Adrian Capobianco, Co-founder & CEO, BILI
As the Co-Founder and CEO of Because I Love It (BILI), Adrian leads a Global social content and commerce platform that connects influencers and brands, transforming the influencer marketing experience. With the average North American adult spending 2hrs and 20 mins each day on social media, it's the most significant medium for most brands.
BILI's mission is to connect brands with social media influencers to promote and sell products and services. BILI is designed to simplify and improve this process with extensive data on the 10M+ creators in North America and AI implemented throughout the business. BILI operates on a guaranteed performance model to offer clients a true partner with a stake in their success.
With over 20 years of leadership experience in technology, media, and digital innovation, Adrian has a proven track record of scaling businesses, driving revenue growth, and fostering a culture of excellence. Adrian previously served as President of Vizeum (Dentsu), helping global brands adapt to the digital economy. His diverse background includes roles at IBM, Rare Medium, and founding Quizative, a digital innovation agency. Adrian is the Co-Chair of CMA's Social Content and Commerce Committee.
Darcy MacNeil, Senior Director, Social, Loblaw Agency
Darcy MacNeil leads Social at Loblaw Agency, driving the transformation of one of Canada’s largest retail portfolios into a social first, culturally relevant growth engine. With more than 15 years of experience spanning agency, media, and brand leadership, she is known for building high performing teams and scaling social as a core driver of business impact.
Her experience spans leading media and agency environments, including senior roles at Corus Entertainment and Mindshare Canada. She was a founding leader of the Content+ practice in Canada and later led the growth of so.da, scaling the business while delivering integrated programs for leading global brands.
Throughout her career, Darcy has partnered with some of the world’s most recognized brands, including RBC, Samsung, Amazon, General Mills, Indigo, Pluto TV, and Unilever. Her award-winning work blends creativity, data, and cultural insight to drive performance.
Today, she leads enterprise social strategy across Loblaw’s portfolio, focused on turning real time audience signals into actionable strategy, creative direction, and measurable business impact. She is also a member of the Canadian Marketing Association Social Content and Commerce Committee, contributing to the evolution of creator marketing and social commerce in Canada.
Krisztina Virag, Managing Director, We Are Social
Krisztina Virag is the Managing Director at We Are Social, with more than 15 years of experience spanning agency leadership and brand-side marketing. Known for building high-performing teams and championing culturally relevant creativity, she specializes in helping brands connect meaningfully with audiences in an increasingly social and digital world.
Over the past decade, Krisztina has focused on digitally driven marketing and social-first storytelling-guiding brands from nimble social activations to fully integrated, full-funnel campaigns.
Her career spans both award-winning agencies and global brand organizations, including time at DDB and Anheuser‑Busch InBev, where she helped shape work for brands recognized among the industry’s most creative and effective marketers.
Throughout her career, Krisztina has partnered with some of the world’s most iconic brands, including Adidas, Stella Artois, Corona, Budweiser, PlayStation, Amazon, Prime Video, Paramount+, TikTok, Four Seasons, Campbell’s, Mattel, and the Johnson & Johnson beauty portfolio.
Today, as Managing Director at We Are Social, she oversees the overall health and growth of the agency—believing that great work ultimately comes down to people: happy consumers build strong brands, and empowered teams create the work that makes those brands matter. Krisztina is Co-Chair of the CMA's Social Content and Commerce Committee.
