Carolyn Hynds

Carolyn is the Vice President of Marketing, CRM & Member Engagement, Avion Loyalty, at RBC. Previously, she led the team that created Be Well, Rexall and McKesson's innovative and award-winning loyalty program that unifies health and wellness. Her passion for data driven marketing fostered a career focused on using customer insights to drive business decisions; first, with market research firm NPD Group, and later, managing two of the largest loyalty programs in Canada at Shoppers Drug Mart and Canadian Tire. She holds a Bachelor of Design from Toronto Metropolitan University's School of Fashion and an MBA from Ivey Business School at Western University. During her time at Toronto Metropolitan, she worked at the School of Retail Management as a Research Assistant, and credits that role with steering her down the career path she has today.

Carolyn takes pride in her ability to develop talent and build high performing teams which has been critical to her success leading large transformational innovation projects. She joined the Retail Advisory Council for the opportunity to apply these skills and support her school in developing the next generation of retail professionals.