Zena Applebaum
About Zena Applebaum
Zena Applebaum serves as the Vice President of Product Marketing at Thomson Reuters, where she has worked since 2022. With over 20 years of experience in competitive intelligence, she has held various roles in prominent organizations and has authored multiple publications on the subject.
Current Role at Thomson Reuters
Zena Applebaum serves as the Vice President of Product Marketing at Thomson Reuters, a position she has held since 2022. In this role, she focuses on developing and executing marketing strategies that enhance product offerings and drive market engagement. Her extensive experience in competitive intelligence and product marketing positions her to lead initiatives that align with the company's objectives in the legal, tax, and accounting sectors.
Previous Experience at Thomson Reuters
Prior to her current role, Zena Applebaum held several positions at Thomson Reuters. She worked as the Senior Director of Product Marketing from 2021 to 2022 and as the Lead for Go to Market, Product Marketing - Reuters Legal from 2020 to 2022. Additionally, she served as the National Director of Market Insights & Engagement from 2017 to 2021. Her tenure at Thomson Reuters contributed to her expertise in market strategy and product development.
Education and Expertise
Zena Applebaum has a diverse educational background. She earned a BA (Honours) in English & Communications from York University and a Post Graduate Diploma in Corporate Communications from Centennial College. She also holds a Certificate in Knowledge Management from the University of Calgary and a Certificate in Product Marketing from Cornell University. Furthermore, she completed the Essentials of Competitive Intelligence course at the University of Toronto. Her education supports her extensive knowledge in competitive intelligence and marketing.
Contributions to Competitive Intelligence
Zena Applebaum is recognized for pioneering the discipline of competitive intelligence within law firms over 20 years ago. She has authored two significant works: 'Business Intelligence for Law Firms' published in 2012 and 'A Practical Guide to Competitive Intelligence' released in 2022. Additionally, she contributes to industry blogs such as 3 Geeks and a Law Blog, focusing on topics related to competitive intelligence and legal marketing.
Professional Recognition and Leadership
In 2023, Zena Applebaum was recognized as a Fellow of the College of Law Practice Management, highlighting her contributions to the field. She became a Competitive Intelligence Fellow in 2015 and leads design thinking workshops aimed at transforming the professional services industry. Her leadership in these areas demonstrates her commitment to advancing competitive intelligence practices and fostering innovation within the legal sector.