Jefferson Darrell is an accomplished marketing communications and change management professional with more than 15 years of brand strategy expertise, generating earned and owned media using both traditional and digital channels. He is highly effective in stakeholder relations, negotiating, conceiving, and cultivating mutually beneficial partnerships. Having worked on numerous integrated marketing campaigns on both the agency and client-side, Jefferson brings a broad understanding of the entire marketing mix to every project.
In the DEI (diversity, equity, inclusion) space, Jefferson was instrumental in the creation of the Diversity Inclusion Anti-Racism Action Team at the Ontario Science Centre and he represented the Centre on the DEI Committee with the Canadian Association of Science Centres (CASC). Jefferson has been an active participant in diversity & inclusion conferences including Progress Together for the Ontario Public Service and Canada’s first ever White Privilege Global Conference at Ryerson University. He was also instrumental in organizing the Science Centre’s involvement in the world’s first Pride in STEM Day on July 5, 2018. Jefferson’s change management project with the Black Coalition for AIDS Prevention (Black CAP) resulted in increased revenue opportunities for the non-profit charity by diversifying the organization’s fundraising and development committee.
Jefferson has delivered numerous presentations and keynote addresses about the importance of DEI including: a presentation at the inaugural IDEA (Inclusivity, Diversity and Equity in Advertising) Summit for the Institute of Communications Agencies (ICA), a national webinar for CASC titled “Diversity in STEM (science, technology, engineering, math): What can we learn from Wonder Woman,” and delivering the keynote address about Diversity in Public Relations for Humber College in 2018. He has participated in myriad panel discussions about diversity and inclusion including: “How to cultivate inclusive workplace cultures” at the IDEA Summit and “Diversity in Public Relations” at the 2018 Global PR Summit.
Jefferson earned a Bachelor of Applied Science Degree in Chemical Engineering from the University of Waterloo, a Public Relations Honours Certificate from Humber College, and is a change management, leadership and inclusion graduate from Centennial College and the Canadian Centre for Diversity & Inclusion (CCDI) and working towards the Canadian Certified Inclusion Professional (CCIP™) designation.
[00:01 – 03:25] Opening Segment
I introduce our guest, Jefferson Darrell [03:26 – 06:01] Wellness Tip of the Week
Tips from eatthis.com to help you navigate through your Seasonal Affective Disorder (SAD) [06:02 – 21:26] Who is Jefferson Darrell?
Jefferson gives a brief introduction. Keeping yourself grounded Jefferson talks about his wellness practices. Jefferson talks about his background. Where he grew up, where he is now today, and where he wants to be in the future Jefferson’s gratitude list. He talks about the people that were instrumental in his journey. [21:27 – 28:17] The Breakfast Culture Inside Scoop
The Story of Breakfast Culture Jefferson talks about their history. The switch from Engineering to Public Relations. What it was like for Jefferson. [28:18 – 45:04] Diversity, Equity, and Inclusion
Working with businesses and shifting people’s perspective on diversity Diversity, Equity, and Inclusion Jefferson shares his friend’s story. Teaching empathy Are you interested in pursuing a career in diversity, equity, and inclusion work? Listen to Jefferson’s tips! [45:05 – 50:15] The Manifestation Segment
What are your hopes, or where do you see yourself in the next 5 years? “I’m still figuring that out.” Ideally, I’m doing a hybrid, still keeping up Breakfast Culture while bringing my Inclusion and diversity work in-house. [50:16 – 52:40] Closing Segment