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Marketing & Advertising

Marketing for Different Markets: From Canada to the United States to Ecuador

Born and raised in New Brunswick, Canada, Matthew Carpenter-Arevalo graduated with a BA in Spanish and English Literatures from St. Thomas University in 2003. In 2004 he was elected a Rhodes Scholar for the Maritime Provinces in order to obtain a Masters in Philosophy from The University of Oxford. In 2008 he joined Google as a Manager and in 2011 he worked at The World Economic Forum in Geneva, before joining Twitter in 2013 as Latin America Partnership Manager. In 2014 he founded Centrico Digital, a managed marketing services company based in Ecuador and focused on delivering marketing automation services to companies based in Canada and the United States. In 2022, Centrico Digital was acquired by Uhuru Network, a leading US-based inbound marketing company. Matthew is married to the Ecuadorian Entrepreneur and investor Michelle Arévalo-Carpenter. They have twin boys and are based in Quito.

Check out Matthew’s TechCrunch article at https://techcrunch.com/2021/03/13/does-atlantic-canada-have-a-blueprint-for-rural-revival-in-the-post-pandemic-era/


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Paula is a storyteller and tells us about the importance of PR, social media and brand strategy

A respected entrepreneur and communicator, Paula Worthington is the founder and principal of Worthington PR & Story, a Calgary-based communications agency specializing in public relations, social media and brand strategy.

She launched Worthington PR & Story in early 2018. The agency’s current client roster includes a who’s who of Alberta businesses, including Calgary Co-op, ATCO, University of Calgary Properties Group and Parks Foundation Calgary.

Worthington PR & Story services include public relations, strategic communications, media relations, media training, issues management, social media strategy, project management, content writing, influencer campaigns, event management and marketing.

The agency also supports changemakers, social enterprises and charities in the community through an agency division called Noble Arrow Projects. Current clients include the Women In Need Society, Paul Brandt’s #NotInMyCity anti-human trafficking movement and the Quinterra Legacy Garden.

Paula is a storyteller at heart. Occasionally, you can find Paula travelling the globe as a notable freelance writer and photographer, with her work appearing in national newspapers and magazines. The yellow arrow in her logo was inspired by her travels (on foot), following a little yellow arrow several hundred kilometres across Spain. She never forgot the power and importance of having wayfinders in order to accomplish our goals.


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Lessons from a serial tech and marketing startup entrepreneur

David Alston is a repeat tech and marketing startup entrepreneur, founder and coach at Marketswell Solutions’ CMO Accelerator program, a former volunteer Entrepreneur in Residence for the New Brunswick Government, cofounder of Brilliant Labs, an advisor to many startups in the Atlantic region, Radian6’s former CMO and Salesforce.com’s former Marketing Cloud Chief Adoption Officer.

David received KIRA Award’s Industry Champion for 2015, a Forbes top 50 CMO in social media, co-winner of a 2014 EY Emerging Entrepreneur of the Year Award for Atlantic Canada, 2015 winner of Entrepreneur of the Year and co-winner of Enterprise Promotion for the Atlantic Region from Startup Canada and the winner of the Greater Saint John Community Foundation’s 2018 Community Service Award.

David is the past co-chair of LivingSJ, a movement to support and create a path for all those living in poverty in his home city, a member of BCAPI and a former board member with his regional United Way.

David currently sits as an independent director on the board of Envision Saint John: The Regional Development Agency, as a commissioner on the board of Saint John Energy, and as an advisor on Venture for Canada’s national advisory board.

David has been involved with two social impact documentaries, Code Kids, which followed the journey to get coding back in the classroom, and The Millennial Dream, a documentary questioning whether the values of “The American Dream” have now been replaced by those more aligned with the passions of the Millennial generation.

David has been a mentor at NomadicMentors.com where he has keynoted and advised close to 50 startups in countries such as Spain, Portugal and Greece.

David, his wife, Mary-Gwen, and team also own and run a treetop aerial adventure park in Dominion Park called TimberTop Adventures, one of the largest of its kind in Canada and which is currently the number one ranked aerial adventure park in Canada on TripAdvisor. Their latest adventure is the creation of Climb 1884, soon to be NB’s newest and largest indoor rock climbing gym built inside an historic church erected in 1884 with heights up to 42 feet.


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Challenging the established real estate market

Ken LeBlanc has successfully challenged an established industry and selflessly shares his passion for helping others build a business through his activities with organizations such as the Canadian Youth Business Foundation. Ken has been in the business of building his own business since his student days. Now, 20 years later, he has leveraged his drive and vision into the largest real estate marketing franchising network in Canada, Property Guys.


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There is no such thing as a social media expert

Tessa May Marr is an entrepreneur at heart and proud to lead a 100 percent virtual social media marketing agency of exceptionally talented and relentless Social Media Managers! Her company, Marr Media Group works with B2B and B2C brands to build custom social strategies, paid social advertising, influencer marketing and fully outsourced social media management. They plug right into each client’s marketing team to augment and amplify all marketing efforts, making them even more effective, creating more connections and achieving desired results and outcomes. Tessa is a pioneer in her leadership style, with a strong focus on work/life balance, empathy, and a whole-human approach. She has developed unique practices throughout the years of building and leading a remote, creative team and breathes new life into the agency format.


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Changing the landscape for Canadian songwriters

Brittni Noble is a songwriter from Vancouver, Canada who has been performing in front of audiences with her R&B influenced vocals and original songs since she was 12 years old. Brittni went on to graduate from Vancouver Community College’s Jazz and Contemporary Voice program with a Bachelor’s Degree in Applied Music and proceeded to teach children, private voice lessons and musical theatre for three years in Vancouver. In 2015, Brittni earned a scholarship to Berklee School of Music where she studied Songwriting and Vocal Performance before moving to LA and attending Los Angeles College of Music (LACM) where she earned an Associate’s Degree in Songwriting. While studying at LACM, Brittni worked as a Digital Marketer at LA-based record label, Three Seventy Music Group. She also Interned at 411 Music Group to learn more about the music publishing industry and which is where the idea for be noble was born. Brittni moved back to Vancouver in 2019 and worked as the Head of Music and Voice at a Marketing and Advertising agency until the pandemic hit. With this sudden shift in her life, Brittni decided to pursue her passion of music publishing and helping other songwriters, launching be noble in January 2021 while continuing to work as Head of Creative for the same Marketing and Advertising agency. Brittni looks forward to sharing her knowledge and expertise she has gained through her education and work experiences with other songwriters to help further their careers and act as their partner, champion and advocate.


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The future of events is hybrid, with Loren Maisels

Loren Maisels, CMP is Founder & President of LOMA Marketing Agency – an events experience firm that creates holistic strategies for events that meet the strategic, creative and experiential goals of their clients and partners.

As a detail-oriented and results-driven leader, Loren has focused her 15+ year career on B2B events marketing and demand generation! With experience in both agency and corporate environments, Loren has planned numerous ROI-driven events for companies including Vision|Co, Accenture, Achievers and Great Place to Work.

A Toronto native, Loren found herself in San Francisco, California in 2011, spearheading SaaS company Achievers’ events expansion strategy. Among other key tactics, results-driven events paid off and the company was ultimately acquired by Blackhawk Networks in 2015. Upon returning to Toronto in 2016, Loren founded LOMA Marketing Agency.

Loren graduated from Ryerson University in 2004 with a Bachelor of Commerce majoring in Marketing and minoring in International Relations. She achieved her CMP (Certified Meeting Planner) designation in July 2011 and continues to stay active and current on all global issues and trends within the marketing and event communities.


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Dan Bergeron is helping companies scale up with brand, marketing, sales and customer experience

Dan Bergeron is a 25-year veteran of the marketing industry and leads Everbrave, a Calgary based growth marketing agency founded in 2015 by Dan and his two savvy business partners. With a passion for creativity and an instinct for business, Dan brings a strategic outlook to the most pressing challenges business face when trying to scale opportunity and stimulate growth. Recognized internationally for achievement in brand strategy, Dan is continually looking for opportunities to help companies disrupt the status quo, differentiate and stand out from the pack while employing cutting edge strategic, creative and technological solutions. When not obsessing over complex growth challenges, Dan can be found spending time with his family of five, camping, skiing, mountain biking and golfing throughout western Canada.

Everbrave is a Calgary based growth agency specialized in helping organizations scale up. Through a unique approach that blends creativity with brand, marketing, sales and customer experience, Everbrave takes a more comprehensive approach to the challenge’s businesses face in a high-paced competitive marketplace. Originally founded in 1999, the company became known as Everbrave Branding Group in in 2015 after the merger of RFX Brand + Communications & Squeeze Creative into one unified team. Everbrave serves a diverse group of clients ranging from start-ups to fortune 1000 companies across a broad set of verticals, including technology, health care, non-profit, hospitality, construction and many others. With a growing team of 13 specialists that span the talent spectrum, Everbrave is continually growing to serve new and existing clients throughout North America and abroad.


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How to grow in a connected digital ecosystem

Nikhil Sonpal is the Founder and CEO, of Mobility Quotient (MQ), a full-service digital agency, that provides business strategy, software development, marketing, advertising and design services to a wide range of industry-leading companies around the world. MQ has been operating for over 10 years and their clients come from various industries including automotive, retail, media, publishing, tech and finance.

MQ has worked on an array of projects, ranging from small WordPress websites for start-up businesses to large-scale, connected digital ecosystems (comprised of massive websites, mobile apps, numerous properties, multiple third-party platforms, and custom-built features) for global digital publishers who serve millions of daily viewers. They have also worked with Private Equity teams to help manage the technical aspects of their mergers and acquisitions. SokoLocal is Nikhil’s newest business venture, developed by MQ. It is a product search engine (online and app-based) that streamlines the online shopping experience for consumers by showcasing local products on an easy to search database.


Entrepreneurs are the backbone of Canada’s economy. To support Canada’s businesses, subscribe to our YouTube channel and follow us on FacebookInstagramLinkedIn and Twitter.

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Forger sa vie entrepreneuriale et contribuer à la croissance des entreprises et des individus

Visage bien connu de la scène numérique québécoise, Charlie Fernandez s’est notamment illustré en tant que directeur des communications du Web à Québec, plus grand événement numérique francophone en Amérique.

Depuis 2017, Charlie se consacre au développement de Studio Réverbère, première agence spécialisée sur Instagram au Canada dont il est le Président et le cofondateur.

Formateur et conférencier avec plus de 100 activités à son actif, Charlie est également l’auteur d’Instagram sans filtre, ouvrage marketing le plus complet publié à ce jour au sujet de ce réseau social.

Entrepreneur, Charlie est également impliqué dans sa communauté puisqu’il agit à titre de mentor pour le réseau Femmessor, mais également à titre d’ambassadeur pour l’entrepreneuriat québécois dans le cadre de la mission économique France 2020 organisée par le Réseau M.

Enfin, Charlie est détenteur d’un baccalauréat en administration des affaires de la London South Bank University et d’une maîtrise en administration des affaires de l’IDRAC Business School dont il est l’ambassadeur au Canada.


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