Ali joined St. Michaels University School in April 2024 after 13 years at the University of Victoria, where she built a reputation for strategic communications leadership in complex, fast-paced environments. She spent seven years leading communications for UVic Athletics and Recreation before moving into the university’s central Communications and Marketing department, where she oversaw digital media and marketing initiatives across the institution.
In her current role, Ali leads the school’s marketing and communications strategy and team, guiding brand, storytelling and engagement across admissions, advancement and external programs. Her work focuses on aligning communications with institutional priorities, strengthening audience connection, and supporting long-term strategic goals for SMUS. Drawing on her background as a former high performance athlete and, now a high performance coach and official, she brings a team-oriented approach that emphasizes collaboration, shared accountability and continuous improvement.
While her early career included a strong focus on digital and social media, Ali’s expertise now spans the full communications and marketing portfolio, including strategic planning, campaign development, crisis communications, content and storytelling, internal communications and the effective use of analytics. She brings a collaborative, insight-driven approach to her work, with a focus on clarity, consistency and impact.
