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Home » Success Stories in MBA » Adrienne O'Pray (MBA '92)

Adrienne O'Pray (MBA '92)

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Adrienne O'Pray (MBA '92)

Senior Vice President
Customer Relations and Operations
Atlantic Lottery Corporation

Adrienne�s ability to lead and inspire, was far reaching and was well established at a relatively young age. Even as young graduate from the University of New Brunswick, Adrienne�s keen sense of the corporate world resulted in having an article published in the International Journal of Career Management in the U.K. 

As part of her MBA program, Adrienne completed an internship in Poland, which led to her first post-graduate experience with a clothing manufacturing firm. In the early 1990s, a job offer from Aliant (then, called NBTel) brought Adrienne back home to her Atlantic Canadian roots.

Adrienne began her career with Aliant in sales and moved quickly through the ranks, propelled, in part, by her ability to recognize corporate trends and institute change. She arrived at a time when the telecommunications industry was undergoing significant technological change and increased competition and Aliant was trying to reposition itself with its customers. Over the next few years she would:

  • Play a significant role in the implementation of a new philosophy and approach to Aliant�s customer service team of 310 employees.


  • Realize new service standards and evolve the sales force from a once reactive equipment provider to a proactive business partner that could add value for clients, helping them achieve their strategic and business goals.


  • Reposition Aliant�s sales and service team to provide 24/7 Service on Demand and to retain market share of over 80% with a revenue base of $80 million for southeast New Brunswick.


  • Achieved a reduction in overall operating costs of 4-6% annually from 1998 � 2000 while maintaining and improving service levels to customers.


Following the merger of the four Atlantic Canadian telecommunications companies, Adrienne was asked to join xwave, a division of Aliant and one of the largest information technology companies in Canada. What they needed was a growth strategy that would provide technical support to Bell�s residential Internet customers. Once again, she delivered by:


  • Leading the development plan that would evolve xwave�s help desk business into a world-class customer support center.


  • Providing leadership and strategic direction that helped xwave�s Moncton Contact Centre grow from 150 to more than 500 employees in just two short years
  • Pursuing, and receiving a Contact Centre Operations Performance Certification in July 2001, just one year into the development plan. xwave was the second company in Canada to receive such a certification.
  • Flawlessly consolidating all Maritime xwave centers without any customer issues reported throughout the entire transition.


All of these achievements led Adrienne to where she is today, Senior Vice President, Customer Relations & Operations at Atlantic Lottery Corporation. The leadership and direction she had shown in other organizations would serve ALC well.

Adrienne joined ALC in 2003, as a Corporate Strategist. Much like when she arrived at Aliant, Adrienne found herself working in an industry that was being challenged and changed by new technology, increased competition and changing consumer preferences. Adrienne�s first task was to redefine the mission, vision and corporate strategy to position ALC to respond to these challenges and position it for future success. In delivering on these commitments, she also:


  • Led a worldwide industry scan that helped identify those companies, suppliers and people who were ready to offer products and services that would appeal to players, compete for the entertainment dollar, as well as offer the highest level of integrity and player protection.
  • Involved ALC�s leadership in the development of a strategy built around relevance to both current and future customers, a solid reputation as a socially responsible gaming provider, and readiness to face the future. This also led to a complete corporate redesign process that would position ALC to deliver on the strategy.


  • Was instrumental in working with ALC�s Board of Directors to ensure an understanding of the future opportunities for ALC and successfully had the vision and recommendations adopted by the Board and ALC�s shareholders: no small feat when you need to satisfy four provincial governments with varied needs and unique circumstances.

Other Community Activities:

  • Mount Saint Vincent University Board of Governors, 2005 � present
  • Mount Saint Vincent University � Member of the Capital Committee, 2005 and the Human Resources and Governance Committee, 2006
  • Greater Moncton Advisory Committee on Public Safety, 1998
  • Member of the United Way Board of Directors, 1996
  • Member of the Board of Directors and Program Advisor Junior Achievement, 1993 � 1997
  • Speaking engagements for the Saint John Rotary, Charlottetown Chamber of Commerce and various ALC sponsored events
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