Bastedo Strategy and Communications

Ruth Bastedo, Principal of Bastedo Strategy and Communications, has had a career-long focus on strategic content, customer experience and communications in a digital context.

Working with a team of long-time collaborators, Bastedo Strategy excels in providing digital strategy with the objective of driving clear objectives forward in complex ecosystems. 

Ruth's career highlights include co-founding two digital agencies with successful exits (Medium One, Experience Media), working as an Investment Advisor at RBC Dominion Securities (focus on women and entrepreneurs), and helping build digital-first business for several independent Canadian agencies.

Active in the women's business and trade community, Ruth has worked as a program consultant to Rotman's Initiative for Women in Business, and traveled with the Canadian government to represent Canada on delegations to the US, Mexico and Europe.

Most recently she presented at the Canadian Mission to the EU on gender and trade. She has also spoken at many international events such as APEC's inaugural Women and the Economy Summit.

Ruth’s clients appreciate her straightforward approach to strategy, based on a Systems Thinking Framework from the Haines Centre. 

Ruth fuses together traditional and innovative methodologies in her work on Bastedo Strategy projects, looking at interconnected systems in a human and practical way.

With expertise working in multi-sectoral environments spanning not for profit, business, academia, government, and technology, Ruth is able to bring both a high level, holistic and "big picture" approach to projects- as well as provide the on the ground, practical ability to execute under tight deadlines.

Examples of digital first projects Ruth has led include:

• Strategy and content development for major banks on financial planning, financial literacy and wealth management

• Brand and digital customer experience strategies and executions (healthcare, retail, financial services, technology, not for profit)

• Economic and social innovation communication strategies, brand, project development and implementation

A long-time advocate for diversity in business and tech,  Ruth has been bringing an alternate point of view to the digital space for two decades,  working in three key areas:

1. Social Innovation

Ruth is a Senior Consultant at Magnet, a digital social innovation platform housed at Ryerson University that connects people, businesses and organizations to opportunity. She also consults with the newly created Future Skills Centre, Preparing Canadians for the changing economy and future of work, and think tank the Diversity Institute at Ryerson University.

2. Inclusive Digital Experiences

Ruth is passionate about supporting a diversity lens in emerging digital areas such as AI, marketing technology, digital product and service design, and customer experience. Ruth advocates a persona and user-based approach to design, always bringing an alternative perspective to the table.

3. Inclusive Economic Development

In developed her career against the backdrop of Canada’s entrepreneurial digital space,  Ruth has also been a strong advocate for women in the trade and business community since the 2000's, speaking, advocating and consulting for economic development through a inclusive lens. Over 2018/2019 she has supported the launch of Magnet's Export Business Portal, which matches SMEs to relevant trade missions and export resources.