We are a collection of highly skilled professionals working together with our brand clients to bring sponsorship, Experiential Marketing™, digital engagement 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 team is our most valued asset and each of them inspires client confidence.

Executive Leadership Team

Peri Luel


Leading XMC's evolution and navigating our destiny.

A passionate believer in the disciplines of Sponsorship and Experiential Marketing™ for over five decades.  He was inspired to create XMC with his Co-Founder based on the shared belief that our industry leading team can build and create brand value for our clients through our process driven expert counsel, executional excellence and measurement analytics. Prior to XMC, Peri was Vice President with MolsonCoors, responsible for the development and execution of sponsorship and experiential campaigns for key brands. Previously, he worked on client solutions for McDonald's, American Express, Coca Cola, Blackberry, P&G, Subaru, among an array of other clients.  He also led IMG Canada's consulting practice and founded ESI Canada (sold to The Marketing Store Worldwide) an integrated sports marketing agency working with leading brands and properties.


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Melanie Smith

Vice President

Award-Winning Integrated Marketing Strategist.

Melanie is a successful marketing and strategic sponsorship expert with experience from both agency and client side roles. A skillful negotiator, she has successfully developed large scale partnerships with properties like the NHL, NFL, NBA, MLSE, and The Canadian Olympic Committee.  Additionally, she has created meaningful sport and athlete strategies as well as largescale brand campaigns. Melanie is focused on building impactful partnerships and campaigns that truly deliver.



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. Key to XMC's success has been his guidance on the sponsorship strategy, execution and analytics that underpin many of our clients' award winning integrated marketing programs. He is relied upon by blue chip companies to negotiate multi-million dollar sponsorship and naming rights deals, manage renewals, structure ROI driving activations, build digital experiential marketing programs, and provide practical advice on issues such as category exclusivity, early termination and force majeure. Steven sits on the Board of the Sponsorship Marketing Council of Canada and co-created the Sponsorship Advisory Group, an industry think tank in collaboration with Canadia Marketing Association. He is also a member of the Ontario Advisory Board of Make-A-Wish Canada and a mentor of the Future of Sport Lab, a joint initiative between Ryerson and MLSE.


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Shawna Freitas

Director, Staffing Solutions

Integral to the success of 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’s specialty is providing bespoke staffing solutions across Canada with a talented and diverse workforce.  


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Pat McEleney

Executive Vice President & Partner

Over 25 years’ experience in the sponsorship and event marketing industry.

Pat is recognized as a sports and entertainment leader in the development of strategy, negotiation and execution of groundbreaking partnerships, and has worked with a myriad of major leagues, teams and personalities, including the NHL, MLSE, Hockey Canada, IIHF, Canadian Olympic Committee, and others. Pat has held senior executive roles with MolsonCoors, Hockey Canada and Canadian Tire. He is active in the community and a member of the Board of Directors for The Original Santa Claus Parade – the largest of its kind in the world, as well served for 10 years as the Chairman, Hockey Canada’s Going Fore Gold, raising over one million dollars for the Women’s Olympic hockey program.


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Ashley Jones


An exceptional sponsorship and experiential marketing professional.

Ashley’s ability to efficiently build client programs from concept to execution is unparalleled. Respected by her colleagues and clients, she is an expert in creative ideation and delivery, program management and delivering impactful consumer experiences.


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Mike Samardzic


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.


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Sarah Jarrell


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.


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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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Brittany Lengauer


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.


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Rishi Gupta


Over 15 years of Sponsorship, Experiential and Integrated Marketing experience.

Rishi’s diverse background includes award winning work with Scotiabank, General Motors, MasterCard and Coca-Cola. His expertise in sponsorship and large-scale client activations with partners like the NHL, Calgary Stampede, Maple Leaf Sports & Entertainment and World MasterCard Fashion Week has allowed him to demonstrate the impact experiential marketing generates to elevate awareness, deepen consumer affinity and drive sales.

He is a dedicated and passionate individual that commits everything to his projects to ensure overall success.