Danielle Paroyan
STRATEGIST.
STORYTELLER.
CONNECTOR.
LISTENER.
Danielle is Founder and Principal at POWER PA and brings over fifteen years of experience in strategic communications, government and public affairs, having served diverse clients in the public, private and non-profit sectors.
Passionate about social impact, Danielle has provided strategic counsel and created integrated communications and advocacy campaigns in Canada and internationally for leading organizations across various sectors and industries including: arts and culture, education, government, food and agriculture, healthcare, international development, consumer, lifestyle, travel and tourism. Throughout her career, she has held several senior positions, offering expertise in a range of areas such as media and public relations, marketing, event planning, stakeholder engagement, public policy, government relations and issues management.
Danielle’s multidisciplinary expertise has allowed her to deliver practical strategies and creative solutions to address her clients’ most pressing communications and public affairs needs. As a highly empathetic communicator, results-driven strategist and relationship-builder, Danielle drives positive change for her clients by helping them achieve their business goals and connect with key audiences in meaningful, authentic ways. In addition to her unique insight, resourcefulness and attention to detail, Danielle’s clients value her genuine and enthusiastic personality, dedication and honesty.
Prior to founding POWER PA, Danielle was Government Relations Manager at Council of Ontario Universities, where she provided leadership and strategic direction in the development and implementation of COU’s advocacy and government relations strategy, on behalf of Ontario’s 21 publicly funded universities. She also worked in the university sector as Communications Lead for Ryerson Leadership Lab, where she helped develop and execute an internal and external communications and sponsorship strategy, as well as cross-sector events in support of Ryerson’s strategic plan.
Previously, Danielle worked in the arts and culture sector as Senior Communications Officer at Canada’s National Ballet School. At NBS, she led and executed end-to-end, integrated marketing and communications campaigns and created innovative solutions that enhanced the School’s visibility and strengthened its relationships with key media, donors, influencers and other stakeholders.
Danielle also spent several years in government and politics, where she held progressively senior roles, and managed high-profile issues working in policy and research, issues management, communications and strategy development. This including serving as Policy Advisor for Ontario’s Minister of Education and Women’s Issues, as Special Assistant and Communications Advisor to Ontario’s Former Minister of Finance, as well as Research and Policy Analyst for the Government Caucus Service Bureau. She also worked on numerous election campaigns at the municipal, provincial and federal levels, including as Communications Coordinator and Tour and Advance Team Lead for a 2010 Toronto mayoral candidate, in addition to serving in various capacities in the offices of a federal party leader, a provincial party campaign chair, as well as several party candidates.
Danielle has supported and advised cabinet ministers, deputy ministers, the Premier’s Office, members of provincial parliament, political candidates and party leaders, among other senior officials and decision makers across all levels of government in their efforts to develop practical and creative solutions to complex challenges. She has also built strong relationships with corporate leaders, donors, media and other key stakeholders. Drawing on her broad political background, she brings a deep and unique understanding of how government works – both legislatively and politically–and how to impact public policy change in multi-stakeholder environments.
Earlier in her career, she worked for leading global communications firm FleishmanHillard, where she was a member of the public affairs team. In this role, she helped domestic and international clients across a wide range of industries reach their communications and advocacy goals by providing government relations support, policy research and analysis, crisis and event management, as well as media and public relations services.
Dedicated to her community, Danielle currently serves as Executive Board Member-at-Large for the Canadian International Council (Toronto Branch), as well as Co-chair of Armenian Relief Society “Roubina” Chapter’s (Toronto) Inspire Committee, an initiative committed to creating opportunities that inspire, connect and empower young professional women within the Armenian community and larger society. She has also volunteered with The Hospital for Sick Children and Women’s Place, a shelter for women and children escaping violence. Danielle has a longstanding passion for international relations and development that has guided both her education and career. This interest led her to work and volunteer in Armenia for a number of organizations including Deem Communications and The Civilitas Foundation, a non-profit organization committed to strengthening Armenia’s civil society and promoting democracy, economic development and education. She is also a member of the Ontario Council for International Cooperation, the Canadian Public Relations Society and the Public Affairs Association of Canada.
Danielle is fluently bilingual in English and French. She holds an Honours Bachelor of Arts in Political Science, Ethics, Society & Law, and French from the University of Toronto, as well as a Master of Arts in Communication & Culture from York and Ryerson Universities.