XMC
Peri Luel has a diverse work experience in the marketing and advertising industry. Peri started their career as an Account Manager at Miller Myers Bruce DallaCosta Advertising in 1989. Peri then worked at IMG Canada as the Director of Corporate Sales and Marketing from 1991 to 1996. After that, they became the Managing Director and Owner of ESI Canada from 1996 to 2000. Peri then joined Molson Coors Brewing Company as the Vice President of Molson Sports & Entertainment, where they led the company's experiential marketing and sponsorship marketing strategies from 2000 to 2005. Currently, they hold the position of CEO at XMC, where they lead a team of experts in experiential marketing, sponsorship marketing, valuation services, and event production.
Peri Luel attended Sheridan College from 1983 to 1985 and obtained a Diploma in Business. From 1985 to 1988, Peri Luel pursued further education at Western University, earning a Bachelor of Arts degree in Business.
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.