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
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.
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.
Leads XMC’s insights and solutions practiceDerek 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.
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.
Director, Field Marketing
Field activation specialist and moment of truth expert
Kristen has an extensive background in field marketing and event execution. With her educational background in Marketing and Human Resources, Kristen is a dynamic, resourceful and quality-driven Event Management & Marketing professional with cross-functional experience across the hospitality, retail and consumer products industries.
Throughout her time at XMC, Kristen has been instrumental in the growth and development of the LG Field Marketing Home Appliance/Entertainment and Mobile Communication Programs. Kristen has also been responsible for developing XMC Staffing Solutions, a customized approach to finding great people to represent our world class clients including; Adidas, Mike’s Hard Lemonade, Future Shop, Best Buy, StubHub, Bell Media, UnderArmour, BAI and Aol.
Kristen is a dedicated people manager who was drawn to XMC as the company provided the opportunity to combine many of her passions for creating innovative experiential marketing and field marketing programs for leading Canadian brands and companies.
Director, 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.