[Virtual] 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.

Jennifer Redpath
Senior Director, Products

Jennifer Redpath is a senior leader at Numeris & NLogic, responsible for guiding the development and delivery of client-focused solutions. With a strong background in media analytics and software development, she works closely with cross-functional teams to ensure NLogic’s products meet the evolving needs of the Canadian media industry.

She has recently played a key role in several major initiatives, including the launch of Video Planner, a cross-platform planning tool for video campaigns, and the development of strategic partnerships with The Trade Desk and Magnite. Jennifer is also the driving force behind the launch of Echo Intelligence, NLogic’s new consumer behaviour survey designed to provide deeper insights into audience attitudes and motivations.

Her work continues to focus on enabling data-driven decision-making and improving the efficiency of media planning and buying.

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.

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.