Sal Avelar

Klick

Senior Marketing Strategist

Lightster

Head of Growth

Bringing product teams and customers together with customer interviews on-demand. 

Sign-up for early access at https://www.lightster.co

Fractional CMO

UofT Hatchery

Mentor

Voxqube

Strategic Growth Advisor

1000ml

NexJ Systems

Sr. Director, Growth Marketing & Demand Generation

Sun Life Financial

Director, Growth Marketing & Loyalty

Canon Canada

Growth Marketing & Demand Generation Manager

TritonWear

Marketing Manager

Compuware

Digital Marketing Manager

I am a marketer and entrepreneur with years of experience in building businesses. I love helping others achieve their goals and I believe that innovation and disruption are key to success in modern marketing.

My motivation comes from empowering others. It brings me great satisfaction to see businesses grow and thrive under my guidance. I truly believe that everyone has the potential to achieve greatness and I always strive to bring out the best in them.

My mantra is simple: passion, drive, and a hunger for success are essential for excellence. With these values at my core, I approach every project and challenge with enthusiasm and dedication.

I am the HR Business Partner for the Chief Operating Officer and Senior Vice President of Operations for Canadian Personal Bank (CPB). This portfolio spans +3800 colleagues across the country in diverse functions such as strategy, delivery enablement, underwriting, banking operations, productivity, governance and controls. I work closely with senior executives on people priorities that ensure CPB is operating from a position of strength and delivering outsized performance to be the bank of choice for all Canadians.

Senior Manager, HR Business Partner

(2024- 2025) Supported the Platforms and Technology portfolio (Commercial, Corporate, Consumer platforms, Data, Infrastructure, Architecture, COO, Protect, etc.)

I also led the deployment and maturation of TD Scaled Agile org. design framework (Next Evolution of Work)

(2022- 2024) Responsible for the Canadian Business Banking, Branch Banking and Business Banking portfolios - inclusive of: Distribution, COO, Strategy, Enabling Functions, Business Management, Product, Journeys(Agile), Operations, Specialized Salesforce, Governance Risks and Controls, Small Business Banking, Mid-Up Markets, Canadian National Accounts, Specialized markets (AutoFinance, Real Estate, ABL, Agriculture, etc.) and Merchant Solutions

Senior Manager, Organization Effectiveness

Responsible for the Corporate and Transformation Office functions (including HR Ops, Enabling Functions, Business mgmt. Data & Analytics, and Corporate Platforms functions)

Manager, Organization Effectiveness

KPMG Canada

Led projects related to Organization Design, Change Management and HR transformation, across different industries (Financial Institutions, Tech, Government, Healthcare, nonprofit, professional service)

Manager, People and Change

Senior Consultant, People and Change

Deloitte Canada

•	Supported a large Canadian retailer to re-design its merchandising department to reduce duplication of work, identify opportunities for process automation and optimize existing workforce (2000+ FTEs)

Management Consultant, Organizational Design - MBA Summer Internship

Prefeitura Municipal do Jaboatão dos Guararapes

•	Led the development of a performance assessment framework for public education services, elevating the municipality to top 10% performers in the country and significantly improving the routine of 78,000+ students and 4,000 workers 
•	Spearheaded the collection and assessment of quantitative and qualitative indicators of 130+ schools
•	Drafted the effectiveness report and recommendations whose benefits enabled savings of CAD $650k+ through cost reduction and contract analysis, and process streamlining

Manager, Advisory Services

Ampliar Engenharia Ltda

•	Served as HRBP to the Operations/Engineering unit, supporting with the entire talent life cycle and development, including talent acquisition, performance management, compensation, ER, culture and leadership development
•	Led transformations and change management in a 30-year-old organization, re-designing the target operating model and service delivery model, introduced new technologies, and decentralized power and communication

Human Resources Business Partner

Laureate International Universities

Instructor, Organizational Studies

AIESEC Canada Inc.

•	As the first non-Canadian president in 50 years, led 2,000 volunteers and reversed a revenue decline by introducing new products, enhancing internal alignment, and leveraging new technologies
•	Developed and managed a $1MM strategic plan and budget, reporting directly to the Board of Directors.
•	Created and implemented a revised financial model ensuring long-term financial sustainability for 29 regional offices
•	Applied an Organizational Development approach using Balanced Scorecards and clustering systems to enhance operational efficiency and goal alignment

President

•	Designed and implemented a strategic learning framework, improving key talent processes, including recruiting, pipeline management, and development
•	Managed a cultural realignment program, impacting 2,200 volunteers across 28 locations and fostering improved engagement and performance

National VP Network Development & Talent Management

I am a trusted HR leader with 15 years of experience in Human Resources, Org. Design, Consulting, Transformation and Change Management.

In my current role, I am an HR Business Partner
er supporting the Canadian Personal Bank, overseeing the talent lifecycle of +3000 colleagues.

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Sal Avelar

Vitor de Avelar

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