Five Questions With: Denise Dias, Chief Marketing & Communications Officer, Terry Fox Foundation

Denise Dias understands the architecture of a good story — when to speak, what to say, and how to make it last. She’s used that instinct to shape campaigns that don’t just inform, but move people.

Now, as Chief Marketing & Communications Officer at the Terry Fox Foundation, she’s responsible for one of the most enduring legacy brands in Canadian history. Her role is equal parts preservation and evolution: protecting the clarity of Terry’s mission while expanding its relevance for a new generation.

A former fashion and travel columnist, Denise has led strategy at institutions like the Royal Ontario Museum and Edelman Canada, and spoken on global stages from Berlin to the United Nations. Whether she’s building momentum behind a cause or writing children’s books, her work is grounded in the same principle: clarity of message, and respect for the audience.

We spoke with Denise about the discipline behind legacy work, building trust in a distracted world, and what it takes to lead with both precision and heart.

Across sectors, your work has centered on storytelling, strategy, and public engagement. Is there a core approach or discipline that grounds your work, no matter the brand or audience?

My approach usually starts with a single question: Why should someone care? In a world where people are bombarded with messages, many from causes that are deeply worthy of attention, time, and investment, I believe it’s critical to identify the heart of the why. What makes something truly matter? I’ve found that the right answer often lies in a magic mix of urgency, emotion, and relevance — tapping into something that feels both timely and timeless. Whether I’m building a campaign, evolving a brand, or shaping a story, I begin by uncovering its true meaning. From there, I work to create a moment of connection that cuts through the noise and resonates in a way that lasts.

Communications today is as much about speed as it is about substance. How do you approach building something that lasts in a media landscape built for scrolls and swipes?

If you think about the online content, campaigns, or events that actually stay with you, it’s usually because they made you feel something. They made you laugh, cry, or feel a deep sense of pride. You probably shared it with friends or watched it more than once. That kind of lasting impact doesn’t come from chasing algorithms, it comes from creating a moment that connects on a deeply genuine and human level.

But before you can authentically build and share something that resonates and sticks with a broad audience, you have to do the deep foundational brand work: aligning mission with message, crafting a clear and authentic voice, and earning trust. That’s what gives a brand substance and makes a story last beyond the scroll.

At the Terry Fox Foundation, you’re leading a legacy brand into its next chapter. What does it take to modernize a message without diluting its meaning?

I feel incredibly lucky to be leading a brand that centers around a Canadian hero and an iconic story that’s embedded in the fabric of our country. Terry’s story will always be timeless — it’s rooted in courage, determination, and a belief in something bigger than yourself. Those values don’t need updating but how we invite people into the story does. 

I have a deep respect for what’s sacred about the brand and a clear understanding of what’s flexible. Modernizing a beloved legacy brand like the Terry Fox Foundation means evolving the voice, not the values. It’s about reaching new audiences and letting young people see themselves in the next chapter.

Often, that means creating unexpected collaborations or striking bold partnerships — things that surprise or delight people enough to make them see the brand in a fresh, exciting way. We’re not changing Terry’s message; we’re building new ways for people to feel it, live it, and carry it forward. We’re inviting people to be a part of finishing what Terry started, finishing his marathon against cancer.

Your career has included both front-facing storytelling and behind-the-scenes strategy. What do people often misunderstand about the relationship between visibility and influence?

Visibility and influence are not the same and they don’t always travel together. Visibility can get you attention, but influence earns you trust and credibility. I’ve learned that some of the most powerful insights and meaningful changes can happen in the quietest of ways and through small, consistent actions. Real leadership is often hidden in the work of aligning teams, shaping culture, and advocating for innovation. Being an effective leader today means navigating both visibility and influence with confidence and intention — knowing when to step into the spotlight and when to lead quietly from behind the scenes. The true power lies in bridging the two, ensuring that what’s seen on the surface is grounded in something real and deeply sincere at the core.   

What’s one decision you made that shaped your career more than any job title ever could?

Leaving a job I loved — one that was comfortable, familiar, and full of good people — was one of the hardest decisions I’ve ever made. But I knew that staying would mean stalling my own professional growth and creative fulfillment. To keep learning and evolving, I had to take a leap of faith into something new and unknown.  

Saying yes to the exciting challenge of building a winning team from the ground up with no blueprint and no big budget, pushed me to lead through uncertainty, to be scrappy and resourceful, and to trust my instincts in a whole new way. That experience taught me that the most joyful and inspiring leadership often begins where your comfort zone ends.