Collaboration, Curriculum Ideas, and a Century of Cleaning

Tapping in to On-Site Expertise

When deciding on an industry partner for the FICM project, Professor Nadzeya (Nadia) Rahavaya didn’t have to look very far. Shannon Hall, Executive Director of Sales and Marketing at Dustbane Products Ltd., has been an active and enthusiastic supporter of Algonquin College students for over 10 years. Shannon has served on the Business Marketing Program Advisory Committee (PAC), judged and coached marketing and sales competitions, provided feedback on student client projects, conducted mock interviews, attended networking nights and has visited several times as a guest lecturer. She’s hired almost 10 graduates from the College’s programs and from their single unsuccessful experience; she and her team adapted their onboarding process to better prioritize the needs of new hires.

Shannon and Nadia met a few times via videoconferencing, talking about everything from assessment strategies, cleaning products, teaching, to sustaining healthy relationships at work. Nadia was particularly interested in how the workplace has adapted to a digitally connected world, how they are maximizing effectiveness and operations, and meeting the needs of a diverse workforce. Shannon credited a group of younger workers (some of them our alumni) with advocating and presenting a compelling argument for the company to adopt a work-from-home Wednesday. The young people immediately set a new goal for two days a week next year.

“I have been blessed to have the opportunity to support the college and students for over 10 years now in a number of roles and capacities. It all started with a chance meeting with a professor in the school of business at a networking event in Ottawa. He originally reached out to ask if I could join an industry leader round table event with students so the students could ask questions and engage with industry professionals. It’s been my passion project to help support students and at the same time it keeps me fresh and in touch with the younger generations.” (Shannon Hall, 2025)

Nadia has been teaching skills courses for several years and was curious to get a feel for Shannon’s day-to-day experience and observe the marketing team in action. So on a crisp afternoon, Nadia was warmly welcomed on-site at Dustbane’s Ottawa location.

Dustbane is a proudly Canadian family-owned cleaning products company with over a century of history, specializing in sustainable cleaning solutions. Committed to continuous growth, customer experience excellence, and environmental responsibility, the company exemplifies the values of innovation and leadership.

The visit included a tour of their collaboration spaces and a review of ongoing marketing initiatives with members of Shannon’s team; Beril Daigle, Caren Olmedo, and Anum Fatima; all Algonquin College graduates who have found rewarding careers under Shannon’s leadership.

Nadia and Shannon discussed changing workforce needs, industry challenges, and the evolving role of generative AI in marketing.

Spending Valuable Time on Campus

Nadia then invited Shannon for a visit to the College campus. The visit kicked off with a delicious three-course meal at Restaurant International, a student managed full-service restaurant on campus, followed by a campus tour. Given Shannon’s long-standing connection to the College, Nadia still managed to surprise her with some little-known hidden gems.

Shannon’s empowering presentation to the class of graduating Business Marketing students was the highlight of the day. She shared valuable insights on developing essential marketing skills, avoiding common pitfalls, and standing out in today’s competitive job market. The session wrapped up with a live resume review and Q&A, giving students a rare opportunity to gain real-world feedback from an industry leader.

Shannon’s generosity, both in time and expertise, is making a profound impact on the next generation of marketers. As a dedicated ambassador of Dustbane Products Ltd., a business committed to giving back to the community, she embodies the spirit of mentorship and industry collaboration.

A Star Assignment is Born

Shannon suggested that applicants to Dustbane were often unable to articulate how they could use the skills they had learned in class. They had obviously worked in teams, created compelling marketing assignments, and learned about the business of marketing, but it wasn’t evident in their resumes and in their interviews. Nadia bridged this gap by adapting a current activity and assessment to address this issue.