Elana Schachter, BA 97
Concordia alumna Elana Schachter, BA 97, is the senior director of planning and coordination at Rogers Media. With 15 years of experience under her belt — 10 with Rogers — Schachter keeps the senior executive team organized and up-to-date on digital trends and business opportunities.
The graduate of Concordia’s Department of Journalism provides insight on what to expect and must-have skills at the Toronto-headquartered media giant.
Know digital trends
Having started her career with Sony Music Canada in 1997, Schachter has seen the evolution of media firsthand.
In the age of Facebook and Twitter, she emphasizes the importance of knowing all media platforms — inside out.
“Think about your brand — what your company is about — when it comes to social media. That’s what you’re conveying,” says Schachter.
Her digital acumen took shape at Concordia. “I was lucky to be at Concordia when the internet was beginning to really take off,” says Schachter. “There were professors who fostered my interest.”
User experience
“The more aware you are of your audience, the more compelling your content will be,” says Schachter.
“Something I learned while studying journalism at Concordia is how to write simply and directly.” It helps with every aspect of business, from writing emails to copy.
Schachter has held six different positions at Rogers since 2005. Her portfolio has included product strategy for Rogers’ publishing assets, like Maclean’s and Chatelaine, where she produced apps.
“A 10-minute workout app we produced for Chatelaine on the iPad went to number one on iTunes fitness in 50 countries.”
The popularity of digital products involves understanding what people want and then packaging it, she says.
Her position, akin to chief of staff for the president of Rogers Media, allows for a lot of learning, Schachter says. There are also occasionally some long days and early-morning meetings.
“There’s an ebb and flow. There has been the occasional meeting on the weekend.”
Her day-to-day involves organizing meetings, briefing the senior team and ensuring the company’s business plan runs smoothly.
Rogers owns 87 different brands, including television, radio, publishing and telecommunications holdings.
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