As Head, Applied Innovation, Elfreda is responsible for leading the creation and execution of a portfolio of innovative concepts that create value for RBC's business units. Her team has an enterprise-wide mandate to stimulate innovative activity. With a view to "what's next", "what's new" and "what's different", the Applied Innovation Team identifies and validates emerging technologies and opportunities that have the potential to drive client value and differentiate RBC from its competitors. In her 20+ years at RBC, Elfreda has been involved in leading several innovation projects and programs within the Retail Banking, Technology & Operations, Corporate Real Estate and Head Office divisions; including developing one of the first hackathons run by a financial institution in North America.