15 to Watch (Corporate/Nonprofit): Tonia Hammer

Community Relations Coordinator, Molson Coors Canada Age: 26

After joining Molson as an intern in 2008, Tonia Hammer quickly moved up the ranks by displaying keen digital media savvy and an eye for creative insights and innovation. In charge of the Molson blog, Toronto-based Hammer peppers the content with Twitter feeds that initiates lively digital conversations. She is instrumental in developing a blogger relations strategy that resulted in a successful Brew 2.0 Blogger Relations event. In addition, Hammer built the Molson Fund a Champion fundraising campaign for aspiring Canadian Olympic and Paralympic athletes, designed to drive donations for their support.

Social Media Champion

“Being an effective communicator in the social media space is exciting and challenging, but can be scary to others,” she says. “The challenge for me is to be the internal champion of social media, continually encouraging others to learn and use the new tools in order to effectively engage with our customers.”

Responsible Platform

“Over the last two years, the Molson blog has grown into an effective communications tool to share news, stories and inspire conversations about our corporate responsibility initiatives, our people and our beer.“

Raise Your Glass

“Molson Coors Canada is a company that encourages its people to challenge the expected, and I feel very privileged to have the chance to do so. Working with talented, passionate people who are beer champions…what could be better?” ■

December 7, 2009