Marketing and Strategic Sponsorship Expert, Melanie Smith Joins XMC Group of Companies as Vice President

August 31, 2020 – XMC, a leading Canadian sponsorship and experiential marketing™ company is pleased to announce and welcome Melanie Smith as Vice President.

Smith is an award-winning executive with over two decades of experience in the marketing and sponsorship industry. A skillful negotiator and strategy expert, she has successfully developed large scale partnerships in digital and traditional marketing across North America. From her roles as Managing Director at Fusion (a division of Cossette) and Director, Sponsorship Planning and Development at Scotiabank, to her role as Vice President, Client Advice and Management with Initiative Media, Smith has an impressive track record successfully leading her teams and clients in the sponsorship, advertising, media and digital communications space.

XMC is thrilled for Smith to be bringing her experience leading multimillion-dollar sponsorship negotiations with properties like the NHL, MLSE, Canadian Olympic Committee and the Scotiabank Saddledome to its team. Smith counts the development of RBC and Scotiabank’s media strategies, award-winning community hockey programs like Scotiabank Hockey Day in Canada, Hometown Hockey and athlete partner strategies amongst her many accomplishments.

“More than ever before, our clients are looking for truly integrated marketing solutions anchored in shared passion points that properly leveraged sponsorship rights provide”, observed Pat McEleney, XMC Partner and EVP. “Melanie understands that and brings that rare combination of insight and ROI led sponsorship acquisition experience coupled with the ability to plan and execute multi-year integrated programs.  I look forward to collaborating with such a well-respected and battle tested professional.”

“XMC has been a proven industry leader in the sponsorship and experiential marketing space for over 15 years,” said Smith. “I have been continually impressed with not only the agency’s product, but the manner in which the company does business.  As a longtime fan of the XMC brand, I am genuinely proud to be part of the team and look forward to driving future successes.”

About XMC. Founded in 2006, the XMC Group of Companies and its dynamic group of industry professionals provide strategic counsel and execution of bespoke sponsorship and experiential marketingTM programs and services.  Together they leverage a shared passion for sport, music, culture and cause to connect, engage and inspire target action.  The XMC Group of Companies is proudly independent and dedicated to delivering client success by taking ownership, inspiring confidence, and exceeding expectations.

Media Inquiries: Stacia Zack / / 416-703-3589 ext 221