Martha Durdin Creating a Vibrant Future for Canadian Women Entrepreneurs President and CEO, Canadian Credit Union Association
CanadianSME sat down with Martha Durdin, President and CEO of the
Ms. Durdin is bilingual; holds a BA (Hon) from Western
Canadian Credit Union Association (CCUA), earlier this year to talk about the leadership techniques she applies when it comes to leading
University, an MSc from the London School of Economics, and an ICD.D from the Institute of Corporate Directors at the Rotman
CCUA and what's her current take on the state of entrepreneurship in Canada. She also shared the kind of programs offered by CCUA for
School of Management.
empowering and assisting women entrepreneurs and how she is working hard to create an even playing field. She also told us about the strategic ways taken by CCUA in promoting female entrepreneurs of today and tomorrow, along with some beautiful pieces of advice to the companies supporting and empowering women-led small and midsized businesses across Canada. Together, we explore Martha's role in empowering and backing women entrepreneurs of today and tomorrow. Martha Durdin is currently the President and CEO at the Canadian Credit Union Association (CCUA). She is a seasoned executive with extensive experience in management, public affairs and advocacy. Previously, she was the Managing Principal of a leading national strategic public affairs firm and spent thirteen years as an executive at a large Canadian bank. Early in her career, Martha worked on Parliament Hill. Martha volunteers her time for a number of community organizations. Among them, she served three terms as the Chair of the Ontario Arts Council and is the immediate past Chair of the Royal Ontario Museum Board of Trustees. She is also a Director of The Canadian Club of Toronto. Martha represents CCUA on the boards of The World Council of Credit Unions (WOCCU) and Co-operatives & Mutuals Canada (CMC) and a member on the National Steering Committee for Financial Literacy. Martha is a recipient of the Queen’s Diamond Jubilee Medal.
51 - CanadianSME - April 2022
What are your thoughts on the current state of entrepreneurship in Canada? Why do you think it is important to support young businesses? Entrepreneurship is more important now than ever. If we want to grow the Canadian economy, we need to support and create more opportunities for
new businesses and entrepreneurs. With the rising number of millennials embarking on entrepreneurial pursuits, and the growing need for capital to finance their ventures, we need to support the future leaders of tomorrow. As of 2021, Canada’s credit unions have supported over 374,363 small businesses. For example, in Ontario, the Libro Prosperity Fund focuses on increasing employment and improving the financial capacity and resilience of people, businesses, and organizations. Young entrepreneurs may do business differently than the generations before them, but the passion that drives them is universal and we need to support that.
