We are a collection of highly skilled people working together who understand that successful programs come from anywhere.

Our team has a deep and diverse range of skills, and that, combined with a shared vision, makes us really good at delivering results.

XMC’s entrepreneurial culture is evident across our core team of 30+ in the office, and approximately 250 field representatives across the country. We encourage and reward independent thinking, innovative solutions and complete accountability. Our people are our most valued asset and each of them inspires client confidence.

XMC Management Team

Peri Luel


Responsible for XMC’s evolution and navigating our destiny

A leader in the disciplines of Sponsorship and Experiential Marketing™ for 25+ years, he was most recently Vice President, MolsonCoors responsible for the development and execution of branded experiential campaigns for Molson Canadian, Coors Light, Heineken and other key brands.

Peri previously worked on client solutions for McDonalds, American Express, Blackberry, P&G, Subaru, among others.
Prior to that, he led IMG Canada’s consulting practice and founded ESI Canada (and sold to The Marketing Store Worldwide), an integrated sports marketing agency working with leading brands and properties.


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Steven Lewis


Oversees all aspects of XMC’s proposition and brand PROMISE

Steven co-founded XMC in 2006 and has managed the company’s growth from local upstart to full national, Profit 500 agency status with over 50 full time and 250 part time employees.

Key to XMC’s success has been his guidance on the strategy and execution behind many highly regarded integrated marketing programs including the development of national experiential marketing initiatives for blue chip brands such as LG Electronics, TD Bank, Stubhub and Canadian Tire.


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Derek Baker


Leads XMC’s insights and solutions practice

Derek is recognized by clients and peers for excellent leadership, communication, project management, budget stewardship and time management skills. An award-winning strategic planner – he’s worked in financial, insurance, CPG, technology, footwear & apparel, food & beverage and cause. Some of the brands he’s worked with include: Adidas, Bell, Best Buy, Canadian Tire, Duracell, Future Shop, Gillette, HP, LG, Mackenzie Investments, Old Spice, Reebok, Timberland, Pelmorex Media, Under Armour and Unilever.


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Alanna Rubino

Vice President, Strategy

Charged with fulfilling client strategy and executional excellence

Alanna has been in the sports and entertainment business for over a decade. She began her career with House of Blues Concerts and then joined Lang & Associates, working on national campaigns for reputable brands such as Molson and Proctor & Gamble. She later joined Maple Leaf Sports & Entertainment Ltd. and spent eight years in various areas including Event Management, Community Relations, and the charitable arm of the teams.

Following MLSE she joined The Princess Margaret Hospital Foundation where she oversaw The Weekend To End Women’s Cancers, a $12 million annual fundraiser. Prior to joining XMC as Director of Strategy, Alanna spent two years at Free For All Marketing as an Account Director overseeing various accounts on the sports, retail and loyalty sides.


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Mike Spicer

Director, Brand Solutions

Developing strategic plans and translating from paper into practice.

Beginning his career on the West coast, Mike has honed his sponsorship marketing experience over a decade working in sport, events and non-profit from both the agency and rights holder perspectives. Previously with the Canadian Sport Centres, Vancouver Whitecaps FC and TTG Canada, Mike brings a diverse range of business development, sponsorship strategy, consulting and client management expertise to the XMC team. An articulate communicator, Mike’s contractual prowess is a strength to clients across XMC’s business development and strategy portfolio.


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Mike Samardzic

Vice President, Client Services

Sponsorship Expert. Strategic Thinker. Problem Solver.

Since joining XMC in 2013 and with nearly a decade of industry experience, Mike has represent blue chip clients to deliver best-in-class work. No matter the project’s scale, his commitment and creative spirit ensure that quality is always king. Mike is a fun-loving, brand-building, strategy-driven leader who places one thing above all else; Results. Some brands Mike has collaborated with include: Draft Kings, LG Electronics, Bell Media, Mercedes-Benz, Pelmorex Media, Best Buy, Future Shop, Under Armour, Canadian Tire, Diageo and Microsoft.


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