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Faculty

Cathy McKnight

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Cathy McKnight is Chief Problem Solver and Co-Founder of Seventh Bear, where she helps enterprise organizations transform how content gets planned, produced, governed, and measured.

Cathy specializes in content strategy, content operations, governance, and AI enablement, advising marketing and content leaders on how to fix the systems behind content performance. Her work focuses on designing scalable operating models, aligning teams and workflows, and implementing governance frameworks that connect content efforts to real business outcomes.

With more than 20 years of global experience, Cathy has led strategic business initiatives across content, marketing, technology, and customer experience. She's known for her ability to bridge leadership, content, business process, and technology, turning fragmented, inefficient environments into coordinated, high-performing content orchestration ecosystems.

Cathy brings a direct, practical perspective to her work, helping organizations move beyond theory to implement sustainable, measurable change. She is a sought-after speaker and industry advisor, recognized for her expertise in modern content orchestration.

When she’s not on stage or in deep with a client engagement, Cathy is usually running through a new city, tending her garden, or hanging with her family, human and canine, in Toronto.

2026 Sessions

Don't Let AI Write Your Brand

Every senior living marketing team is using AI to write more content, faster. That's the problem. When your competitors are prompting the same tools with the same generic inputs, "efficient" starts to mean "indistinguishable." Families choosing a community for their parent can tell when content feels manufactured, and the data backs that instinct: consumers who say heavy AI use would decrease their trust in a favorite brand doubled from 20% to 40% in the past year alone. For small marketing teams in senior care and living, where one or two people are responsible for blogs, social, email, and sales enablement, AI isn't optional. But using it well requires more than a good prompt. This session gives marketing leaders a practical framework for building an AI workflow that protects brand voice instead of diluting it: how to codify what makes your community's voice distinct before you ever open a chatbot, where AI should do the heavy lifting versus where a human has to stay in the loop, and how to keep resident and family stories (the content senior living families actually trust) from getting flattened into generic copy. Attendees will leave with a brand voice framework they can build in a week, not a quarter, and a clear line for what AI touches and what it doesn’t.

Presenter

Monday, October 05 11:30–12:15 PM
Room Marquis 5
Content Marketing
Faculty

Cathy McKnight

n/a
n/a

Cathy McKnight is Chief Problem Solver and Co-Founder of Seventh Bear, where she helps enterprise organizations transform how content gets planned, produced, governed, and measured.

Cathy specializes in content strategy, content operations, governance, and AI enablement, advising marketing and content leaders on how to fix the systems behind content performance. Her work focuses on designing scalable operating models, aligning teams and workflows, and implementing governance frameworks that connect content efforts to real business outcomes.

With more than 20 years of global experience, Cathy has led strategic business initiatives across content, marketing, technology, and customer experience. She's known for her ability to bridge leadership, content, business process, and technology, turning fragmented, inefficient environments into coordinated, high-performing content orchestration ecosystems.

Cathy brings a direct, practical perspective to her work, helping organizations move beyond theory to implement sustainable, measurable change. She is a sought-after speaker and industry advisor, recognized for her expertise in modern content orchestration.

When she’s not on stage or in deep with a client engagement, Cathy is usually running through a new city, tending her garden, or hanging with her family, human and canine, in Toronto.
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