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In honour of Mother’s Day, PR In Canada and Profectio are shining a spotlight on incredible moms across Canada who are making waves in the marketing and communications (marcom) world—both at work and at home. This special interview series features candid conversations with marcom professionals balancing campaigns, clients, and creativity, all while raising families and inspiring the next generation. Join us as we celebrate the passion, perseverance, and powerful stories of these amazing women.
For the next interview in our WowMoms series, we sit down with Kendra Scurfield, VP Brand & Communications at Sunshine Village Ski & Snowboard Resort.
Kendra makes our list of Magnificent, Outstanding, Magical moms working in communications and marketing.

What do you do?
Kendra - That’s a great question. I am a writer, a poet, a day dreamer, a cultural observer, an expert in semantics, and a creative thinker. What I do is observe the world around me to understand how the world works.
Getting it done, how do you do it?
Kendra - There isn’t a secret. For me the secret is finding way to make use of the time I have. I am a creative person- when it comes to writing often words come to me in random order as I’m lying in bed. When they come, I open my notes app and let them collect.
Life is in bloom, it’s beautiful, messy, busy, chaotic, yet somewhat structured. As I grow as a mother, professional, writer, and person I’m working on trying to be fully present in the time allocated for each sub character that makes me hole. It’s not easy. Often times I battle the thoughts of what else I should be doing in a given moment, but I am trying to quiet these thoughts. The only way to balance and do it all, is to understand that balance is long game. You can’t be everything in every moment - however when you appreciate the moments in which you get to play the various character’s of your life you find balance.
Can you share an accomplishment from your career that you're proud of and how motherhood has influenced your work approach?
Kendra - Moments I’m proud of - Professionally, I’m really proud of the work my team has done to grow the brand recognition of Banff Sunshine Village. Over the past decade we have invested in building and creating events that promote community and drive engagement. We’ve seen success through reader choice ranking as Sunshine was named the top Canadian resort in the west by both Condè Nast traveller and Ski Magazine.
As a creative, I’m exceptionally proud of launching For The Love Of Winter - a podcast that is available on Apple Podcast and Spotify. The podcast aims to share stories of winter lover - from world class athlete, to industry professionals, weekend warriors to winter chasers.
Personally an achievement I am proud of is having three children’s books published. “Something So Perfect,” “My Mom,” and “Once Upon a Bed Time.” All three books were inspired by motherhood.
Being a mother has influenced my approach to work through stronger boundaries. As a working mom, my time is finite. I’m finding motherhood is forcing me to be a better manager of time, and priorities.
A big success has been the launch of our logo collection for Banff Sunshine Village. Through the collection we tell the stories that make our resort unique in apparel. The initiative has driven retail sales both in store and online.
What is one key takeaway or skill you've gained from being a mother that you find invaluable in your professional life?
Kendra - Perhaps the best lesson I have received through motherhood is the ability to better pivot, and the importance of patience. As a leader I believe patience is an undervalued skill. When we lead with patience we make room for growth, and we create safe place for both our children and our team members to learn and excel.
Listing goes beautifully with patience. When we patiently listen, we open doors and learn what lies beneath the surface.
How do you prioritize your life?
Nicole - I think it starts with the understanding that not everything can be a priority at the same time. Outside of that, outsource the things you can, ask for help and find your village. Having people you trust around is good for you and your littles.
What does a typical (or perhaps not-so-typical!) day look like for you?
Nicole - We aren’t morning people (hoping one day we will be, but it seems unlikely), so mornings are a slower start. Right now, childcare is located in the same building as work, so we get to commute together, which I love, but has also given me a new appreciation for the lobby furniture! Work days have become more condensed than they used to be, but hopefully more efficient. We try to get home with time to play, have dinner and enjoy a dance party or two. If it’s a good day or week, I try to get in a workout post-bedtime. We are still in the parent and tot activities phase, so I keep those to the weekends. I also try to reserve a few hours on the weekend for things I need to do, for my health or mental health.
Who has been a significant source of support or inspiration for you?
Nicole - I became a mom later in life, so I’ve had the good fortune of watching my friends become amazing moms before me. Having a front row seat while they navigated this life has given me both so much inspiration but also perspective. I know that there is no one “right” way to do it. You can love being a mom and have a career, and also be tired or overwhelmed. Also, it takes a village, and every village looks different, but all are important.
Any advice for other women?
Nicole - The moments are the fun part, so try to live in them.
Thank you to our friends at M&K Media and Veritas for their support in bringing you this series.
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ADDITIONAL INTERVIEWS:
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