Rotman School of Management, University of Toronto

Main Content

Vanessa Serra Iarocci


Vanessa Serra Iarocci

Executive in Residence


B.Comm (Rotman School of Management)
Chartered Accountant (Canadian Institute of Chartered Accountants)
Corporate Innovation Certificate (Stanford Graduate School of Business)


Vanessa Serra Iarocci is currently an Executive-in-Residence at the Institute for Gender + Economy at the Rotman School of Management.

Vanessa has spent close to two-decades in progressively senior roles spanning corporate finance, strategy and operations at PwC and TD Bank Financial Group.  In addition to her current role with Rotman, Vanessa leads design-thinking, strategy and innovation initiatives for global companies on behalf of Fresh Squeezed Ideas, an award winning predictive analytics, behavioural economics & culture consultancy as well as directly for a number of private companies and innovation hubs.
During her tenure at PwC, Vanessa worked with dozens of entrepreneurs to grow, restructure or divest their businesses.  She was exceptionally passionate about her work with early-mid stage founders, successfully advising on numerous cross-border deals and strategic partnerships. While at PwC, Vanessa also founded the firm’s first content-marketing group and, together with her team, published numerous  over 500 studies, garnering top-tier media exposure including the Wall Street Journal and CNBC.  In addition to advising clients, Vanessa spent two years working exclusively with the PwC Deals national leadership team driving a large-scale Transformation and Innovation Strategy to many successful outcomes.
As a member of TD Wealth’s Leadership team, Vanessa led, on a bank-wide innovation initiative to position TD as the leading personal finance destination for women. The unique program, “Your Story, Your Future” drove notable advisor & customer engagement, business results and reinforced the significant opportunity that exists to better understand and serve the needs of women consumers.  At TD, Vanessa also led a complex Transformation to optimize the delivery model of key support solutions and launched TD Wealth’s first center of digital and virtual communication expertise.
Vanessa is active in her community and participates in a number of organizations that support the advancement of women and girls including: Toronto Region Immigrant Employment Council, Trust 15 Youth Community Support Organization, Women Moving Millions and Ignite Capital. 
Vanessa holds a Bachelor of Commerce degree from the University of Toronto and a Chartered Accountant designation. She recently spent over one year working with senior executives from 54 countries to earn a certificate in Corporate Innovation from Stanford Graduate School of Business.
© Rotman School of ManagementAASCB