5/7/2026 3:30:00 PM
Vancouver @ 11:30AM - 2:30PM ET In-Person Event

CMA Marketing Week: Vancouver: Global Brand, Local Soul

Members: $0

Non-Members: $50

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

Location: Fairmont Pacific Rim
1038 Canada Pl Emerald Ballroom Vancouver British Columbia V6C 0B9 Canada
CPD CREDITS Earn 1.25 CPD
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Important: This event takes place in Vancouver, BC (Pacific Time). Our system shows Eastern Time, but times listed have been adjusted for Vancouver. The event begins at 8:30 AM Pacific/11:30 AM Eastern. Do not convert the times shown.

Global Brand, Local Soul: How brands that are unmistakably B.C. become internationally unforgettable.

In BC, brands are built at the crossroads of global influence, regional pride, and a deeply values-driven audience. Join marketing leaders as they unpack how to stay authentically Canadian—and unmistakably B.C.—while competing on an international stage. We'll explore how today’s most trusted brands are earning credibility with B.C. consumers who expect substance over symbolism, navigating cultural nuance, economic pressures, and West Coast sensibilities to create work that resonates locally, celebrated nationally, and scales globally in the realities of the current market.

Cancellation or transfer of registration must be received by e-mail to events@thecma.ca no later than ten (10) business days prior to the date of the event to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the event date. If you registered for a event but are unable to attend, substitutions* are welcome any time prior to the original registration event date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

By attending this event, you grant the Canadian Marketing Association (CMA), and those authorized by the CMA, permission to photograph and/or record you. You also give the CMA a perpetual, irrevocable license to use these images or recordings — along with your name — in any media and for any CMA-related promotional purposes, including advertising, editorial, and digital use.

You understand that you will not receive payment or royalties, and you release the CMA and its partners from any related claims.

If you have concerns, please contact us before the event.

speaker

Avish Sood

Director, Partnership Sales

Canucks Sports & Entertainment

speaker

Jill Schnarr

Chief Social Innovation and Communications Officer

TELUS

speaker

Maya Lange

Vice President of Global Marketing

Destination British Columbia

Agenda

Jill Schnarr
Chief Social Innovation and Communications Officer, TELUS

As TELUS’ Chief Social Innovation, Communications & Brand Officer with more than 30 years of telecommunications experience and communications expertise, Jill Schnarr leads its Corporate Citizenship & Communications team. At the helm of communications, public relations, brand marketing, sponsorship, public policy, sustainability and community investment, Jill brings TELUS’ social purpose to life to drive social change, leveraging TELUS’ world-leading technology and  compassion to enable remarkable human outcomes. A gifted storyteller, Jill has significantly influenced, built upon and safeguarded TELUS’ reputation as a global technology leader, fostering strong, positive relationships with customers and Canadians and enabling TELUS to be one of Canada’s most valuable and trusted brands.

The uncomfortable truth: B.C.'s most successful brands aren't scaling despite their local identity—they're scaling because of it.

But here's the catch: B.C. consumers expect substance over symbolism and can smell inauthenticity from provinces away. So how do you stay unmistakably B.C. while competing globally? How do you honor West Coast values while navigating economic pressures to homogenize?

This panel confronts the messy realities keeping marketing leaders awake—the tough decisions and calculated risks when staying authentic almost killed growth ambitions.


Maya Lange
Vice President - Global Marketing, Destination British Columbia

Maya Lange is the Vice President of Global Marketing at Destination British Columbia, where she leads international and domestic tourism marketing efforts for the province under Super, Natural BC and the new brand family of iconic brands. She is recognized for unifying BC’s tourism industry under a data-driven, digitally focused strategy and was named Canada’s Marketer of the Year in 2018. Maya has extensive experience in global marketing and is known for her innovative, collaborative approach to destination branding. 

Major Sponsors

  • CIBC-800x450
  • lg2
  • Microsoft-2023