[In-person] CMAcx, presented by CanadaVisa

Newcomers are often treated as one audience, yet their experiences and perspectives vary widely. In this session, CanadaVisa, Angus Reid, and TD challenge the “newcomer monolith” and reveal how international students, temporary foreign workers, and skilled immigrants each have unique motivations, values, and emotional journeys.

We’ll explore how newcomers think, feel, and engage at each stage of the immigration journey, and why one-size-fits-all marketing misses the mark. You’ll see how campaigns tailored to each group not only build stronger trust and relevance, but also drive significantly higher engagement and performance outcomes.

Top Takeaways:

• Understand the distinct profiles of newcomers by key segment and immigration stage.
• Learn how motivations and emotions evolve across the immigration journey.
• Discover why personalized campaigns outperform broad newcomer strategies.
• Get access to research conducted by Angus Reid and CanadaVisa on key segments.
• Hear real examples of data-backed campaigns that delivered measurable results

Ed Morawski, President and COO, Angus Reid Group
Ed Morawski has spent the past two decades in leadership positions at several market research companies. Before launching Angus Reid with Dr. Angus Reid, Ed worked for Ipsos North America as senior vice president and launched Vision Critical’s research and consulting practice.  Ed has appeared on BBC Television, BBC Radio, and CBC Television to provide insight and commentary on public opinion on a variety of issues.

Jackie Leung, Senior Group Manager, Segments Integrated Marketing Planning, TD
Jackie Leung is a leader in multicultural marketing strategy and Senior Group Manager of Segments Integrated Marketing Planning at TD Bank. She has transformed TD’s approach to newcomer and multicultural segments, leading innovative campaigns and partnerships that propelled TD to the top of the market. Jackie holds an MBA from the Rotman School of Management, and her bold, insight-driven strategies have consistently delivered record-breaking engagement and business growth, making her a trusted voice on connecting brands with diverse audiences.

Riley Cohen, CEO, CanadaVisa
Riley Cohen is Chief Executive Officer of CanadaVisa, overseeing the company’s digital platforms and strategic direction. Throughout his leadership, he has built strong partnerships with major Canadian brands and led initiatives to modernize operations and drive innovation across the organization, such as the creation of an AI-powered chatbot tailored to immigration needs. Riley is deeply committed to ensuring that newcomer voices are heard and that CanadaVisa continues to serve as a trusted and inclusive platform for immigration information, legal services and engagement.

Canadian consumers are moving fast, and the noise is real. Fenton's keynote filters the signal to frame the forces shaping 2026 demand, how value, trust, culture, channels, and consent will bend the path to purchase. You’ll leave with a clear view of what’s shifting, what’s durable, and where to place bets next.

Fenton Jagdeo
Fenton Jagdeo is a futurist, consumer entrepreneur, consultant, and strategy professor dedicated to helping businesses anticipate and capitalize on emerging trends. As the co-founder and CEO of FACULTY, a disruptive beauty brand that redefined masculinity in cosmetics, he built one of the most innovative Consumer startups in North America—garnering industry acclaim from The Wall Street Journal, Business of Fashion, and GQ. FACULTY raised nearly $4 million from investors like Estée Lauder and HBO’s Maisie Williams before being acquired by Estée Lauder Companies in 2023.

At the intersection of strategy and foresight, Fenton is a professor of Strategy Development at OCAD University teaching in their Strategic Foresight and Innovation Graduate Program, where he teaches business leaders how to identify market opportunities, build innovation capabilities, and future-proof their organizations. His work in scenario planning and consumer insight has made him a sought-after advisor for F500 companies like Vertex Pharmaceuticals, financial institutions like TD, public sector entities like Telefilm Canada, and grocery giants like Loblaw Companies.

His expertise spans governance, venture capital, and business transformation, with investments in high-growth startups addressing the future of retail, mobility, and healthcare. Fenton serves on the Board of the Toronto Transit Commission (TTC), shaping policy and planning for North America’s third-largest transit agency. He previously sat on the board of the Toronto Public Library (TPL) guiding their 5-Year Strategic Plan. Fenton runs a venture capital fund managing a global portfolio of pre-seed to Series A startups addressing humanity’s most pressing challenges. He is an advisor to technology companies at MaRS discovery district, and is a serial entrepreneur most recently venturing into dentistry, with a modern dental studio in Toronto re-inventing the typical ‘dental clinic’ experience.

Recognized as one of Bay Street Bull’s Top 30×30 and featured on The Peak’s Emerging Leaders list, Fenton is a dynamic speaker on innovation, consumer behavior, and the future of business. His ethos—rooted in radical curiosity—positions him at the forefront of shaping tomorrow’s market landscape.

Canada is changing and so is your audience. Today’s marketers face a rapidly evolving landscape where personalization, relevance, and agility are key to winning attention and loyalty. In this exclusive session, we unveil the first results from Echo Intelligence, our new consumer behaviour insights survey, offering a timely and detailed view into the lives, values, and decision-making drivers of Canadians.

This isn’t just another dataset, it’s your blueprint to modern Canadian life, revealing behaviours, attitudes, brand preferences, local nuances, media habits, and the moments that matter. With over 6,500 variables spanning retail, media, health, AI, finance, automotive, and more, Echo Intelligence delivers unmatched depth into consumer sentiment, behaviour, and psychographics.

More than just opinions, this is the only consumer insights tool that will connect how Canadians live with what they actually watch, listen to, and engage with. Real behaviours. Real audiences. Real insight.

Whether you're refining your targeting strategy, optimizing media planning, or crafting more resonant messaging, Echo Intelligence helps you answer the questions that matter most.

This presentation will give you a strategic advantage and prepare you to lead with data and a deeper understanding of the evolving Canadian consumer.

Peter Farfaras
Vice President, Business Development, Numeris and NLogic

Peter is Vice President, Business Development at Numeris and NLogic. He brings deep expertise from global roles at Microsoft and across the media and tech sectors. Peter leads initiatives that expand platform adoption and deliver innovative, client-focused solutions.

Customer experience (CX) and marketing exposures are equally essential for building strong brands, with data showing that brands excelling in CX achieve greater commercial success and market share growth. To foster lasting customer relationships, brands must measure and act on CX throughout the entire customer journey, not just at isolated points.  In this presentation, Cheryl Mitchell and Scott Megginson will discuss how delivering on basic requirements is the foundation for trust, enabling brands to create meaningful and differentiated experiences and why a holistic and ongoing approach to CX measurement and improvement is key to driving long-term brand value and customer loyalty.

Cheryl Lynn Mitchell
Customer Experience Insights Lead, Rogers Communications

Cheryl leads the Customer Experience Insights team at Rogers but started her career in advertising, supporting retail and CPG brands. Her journey has taken her from MarCom to Marketing Strategy to Consumer Segmentation and Insights positions. Cheryl’s diverse roles have been united by a common thread: an unwavering commitment to customer centricity. Cheryl’s passion lies in championing the voice-of-the-customer, utilizing a holistic view of data and insights, to identify gaps and opportunities that deliver business results.

Scott Megginson
President, Kantar Canada

Scott, enjoying over 30 years in Market Research experience, has held significant roles at The Angus Reid Group, Warner Lambert Canada, PepsiCo Canada, and has led Kantar Canada for the past 15 years. Some of his impact has been recognized with The Chairman’s Award at PepsiCo and WPP Leaders & Partners Award at Kantar. He is a frequent speaker at industry events and academic institutions, past Chair of Queen’s University Dean’s Council for Arts & Science, Board Member of the former PMRS, and founding President of the Canadian Advisory Council for the Insights Association.

Kelley Tessier
Senior Director of Brand and Digital Marketing, Canadian Olympic Committee

Kelley Tessier is the Senior Director of Brand and Digital Marketing at the Canadian Olympic Committee, where she leads the teams responsible for fan-facing expressions of the COC brand; including campaigns, social, digital, events, and experiential. Known for her strategic mindset and collaborative leadership, Kelley is passionate about purpose-driven marketing and creating meaningful, long-lasting connections between brands and audiences.

Kelly Hardy
Vice President, Marketing and Communications, YMCA Canada

Kelly Hardy is a purpose-driven leader with over twenty years of experience empowering communities through the YMCA. As Vice President, Marketing and Communications at YMCA Canada, she amplifies the YMCA’s national voice and supports local YMCAs with strategic marketing solutions that build brand resonance, drive engagement, and demonstrate impact. Kelly also serves as Co-Chair of the CMA’s Not-For-Profit Council, championing marketing that makes a difference.

Sapna Goel
Chief of Brand and Content, Canada’s National Ballet School

Sapna Goel is a brand and content strategist, and communications and marketing professional with more than 20 years of experience in the public, non-profit and social business sectors, along with extensive work with corporate and educational partners. As Chief of Brand and Advancement at Canada’s National Ballet School (NBS), a leading arts organization in Canada and recognized internationally for its excellence, she leads multiple teams with oversight on national and international brand strategies, marketing, participant engagement, philanthropy, donor stewardship and storytelling. Equity and inclusion are core to NBS’ focus on demonstrating the power and transformative impact of dance on people of all ages and abilities, and on developing globally conscious, actively engaged artists.

Prior to this, for more than a decade, she led the strategy and development of the brand and content for Free the Children, growing a globally-focused team of 40+ to deliver on multi-platform marketing, communications, design, educational resources and editorial needs with both a global strategy and targeted regional focus across Canada, US and the UK. Her leadership on program and curriculum development ensured that the educational value was intrinsic to the organization’s mandate of empowering young people to be educated and thoughtful change leaders. She was instrumental in developing social impact campaigns and content to inspire and empower activism and advocacy among young people.

A storyteller at heart, Sapna has collaborated as editor on several book and editorial projects, and written several articles for small publications. She holds a journalism degree from Toronto Metropolitan University and a degree in political science and comparative literature from Western University.

Andrea Laurin
Group Account Director, CRM Publicis -Hawkeye, and CX Council Member

Andrea Laurin is a Group Account Director at Publicis Hawkeye, where she leads CRM for Rogers and brings together creative, data, and technology to deliver meaningful customer experiences. With over a decade of experience working with other major brands including Petco, Intuit, and UNICEF Canada, Andrea brings a deep understanding of customer-centric marketing. This year, she joined the Canadian Marketing Association’s Customer Experience Council, and outside of work she volunteers with the City of Burlington doing pet therapy.

Across Canada’s increasingly data-driven marketing landscape, artificial intelligence is reshaping how marketers uncover insights, anticipate customer needs, and create more meaningful engagement. Yet, the real opportunity lies not just in collecting data—but in turning it into timely, relevant, and responsible actions that build loyalty and drive growth.

This session takes a grounded look at how AI-powered analytics and automation can help Canadian marketers turn complex data into practical strategies that deliver personalized, ethical, and effective customer experiences. You’ll explore proven approaches to using AI for smarter decisions, more adaptive campaigns, and a marketing strategy that’s ready for the future.

You will learn:

• How AI-driven analytics reveals deeper customer insights for more informed marketing decisions.
• Best practices for applying AI to anticipate and influence customer behavior in real time.
• Ways to integrate AI automation to enhance personalization and engagement.
• How to align data-driven marketing with ethical, regulatory, and trust-building standards.
• Practical methods for measuring and improving AI’s impact on marketing performance and customer experience.

Join us to explore how AI-powered insights can help you create more relevant marketing, strengthen customer relationships, and stay ahead in Canada’s evolving digital economy.

Jonathan Moran
Head of MarTech Solutions Marketing

Mr. Moran is responsible for global marketing activities for SAS’s marketing solutions. Mr. Moran has over 20 years of marketing technology and customer analytics industry experience. Prior to SAS, Mr. Moran worked at both Earnix and the Teradata Corporation in pre-sales, consulting, and marketing roles.

Over the past 25 years, Mr. Moran has had the opportunity to not only architect, develop, demonstrate, and implement analytical marketing software solutions, but he has also had the unique opportunity to work on-site with Fortune 500 customers across industries helping them solve unique business challenges. 

Mr. Moran graduated from North Carolina State University with an undergraduate double major in Marketing and Spanish Languages and Literatures.  Mr. Moran also holds a MBA from North Carolina State University with a concentration in Technology Commercialization.

Through a blend of provocative ideas and accessible futurism, Andrea maps the shift from channel-based communication to seamless, invisible connectivity; from reactive analytics to anticipatory empathy; from growth-at-all-costs to human-centric, ethical evolution. She examines how AI will transform not just work, but worth (freeing humans to focus on creativity, care, and connection).

For decades, data has been the fuel powering marketing and the customer experience. But the era of data-drive insight is giving way to something far more human, an era of understanding. As privacy expectations rise and AI reshapes how information is interpreted, the real differentiator won’t be how much data brands collect, but instead how deeply they can connect.

In this session, Andrea will explore the future of data and customer experience, one where success belongs to the empathetic enterprise: organizations that use behavioural cues to earn trust fast, personalize responsibly, and build relationships that feel intuitive (not invasive). Andrea will share how brands can evolve from collecting signals to interpreting meaning to reshape the very fabric of the customer journey, creating more human and emotionally intelligent experiences in a post-data world.

Andrea Cook, CEO, JAM CRM
With 25 years of communications experience, Andrea is an industry leader in the art of connecting brands to consumers in the digital and data age. A self-proclaimed nerd, and a visionary change-agent, Andrea’s career has been spent building, shaping, and guiding North American and global teams in the art of data, technology, and innovation creative.