Marketing News Canada spotlights the people, ideas, and innovations redefining Canadian marketing. Produced by SocialNext, Canada’s largest independent marketing conference series, we bring you candid conversations with marketers, founders, creators, and industry leaders shaping the future of the industry. Recorded live at SocialNext events and through in-depth interviews from coast to coast, each episode dives into the ideas, bold campaigns, and community-driven strategies defining the Canadian marketing landscape. If you care about Canadian creativity, innovation, and the people behind the work, you’re in the right place. Presented by Marketing News Canada www.marketingnewscanada.com
Recorded live at SocialWest 2026 in Calgary, Azrah Manji-Savin , entrepreneur, speaker, and co-founder of Syzl , joins host Lindsay Smith to unpack why personal branding and in-person networking matter more than ever in an increasingly digital world. Syzl is an online marketplace helping food entrepreneurs access commercial kitchen space, along with the operational and financial support they need to actually grow. Beyond building the platform, Azra is passionate about helping people build authentic professional relationships and stand out without losing sight of who they are. Azrah breaks down why personal brand searches have skyrocketed alongside AI, how to network without it feeling like a performance, what it looks like to build a personal brand guide the same way you'd build one for a client, and why staying consistent online and in person is the thing that actually builds trust. Networking isn't a performance. It's just a conversation you haven't had yet. Edited and produced by TAKT.
Recorded live at SocialWest 2026 in Calgary, Sabaa Quao , venture studio advisor and AI strategist, joins host Lindsay Smith to explore how synthetic data is about to change the way every marketer builds customer models. Sabaa spends his days advising startups at the intersection of AI and fintech, and points to Arima as one of the clearest examples of where this is headed: a synthetic model of society built on 25,000 to 50,000 data points per person, layered on top of a brand's first-party data to fill in the gaps that surveys, forms, and imperfect customer records leave behind. Sabaa breaks down why ecosystems and compounding data models are the two biggest predictors of startup success, how synthetic data stays privacy-first while still getting richer over time, why marketing is behind industries like autonomous driving and fraud detection in adopting it, and what happens when predictive modeling becomes accessible to businesses of every size, not just the ones with a head of data and analytics. Guesswork was never a strategy. Now it doesn't have to be the default either. Edited and Produced by TAKT.
Recorded live at SocialWest 2026 in Calgary, Jessica Lortie , Head of Marketing at Toast , joins host Lindsay Smith to dig into one of the most persistent and underreported gaps in the Canadian tech and marketing industries. Toast is a tech HR firm dedicated to closing gender gaps in the sector, working with organizations to diversify their hiring pipelines and running a community platform that gives women in tech the belonging, sponsorship, and psychological safety that workplaces often fail to provide. Jessica shares the data behind a pay gap that tripled between 2016 and 2024, why masculine-coded job titles are quietly filtering women out before they even apply, how Toast's Champions Program is training men to advocate for women in the workplace, and why community might be the most underrated career acceleration tool available to women in tech right now. The gap is real. The data is clear. And the playbook for closing it is already being written.
Recorded live at SocialWest 2026 in Calgary, Lauren Freund , Campaign Manager at Canva , joins host Lindsay Smith to explore what it actually takes to create content that cuts through in a crowded digital landscape. Canva is one of the world's most widely used design platforms, helping teams of every size create visual content across social media, presentations, video, and more. At Canva Create 2026, the company's latest announcements signaled a clear evolution, from a design platform with AI capabilities to an AI-first creative platform where design is the application. Lauren breaks down her content that connects framework, why the messenger matters as much as the message, how brands can balance digital presence with in-person community building, and why chasing reach and virality is the wrong goal for most marketers. Virality is a byproduct, not a strategy. Edited and produced by Takt.
Recorded live at SocialWest 2026 in Calgary, Charlie Grinnell , co-CEO of Rightmetric , joins host Lindsay Smith to explore why the data brands have been collecting about themselves is only half the story. Rightmetric helps North America's leading consumer brands harness external digital data across social, search, web, app, and ad spend to uncover what Charlie calls outsights: intelligence derived from how people actually behave online rather than what they say in a survey or focus group. Charlie breaks down why traditional segmentation falls short, how AI has turbocharged the ability to count and interpret behavioral signals at scale, and what it looks like when a brand finally sees the full picture of their audience rather than the one they assumed was there. Because there's a big difference between what people say they do and what they actually do. Edited and produced by Takt.
Recorded live at SocialWest 2026 in Calgary, Jeff Aylen , Vice President of Marketing and Brand for the Vancouver Whitecaps , joins host Lindsay Smith to talk about what it really takes to build a fanbase that sticks around long after the final whistle. Jeff shares how the Whitecaps went from struggling to fill 12,000 seats in 2021 to selling out 50,000-person stadiums in 2024, and why that turnaround had as much to do with a strategic pivot toward relationship building as it did with what was happening on the pitch. He breaks down how the team uses data and performance marketing to amplify emotional moments, how they scenario plan for seasons when the results aren't going their way, what FIFA 2026 means for the long-term growth of soccer in Canada, and why building mini-pitches across BC matters more to the Whitecaps than any single World Cup bump. Because fans aren't acquired. They're built. Edited and produced by the incredible team at Takt.
Recorded live at SocialNext: Ottawa 2026, Daniel Francavilla , brand and content strategist and founder of The Good Growth Company , joins host Alex to explore what it really takes to build trust in the nonprofit and public sector space. The Good Growth Company supports nonprofits, social purpose organizations, and governments with training and facilitation across marketing, communications, leadership, and fundraising. Daniel also teaches at OCAD University and George Brown College. Daniel breaks down why a brand-first approach matters more than ever, how misinformation and AI are reshaping the way organizations need to think about their reputation, what dignity-first storytelling actually looks like in practice, and why retention beats constant acquisition every time. Because in a world full of AI-generated content and eroding trust, the organizations that show the real people behind their work will always stand out. Thanks to our Editors, Producers, and Guest Host from Phantom Productions and WebMarketers . This episode was recorded live at the Ottawa Conference and Events Centre during SocialNext: Ottawa 2026, Canada's leading conference dedicated to nonprofit and public sector marketers. SocialNext is part of the SocialNext series, Canada's leading platform for marketing conferences, media, and community.
Recorded live at SocialNext: Ottawa 2026, Anouk Bertner , Executive Director of Future of Good , sits down to explore what it really means to tell stories that matter and why the nonprofit and social impact sector deserves better media coverage than it gets. Future of Good is Canada's only media publication dedicated exclusively to the social impact space, covering the sector through written journalism, live journalism, and data products including their Changemaker Wellbeing Index, a national survey of 1,100 Canadians tracking how people working in social impact are really doing. Anouk breaks down the three types of media content nonprofits should understand, how to craft a pitch that gets a journalist to call you back, why coalition building matters more than individual asks to government, and what media literacy looks like in an age of AI slop and news avoidance. Because if changemakers don't tell their own stories, someone else will. Or no one will. Thanks to our Editors, Producers, and Guest Host from Phantom Productions and WebMarketers . This episode was recorded live at the Ottawa Conference and Events Centre during SocialNext: Ottawa 2026, Canada's leading conference dedicated to nonprofit and public sector marketers.
Recorded live at SocialPacific 2025 in North Vancouver, Tom Elson , Employer Success Manager at Riipen , joins guest host Rachel Thexton to explore how work-based learning is closing the gap between graduation and meaningful employment. Riipen connects students, educators, and employers through real-world project work, giving students hands-on experience while giving organizations access to fresh talent and ideas, often with government-funded subsidies covering up to 50% of student stipends. Tom breaks down how Riipen works, what employers are actually looking for in junior talent, and why their new Future Path program might be the most flexible student engagement tool available to Canadian organizations right now. Because the talent gap is real — and the solution might already be in a classroom near you.
Recorded live at SocialPacific 2025 in North Vancouver, Nihal Mandanna , Director of Growth at Cyber Impact , joins guest host Rachel Thexton to explore what it really means to build trust through email marketing. Cyber Impact is a Canadian email marketing platform built around data sovereignty, security, and compliance — storing all client data on Canadian soil and helping organizations stay compliant, deliverable, and genuinely connected to their audiences. Nihal unpacks why the best email strategies focus on relationship-building over reach, how hyper-personalization is reshaping lifecycle marketing across industries, and why choosing a Canadian platform is about more than convenience — it's about who holds the keys to your data. Because whether you're a scrappy startup or a government agency, email is still one of the last permission-based channels where trust is earned, not assumed. Produced by TAKT.
Recorded live at SocialPacific 2025 in North Vancouver, Ben Wise and Darren Chiu, co-founders of Captivate, join guest host Rachel Thexton to explore the art and science of human behavior. Captivate translates academic psychology into practical tools for marketers, sales teams, and leaders, helping them communicate in ways that actually move people. They unpack why most marketing falls flat by being overly rational, how emotional decision-making really works, and why storytelling, including friction, consequences, and vulnerability, remains one of the most powerful tools in business. Because whether you’re selling to consumers or corporations, you’re always selling to a human. Produced by TAKT.
At SocialPacific 2025 in North Vancouver, Warren Thompson, Co-Founder and Director at Olo Metrics, sits down with guest host Rachel Thexton to demystify marketing data. Warren explains why most teams don’t have a data problem, they have a clarity problem. Instead of obsessing over every metric in the funnel, he shares how focusing on a few “North Star” KPIs can simplify decision-making and drive real growth. From performance marketing and SEO to AI’s impact on emerging marketers, this conversation explores how technical skill, strategic thinking, and creative craft must now work together, not in silos. Clearer metrics. Smarter decisions. Stronger teams. Recorded live at SocialPacific 2025 in North Vancouver. Produced by TAKT.
At SocialPacific 2025 in North Vancouver, Charlie Grinnell, Co-CEO of RightMetric, joins guest host Rachel Thexton to break down the uncomfortable truth about modern marketing. Charlie explains why most brands operate on assumptions, not evidence, and why “looking before you leap” is no longer optional. From ego and institutional bias to blind faith in performance marketing, he challenges marketers to stop guessing and start triangulating the truth using real external data. The conversation explores attention economics, content engineering, and why in a saturated digital world, creativity without context is just expensive guesswork. Thanks to TAKT , the editors and producers of the SocialPacific 2025 series.
At SocialEast 2025 in Halifax, Brooke Hahn, General Manager of Flockler, joins guest host Odum Idika for a candid conversation about why most brands misunderstand community. Brooke draws on her experience across agency, startups, software, and private equity to explain what actually drives growth inside modern organizations and why one-way content no longer cuts it. She unpacks the difference between having followers and building connection, and shares practical ways marketers can turn everyday customer moments into long-term brand loyalty. From user-generated content and social proof to celebrating customers publicly and listening beyond the feed, this episode challenges marketers to stop chasing volume and start creating shared identity. Because a social feed is not a community. It is simply the starting point.
Recorded live at SocialEast 2025 in Halifax, this episode of the Marketing News Canada podcast features guest host Odum Idika sitting down with Will Yang, Founder of Differo, to define what modern content creation really looks like. Will breaks down his approach to “pocket production” and explains why your smartphone may be the most powerful marketing tool you already own. From simple three-shot storytelling techniques to why audio clarity matters more than cinematic visuals, he shares practical ways brands of any size can start creating authentic, story-driven content that performs on platforms like TikTok and Instagram Reels. The conversation also explores why polished ads often underperform on social, how Gen Z consumes content differently, and why showing up imperfectly is better than not showing up at all. A reminder that great marketing is not about better gear. It is about better stories.
Recorded live at SocialEast 2025 at the Halifax Marriott Harbourfront Hotel, this episode of the Marketing News Canada podcast features guest host Odum Idika , Host of Unconventional Mindset and Founder of Piixel Studio , in conversation with Corey Evans , Director of Brand and Advertising at ATCO and former marketing leader at WestJet . Corey shares a behind-the-scenes look at one of Canada’s most iconic marketing moments, the WestJet Christmas Miracle , and what it took to execute a high-risk experiential campaign that generated over 35 million organic views. From stepping in as Santa to navigating real-time uncertainty during a live activation, he explains why putting the audience experience first, and the brand second, was key to its success. The conversation explores what experiential marketing really means today, why authentic human moments outperform polished ads, and how marketers of any size can create meaningful connections by deeply understanding their audience. Corey also reflects on the rise of creator-led marketing, real-time brand participation, and the importance of adaptability in an increasingly noisy content landscape. This episode was recorded live on-site at the Halifax Marriott Harbourfront Hotel during SocialEast 2025 , part of the SocialNext conference series, Canada’s leading platform for marketing conferences, media, and community.
Recorded live at Calgary's SocialWest 2025, this episode of the Marketing News Canada podcast features guest host Laila Hobbs , Co-Founder of Social Launch Labs , in conversation with Hiba Amin , Co-Founder of Creative Little Planet . Hiba shares a candid look at navigating imposter syndrome throughout her marketing career, from being the sole marketer during a startup downturn to finding confidence through community, conversation, and lived experience. She also discusses the evolution of content creation, why authenticity resonates more than polished perfection, and how marketers can build meaningful connections with their audiences. The conversation dives into the responsible use of AI in content marketing, including where it can support creative work, where it falls short, and why strong foundational ideas must come before scale. Packed with thoughtful insights and real-world perspective, this episode is a must-listen for marketers navigating growth, creativity, and confidence in a rapidly changing industry.
Recorded live at SocialWest 2025 in Calgary, this episode of the Marketing News Canada podcast features guest host Laila Hobbs in conversation with Julie Ogilvie , Executive Director of the Kentville Business Community and Founder of Julie Ogilvie Consulting . Julie shares how small businesses and solo founders can build customer journeys that convert, without burning out or spending all their time on marketing. The conversation breaks down what a customer journey really is, why it extends far beyond the point of purchase, and how brands can turn customers into long-term advocates through thoughtful post-purchase experiences. From balancing passion with profitability to focusing on the most overlooked stages of the customer journey, this episode offers practical, grounded advice for marketers, founders, and business owners looking to build sustainable growth.
Recorded live at the 2025 SocialWest Conference in Calgary, guest host Meredith McKeough sits down with Josephine Mary David , Communications and Partnerships Lead at Pedesting, for this episode of the Marketing News Canada podcast. Josephine shares how inclusive marketing helps brands move from being ignored to truly embraced by their audiences. Drawing from her background in business, social development, and accessibility-focused technology, she breaks down practical ways brands can make their marketing more accessible, culturally sensitive, and community-driven. The conversation covers purposeful messaging, accessible content design, amplified representation, resonant storytelling, and how small, thoughtful changes can help more people feel seen, included, and connected to your brand.
Recorded live at Caglary's SocialWest in June of 2025, this episode of the Marketing News Canada podcast features a conversation with Dave Thomas , Director of Strategy at Everbrave , hosted by Laila Hobbs , Co-Founder of Social Launch Labs . Dave breaks down his Strategy of Everything framework, a practical approach to improving strategic thinking for marketers, founders, and business leaders. The conversation explores how to set clear goals, align day-to-day work to long-term outcomes, understand constraints, assess risks and opportunities, and identify unfair advantages that drive better decisions. From navigating complexity and avoiding distraction to building common language across teams, this episode offers a grounded, actionable way to think more clearly, communicate better, and execute strategy with confidence.
