We are a collection of highly skilled professionals working together with our brand clients to bring sponsorship, experiential and field programs to life.

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

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

Founder

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.

peri@xmc.ca

416.703.3589 x 223

LinkedIn

Steven Lewis

Founder

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.

steven@xmc.ca

416.703.3589 x 224

LinkedIn

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Derek Baker

Partner

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.

derek@xmc.ca

416.703.3589 x 235

LinkedIn

Mike Samardzic

Vice President, Client Services

A sponsorship and experiential strategist and practitioner.

During his tenure at XMC, Mike has focused on achieving client success through the development of long-term and sustainable business relationships, and foundation of operational excellence. Mike, and more importantly Mike’s clients, have collaboratively built award-winning campaigns consistently exceeding program performance objectives.

mike@xmc.ca

416.703.3589 x 236

LinkedIn

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.

mike.spicer@xmc.ca

416.703.3589 x 282

LinkedIn

Sarah Jarrell

Director

A passionate marketer with a demonstrated record of delivering results, Sarah has a decade of experiential marketing experience. From product launches to international event planning, Sarah consistently designs impactful solutions for clients that are on-brand and on-budget. 

sarah@xmc.ca

416.703.3589 x 237

LinkedIn

Shawna Freitas

Senior Account Manager, XMC Staffing Solutions

Integral to the success of our client and partner activations, Shawna leads XMC Staffing Solutions (XSS). Leveraging a unique set of skills in recruitment, training, management and retention, Shawna oversees a full-time team of staffing experts and the fulfillment of tens of thousands of hours annually supporting a broad range of client mandates.

shawna@xmc.ca

647.522.4686

LinkedIn

Brittany Lengauer

Senior Account Manager

Dedicated to her craft and her clients, Britt applies a collaborative methodology to the programs she manages while personally ensuring that each and every element is developed and executed with purpose. A creative thinker and experienced manager, Britt’s work has taken her everywhere from the Olympic Games to the Grey Cup.

brittany@xmc.ca

416.703.3589 x 270

LinkedIn