XMC
Duncan Fraser has extensive work experience in the marketing and events industry. Duncan currently holds the position of Vice President at XMC - the Official Sponsorship and Experiential Marketing ™ Agency, a role they have held since January 2024. Prior to this, they served as the Associate Vice President at the same company from October 2022 to January 2024.
Before joining XMC, Duncan worked at MLSE (Maple Leaf Sports & Entertainment Partnership) starting in 2018. During their time there, they held various roles, including Director of Commercial Marketing from July 2021 to October 2022, and Director of the Event Experience Team from April 2018 to June 2021. In these roles, they focused on developing and implementing strategies to enhance the event management process, resulting in significant revenue growth and cost savings for MLSE.
Duncan's earlier career includes multiple positions at Molson Coors, where they gained experience in sponsorship, events, and marketing management. Their roles at Molson Coors included Commercial Manager, Marketing Manager, Manager of Sponsorship & Events, Co-ordinator of Sponsorship Operations, and Coordinator of Events and Promotions, spanning from 2009 to 2018.
Duncan Fraser holds a BBA in Brand Communication Marketing, which they obtained from Wilfrid Laurier University from 2005 to 2009.
XMC
Founded in 2006, XMC is a proudly independent agency that provides strategic counsel and execution of bespoke Sponsorship and Experiential Marketing™ programs for over 25 world-class companies. XMC collaborates with clients to create powerful integrated marketing campaigns shaped by strategic insight, defined by meaningful execution, and supported by proprietary business tools and analytics. With a head office in Toronto, 60+ full-time employees, and a roster of 2,500 part-time employees across the country, the XMC Group of Companies includes XSS (national staffing solutions), REVXM (turnkey digital and event production services), XMC Promotions (branded products), and Sponsorship Canada (sponsorship valuation, naming rights and brokerage services). Our team has nurtured XMC’s culture—from the people we seek to attract and fiercely retain, to the sponsorship, Experiential Marketing™ and field marketing methodology and processes we’ve trademarked and employ. We have valuated and negotiated some of the highest profile strategic partnerships and naming rights deals in Canada and facilitated game changing endorsement arrangements while building rigor and driving ROI for our blue chip and upstart clients. XMC is the official Sponsorship and Experiential Marketing™ Agency.