Morissa Granove became the Chief Operating Officer (COO) of Congregation Etz Chayim (CEC) at the start of the calendar year. When asked how to describe her role, Granove shared that she is responsible for the operations and future of Congregation Etz Chayim in its entirety; including the three cemeteries and more.
Granove noted she is excited for her responsibilities, which include future planning and development, finances, operations, staff management, fundraising, member engagement, community relations, efficiency, and growth.
Granove has worked in her family business, Work Boot Factory Outlet Store Ltd. for the past 25+ years, and her experience will be an asset in her current role with Congregation Etz Chayim. As she told the Winnipeg Jewish Review, “I have had the incredible opportunity to usher my family's business to a brighter future by looking at the longstanding practices that had sustained us well, and integrating modern capabilities that offered new opportunities for growth and potential. As our operations and efficiencies improved, we became recognized as a leading Independent Canadian Retailer in our field, and I have been invited to visit some of the biggest brand names in Work & Safety Wear as a consultant on Canada's safety standards. It has been such a pleasure to consult on upcoming products being designed for the Canadian market, and to advise on which products are still needed to fill gaps in our Canadian industries; and more specifically, Manitoban industry requiring general and specialized safety-wear needs for the coming years. It has been a great honour to help these brands compete and succeed here in the True North. In my 25+ years at the Work Boot Factory Outlet Store Ltd., I have had the great privilege of working with our customers in the store, local businesses and corporations, their employers, brand representatives, local manufacturers, and national/international corporations who serve an array of industries. I have found that making personal contact with each layer of our business has allowed me to paint a fuller picture of our stores’ strengths and assess our untapped potential over the years.”
Granove notes that since stepping into her new role as COO of Congregation Etz Chayim, she feels newly inspired and personally rejuvenated in ways she had never expected. ‘In recent years, with our business running efficiently and needing me less and less, I was lacking the excitement and purpose that had fueled me for so long. When I accepted a 2-day a week position with the synagogue as the Director of Life Cycle Events & Spiritual Concierge at the start of 2024, it felt like a perfect fit and beautiful way to fill some days. I never imagined that what I expected to be the first stages of "winding down" my professional life would lead me to the start of a whole new career and opportunity.”
Granove adds, “I am so honoured and inspired by this new role. In my first six months as COO, I have had the opportunity to look at our synagogue with fresh eyes and can see so much untapped potential for us to explore and lean into. I am excited to be meeting so many new people, to be working with such an amazing staff and Board, and to feel such a deep connection to my work here. I am inspired by the challenges and opportunities alike, and I can certainly see a bright future for Congregation Etz Chayim as I peel back the layers to learn as much as I can about our rich history, our organization today, and what the future can bring.”
Granove describes her journey with CEC by indicating ‘“I am an example of someone who had moved away from synagogue life many years ago until my Mother, Dina Granove z"l passed away at the start of 2023. I thought I was coming back to synagogue for her, and found so much more than I ever expected within our incredible Etz Chayim community.”
She adds, “Although I wasn't present often in shul, my parents attended regularly and my Mom was very involved, including acting as President for a time. Her passion for the Etz Chayim community was infectious and we spent countless hours talking about how to preserve our longstanding traditions while also creating a warm & welcoming environment for younger generations that could also attract new potential members. My mother's passing led to regularly attending services with my father to say the Mourner's Kaddish, and I found a deep sense of comfort and community when I needed it most. I expected to be present out of obligation but quickly found that the synagogue enriched my life in ways I never could have imagined. I began volunteering for CEC in the Fall of 2023, was welcomed as the Director of Life Cycle Events & Spiritual Concierge at the start of 2024, and am both honoured and excited to be in my new role as our COO since the start of 2025. I feel incredibly blessed for this new opportunity and unique challenge.”
