Laura Richard is a Principal at Level5 Strategy where she helps clients boost profit by integrating brand purpose across all aspects of their business system.  

She accomplishes this by supporting clients in defining their brand purpose and identifying how their assets and competencies can be uniquely leveraged as differentiators. By embedding purpose, she ensures that companies consistently keep their promise to customers, which drives growth and leads to sustainable profit. Through Level5’s transformation practice, Laura helps clients to identify the important moments of truth within stakeholder experiences to orient the organization around its purpose and facilitate decision making through this lens.  

Laura recognizes that transformation often requires new assets, capabilities and stakeholder access. She applies deep experience and expertise in partnership design and management to help her clients create partnership ecosystems that leverage mutual value exchange to deliver on broad organizational objectives.  

At Level5 Strategy, Laura is responsible for delivering actionable insights that generate favourable outcomes in the following areas: 

• Business and strategic planning 
• Brand positioning and innovation 
• Strategy implementation 
• Organization culture 
• Executive and team facilitation 
• Partnership frameworks, negotiations and management 

Laura is dedicated to the betterment of her community. She is a Co-Founder and Member of the Board of Donate Life Canada, a not-for-profit organization that has created a national organ and tissue registry set to launch this year. She also sits on the Board for ParticipACTION, a national charity dedicated to encouraging Canadians to sit less and move more.  

In the spirit of wellness, Laura loves spending her free time outdoors. Her lifelong passion is equestrian sport and she has become an avid sailor, often finding her way onto the racecourse with her husband and friends.