[Virtual] CMA Marketing Week presents CMAfutureproof, presented by Roku Canada

Join Ivan Pehar, Territory Manager, Canada at Roku and SYSTEM1’s Andrew Tindall, SVP Global Partnerships for an insightful exploration of how viewer mood influences engagement and ad receptivity in the ever-evolving landscape of streaming TV. In this session, we will delve into the importance of understanding viewer behaviour, highlighting the significance of positive moods in shaping content consumption and ad effectiveness.

We’ll discuss the challenges posed by the fragmentation of streaming platforms, emphasizing the need for effective content navigation strategies that enhance the viewer experience. Attendees will learn about the direct correlation between mood and ad receptivity, supported by compelling data and ad testing showcasing successful campaigns that tapped into viewer emotions.

Josh Fruttiger
Global Partnerships Strategy VP, System1

Josh is a VP on the Global Partnerships team at System1, where he is responsible for building and pushing the boundaries of marketing effectiveness thought leadership alongside an incredible set of strategic partners. Through this work, he and the team dive deep into the connection between creative and media, ultimately helping brands make more effective ads. Prior to System1, Josh spent 4+ years at TikTok, building and scaling global brand and product marketing teams through a period of hypergrowth.

Ivan Pehar
Director, Ad Revenue, Strategy, Roku

Ivan brings over 25 years of extensive experience in strategic digital marketing and brand building to the Roku team as the Territory Manager, Canada. In his current role at Roku, Ivan leads the Canadian ad sales team, driving innovative advertising solutions and helping brands navigate the evolving Connected TV (CTV) landscape while delivering measurable, impactful campaigns.

Prior to Roku, Ivan served as the Head of Canada Ad Sales at Spotify, where he played a pivotal role in developing their go-to-market strategy for Canadian brands. Ivan also spearheaded Twitter’s Canadian office as Head of Revenue and Agency Partnerships, advocating for the integration of social media into marketing strategies. His career spans across renowned platforms including Yahoo!, Microsoft, and AOL, where he crafted innovative solutions bridging traditional and digital media. Join us in welcoming Ivan Pehar to Roku, where his expertise will undoubtedly drive our continued success in the streaming media industry.

You know we had to ask Ivan what he’s streaming, it’s one of our first questions to all our new joiners at Roku: “You can catch me watching the Rich Eisen show as a huge sports fan or looking for the latest history documentary on Tubi.

Join Steve and Laura as they explore five practical ways marketers can embrace AI adoption, leveraging AI/44 index research with CMA members and their frontline experience advising companies through change. Discover actionable steps to seamlessly integrate AI into your marketing workflows, boost team capabilities, and foster innovation. Learn how to cultivate a culture of experimentation and harness AI for a competitive edge.

Steve Mast
Partner, Growth, Twenty44

Steve has over 25+ years of building and selling technology businesses and has thrived on helping organizations transform their business models to meet today’s modern demands. Steve has served as President, Chief Innovation Officer and Chief Product Officer at various digital marketing, research and technology firms.  His focus is on creating environments where clients and teams can play, learn, and grow together. Steve’s philosophy is simple—success is measured by actions, not words.

Laura Craig
Partner, Twenty44

Laura is a long-time believer in harnessing technology to free up time for more strategic thought (and a semblance of work-life balance). With over two decades of experience in business strategy, market research, and software product development, she has championed the adoption of practical solutions throughout her career—on the client side (RBC, Brand Management and Advertising), supplier side (Sago, SVP Product Innovation), and as an entrepreneur with a successful technology exit (CRIS).

Now, as co-founder of Twenty44, Laura focuses on the practical applications of AI in real-world operations, helping organizations align their efforts, minimize risks, and make AI work for their business.

Join Natasha Walji, Managing Director at Google Canada, as she unveils the power of AI to revolutionize the advertising landscape and demonstrates that AI can be your one-stop shop to grow your business. Natasha will share grounded, real-world insights on how advertisers can harness AI to drive unparalleled results, providing advertisers with predictability, profit, and precision. During this dynamic session, Natasha will guide you in embracing the AI Mindset, showing you how to champion a culture of experimentation, prioritize continuous learning, and leverage AI as your competitive advantage

Natasha Walji
Managing Director - Google Customer Solutions, Google Canada

Natasha Walji is the Managing Director for Google Canada focused on helping SMEs grow & thrive using AI. Previously, she was a McKinsey consultant and software developer. Natasha has served the community for 20+ years focused on disaster relief, poverty alleviation, public health and co-founded an organization for children with disabilities. Natasha is an angel investor and Investment Committee member at Blue Ivy Ventures. She holds a BSc., Computer Science (UVic), MBA (Yale) and MSt. Sustainability Leadership (Cambridge).

Dr. Jonah Berger
Expert on Innovation, Disruption, and Change | Bestselling Author | Professor of Marketing

Jonah Berger is a Wharton Professor, internationally bestselling author, and world-renowned expert on change, influence, word of mouth, and how products, services, and ideas catch on. He has published over 60 articles in top-tier academic journals, teaches one of the world’s most popular online courses, and accounts of his work often appear in places like The New York Times, Wall Street Journal, and Harvard Business Review. Millions of his books, Contagious, Invisible Influence, and The Catalyst: How to Change Anyone’s Mind are in print in over 35 countries around the world. Berger has keynoted hundreds of major conferences and events like SXSW and Cannes Lions, advises various early-stage companies, and consults for organizations like Apple, Google, Nike, Amazon, GE, 3M, and The Gates Foundation

Mark Schaan
Deputy Secretary to the Cabinet on Artificial Intelligence

Mark Schaan was appointed Deputy Secretary to the Cabinet – Artificial Intelligence in July of 2024. In this role, he supports the overall AI agenda, seeking to position Canada for leadership in its responsible development and use.

Prior to this, Mark served as Senior Assistant Deputy Minister for Strategy and Innovation Policy at the Department of Innovation, Science and Economic Development (ISED). In this role he led on the overall micro-economic and innovation agenda, including supporting the development of the department's horizontal policy and strategic priorities, including in international affairs, telecommunications, economic security, and all aspects of marketplace frameworks.

Mark’s career has been highlighted by this cross-cutting policy and framework effort, including leading major consultations and reforms, including for telecommunications, investment review, intellectual property, bankruptcy and insolvency, privacy and AI. Mark’s public service career has included roles across the policy spectrum, as well as leading on revitalizing the public service through innovative recruitment models.

Mark earned his BA (Honours) from the University of Waterloo in Political Science with an Honours Option in Peace and Conflict Studies in 2002, where he studied as a Loran Scholar. Mark earned his MPhil in Comparative Social Policy, conferred in 2004, and his DPhil in Social Policy, conferred in 2010 from the University of Oxford, where he studied as a Rhodes Scholar. Mark is also actively involved in his community: chairing the board of the Ottawa Art Gallery, continued involvement with the Loran Scholars Foundation, and previous leadership at the Ten Oaks Project for 2SLGBTQ+ youth and families.

Hundreds of thousands of new immigrants are estimated to move to Canada each year, presenting a golden opportunity for brands to forge lasting connections with consumers freshly introduced to the market. As newcomers navigate their new lives, TikTok plays a key role in their journey. Join us as we dive into exclusive insights from our research, developed in partnership with NRG, on how brands can engage with this dynamic community for meaningful, long-term relationships on the platform.

Erinn Piller
Head of Global Business Marketing, TikTok Canada

Erinn Piller, Head of Business Marketing at TikTok Canada, is leading a world-class team dedicated to empowering marketers with solutions that drive authentic connections and business results. With over 15 years of experience in developing and implementing innovative communication and marketing strategies, Erinn has worked with leading entertainment and digital brands and platforms in Canada, including Global Entertainment, National Geographic, STACKTV, and Disney. She has also driven brand excellence and leadership across leading NGOs worldwide, including WWF and the Juvenile Diabetes Research Foundation.

In addition to her role at TikTok, Erinn is a Women of Inspiration – Authentic Leader Award winner. She sits on the B2B Executive Committee with the Canadian Marketing Association and is an acting Director with the Charles H. Ivey Foundation which invests in community organizations supporting youth at risk.

In a world where uncertainty is the new normal, simply following trends isn’t enough—you need to understand what’s driving them. Powered by AI agents that sifted through thousands of reports, data sets, and weak signals, Elizabeth Henry will reveal the 8 transformative trends poised to shape the future of business.

By exploring the ripple effects of macroeconomic shifts, geopolitical tensions, evolving social behaviors, and emerging technologies, this session offers a clear, strategic, and cross-functional perspective designed for decision-makers.

Top Takeaways:

• Spot the difference between fleeting fads and long-term shifts
• Understand how economic and political climates shape consumer behavior
• Anticipate how AI will impact your organization
• Identify key areas for strategic investment
• Equip your teams to stay agile in a rapidly changing landscape Get ready to move from reactive to proactive—with a clearer view of what truly matters.

Elizabeth Henry, CEO, adviso

Elizabeth Henry is a seasoned marketing executive with nearly 20 years of experience in digital transformation, brand strategy, and customer engagement. Before becoming CEO and Partner at adviso, she led award-winning integrated campaigns and was behind the launch of SAQ Inspire, the loyalty program of Quebec’s largest alcohol retailer. Today, she leads a team of over 100 business and digital strategy experts, helping organizations across Canada turn complex challenges into measurable growth. Known for her data-driven approach and creative vision, Elizabeth is also a lecturer at HEC Montréal, a frequent speaker, and an active board member in the nonprofit sector.

When President Donald Trump returned to the White House in January, he initiated weeks of threats of tariffs and countertariffs, imposed and walked back between Canada and the United States. He continually suggested Canada should cede its sovereignty and become the 51st state. The moves sparked a wave of Canadian pride, inspiring consumers across the country to rethink how they shop and to cancel U.S. travel plans in favour of in-country destinations. Then came what is essentially a marketing slogan, “elbows up,” inspired by comedian Mike Myers. There has typically been a separation between ‘hard news’ and content marketing, as brands tend to shy away from contentious subject areas such as politics. That’s not currently the case. Worlds are colliding. What does that look like on the ground? How should it be managed at the campaign level? What sectors have the most opportunities to benefit and why?

Sean Stanleigh
Head of Globe Content Studio, The Globe and Mail

Sean Stanleigh is Head of Globe Content Studio, the content-marketing division of The Globe and Mail, a national media and technology company. His team blends audience data with journalistic intuition and experience to craft great storytelling on behalf of brands, positioning them as thought leaders with influential audiences across multiple platforms. Sean has held a number of senior editing roles at The Globe and the Toronto Star in disciplines that include international, national and local news, small business, and entertainment. His work includes a stint as host of the award-winning podcast Industry Interrupted. He regularly appears at events, live and virtually, as a host, speaker and moderator.

In today’s fiercely competitive landscape, marketers need to uncover every possible advantage. Hear the latest research on why ad environments perceived as positive can be your next competitive edge for driving better performance.

Key Takeaways:

• The next competitive edge for marketers under pressure. Well, this is it: positively viewed ad environments.
• Environments perceived as positive can drive better performance. And new industry research demonstrates it.
• How marketers can tap into the power of positivity today.

Jenna Landi
Director of Global Brand Research, Pinterest

Jenna Landi is the Director of Global Brand Research at Pinterest, leading the Marketing research organization covering everything from brand equity measures, to creative testing, to trendspotting. Jenna began her research career at Nielsen in New York and London, focusing on global digital analytics. She then held research positions at Google, including her role as a founding member of the Google Human Truths team. Jenna holds a Masters of Science in Behavioral Science from the London School of Economics and a B.A. from Brandeis University. She is an ambitious eater and curious traveler, and on weekends you can find her chasing daughters Natalie and Adrienne around Prospect Park in Brooklyn, NY.

Canada’s voice on the global stage is shifting—subtly, but significantly. From the way we communicate to how brands express identity, the tone of Canada is evolving.

Join us for a thought-provoking panel as we explore what this transformation means for marketers, businesses, and brand builders. Our panelists will unpack the key opportunities and emerging challenges, and dive into questions like:

• What does it mean to be a Canadian brand today—and tomorrow?
• How should marketers adapt their strategies and messaging?
• What trends will shape brand tone and voice over the next few years?
• How can the marketing community plan effectively for a rapidly evolving cultural landscape?

This conversation will offer insight, foresight, and a fresh perspective on marketing in a new Canadian context.

Mike Leon, Managing Director, Brand Heroes (Moderator)

Want to know what makes me a brander like no other? I’m tall and terrible at sports.

Seriously, when you grow up tall you start life believing you’re a star athlete until you actually try em. Your parents will tell you it builds character, but if I wanted to avoid being thrown in lockers, I knew I needed to tell my story a different way, which meant I had to see it differently too. 

This might explain my over 25-year obsession with brands. I see the true story that they’re not always able or prepared to see. Does this make me a misfit? hell ya. Sixteen years ago I started an agency full of em and since then we’ve had the joy of helping brands big and small find their own truth by embracing their own bad athletes - in whatever ways apply to them. Over time, my team @ Brand Heroes got tired of hearing my opinions, so I spread them to the airwaves as the brand expert on Global Radio and TV and in the classroom as an Adjunct Professor of Branding.  I also develop highly experiential learning programs for organizations of all shapes and sizes. 

Oh and I write musicals. Ask me about that sometime. 

Renee Ellis
Senior Consultant, Creative & Digital Operations, Cella

Renee is an agile and passionate director of digital, studio, and creative operations teams with experience designing and leading innovative global solutions for Fortune 500 companies. With a diverse background spanning healthcare, entertainment, retail and finance, Renee has focused her career on optimizing production models for advertising, packaging, signage, content, and studio workflows by cultivating collaborative and dynamic work environments with senior leaders, partnering with cross-functional teams (domestic and offshore), and external agencies to deliver excellence and value. Renee and her partners have achieved success when solutions are developed that educate, inspire, and empower employees to leverage data, technology, and best practices to drive growth and performance in their departments

Nick Moretta
Founding Partner, Other

Nick Moretta is a Founding Partner of Other., a modern, integrated media agency dedicated to delivering measurable business results for consumer service brands in Canada and the United States. With over a decade of experience, Nick has led his team in balancing impactful brand campaigns with deep performance media expertise, helping clients overcome performance plateaus and outperform their competition.