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


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.


416.703.3589 x 223


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.


416.703.3589 x 224



Derek Baker

Executive Vice President & 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.


416.703.3589 x 235


Pat McEleney

Executive Vice President & Partner

With 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.



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.


416.703.3589 x 236


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.


416.703.3589 x 282


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. 


416.703.3589 x 237


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.


416.703.3589 x 238


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.


416.703.3589 x 270


Shawna Freitas

Director, 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.