Serena Trentini joined United Way Centraide Canada (UWCC) in July 2021 in the role of Vice President, Brand Strategy, Marketing and Communications. In her role as VP, Serena has strategic oversight and accountability for communications, marketing, and branding initiatives aimed at strengthening United Way Centraide’s community impact positioning and reputation across the country.

Serena has 20+ years of experience in progressive brand strategy and marketing communications roles. She had led the development and execution of high-impact awareness, reputation, and revenue-building initiatives on brands like Johnson & Johnson, Clorox, Frito-Lay, Apple, Nokia, and Bell.

Prior to joining UWCC, Serena led the Marketing and Public Engagement team at Children’s Aid Foundation of Canada and was a member of the senior leadership team. She drove the marketing and communications efforts in support of Stand Up for Kids—the Foundation’s National Campaign for Child Welfare—a $60 million effort to raise awareness and critical funds for children, youth and families involved in Canada’s child welfare system. Before that, Serena led brand strategy and community engagement at Plan International Canada and was the Canadian lead for Because I am a Girl—Plan’s global initiative to raise awareness and end gender inequality.

Serena is committed to social justice, child rights and working alongside local community leaders to create lasting social impact.