In honour of International Women’s Day (March 8), we’re celebrating six female staff members at the Nature Conservancy of Canada (NCC) who are working to create a stronger future for Canada’s landscapes.
Born and raised in Saskatchewan, Roberta Weisbrot, NCC’s brand and digital marketing manager, is a proud prairie girl, through and through. She grew up in Regina and also spent a lot of time at her family’s farm east of the city.
Roberta at Nakiska in Kananaskis, Alberta (Photo courtesy of Roberta Weisbrot/NCC staff)
Her treasured childhood memories were made on the farm while taking in nature on what she refers to as the “land of the living skies.” Having also traveled across Canada from BC to Nova Scotia and living in Okanagan Valley, Banff National Park, Kananaskis, Calgary, Saskatoon, and now planting roots in Toronto, Roberta has experienced the natural beauty of an array of landscapes, forming an appreciation for Canada’s natural treasures.
Read our interview with Roberta below:
Raechel Bonomo (RB): Where did you go to school and what did you study?
Roberta Weisbrot (RW): With a love of the environment, tourism, interpretation and culture, I completed a recreation management diploma from the Saskatchewan Institute of Applied Science and Technology. I later earned a bachelor of business administration degree with a marketing specialization from the University of Regina. In 2012, I moved to Toronto to advance my career and work on a national marketing scale. When I first arrived here, I earned an advertising account management post-graduate certificate from Centennial College and graduated at the top of my program.
RB: How has nature impacted your life?
Roberta at Tommy Thompson Park, Toronto (Photo courtesy of Roberta Weisbrot/NCC staff)
RW: Ever since I can remember, I’ve always loved nature, and it’s been an important part of my and my family’s lives. Our farm was in our family for over 100 years, and we took great pride in treating that land, and all the animals that lived on it, with great respect. My grandma Weisbrot was also the first female president of the Regina Natural History Society in the early 70s, now known as Nature Regina. My dad’s career in ecology and range management allowed my family many opportunities to learn and interact with nature when I was a kid. As an adult, you’ll find me doing the same. There are so many great natural areas to explore in Canada.
RB: What was your first job in the environmental/conservation/science field? What did you learn in this position that has helped you now?
RW: When I was in high school, I had a summer job to help remove invasive species, such as downy broome, in the Great Sand Hills of Saskatchewan. From this experience, I learned the importance of education and collaboration in stewarding land and protecting its native integrity.
RB: Why is working at NCC important to you?
RW: After visiting Pacific Rim National Park when I was young, I dreamed of being a marine biologist because I wanted to help protect marine wildlife. What I didn’t know back then is that I would have the opportunity to directly help the conservation efforts of our entire country. As a proud Canadian, I definitely appreciate the diversity and importance of our country. I’ve been fortunate to have a close relationship with nature all of my life and want to ensure others can have the same opportunity for future generations, especially for my two young nephews.
RB: How does marketing make an impact on land conservation in Canada?
RW: As NCC’s brand and digital marketing manager, my vision is to collaboratively grow Canadian pride for our unique country, its natural habitats and the species that live within them. This pride can empower Canadians, coast to coast, to support conservation efforts now, ensuring the longevity of our country’s natural beauty for today and tomorrow. Together we can do so much more.