Erin is the Senior Director of Consumer Insights & Intelligence at CIBC. Her team leads consumer insights for both CIBC (Canada and the US) and Simplii Financial, focusing on consumer trends and behaviours, brand building, product development, and creative effectiveness. Their work spans every stage of the business journey – from identifying market opportunities and unmet needs, to guiding product and message development, and understanding in-market performance. Erin and her team play a key role in helping make Canadians’ ambitions a reality by driving consumer-driven decisions that foster growth and deepen client relationships.