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Each year we’re proud to rally the speakers that inspire next-level thinking in sponsorship and experiential marketing. We scour through headlines, pluck them from awards lists, and take full advantage of the benefits of friend-of-a-friend relationships. We’re not shy about our pursuit of a dream team.

And we’ve done it again. These are the men and women who’ve exemplified pushing the limits of strategy, creativity, and activity.

This is your CSFX16 All-Star lineup.


Stacey Allaster

Former Chairman & CEO
Women's Tennis Association
View Biography

Named by Forbes magazine as one of the “Most Powerful Women in Sports”, Stacey Allaster is an entrepreneurial leader with a history of leading global sports groups to exceptional results. Allaster serves as Chairman and CEO of the world’s leading professional sport for women, the Women’s Tennis Association. The WTA includes more than 2,500 players representing 92 nations competing for more than $130 million in prize1 money at the WTA’s 55 events in 33 countries.

Allaster’s tenure began in 2009 and has been marked by her focus on global growth with Asia Pacific being the strategic priority, maximizing the fan experience through product innovations; securing a record number of new sponsors; ensuring the financial success of the sport; and enhancing the health and well-being of the athletes, while also fighting for gender equality.

She has delivered nearly a billion dollars in contracted revenues to drive the growth of the WTA. She has secured a landmark 10-year international media partnership for more than $525 million that will maximize exposure of women’s tennis, overseen a record setting WTA Championships in Istanbul and secured a strategic partnership with Singapore to stage the BNP Paribas WTA Finals presented by SC Global from 2014-2018, bringing the year-end tournament to Asia Pacific for the first time in WTA history.

An advocate for women, Allaster was instrumental in securing equal prize money for women tennis players at all four Grand Slams, which was finally completed in 2007 when Wimbledon and Roland Garros agreed to provide equal pay to male and female athletes. With a focus on the fan experience and athlete health, Allaster played an integral role in the development and adoption of the Roadmap, the WTA’s long term strategic plan aimed at streamlining the calendar in order to enhance the overall health and well-being of the athletes and deliver top players on a more consistent basis to tournaments and fans. Since the introduction of the Roadmap, prize money has increased more than 70 percent.

She was named a Women’s Executive Network’s (WXN) Canada’s Most Powerful Women: Top 100 Hall of Fame Inductee in 2014 having previously been named to the Top 100 Awards list three times (2006, 2012, 2013).

Allaster recently was appointed to the Devos Sport Business Management Program Board of Advisors and the Tampa Bay Positive Coaching Alliance Board, a national non-profit developing “Better Athletes, Better People” through positive character youth sports programs. She is a member of the Young Presidents Organization, the Women’s Executive Network and is a highly sought after speaker for industry and graduate programs focused on sports entertainment marketing and the leadership and empowerment of women.

Allaster holds a Bachelor’s degree in Economics and Physical Education from the University of Western Ontario (UWO), an MBA from the Ivey School of Business and an honorary Doctorate of Law from UWO. The mother to children Jack and Alexandra, Allaster and husband John Milkovich reside in St. Petersburg, Florida.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.


Dan Alvo

Director of Marketing
Wrigley Canada
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Dan Alvo is the Head of Marketing and Sales Strategy for some of Canada’s favourite confections, including Excel gum, Skittles and Juicy Fruit. Dan is a seasoned marketer, who has spent his 20 year career working at Procter and Gamble, Kraft Foods and the Wrigley Company. Dan has worked on numerous sponsorship programs at Wrigley, including the NBA, Canadian Breast Cancer Foundation and Hockey Canada. His biggest sponsorship deal was securing the Olympic rights for Vancouver 2010, which was the first Olympic sponsorship for Wrigley globally in over 30 years. Dan is on the Leadership Team at Wrigley and a board member of the Sponsorship Marketing Council of Canada. He lives in Toronto with his wife and his 2 “candy-loving” kids.

Sticking To It: How Wrigley Has Kept Consumers Chewing for over 100 Years

While fruity, minty and bubble gums are a Canadian household favourite for many, the category has been in decline for several years. But while some consumers have tossed their confectionary usage, Wrigley has withstood the test of time. How has their strategic approach helped them remain in consumers' minds, and mouths, for over 100 years?

Dan Alvo, a 20 year marketing veteran, has worked to build Wrigley's brands like Juicy Fruit and Excel by evolving and adapting to changes in the market. Can a new strategy help your brand come out on top? Is it all about finding something that works, and keeping to it? See how thinking "outside the bubble" can set you up for big success.


Elisa Beselt

Consultant, Consulting Group
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Elisa has been a co-author of the annual Canadian Sponsorship Landscape Study for several years, contributing to the overall knowledge of the Canadian sponsorship industry.

In Elisa’s role at T1, her analytical and strategy development skills have allowed her to lead some of the Consulting Group’s largest and most high profile projects. She works on both sides of the table to ensure properties and corporations reach their overall marketing and business objectives through sponsorship. Specializing in sponsorship analysis, strategy development, and research, her clients have included the Canadian Association of Fire Chiefs, Ottawa Sports and Entertainment Group, Nike Canada, and Imperial Oil.

10th Annual Canadian Sponsorship Landscape Study

Since the inaugural Canadian Sponsorship Landscape Study in 2006, investment in sponsorship has continued to grow, reaching 1.66 billion in 2014. In this session, Elisa Beselt & Dr. Norm O'Reilly from The T1 Agency's Consulting Group will present a first look at the results from the 10th annual version of the Canadian Sponsorship Landscape Study - a nationwide analysis of sponsors, properties and agencies. In the 2016 study, delegates will hear about recent trends in sponsorship spending and get a look at global sponsorship from a Canadian perspective. Elisa and Norm will report on findings from the 2015 year, sharing the newest information on the sponsorship industry and key lessons on what it all means for sponsorship professionals.


Sandy Bourne

Chief Marketing Officer
Royal Ontario Museum
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After a long and successful Marketing career in the Private sector, Sandy made the leap into Public sector marketing in 2014 when she joined the Royal Ontario Museum. At the ROM, Sandy is the head of Marketing, Communications and Digital Media. In this leadership role, Sandy is responsible for setting the strategic marketing and communications direction for this important Canadian cultural icon.

Prior to joining the ROM, Sandy spent 16 years at BMO Financial Group where she was the Vice President of Corporate Advertising, Sponsorship, Merchandising and Events. Sandy also has extensive Consumer Packaged Goods experience at such companies as Cadbury Chocolate Candy Inc., Glaxo Smith Kline Beecham, Eveready and Loblaws Ltd.

Breaking Through: How a Cultural Institution Transformed its Marketing Strategy to Drive Attendance

In our digital world it can be tough to get people to log off, put down their phones, and walk into a physical learning environment. With the touch of a button, or the swipe of a finger, an abundance of high-res images and videos are available online. This is a challenging perspective for most cultural institutions. But the Royal Ontario Museum (ROM) took cues from the private sector in its new strategic approach to driving attendance.

Rather than taking an informative and passive approach, the ROM went full-force, bringing its latest exhibition to life both inside and outside the museum. With the opening of Pompeii approaching, the ROM developed an integrated campaign, leveraging TV, print, social, PR, and experiential marketing. Hear from Sandy Bourne as she guides you through the ROM’s evolving strategic marketing process, discussing how this new business world inspired direction has paid off.


Emilio Collins

Executive Vice President, Global Marketing Partnerships
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As Executive Vice President of Global Marketing Partnerships for the National Basketball Association, Emilio Collins oversees the global marketing partnerships business for the NBA, WNBA, NBA Development League and USA Basketball, including partner management, business development, media, and marketing solutions. Through operations in New York and the league’s regional offices, Collins’s department works closely with corporate partners in developing integrated, season long marketing programs to drive their businesses and showcase the NBA.

Prior to serving in his current role, Collins spent four years overseeing the department’s partner management group, managing the relationships and marketing programs with all league partners. From 2008 to 2010, Collins served as Senior Vice President of International Development, managing the development of the league’s international business, including sponsorship, exhibition game development, NBA China, new league initiatives, and building league operations in emerging markets such as India and Latin America. Prior to that, Collins served as the NBA’s Vice President of Global Marketing Partnerships, overseeing many of the league’s major marketing partnerships. Collins began his NBA career as an account director in the marketing partnerships group in 2001.

Prior to joining the NBA, Collins worked as Director of Event Development at SFX Sports Group, where he built and managed the company’s golf, consulting, hospitality, and tennis events business. He joined SFX in 1999, when they acquired Integrated Sports International, for which Collins had been working since 1996 as a director and manager of special events. Collins began his career as an event manager at Promo One, a New Jersey-based event marketing agency, managing event operations for outdoor festivals.

Collins is involved in a variety of community volunteer projects, including youth mentoring, the Harlem Educational Activities Fund, and TopSpin Charity, an annual sports industry non-profit that raises funds for youth education causes. He is also a member of the Alumni Advisory Board at the Ohio University Sports Administration Program. In 2012, Collins was recognized as a Forty Under 40 recipient from the Sports Business Journal.

He holds a master’s degree in sports administration from Ohio University and a bachelor’s in human resource management from Michigan State University, where he was also a two-time NCAA Division I All-American wrestler.

Collins lives in Brooklyn, N.Y. with his wife Kate and their two daughters, Naiyah and Zadie.


James Connell

Vice President, E-Commerce and Marketing
Roots Canada Ltd.
View Biography

As the Vice President, E-Commerce and Marketing, James is responsible for leading the marketing efforts at Roots with a focus on partnerships, loyalty, non-traditional and digital marketing. Additionally he is responsible for the company’s digital and integrated omni-channel commerce programs. He joined Roots 10+ years ago and has functioned in a number of roles within the organization primarily focused in the areas of digital commerce, marketing and direct to consumer sales.

James’ role in marketing at Roots and his passion for integrating digital technologies into marketing programs and physical stores have led to Roots winning numerous awards and accolades including being nominated as a finalist for a Webby award in a category with brands like Google and Adobe. James has also spoken to audiences and industry journals worldwide on the topics of marketing, social media and online retail and co-authored a book published by Aspatore Books.


Nathalie Cook

VP, Brand Partnerships
Bell Media
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Nathalie Cook was appointed Vice-President of Brand Partnerships for Bell Media in October 2015 following two years as Vice-President, Sales and Brand Partnerships for TSN.

In this role, Cook is responsible for the brand partnership teams across Canada that represent Bell Media’s full slate of industry-leading television, radio and digital assets including CTV, Canada’s #1 television network.

While at TSN, Cook oversaw sales for TSN’s slate of broadcast, digital, and radio properties as well as growing number of integrated brand partnership programs and events across all TSN platforms.

During her tenure at TSN, Cook was instrumental in landing several high-profile partnerships, among them a multi-million dollar advertising and marketing deal with Canadian Tire Corporation and the signing of Coca-Cola Canada as a major partner of the FIFA WOMEN’S WORLD CUP CANADA 2015™ on Bell Media’s CTV and TSN.

Before joining the Bell Media team, Cook served as Vice-President, Marketing and Partnerships, for Canada’s Olympic Broadcast Media Consortium, where she oversaw all partner relationships, marketing, and communications-related activities, as well as promotion of the London 2012 Olympic Games.

Cook also served as Director of Partnerships for the Consortium, which delivered revolutionary multiplatform coverage and consumer choice during the Vancouver 2010 Olympic Winter Games.

The bilingual Montréal native has also held senior management positions at a variety of leading corporations in the sports and music industries, including Special Olympics Canada and IMG. In her 12 years with IMG, she guided the careers of Canada’s top Olympic Games athletes and led the corporate consulting division. She also consulted for Canada’s foremost entertainment agency, Feldman and Associates, and lent her expertise to organizations like School Rocks Canada, the Ontario Soccer Association, Ontario Universities Athletics, and United Way.

Cook was named the 2014 Game Changer (Advocate of Women in a Non-Traditional Role) at the prestigious Women in Communications and Technology Annual Awards, which recognizes individual and corporate leadership in advancing women’s achievement in Canada’s rapidly growing digital economy.

In 2010, Cook was named one of the industry’s Most Influential Women by the Canadian Association for the Advancement of Women and Sport and Physical Activity.

Cook sits on the board of the Canadian Association for the Advancement of Women and Sport and Physical Activity (CAAWS), a national non-profit organization dedicated to creating an equitable sport and physical activity system in which girls and women are actively engaged as participants and leaders.

A proud wife and mother of two daughters, Cook resides in Toronto and is a graduate of George Brown College’s Sport and Event Marketing program.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.


Justin Creally

North Strategic
View Biography

Justin Creally is a Co-founder of North Strategic, a communications agency that drives earned media programs, and Notch Video, a social media video company based in Toronto. A creative strategist, Justin works with account teams to develop breakthrough brand building campaigns. He leads strategy, ideation and big thinking sessions for North clients, resulting in full 360 degree programs that include earned media, digital and social. Justin’s brand experience includes Canadian Tire, Tim Hortons, Twitter, American Express, Facebook and Xbox among others.

Justin has extensive experience leveraging sponsorship properties and activating social media campaigns that result in engaging and sharable content. Justin looks beyond the tried, tested and true to break new ground in how brands amplify their sponsorship partnerships in order to drive deeper emotional connections with consumers.

Keeping Score: How to Use Creative Storytelling to Amplify Your Sponsorship Programs on Social Media

You've negotiated a perfect brand sponsorship deal. The sponsorship is a perfect fit for your brand's target demographic. All of the assets are being maximized. But now the real challenge starts. How do you stand-out? How do you avoid being "just" another sponsor? Don't rest on the assets being offered as part of your sponsorship. Learn the key attributes to a social media content strategy that truly resonates with your target market and inspires them to share and engage.

Pulling from his own experience with Sport Chek, Air Miles and Canadian Tire, in his workshop Justin will take you through what works and what doesn’t when it comes to compelling social media content. Get ready to discover the beauty that happens when you think about the interests of your fans first.


David Diamond

President & Chief Creative Officer
Diamond Integrated Marketing
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David Diamond is the President and Chief Creative Officer of Diamond Integrated Marketing. After graduating from Queen’s University in 06, and following a summer stint at the Cannes film festival in France, David was inspired to build the agency. By the age of 30, David had turned his inspiration into an award-winning company, which today operates internationally. Outside the office David is pursuing a diploma from Harvard Business School, is an active member of YPO and is a new father.


Mark Harrison

President, T1
Chair, Canadian Sponsorship Forum Xperience
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A leading figure in the Canadian sponsorship and marketing industry, Mark Harrison is the founder and chair of the Canadian Sponsorship Forum Xperience. He applies his 20+ years of experience in sponsorship and brand activation to serve an array of blue-chip, event, and cause clients. He’s been instrumental in strategic planning and conceptualization for T1 clients such as BMO, Coca-Cola, Calgary Stampede, Nike, Mattel, YMCA Canada, and OLG. Under Mark’s direction, T1 has excelled at creating memorable experiences that invite people to live for a moment, immersed in the flavor and spirit of their clients’ brands.

A big believer in giving back, Mark shares his knowledge and passion for marketing by writing for industry publications, blogging, and speaking at events such as Canadian Music Week and Canadian Sport Tourism Alliance’s Sport Events Congress. Mark also currently sits on the inaugural program advisory committee for the Sports, Entertainment, & Arts Event graduate certificate program at Seneca College.


Gregory Hegger

Senior Manager, Partnerships
Virgin Mobile Canada
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Gregory Hegger is the Senior Manager of Partnerships for Virgin Mobile Canada, working with brands such as Starbucks, H&M, Aldo, Cineplex and more to create offers for Virgin Mobile Members. He also assists in developing the company’s position in sponsored properties: Osheaga and the Squamish Valley Music Festival. Prior to this he was the Director of Communication and Partnerships at brand.LIVE Management Group, which produced the Squamish Valley Music Festival with Live Nation, as well as the Honda Celebration of Light, the largest event in BC. Gregory was also Account Director at experiential marketing company smak, where he oversaw brand activations for Future Shop nationally. Gregory is passionate about live music and finds it amusing that bios are written in third person.

Co-Production: How Brands and Festivals Can Work Together to Deliver Exceptional Experiences

Festival season means both bands and brands are touring the globe and on full display. Annual events and festivals have become one of the biggest categories for sponsorship, offering brands opportunities for face-to-face interactions. If you’re a brand, you’re undoubtedly trying to create unforgettable experiences that put your offerings front and centre. If you’re a festival, you’re balancing a delicate mix of artist, event, and partner promotion, trying to leverage as many channels as possible to amplify excitement leading up to and on the big day.

Having worked on both sides of the table, Gregory knows what it takes to build and execute a successful sponsorship program as both a beloved music festival and an ultra-hip brand. Pulling from his experience for the Squamish Valley Music Festival, he’ll break down how to work closely with brands to activate onsite, incorporating digital and promotional initiatives to enhance engagement. Now with Virgin Mobile, he’ll share how he’s leveraged internal teams to bring the brand to life onsite at music festivals and maximized results from sponsorships by integrating year-round initiatives with Virgin Mobile’s member benefits program.


Youri Hollier

Content Marketing Manager
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Youri Hollier started with DAVIDsTEA in 2009, as a tea guide for the company’s second store. Since moving from the tea shop to the head office in 2010, he has played an important part in the company’s digital growth. In his previous role as DAVIDsTEA’s Social Media Manager, he was responsible for building the brand’s social voice and developing the company’s online communities. In his current role as Content Marketing Manager, Youri’s focus has shifted to creating digital campaigns and content that will resonate with the brand’s followers.

Youri has a passion for social media and content marketing. He also really loves sandwiches.

Inspired Conversations: How to Leverage User-Generated Content to Build Consumer Relationships

Coming up with a constant stream of buzzworthy content isn’t easy. Sometimes it’s not about having the biggest team of content creators, but interesting fans and followers whose own content you can leverage. For DAVIDsTEA, the company has tapped into the passion points, conversation topics, and adventures of its own followers and consumers to develop meaningful content.

Framed around the successes of the SelfTea and TeaFF (Tea Friends Forever) campaigns, Youri will share how DAVIDsTEA has fostered friendships with its customers on social media and harnessed their interactions and content. Learn how to find the inspiration to keep your own consumer relationship lifecycle moving onwards and upwards through user-generated content.


Zaileen Janmohammed

Senior Director, Sponsorship Intelligence
Visa Inc.
View Biography

Zaileen Janmohamed is the Senior Director of Sponsorship Intelligence on the Global Brand, Product, and Sponsorship Marketing group at Visa Inc. Within this role, she provides strategic thought- leadership, analysis, and optimization of Visa’s 60+ sponsorships worldwide.  Zaileen works to understand how sponsorships can more effectively allow Visa to meet its business objectives and determines best practices across a truly global portfolio of sponsorships.

Prior to her time at Visa, Zaileen oversaw Visa’s athlete sponsorship program while at GMR Marketing. She led the development of Visa’s global athlete strategy including recruitment and negotiations with 60 athletes for Visa’s Olympic activation and marketing campaigns.

Zaileen has also spent time at Major League Soccer and the National Hockey League.

A proud Canadian, Zaileen currently lives in the San Francisco Bay Area with her husband and two sons.

Bringing It All in: How a Global Brand Centralized Its Sponsorship Procurement and Valuation Process

You are the gatekeeper to your brand’s sponsorship spending. Perhaps your portfolio spans the globe. Or perhaps it’s deeply ingrained in your local community. Either way, you know it’s critical that at the end of the day, each partnership contributes back to your strategic objectives. So how do you evaluate each proposal that comes through your inbox? How do you ensure you’re not over-spending for assets that aren’t effective for your strategy?

Back by popular demand, Zaileen returns to CSFX to share how she’s transformed Visa’s approach to sponsorship procurement – from leading the strategy to implementing the new centralized process with new policies and tools. A key component of the approach, she will take you through various valuation methods to help ensure that your own investments are maximized for return on investment and objectives.


Mitch Joel

View Biography

When Google wants to explain innovation and marketing to the top brands in the world, they bring Mitch Joel to the Googleplex in Mountain View, California. Marketing Magazine dubbed him the “Rock Star of Digital Marketing” and called him, “one of North America’s leading digital visionaries.” Mitch Joel is President of Mirum – a global digital marketing agency operating in 20 countries with over 2500 employees (although he prefers the title, Media Hacker). He has been named one of the top 100 online marketers in the world, and was awarded the highly prestigious Canada’s Top 40 Under 40.

Joel is frequently called upon to be a subject matter expert for Fast Company, Marketing Magazine, Strategy, The Globe & Mail and many other media outlets. He is a columnist for the Harvard Business Review, Inc. Magazine, The Huffington Post and other magazines and newspapers. His first book, Six Pixels of Separation (published by Grand Central Publishing – Hachette Book Group), named after his successful blog and podcast is a business and marketing bestseller. His second book, CTRL ALT Delete, (also published by Grand Central Publishing) was named one of the best business books of 2013 by Amazon. His next book, Algorhythm, will look at how the future of business will blend data and creativity. Mitch is also the host of Groove – The No Treble Podcast, where he is slowly trying to build the largest oral history of electric bass players in the world.

Algorhythm - The Future of Brands

We live in a culture of change. Most brands are overwhelmed by the massive shifts they have to make to their business models. Disruption is everywhere. Digital transformation is imperative. We live in the Uber-ization of everything. There are several new (and dramatic) realities that will force businesses to rethink many of their commonly held beliefs about what works in business today, and what the future may look like. Interestingly, this is less about the evolution of technology and much more about how consumers have become that much more efficient in this very different landscape. Bring an open mind, because the world continues to change and challenge brands like never before. The new leadership is being a digital leader. Algorhythm is your compass.


Darren Kinnaird

General Manager
Crankworx Events Inc.
View Biography

As the General Manager of Crankworx Events Inc. (CEI) since 2011, Darren is the caretaker of the Crankworx brand. Darren is responsible for guiding the CEI team and overseeing the financial accountability of the festival, the development and execution of the sponsorship/revenue plan, as well as communicating with the event stakeholders. Darren has over fifteen years of brand development and event organization experience, including four years as the General Manager of Crankworx, Whistler’s Great Outdoors Festival, and various other local events. Recently, Darren has led the Crankworx brand to add a third Crankworx Festival in Rotorua, New Zealand launching the Crankworx World Tour. Darren has a bachelor of commerce degree from the University of Alberta and his Graduate Certificate in Project Management from Royal Roads University.

Innovate or Bust: Customizing Your Event to Benefit You and Your Partners

Your festival is a resounding success. You’ve grown it from a niche event into a thrilling sensation. So what do you do when sponsors, participants, and attendees start asking for change? You listen, and you work with them.

For years Crankworx has been spending a lot of time listening to the athletes and sponsors of the festival. It’s fuelled the evolution from an exclusive event featuring high performance athletes, to a bigger celebration of endurance with new programs like Kidsworx and Familyworx. A foundation of collaborative relationships has helped expand the offerings of the festival, attracting new partners and new demographics to the festival. Through working with, listening to, and understanding the needs of their sponsors, Crankworx has reached deeper levels of engagement.

In Darren Kinnaird’s workshop, you’ll dive into client servicing best practices to discover new ways to expand your own property’s potential for engagement.


Graham Lee

Chief Creative Officer
View Biography

Appointed Chief Creative Officer of T1 in March of 2014, Graham has held senior creative positions at some of the best agencies in North America, including Vice President and Associate Creative Director of Roche Macaulay & Partners (10 times Agency of the Year, International Agency of the Year and Agency of the Decade), Creative Director of Odiorne Wilde Narraway and Partners in San Francisco, Creative Director at successful Toronto upstart The Unitas Reputation Agency and was also a founding creative partner of Grip Limited, Canada’s fastest growing agency. Responsible for some of the world’s top brands, Graham’s business-building experience includes Mercedes-Benz, The Canadian Egg Marketing Agency, The Royal Ontario Museum, Kawasaki Motorcycles, IKEA Canada and IKEA Germany (that’s no typo, Germany is their largest market.), Electronic Arts, Lucky Brand Jeans, Labatt Breweries, Bell Canada, Honda, The Brick Brewing Company, Public Mobile, Coca-Cola, Mattel and The Dairy Farmers of Canada. Throughout his career, Graham has been honoured with hundreds of creative awards from all parts of the world, been named top art director in Canada, has held teaching positions at OCAD University and is the current Chair of the OCAD University’s Advertising Advisory Board.


Jordan Levitan

Senior Vice President
Ipsos Reid
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Jordan plunged into market research in 1982, after earning a degree in urban planning and an MBA, augmented by early “on-the-job” training in the federal government.

His career focused initially on economics and public affairs – co-authoring a national public affairs monitor, running syndicated studies on alcohol and on housing, and heading up the Yankelovich MONITOR™ in Canada, a social change tracking system.

In the world of consumer packaged goods, he has focused on guiding clients in the food, beverage, pharmaceutical, personal care and durables sectors to broader understandings of their consumer marketplace and helping them identify opportunities for product innovation.

Jordan is a Past President of the Professional Marketing Research Society, now the MRIA (2000/2001). He teaches questionnaire design for the MRIA School of Marketing Research and is on the Advisory Committee of the Research Analyst Program at Georgian College. Over the years he has served on boards and committees for arts organizations, advocacy groups, political parties and local sports organizations.

Jordan can work in both French and English and is making progress with Spanish, learned on frequent immersion programs in Central and South America.


Dan MacKenzie

Vice-President & Managing Director
View Biography

As Vice-President & Managing Director of NBA Canada, Dan MacKenzie is responsible for the development and growth of the NBA’s Canadian business through the platforms of television, digital media, marketing partnerships, licensing & merchandising, and events. While overseeing the development of relationships with key constituents that help grow the popularity of basketball and the NBA in Canada, Dan also leads the NBA’s relationship with the Toronto Raptors, given their unique position as the lone NBA team in Canada. Dan’s responsibilities also include a leadership role in bringing the NBA All-Star Weekend festivities to Toronto in February of 2016.

Dan began his career at NBA Canada in 1998 and spent five years managing NBA Canada’s event properties and basketball development initiatives. In 2003, Dan moved to Paris to project lead the NBA Europe Games, an exhibition series that featured the San Antonio Spurs and the Memphis Grizzlies playing games in Paris and Barcelona. From Europe, Dan moved to TSN to be the Senior Marketing Manager for the sports specialty channel. In 2005, Dan returned to the Canadian office where he assumed the role of Director of Marketing. In 2007 he was promoted to General Manager and in January 2011 was promoted to Vice-President & Managing Director.

Dan holds a Bachelor of Commerce degree from McMaster University, a Bachelor of Education degree from Brock University and is a graduate of George Brown College’s Sport and Event Marketing program.

An active member of the community, Dan is the past Chair of the Sponsorship Marketing Council of Canada (SMCC) and has sat on the SMCC’s board since 2010. He was the co-chair of the 2013 “5 to Watch” awards, designed to recognize excellence among Canadian sports business executives under the age of 40 in support of his alma mater, George Brown College

Dan currently resides in Guelph, Ontario with his wife Nancy and his two children; Ben and Ella.


Rachel MacQueen

Vice President, AIR MILES Marketing
AIR MILES Reward Program
View Biography

As the Vice President of AIR MILES Marketing, Rachel is responsible for overseeing the strategy, social programs and marketing communications designed to increase the engagement and profitability of the 10 million plus Collectors in the AIR MILES Reward Program, Canada’s premier coalition loyalty program. With over 20 years of national and global marketing experience in B2B and B2C environments, Rachel has a proven record of executing programs and strategies centered around customer segmentation, direct marketing, brand management, loyalty program design and public relations, to increase customer engagement while driving sustainable business results.

Since joining LoyaltyOne, operator of the AIR MILES Reward Program, in 2004, Rachel has assumed several roles integral to the organization’s brand development, including leadership positions within LoyaltyOne’s International division, Corporate Marketing and Communications, and the Knowledge Office.

Rekindling Brand Love: How to Reinvigorate Your Brand and Consumer Relationships

You've worked tirelessly to build your brand, attract and keep a loyal customer base, and establish your identity. And then you blink and suddenly it’s time for a refresh. So what can you as an established brand do to change up your appeal and positioning and reintroduce yourself to the world?

For AIR MILES, sponsorship and experiential marketing were key springboards for relaunching the brand. Ten million Canadian households have kept AIR MILES cards in their wallets, but for Rachel’s team, evolution of the brand concentrated on inspiring Collectors to use their cards, better understand their value, and fall in love with AIR MILES once again. Learn how the one-on-one interactions inherent to strategic sponsorship and experiential marketing have helped AIR MILES foster strong relationships with its Collectors and achieve tremendous results for the reinvigorated brand.


Don Mayo

Global Managing Partner
IMI International
View Biography

Don Mayo is brought back by popular demand after delivering multiple top-rated keynotes over the past 9 years. Since joining IMI International over 30 years ago, Don has dedicated his career both to amplifying the voice of the consumer and building context for brands big and small through a proprietary database of 12,000+ global activations. Known for his candid, real, tell it how it is style, Don has become a key figure in the sponsorship industry, and earned a reputation as a trusted advisor and expert in optimizing ROI and driving brand results.

The Best of Global Cases with a Focus on Local Relevance - Around the World in 60 Minutes

Consider this your curated activation themed trip around the world with brands and properties doing it right. During his 60 minute tour, IMI’s Don Mayo will highlight how brands drive engagement in sponsorship through the lens of the best innovations, activations, social and mobile executions, as well as all things digital. What’s something your brand could benefit from tomorrow, or avoid forever? What works and why? The tremendous opportunities for brands outside sports? How will brands engage moving forward? Find out for yourself.

The best of 2015/16 with a few gems from the past. No passport required for this global tour. All aboard!


Jamie Michaels

Head of Brand Strategy
Twitter Canada
View Biography

Jamie is the Head of Brand Strategy at Twitter Canada, where he partners with top marketers to build ideas that create impact during moments that matter.  He is an award-winning marketer specializing in brand strategy, digital marketing and social media.

Prior to joining Twitter, Jamie was the Director of Brand Integration for Rogers’ Sportsnet and NHL properties. In this role, he was responsible for developing and executing integrated media solutions for Sportsnet’s 5 platforms and Toronto Blue Jays media partnerships. Previously, Jamie was Director of Marketing at CBC, where he led a centralized team building partnership programs leveraging iconic brands including Hockey Night in Canada and Dragons’ Den. He began his marketing and sales career at Viacom Canada and went on to lead corporate marketing for Toronto’s 2008 Olympic Bid.

Jamie is a graduate of York University with a Certificate in Marketing Management from Seneca College. He lives in Toronto with his wife and two young boys.


Norm O'Reilly

Fox Professor of Business, Ohio University

Senior Advisor, Consulting Group
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Recognized internationally as one of the foremost scholars on sport business, sponsorship and marketing strategy, Dr. Norm O’Reilly leverages his academic experience as a senior advisor to the T1 Consulting Group. Norm is chair of Department of Sports Administration in the College of Business at Ohio University and holds the Richard P. and Joan S. Fox Professor of Management. The Department is home to the world #1 ranked Masters of Sports Administration program and the world #2 ranked Bachelor of Sport Management program. Norm taught previously at the University of Ottawa, Stanford University, Laurentian University, Ryerson University, and Syracuse University. As lead researcher on the Canadian Sponsorship Landscape Study, the author of seven books, more than 85 management journal articles and a dozen published business case studies, Norm brings a broad perspective on nationwide trends and best practices to all client projects.

10th Annual Canadian Sponsorship Landscape Study

Since the inaugural Canadian Sponsorship Landscape Study in 2006, investment in sponsorship has continued to grow, reaching 1.66 billion in 2014. In this session, Elisa Beselt & Dr. Norm O'Reilly from The T1 Agency's Consulting Group will present a first look at the results from the 10th annual version of the Canadian Sponsorship Landscape Study - a nationwide analysis of sponsors, properties and agencies. In the 2016 study, delegates will hear about recent trends in sponsorship spending and get a look at global sponsorship from a Canadian perspective. Elisa and Norm will report on findings from the 2015 year, sharing the newest information on the sponsorship industry and key lessons on what it all means for sponsorship professionals.


Andrew Oosterhuis

Director of Marketing - Budweiser, Kokanee & Value Brands
Labatt Breweries of Canada
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Throughout the 8 years at Labatt, Andrew has worked across the portfolio of brands including local jewel Alexander Keith’s to global leaders in Stella Artois and Bud Light. This collective experience has led to the current challenge of accelerating the growth of Canada’s leading beer brand as the Director of Marketing for Budweiser through continuing the disruptive creative work while step changing how the brand connects with Millennials. This requires an evolved mindset for how sponsorships can be leveraged to capture attention in relevant ways to drive brand impact.

Engage Me with Your Brand: The Millennial Marketing Mindset

Numb to advertising. Driven by experiences. Quick to share. That elusive Millennial consumer is a key target for marketers. But in a world when anything and everything is available to them with seemingly countless options, how do you make Millennials choose your brand time and again? For experience-enhancing products such as beer, sponsorships seem like a natural fit.

As Andrew will share, it still takes a strategic lens ­ focused on active rather than passive assets ­ to authentically engage Millennials with your brand and partnerships. Plastered logos won't capture attention and win fans. Taking key highlights from various sponsorship activations including recent work with Bud Light's UFC partnership and Budweiser Metallica, Andrew will demonstrate how you can use your own asset mix to drive purpose and spark captive dialogues with your target market.


Alexandra Orlando

Senior Manager, Trade Marketing
Rogers Communications
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Alexandra Orlando is a Canadian Olympian turned Marketer. Throughout her career in sport, Alexandra won three gold at the 2007 Pan Am Games, six gold at the 2006 Commonwealth Games and was named Canada’s Flagbearer at both Closing Ceremonies. Retiring after achieving her dream of attending the Beijing 2008 Olympic Games, she remains connected to sport as an international athlete advocate as Chair of the Pan American Sport Organization Athlete Commission and a member of the Canadian Olympic Committee’s International Relations Committee.

Alexandra enthusiastically channels her energy into her career in Marketing. She spent four years on the Brand team at the TORONTO 2015 Pan Am Games and is now a Senior Marketing Manager at Rogers leading all trade activity for the media business unit. Alexandra continues to challenge herself through her passion for motivational speaking and creative collaborations across the fashion and music industry. She is also a certified spin instructor and a published author.


Melissa Robertson

Senior Manager, Cause Sponsorship
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Melissa Robertson is Senior Manager, Cause Sponsorship for CIBC and has been a member of the CIBC team since 2007. She is currently responsible for the oversight and execution of the national cause strategies and oversees such sponsorships as CIBC’s flagship property the Canadian Breast Cancer Foundation CIBC Run for the Cure. Melissa has extensive experience working with non-profit organizations and has specialized knowledge of sponsorship, corporate giving and fundraising, event and volunteer management.

Evolution of a Partnership: 20 Years as Proud Title Sponsor of the Canadian Breast Cancer Foundation CIBC Run for the Cure

After 20 years of partnership, it’s easy to get comfortable. You have your traditions. You’ve surpassed key milestones and celebrated them together. So how do you ensure that you continue to grow, evolve and innovate?

Often cited as a best-in-class example of partnerships, CIBC has helped grow the Canadian Breast Cancer Foundation CIBC Run for the Cure into Canada’s largest single day, volunteer-led event dedicated to raising funds for breast cancer. With record numbers of CIBC employees participating each year, it’s an integral part of the bank’s culture and creates a bond few other charities can claim.

Over the years CIBC and CBCF have worked together to learn and support what motivates individuals to lead and participate in events. They’ve brought multiple stakeholders together to create one cohesive vision, and they’ve continued to evolve into something new, fresh and engaging.

Hear from Melissa as she tells the impactful partnership story, ties it to CIBC’s brand direction, and shares insights into its next phase.


Kristina Schaefer

Executive Director, Partnerships
Canadian Olympic Committee
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Kristina Schaefer currently and proudly holds the position of Executive Director, Partnerships at the Canadian Olympic Committee (COC), based in Toronto. As a member of the senior leadership team, Ms. Schaefer leads a high-performing staff responsible for all commercial aspects of the COC – including Partner Service, Licensing, Business Development and Commercial Rights Management – all in support of Canadian athletes and their coaches, on their journey to achieve podium success.

Kristina has two decades of experience in sports business, primarily working with companies to maximize their investments made in the Olympic movement. Prior to joining the COC, Ms. Schaefer spent fifteen years at IMG, ultimately responsible for the organization’s global Olympic Consulting practice. Kristina has also held roles at New York advisory firm Teneo, and client-side at KeyBank in Cleveland, Ohio.

Today Ms. Schaefer resides in Burlington, ON with her husband and their lovable labradoodle, Molson. Kristina earned her MBA from John Carroll University, and her marketing degree from Indiana University. She is also is active in mentoring, cycling and musical theatre.

Transforming the Model: From Property Servicing to Partnership Marketing Advisory

For your corporate partners, sponsorship in your organization is an investment. Understanding their industry pressures, business imperatives, and stakeholder engagement goals -- and working together from the very beginning to develop authentic programs that address those challenges -- ensures you are helping your partners achieve a positive, measurable result. Together, you can fully leverage every ounce of the relationship. New opportunities are identified. Every activity drives success against goals. You and your partners are a true team.

When it comes to partnerships, the Canadian Olympic Committee recently embarked upon a new strategic journey to partner integration. By shifting the model of property service to becoming more of a strategic advisory group, the COC and its partners are understanding better each other’s business needs and marketing objectives, creating a measurable impact. Kristina Schaefer will speak about the strategic journey of partner integration, borrowing from her years in marketing consulting to work more closely and proactively with the COC’s marketing partners to help build Rio 2016 plans that truly deliver. Discover how becoming more proactive in your own partnerships can result in better integration and business results.


Andrea Shaw

Founder & Managing Partner
TwentyTen Corp.
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Andrea J. Shaw is the Founder & Managing Partner of TwentyTen Corp. which consists of two strategic marketing and sponsorship firms; the TwentyTen Group and TORQUE Strategies. Both companies operate in Vancouver and Toronto and make up a collective workforce of 20 employees. Prior to starting TwentyTen Corp, Andrea served as the Vice President of Sponsorship Sales and Marketing for the Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games (VANOC), where she held direct responsibility for sponsorship sales, marketing and client services, commercial rights management and the Olympic and Paralympic Torch Relays. Her greatest accomplishments in this role were leading the team at VANOC that generated over $760 million in sponsorship revenue, and her responsibility in the strategic development of the longest domestic Torch Relay in Olympic history.

Andrea’s life work is driven by an aspiration to elevate the potential of sport, culture and community. She is proud to serve as the inaugural chair of Destination BC’s board of directors, a group tasked with the mission to elevate the British Columbia brand in Canada and around the globe. Andrea also serves as a director on the board of the BC Cancer Foundation.

Building & Inspiring Female Leaders: A Community of Empowerment

Advancing women in the workplace is not just the responsibility of a select few. It’s the responsibility of us all. It’s about women empowering other women. It’s about women supporting and championing other women. Women will walk away from this session knowing they are not alone, and feeling confident in their abilities to achieve their goals and take action to become leaders amongst their peers, in their organizations, and in their industries. We’ll be tapping into the knowledge and experience of our panelists to share leadership insights and lessons that they’ve gained as they built their careers. The session will culminate in facilitated group discussions, led by each expert, around the steps women can take to apply these lessons to their own lives and organizations.


Alison Simpson

SVP, Marketing & Customer Experience
Holt Renfrew & Company Limited
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Alison joined Holt Renfrew in January as their SVP Marketing & Customer Experience. She is responsible for the Holt Renfrew, Holt Renfrew Men, hr2 and Ogilvy brands.

Alison is renowned for delivering significant business results through strong leadership, marketing acumen, and strategic and innovative approach to building brands. She is an experienced business and marketing strategist who has held leadership positions at tier one Canadian companies (Holt Renfrew and Rogers Communications), and multinational and entrepreneurial agencies (BBDO, JWT, Bond Brand Loyalty). Alison is one of the few marketers in Canada with expertise in marketing communications, digital, brand, loyalty and customer experience, which positions her very well to deliver on the quickly evolving market realities.

In her “life beyond work”, Alison is an avid traveler, marathoner and adventurer. She’s completed 48 marathons and ultras, including winning her age group in a 250km Race Across the Sahara Desert and helping to raise $100,000 for the National Advertising Benevolence Society. Alison also climbed Mt Kilimanjaro to raise money for the Alzheimer Society.


Lance So

Associate Brand Manager, Bourbons & Irish Whiskies
Beam Suntory
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Lance is one of Beam Suntory Canada’s key marketing members, working with several key whisky brands including Jim Beam. In his role as Associate Brand Manager, Lance works on branding initiatives, product launches and promotions, and marketing programs for a variety of key targets, including Millennials. Lance’s insights into this generation help shape programs and messaging that resonate with this elusive consumer audience.

Lance holds an Honours Bachelor of Commerce, Finance from the DeGroote School of Business, McMaster University.

Make History: How a 200-Year-Old Company Builds its Legacy through Consumers’ Memorable Moments

After 200 years, it’s safe to say any brand would have experienced some pretty remarkable things. Generations of memories, celebrations of many milestones, and countless successful marketing campaign launches. This is certainly the case for Bean Suntory’s Jim Beam, which has not only celebrated its own major milestones, but been a part of its consumers’ own special moments for well over 200 years.

With a long legacy, Beam Suntory has utilized sponsorship and experiential marketing, executed through an integrated approach, to create special moments for consumers. Lance will share how the global Jim Beam initiative, “Make History,” was brought to life through partnership with Canadian Music Week as the Official Whiskey Sponsor. Breaking down the pieces and revealing results, learn how to encourage and engage consumers to build both their and your legacies.


Mark Wallace

Vice-President Corporate Affairs and Chief of Staff
Canadian Pacific
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Mark Wallace was appointed Vice-President, Corporate Affairs and Chief of Staff in September 2012.

Mark is responsible for the Corporate Communications and Public Affairs, Government Affairs, Investor Relations, Real Estate and Facilities functions as well as his duties as Chief of Staff for the Chief Executive Officer. Mark plays a key leadership role in helping strengthen CP’s cohesive approach to core business planning and corporate affairs and in delivering on the company’s strategic objectives.

Mark joined Canadian Pacific as Chief of Staff in July 2012. He spent over 15 years in various senior management positions with Canadian National Railway Company (CN). At CN, Mark led the Public Affairs function in both Canada and the U.S., and prior to that, he was the Chief of Staff in the Office of the President and CEO. He also worked in Investor Relations for over 6 years. Prior to joining CP, Mark worked in Toronto as a consultant in a corporate communications firm and before that as Head of Investor Relations for Husky Injection Molding Systems.

Mark is Chairman of the Board of DREAM VHP, a joint-venture real estate development company between CP and DREAM Unlimited.