Towa’s career has taken her along for a very interesting ride, from radio stations to record labels to PR, to owning her own agency to Parks Canada to the Heart & Stroke Foundation – there’s not much this voracious yet diligent woman cannot do.
Her experience working at EMI Music Publishing Canada – one of the world’s top record labels – gave her the knowledge and skills she needed to become head of the promotions department at Flow 93.5. She essentially built the brand from the ground up, and many strategies she developed are still in place today.
In a bold move, most would be too timid to take; Beer founded her own agency - Transl8tor Marketing Inc. Transl8tor generated over $500,000 through concerts, sports events, sponsorship, marketing and public relations for non-profits and charities. Brands like Nike, The Raptors, Mercedes, Toshiba and beneficiaries like Keep A Child Alive, World Vision Canada, The Stephen Lewis Foundation, CARAS and Steve Nash all benefited from her fundraising, marketing and media campaigns.
In 2006, she closed Transl8tor and accepted an offer to become the Head of Sponsorship at Cable & Wireless Jamaica. In her new role, Beer designed the engagement strategy behind 2 of the largest events in the world (Reggae Sunsplash, ICC Cricket World Cup) while being responsible for sponsorship budgets over $10MM.
Beer’s skills were easily transferred to the Canadian marketplace as she worked with the Ontario Ministry of Tourism in planning key events for Canada’s Bicentennial. After demonstrating exceptional expertise in the digital arena, Beer was recruited by Parks Canada to develop the Bicentennial’s interactive web program in partnership with Historica Dominion and the Royal Canadian Geographic Society which included an interactive and engaging website, 3D/4D virtual exhibits, iPhone applications and more.
Eager to understand the philanthropic donor cycle, Beer joined the largest health charity in Canada, The Heart and Stroke Foundation of Canada. She created a new national sponsorship and sampling model for the Chinese community and introduced Ride for Heart, The Heart Truth and Big Bike to Canada’s leading corporations.
Eager to return to her sweet-spot of cause marketing, Beer recently returned to consulting and started The Red Propeller, a cause marketing firm focused on digital fundraising campaigns.
Now she can connect her vast network to corporate partnerships and cause marketing campaigns that create real movements for change.
A mother of an exuberant 4 year-old, daughter of two NGO globe-trotters, and mentor to many young social entrepreneurs, Ms. Beer resides in Toronto’s artistic west end.
“I’m always going to find a way to help artists create, causes to be heard and young people to be engaged in change. “