at Sleep Country Canada
7-2021 - 6-2023
Director, Communications and Public Affairs at dentalcorp
7-2021
Senior Manager Corporate Communications at Co-operators
Director, Communications at Tim Hortons

Education

2-2025 - 5-2025
Modern Board: Board Governance Essentials from Conestoga College
Graduate from Humber College

More Information

Social Presence :

Prographics :

Exp : 4 Location : Kitchener, Ontario, Canada Job Level : Mid-senior Designation : Director, Media Relations & Member Engagement at Équité Association
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Insights For Selling To Michelle

During A Call Or A Meeting

DO's

  • Speak about competitive differentiation that your product offers
  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Objectively showcase the impact that your product creates

DONT's

  • Do not spend too much time focusing on product tech or features
  • Don’t take too much time in sending them information if they ask for any
  • Do not hesitate from asking counter questions, just avoid challenging their authority

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Michelle is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Michelle

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Michelle move?

  • If convinced, they can reach decisions quite fast.
  • Can Michelle take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Michelle

Personality Compatibility


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