About Us
The Story of Province Communications
Why "Province"? The name "Province" reflects both a deep connection to origins and a broad ambition to impact the world. Just as provinces are regions with their own unique identity, culture, and strength, Province Communications was founded on the belief that every organization has its own distinct voice, story, and potential to lead.
The Roots
After 25+ years of experience leading communications for some of the most dynamic and innovative tech companies, including being a key figure in defining the RPA category at UiPath and driving it to a historic IPO, I’ve seen firsthand how the right narrative can transform a brand and drive exponential growth. I founded Province Communications to harness this expertise and help companies find and articulate their own unique stories, grounding them in authenticity and purpose.
The Reach
In today’s fast-paced and crowded market, a strong, resonant brand is not just a nice-to-have; it’s a necessity. Province Communications is dedicated to helping companies—especially those in tech—break through the noise. Whether through strategic media relations, comprehensive crisis management, or preparing for monumental milestones like an IPO, our mission is to guide our clients from their roots to their potential, driving them to new heights of recognition and influence.
Principal
Toni Iafrate is a seasoned communications and marketing executive with over 25 years of experience driving transformative strategies for some of the most prominent names in the technology sector. Known for her ability to shape narratives, build strong brands, and lead high-performing teams, Toni has consistently delivered impactful results in both public and private organizations.
Toni’s career took a significant leap during her tenure at UiPath, where she played an instrumental role in defining and establishing the Robotic Process Automation (RPA) category. As Vice President and Chief Communications Officer, she led the communications strategy that propelled UiPath to a historic $1.3 billion IPO, one of the largest in U.S. software history. In this role, Toni built a global communications team from the ground up, overseeing PR, social media, internal communications, public affairs, and ESG across five countries.
Before joining UiPath, Toni was the Senior Director of Global Communications at LogMeIn, where she directed corporate and global PR, analyst relations, internal communications, and social media for one of the world’s top five SaaS companies. Her work in transforming LogMeIn’s CEO into an effective media spokesperson and launching an executive thought leadership program further solidified the company’s market presence.
At Qlik Technologies, Toni served as the Senior Director of Global Communications, where she led the company’s communications strategy during its transition from a public to a private entity, ensuring a smooth integration and maintaining stakeholder confidence.
In addition to her professional accomplishments, Toni holds a Bachelor of Science from Syracuse University’s S. I. Newhouse School of Public Communications. She has been recognized with several prestigious awards, including the 2023 Ragan Communications and PR Daily’s Top Women in Communications ‘Trailblazer’ and the 2021 Insider Top Tech PR Pro. Toni also serves on the Public Relations Advisory Board at Syracuse University and remains actively involved with the PR Club of New England.