LORNE RUBIS

LORNE RUBIS

Chief evangelist
ATB FINANCIAL

As ATB’s first-ever chief evangelist, Lorne Rubis serves as the spokesperson and advocate for ATB’s culture both outside the company and within. He wears many hats in this role, including advisor, connector, coach and catalyst. As the ultimate proponent of culture, Rubis has been busy communicating the company’s vision and values to its staff, helping them to see the ‘story’ that enriches the corporate culture and explains their relevance in the organization. This has also been his greatest challenge over the past 12 months as the bank faces constant disruption and seeks to strengthen its market position by transforming itself to a digital, data-driven company. As the changes continue, Rubis will no doubt be referencing his own book, The Character Triangle, which advises handling work and life situations by focusing on three key concepts: respect, abundance and accountability.

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