Project: FibreONE Broadband Infrastructure Solution

Strategic Marketing Leadership for a Nation-Scale Connectivity Initiative

Challenge
In response to Canada’s $7B investment to deliver high-speed broadband access to 100% of citizens by 2030, Prysmian Group joined forces with five partner manufacturers to create FibreONE—a one-of-a-kind, end-to-end broadband infrastructure solution. While the partnership addressed technical gaps in rural delivery, the commercial success of the program hinged on clear messaging, unified branding, and rapid go-to-market execution. Marketing was brought in at the earliest stage to support strategy, storytelling, and enablement across all partner organizations. With multiple stakeholders, no precedent for a program of this scope, and a compressed launch timeline, our team was tasked with delivering speed, alignment, and results.

Solution
I led the strategic direction of our marketing team and external vendors to support all aspects of the FibreONE program rollout. From naming, branding, and IP clearance to go-to-market content, media outreach, and sales enablement, we ensured a seamless multi-partner marketing effort. Deliverables included a bilingual program microsite (www.fibre-one.ca), press release development and media placement, three-wave social media and email launch communications, and a full suite of sales tools—brochures, solution diagrams, GTM presentations, and more. I also ensured cross-functional collaboration between global marketing, commercial, and partner teams, while rebalancing internal resources to prioritize and fund this initiative without compromising other business priorities.

Impact
FibreONE launched on March 31, 2021, and immediately gained market visibility and traction. Within two weeks, the microsite had 547 visitors, 194 brochure views, and 44 contact form submissions. Press coverage spanned multiple telecom industry outlets, while coordinated social media across all partner platforms amplified the message to tens of thousands. Sales teams across Canada adopted the tools and messaging, empowering them to confidently pursue new rural broadband opportunities. FibreONE not only positioned Prysmian as a collaborative solutions leader in the Canadian telecom sector, but also became a blueprint for how strategic marketing leadership can scale a partner ecosystem into a cohesive, high-impact campaign.