Zena Applebaum
About Zena Applebaum
Zena Applebaum serves as the National Director of Market Insights & Engagement at Thomson Reuters, where she has worked since 2017. She has extensive experience in competitive intelligence and market strategy, having held various roles in legal and business development across multiple organizations.
Work at Thomson Reuters
Zena Applebaum has served as the National Director of Market Insights & Engagement (Strategy, Proposition) for Legal, Tax & Accounting at Thomson Reuters since 2017. In this role, she directs market sizing for new categories and competitive benchmarking to enhance existing categories. She leads the go-to-market strategy, sales enablement, and product marketing across all Thomson Reuters offerings for various segments. Applebaum also focuses on enhancing the Thomson Reuters Legal brand through her participation in industry conferences, where she discusses competitive intelligence, business development, and legal market trends.
Previous Experience at Bennett Jones LLP
Prior to her current role, Zena Applebaum worked at Bennett Jones LLP for six years in various positions. She began as an Intelligence Specialist from 2005 to 2011, then served as Manager of Intelligence and Intranet from 2011 to 2014, and later as Director of Competitive Intelligence from 2014 to 2017. In these roles, she developed expertise in competitive intelligence and strategic insights that contributed to the firm's business development efforts.
Educational Background
Zena Applebaum studied at the University of Toronto, where she engaged in advanced studies in the Faculty of Information. She also holds a Bachelor of Arts degree from York University and a Master of Arts degree from a combined program at York University and Ryerson University. Additionally, she completed coursework at Centennial College, further enhancing her educational qualifications.
Teaching and Course Development
Zena Applebaum has contributed to academia as a Sessional Instructor at the University of Toronto's Faculty of Information from 2015 to 2018, where she taught a workshop on Competitive Intelligence. She also served as the Lead Course Developer for the Certificate in Competitive Intelligence at the University of Toronto School of Continuing Studies from 2015 to 2017. These roles demonstrate her commitment to educating others in the field of competitive intelligence.
Industry Engagement and Partnerships
Zena Applebaum actively builds and nurtures strategic partnerships and client relationships. She has successfully created and maintained a customer advisory board and introduced new marketing partnerships and organizational collaborations. Her efforts in enhancing brand awareness and fostering industry connections are evident through her speaking engagements at conferences, where she addresses topics such as AI, predictive analytics, and data visualization.