Director, Customer Insights & Proposition Strategy
Zena Applebaum is a Competitive Intelligence strategist, legal industry observer, personal brand advocate trying to change the legal industry one design thinking workshop at a time. Zena is currently the National Director, Market Insights & Customer Proposition at Thomson Reuters in Canada. In her role she is responsible for client intelligence, market insights, and sales enablement across all market segments. Having pioneered the discipline of law firm Competitive Intelligence nearly 20 years ago, Zena shares hers passion for the legal and CI industries as a speaker, writer and a contributor to blogs including 3 Geeks and a Law Blog. In 2015 Zena was inducted as a Fellow of the Council of CI Fellows, she has been a sessional instructor the University of Toronto iSchool, Rutgers University and a guest lecturer at law schools across North America. Zena honed her CI skills leading Competitive Intelligence groups at two of our GLLF firms prior to taking on her current role.