Jennifer has put an emphasis on rebranding .ca towards the general public, and she initiated the registry's use of consumer advertising and social media. This trend can be evidenced in public video contests, and civic based awards. CIRA also recently completed its first Canadian Internet Governance Forum, wherein they collected citizen's views on Internet governance; Jennifer was highly involved with this project.
Ms. Austin has a background in software, marketing, and the non-profit sector. She has also worked as a political aid.