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- Could Owner-Led Marketing Be What Your Organization Is Missing?
Could Owner-Led Marketing Be What Your Organization Is Missing?
When leaders step into marketing, the story changes and so does the growth.
Hey friend,
Are you a business owner, or do you work for one? Either way, the question matters: how involved is leadership in your marketing? In today’s hyper-connected marketplace, marketing can’t live in the back office anymore. For Canadian SMBs, growth often depends on whether the owner takes an active role in shaping the company’s story.
Coming Up
Canadian Brands With Founders Leading the Way
Knix: Joanna Griffiths built Knix into one of Canada’s fastest-growing brands by putting her own voice and values at the center of marketing. Body positivity campaigns and advocacy for women entrepreneurs have made Knix a movement.
SENTALER: Bojana Sentaler’s personal design vision, sparked in Peru, continues to shape her luxury outerwear brand, proving founder-led storytelling builds credibility and growth.
Haven: Daniel and Arthur Chmielewski transformed their Vancouver menswear shop into a global name by betting on their own private label and leading brand direction themselves.
Why It Matters
When owners are involved, campaigns align with vision, sharper questions get asked, and brands can pivot faster. Most importantly, it feels real. Today’s audiences crave authenticity and nothing builds trust faster than a founder’s voice.
How to Put It Into Practice
Take a short bootcamp or workshop alongside your team.
Share personal stories; wins, lessons, even stumbles on LinkedIn.
Frame involvement as leadership, not “extra work.”
Bottom line: The owner’s story isn’t just nice to have, it’s the growth engine.
Community Spotlight: Owner-Led Marketing In Action
This week we asked two marketing leaders what it means to bring their personal story into their brand’s marketing and why founders can’t afford to sit on the sidelines.
Equinox Digital — Karina Perez & Edna Batengas
“As Co-Founders, marketing has never been something to hand off. It’s the core of our business, the way people first meet us, and the way trust is built… Our story is rooted in representation, inclusivity, and lived experience. Instead of hiding behind the agency name, we stand side by side as the faces of Equinox Digital.”
Their advice: “Start with your story, even if it feels unfinished. Marketing isn’t a quick fix—it’s a long game of showing up. Consistency compounds, turning visibility into credibility, and credibility into growth.”
Cottonwood Creative — Parker Johnson
“For me, leading marketing wasn’t a choice—it was a necessity. I grew up in rural Oklahoma where neighbors always showed up for one another, and that became my compass. Cottonwood was born to realign marketing with what matters most: helping connect people with purpose.”
His advice: “Start by remembering why you’re doing what you’re doing. Marketing is less about a megaphone and more about a conversation. Clarity, consistency, and authenticity are what turn a message into momentum.”
Takeaway for our community: No matter your industry, marketing rooted in lived experience builds trust and connection. Whether you’re scaling an agency or amplifying a cause, your story is your strongest strategy.
Even though it’s the last week of SNMA Summer School, learning opportunities are never over in the SocialNext Marketing Alliance.
This week in the community:
Wednesday, August 28 10 AM MST/12 PM EST
Think Outside the Box this Holiday Season with Pinterest
with Alex Green, SMB Sales Manager, Pinterest
Alex Green, SMB Sales Manager at Pinterest, shares how brands can tap into holiday inspiration, gifting, décor, recipes, and more, to drive results this season.
Thursday, August 29 10:30 AM MST/12:30 PM EST
SNMA Interviews: Career Insights from Indeed’s Marketing Leader
We’re kicking off our new series with Michelle Slater (Senior Marketing Director, Americas Region & Global Partnerships at Indeed) and Mike Morrison (President, SocialNext) on careers, hiring, and the impact of AI.
Wednesday, September 3 10 AM MST/12 PM EST
Flipping Expectations: A Pancake's Guide to Marketing
Prompty founder James McInnes shares how a Stampede pancake campaign turned curiosity into conversations and customers.
With fewer than 75 ticket’s left, SocialEast 2025 is shaping out to be Atlantic Canada’s biggest event yet! There is still time to save $100 on your ticket if you buy before midnight tonight. Don’t miss your opportunity to be part of it.
Your fall marketing reset starts at SocialPacific. Join us for two days packed with fresh insights, bold conversations, and real-world strategies you can take straight back to your team. Plus, you’ll connect with a community of marketers who get it.
Canadian Marketing & Business Weekly Brief
Canadians Shift Summer Spending Toward Local — Interac data shows SMBs saw 15M more debit transactions from April–July vs. last year. Consumers are favouring independents and Canadian-made goods—proof that local-first messaging is winning.
TikTok Canada’s Shutdown Sparks Worry for Creators and Brands — The platform is winding down operations in Canada, leaving creators and brands scrambling. Expect budgets and content strategies to shift toward Reels and Shorts.
Canada Drops Tariffs on U.S. Goods to Reset Trade — Ottawa will lift 25% tariffs on select American imports Sept. 1 (excluding steel, aluminum, autos). The move aims to calm trade tensions and stabilize supply chains.
Air Canada Strike Could Leave Brand Scars — After a four-day walkout by 10,000 flight attendants, Air Canada reached a tentative deal but experts warn that the short-term chaos may mean long-term reputational damage.
Trends & Insights
Google’s AI Mode in Search has landed in Canada, a new framework balancing profit and impact is coming, pickle scratch and sniff lotto cards + more! Here’s what you missed last week.
Download our Marketing Acronym Cheat Sheet and decode all that jargon you’ve been hearing, with the first page of our Marketing Survival Guide.
MobileSyrup has an insider look at Canada’s anticipated social network, Eh? The Beta shows promise but still needs some TLC before it’s ready for a full launch.
The Agency’s Secret Weapon
Managing multiple brands or clients doesn’t have to feel like juggling flaming torches. Cloud Campaign is built for agencies and marketers who want to scale without the chaos, think scheduling, reporting, and client collaboration all in one place.
Two things marketers love:
Client-ready portals & reports → make your work look polished, not patchwork.
Smart automation → bulk scheduling, reusable content libraries, and queues that actually save you hours.
Featured Job: Marketing, Communications & Community Engagement Lead
Location: Calgary, Alberta | Contract: 18 months (Maternity Leave Cover)
Pedesting is on a mission to make cities more inclusive with their accessible wayfinding app. They’re looking for a creative and strategic communicator to lead marketing, storytelling, and community engagement during an 18-month maternity leave cover.
Apply by sending your resume and cover letter to [email protected] (Subject: Communications and Community Engagement Lead).
Also Hiring: Digital Account Manager
Location: Toronto, Ontario (Hybrid)
Ruckus Digital/APEX is seeking a Digital Account Manager to lead social and influencer strategy, manage client relationships, and oversee paid campaigns across top platforms.
Explore more opportunities or post your open roles on the SocialNext Job Board
Follow Marketing News Canada on LinkedIn for full coast-to-coast marketing job round-ups every Friday.
Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.
Thanks for reading and being a part of the MNC community!
We’re so happy you’re here.
Marketing News Canada
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