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BTI Team
BTI Brand Innovations Inc.

Integrated Marketing

The only thing that is constant is change.

At BTI Brand Innovations Inc. we are a team of connectors that inspire change. We challenge ourselves daily, seeking out new innovative solutions that connect brands to people and people to brands, ultimately inspiring change in behaviour, change in brand preference, change in buying habits, change in the way we interact with brands or change as defined by your brand challenge.

We thrive on curiosity, striving to discover new insights through strategy and explore new industries. Our passion is creativity, providing out of the box solutions and stunning design to connect with our audience. Our success comes from our collaborative approach, working in partnership with our client partners to achieve the best results. The team of connectors at BTI will make your life easy.

At BTI, we have an unmatched reputation for delivering effective integrated marketing solutions using the right mix of the following services:

  • Insights


  • Strategy


  • Branding


  • Print


  • Digital


  • Experiential


How we do the great things we do comes down to our team of connectors.

Connectors are changemakers, visionaries, dreamers and innovators who share a common passion for connecting brands to people - and people to brands. Get to know our team of connectors by reading our profiles and give us a call so we can to get to know you as well!

Connectors providing exceptional brand representation across Canada.

We will build a team of dedicated brand champions doing whatever it takes to grow your sales in the “last 3 feet” ensuring your products are “top of mind” and “front of shelf” at the store level. Coupled with our eLearning platform we empower sales associates with brand product knowledge at their convenience. BTI is Canada’s only agency offering a national one-stop-shop for all your marketing, training, sales and In-store merchandising representation needs where marketing and sales work together to achieve your goals. Meet our connectors team of territory managers who represent Redecan, Canada’s #1 Cannabis Brand.


Parveen Dhupar



What kind of a day is it going to be?

Parveen Dhupar is a seasoned brand strategist, visionary, designer, serial entrepreneur, connector, lecturer, public speaker, author, coach, mentor to many entrepreneurs, and founder of BTI Brand Innovations Inc. (BTI), a boutique creative agency offering full integrated creative and marketing services to H2H (Human2Human) client partners. 

For over 30 years, Parveen has been innovating the brand experience for his global and local client partners and consumers alike. Over the course of his career, Parveen has worked on a wide range of brands in many categories, from startups, not-for-profits and Fortune 500 companies including Whirlpool Canada, Rogers, Canada Beef, Dare Foods, General Mills, Quaker Oats and more.

Parveen is active on various not-for-profit boards as a president, chair, vice-chair and director, sits on many advisory boards and committees at a leadership level, and actively supports charities through his initiative “People Who Give”.

When it comes to branding and positivity, people describe him as a “leading expert”. He prefers “lifetime learner” as he is never comfortable with what he knows today and is always on the quest for continuous mastery.

Parveen is known for his smile, positive outlook, killer wardrobe and is often quoted stating “I am a brand. My job is to make brands stand out from a crowd, so I must stand out.” Parveen leaves a positive lasting impression everywhere he goes, making people smile and spreading happiness. He has the rare ability to electrify an audience and deliver useful insights that lead to personal and business transformational change.

His belief is, in order to be happy, we must start each day with a positive attitude by controlling the things we choose to think about and focusing on the now. He wakes up early, excited over all he gets to do before the clock strikes midnight and chooses to be positive, to be grateful, to be creative, and to be joyful.

So, as you begin the journey of a new day, ask yourself... What kind of day is it going to be?


Shashi Ghai



Leadership is being the first egg in the omelet.

Shashi joined BTI Brand Innovations in 2003 has gained invaluable industry knowledge over the years. She is considered the “whip” of the organization, keeping everyone in the office on their toes and ensuring deadlines are met. As a gifted, well-organized individual, she has the unique ability to juggle many tasks simultaneously. As Operations Manager, Shashi is accountable for day-to-day operations, ensuring BTI is being run efficiently and cost effectively. As Account Manager, Shashi is responsible for leading the project management team, managing key accounts, and planning and executing corporate events.

When not at the office, and not on her long daily commute, Shashi spends much of her free time volunteering with various charitable organizations and on the committee for the CIBC Run for the Cure - Markham/Richmond Hill. Despite her busy schedule, she still manages to find time to enjoy various events in the community, spend with family and friends, and of course, time to shop!


Danny D'Amario



Creative thinking begins outside of the box.
Danny is a genuine conceptual thinker who not only thinks creatively but strategically too. He leverages that thinking throughout the entire creative branding process from brand positioning and promise to brand identity and experience. Danny is always searching for the big idea and finding many new and innovative ways to execute it.
After graduating from the Advertising and Graphic Design program at Humber College, Danny began his career at a busy downtown Toronto agency where he was mentored by some of the city's top creatives. A few years later he ventured off on his own and spent 10 years collaborating directly with clients before deciding to return back to the agency atmosphere and focus on creative strategy and branding. Danny has spent the last 20+ years helping many global and national clients build and strengthen their brands such as Jagermeister, Jim Beam, AG Hair Cosmetics, National Car Rental, Snapple, Neilson Dairy, Pharmasave, Insurance Institute of Canada, Look Beauty Inc., and Recochem North America.
As a devoted father of five wonderful children, Danny still manages to find the time to enjoy an occasional beer league soccer game and frequent the local hot yoga studio for his weekly detox.

Emily Taraborrelli



If you envision it, I can realize it.

Emily’s diverse background in business marketing, graphic design, and print production makes her a strong asset to the BTI team. Given her keen attention to detail, a passion for problem solving and an overall observant nature, Emily is a Project Manager to be reckoned with. At the office, Emily can be found relentlessly tracking down project updates, diligently following up with clients and suppliers, and energizing the design studio with her quirky sense of humour.

Outside of the office, the ‘playful’ Emily loves a strong dose of weak competition in any and every game available. You’ll also find her spending time with family and friends, fixing or crafting things for herself or others, or grooving to live (or studio recorded) music.


Dhara Naik



The difference between ordinary and extraordinary is that little extra.

With over 7 years of international advertising experience and association with global brands like Oreo and NIVEA, Dhara Naik is a taskmaster and an effective communicator. She refuses to stay within her comfort zone and constantly pushes the boundary. Her ability to see the forest and the trees helps her to bring excellence in her project management capabilities. Along with her rich experience in the advertising fraternity, Dhara brings in the belief that the future of advertising will not be led by a platform or media, but is IDEA driven. She also advocates that great ideas don't stroke egos, but serve brands; the objective isn't individual glory, but brand success. Dhara firmly supports the philosophy that creativity is like washing a pig, and hey, who doesn't like pigs?

When not at the office Dhara loves spending quality time with her son. Whether it's an adventure at the park, getting messy with DIY projects or exploring his limitless imagination, there is never a dull moment!


Brittany Zies



Today is the day!

Brittany got her start at a public relations agency where she proved herself as a natural storyteller and honed her skills in copywriting, media relations and community management. She is proud to have worked on some of Canada's top brands; MasterCard, Coleman, Fiji Water, Dell and Aveda to name a few. At BTI, Brittany specializes in digital marketing and communications, turning insights into action and offering strategic council for clients and peers. Adopting a glass half full approach to problems and challenges, Brittany doesn't allow murky water to ruin a day at the beach.

Away from the office, Brittany loves spending time outside, going on family adventures and walking her dog. When she's not out getting her daily dose of Vitamin D, Brittany can be found adding stacks of books to her collection. From biographies and fiction, to how-tos and tabloids – this girl's got it.


Thera-lee Rego



Did someone say CMYK? I can do that!

Thera is a versatile and multi-talented designer with an ever-evolving set of skills and a vivid imagination. These abilities allow her to tackle any creative challenge from brief and ideation to final execution. Developing and executing creative strategies, storyboarding videos, creating app designs, branding, writing blogs, and more are all in a day for Thera. She is quick on her feet, enjoys creative problem solving, and is always improving her skills by keeping up with newest features in the Adobe Creative Suite.

In addition to working as a graphic designer, Thera spends some of her evenings and weekends teaching kids Taekwondo and training for her black belt. She is also fitness oriented and loves tomatoes, juicing and promoting a healthy lifestyle.


Jinto Mani


ROLE: Graphic Designer

With over 10 years of experience in design with a specialization in packaging design, Jinto found his passion when working with Kaya Skin Clinic. In just over one year, Jinto redesigned over 100 packages helping to reposition the line to target the end consumer in retail vs the sterile clinic environment. This required a new frame of thought to bring in consumer-friendly colours, fonts, and design.  Jinto has also worked with such notable companies such as Tetley, Kellogg’s and Tata Tea.

When not in the office, Jinto enjoys visiting art galleries, watching pyscho thriller movies such as the Shining and listening to classic rock. Photography and drawing are also lifelong passions. As a family man, Jinto always enjoys spending time with his 2 year old, reading stories and taking road trips around the GTA.


Reilly Graham

Eclectic Advocate

ROLE: Junior Project Manager

A ship in harbour is safe, but that’s not what ships are meant for.
As a recent graduate, Reilly brings a fresh set of eyes to our diverse industry. Her keen interest in brand development, strategy and digital marketing makes her a great asset to our project management team. Reilly’s strong background in market research and analytics allows her to bring clients’ competitive advantage to fruition. Reilly uses a solution-driven approach to consistently think outside of the box, push boundaries and achieve results. With ambition, drive, and the know-how to back it all up, this girl doesn’t stand down from a challenge. 
Outside of the office, Reilly loves spending time outdoors, travelling the world, and trying new and exciting foods. If you can catch her at home, you'll likely find her spending time with friends and cheering on her favourite hockey team. 

Ritu Dhupar



Office managers make the world go 'round.

After 13 years as a Registered Nurse with expertise in Oncology nursing, Ritu left her job in clinical trials to take on the part-time Office Manager role at BTI. Ritu is responsible for office management and administrative assistance, and has most recently added value with health and wellness activities for the team through lunchtime yoga. She adds strong organizational skills with attention to detail and a genuine interest in the well being of the entire team.

When she is not in the office or travelling, Ritu is busy taking courses, volunteering and watching movies at TIFF, and seeking out new vegan restaurants.


Naina Trivedi

Eclectic Catalyst

ROLE: Jr. Public Relations & Social Media

Keeping it Clear, Concise & Consistent
As a recent graduate of Humber College's PR postgraduate certification program, Naina brings fresh new energy and the latest learnings from the PR/Marketing industry to the BTI team. Her background in journalism and communications, combined with her interest in social media marketing, trends, and advertising, complement Team BTI's diverse and integrated service offerings. As a public relations and social media coordinator, Naina's goals include understanding client-partner needs and creating effective communications strategies for the right audience.
Outside of the office, Naina enjoys being outdoors, hiking, playing soccer, volleyball, and tennis, making detailed mandalas, working out, and chasing cute dogs in the neighbourhood.  Naina loves to do what brings her the most joy—giving back to the community via community services and volunteer work. 

Jean Richer


ROLE: EVP Sales Strategist

Jean is a dynamic, solutions-focused leader. He brings a wealth of experience to BTI from a wide range of industries including consumer packaged goods, consumer electronics, and cannabis. In both Canada and the US, Jean has had continuous success in steering revenue growth and profits. He leverages go-to-market sales strategies, strategic planning, analytics, sales, and marketing to consistently exceed expectations.

Jean spends most of his downtime on the board of directors of a local hockey association where he also coaches his sons and tries to keep up with the twenty-somethings in the beer leagues. He is an avid motorcyclist and skydiver but enjoys nothing more than going away on family vacations to discover the wonders of the world.


Jacqueline McCloskey


ROLE: Sales Strategist

Jacqueline is an analytics guru who has been successful at creating innovative strategies with over 20 years of experience in CPG, food & beverage, entertainment & electronics, and outsourced sales & marketing. Known as a team builder, Jacqueline also has a strong track record of developing high-performance teams. A geek at heart, she has a passion for data and analytics which she uses to uncover insights and make recommendations for clients.

In her downtime, you will find Jacqueline volunteering with a local animal rescue where she also serves on the board of directors. When not volunteering, you will likely find her digging in the garden and bringing in the latest harvest.


Mickey Oberoi


ROLE: VP of New Business Development

Mickey leverages his years of industry experience to build meaningful connections between people and brands. To him, success means seamless projects for client partners and memorable and unique experiences for audiences. 
What started out as small scale event planning, evolved into working with A list celebrities, fortune 500 companies, and some of the world's most loved brands. From opening clubs, negotiating endorsement deals, organizing concerts and festivals, creating brand activations, and developing hospitality projects - Mickey can be found providing client counsel as part of Team BTI, and elevating brand experiences in any genre. 
Mickey has a unique approach to marketing and a commitment to working smarter. He believes in the power of thoughtful, well-timed conversations and never underestimates what a connection might lead to. 
For fun, Mickey likes traveling and experiencing the best of the hospitality industry all around the world. Hotels, restaurants, clubs and shopping - he loves the uniqueness each city has to offer.

Sam Khanna


ROLE: Vice President - New York

Sam has a diverse background spanning 35 years in the IT and IT financing industries. Previously holding senior posts at IBM and leading the Unisys Corporation’s North America unit, Sam comes to BTI as a seasoned business advisor helping our clients develop winning business and sales strategies. As a leader of BTI New York - Sam heads up our New York operations and works closely with our clients to solve their business challenges. His broad portfolio across the US, Canada and Europe as a General Manager, CEO, CFO and VP Sales have all included transformative business transactions, including joint ventures, strategic alliances, partnerships, and M&A transactions. As a partner at Altus Alliance for 3 years, Sam especially enjoyed working with startups striving for revenue traction as well as with growth-focused companies.

Although Sam would say that he provides consultations and talks business for fun, he also enjoys golf, squash and spending time in sunny Florida.


Farissa Knox


ROLE: Vice President - Chicago

Understanding how consumers spend time with media, where they devour content and how, is what Farissa geeks out about on a daily basis. As the founder and CEO of RLM Media, and Head of BTI Chicago, Farissa spends her days helping brands develop their media strategy, fine tuning the approach and executing in the market place. Starting her career, in 2003, selling advertising for radio stations in Virginia, New York City, Chicago and across the country, she learned the art of selling and negotiating. Taking that skill set to the paid media space made for a smooth transition of knowing what to do and say to motivate media vendors.

Today, Farissa and her team, work with brands like Target and FedEx, local healthcare initiatives, local and state-wide politicians and city and state governments. Farissa is also a self-published author and the founder + editor in chief of WhatRUWearing, a digital destination for young women who love content around fashion, style, beauty and creativity.


Doug Lawley


ROLE: Product Manager – Pharma

Doug is a graduate of Humber College’s Packaging and Graphic and Design program, although his 28 years of domestic and international experience have seen him take a diverse professional journey!  Doug spent 19 years in the pharmaceutical industry, progressively evolving from Design, Project Management to Sales and Marketing. Most recently he thrived as a Product Manager specializing in new product launch and life-cycle management of private label, over the counter medications for such major retailers as Shoppers Drug Mart, Walmart, CVS and Walgreens.

Doug is a successful Customer Relation Specialist and multidisciplinary team collaborator who is well-versed and educated in drug-related GMPs, Regulatory and Quality requirements. He has been recognized with multiple industry and employer awards and accolades.

A man for all seasons, outside of the office you’ll rarely find Doug inside. Whether it’s actively chasing a white ball down the fairway, skiing the slopes, exploring back country trails or paddling open water, at the end of the day you’re certain to find him in front of a hot grill or kicking back by the firepit with family and friends.


Maher Elzeiny


ROLE: Digital Marketing Strategist

No hard work ever goes to waste.

Maher has an entrepreneurial mindset and is driven to help others. He has over 15 years of inbound marketing experience - specializing in Conversion Rate Optimization (CRO) and Search Engine Optimization (SEO). Within these fields, he possesses extensive knowledge of UX and digital analytics. Maher has built digital marketing strategies that have generated traffic and revenue for companies such as IKEA, FEDEX and REMAX. He strives to consistently deliver high-quality results regardless of budget.

In his spare time, Maher spends much of his time with his family and friends. He loves to cook - experimenting with new cooking recipes every week and he especially loves to barbecue.


Sal Merchant


ROLE: Web Developer

Sal is a Full Stack Developer with 11+ years of experience working for both large and small firms. He has extensive experience in digital marketing, including SEO and SMO campaigns, as well as website and custom CMS development. 

Sal is proficient in HTML, CSS, JavaScript, WordPress, Shopify Liquid Code, PHP, and Bootstrap. Some of Sal's notable previous work has been with large client partners such as Canadian Tire, BioPed Footcare, Wolverine World Wide Canada, Capital One, Sobeys, Lone Wolf and HESL By National Health Services, UK.

In his downtime, Sal enjoys reading about both politics and global affairs. As a side project, he hosts a web show on which he covers current news and events.


Meira Khosla


ROLE: Social Media Strategist

Meira has been in the marketing world for 8+ years, gaining extensive experience managing multiple social media accounts in a variety of verticals. From startups to large corporations, she has helped business owners scale their brands through social media and drive traffic using digital marketing tactics. She has created content for brands including Yves Saint Laurent, Lancôme, L’Oréal, Estée Lauder, Maybelline, and her work has been featured on Buzzfeed & throughout various Shoppers Drug Mart locations. 

Meira brings this experience to BTI, cultivating social media strategies and helping bring ideas to fruition, allowing businesses to be seen, be heard and create dialogue between clientele. 

When she’s not on her phone, she thoroughly enjoys traveling, going to the gym, reading and spending time with her family & dog Bentley.


Matthew Bennett



Matthew Bennett’s career as a filmmaker and cinematographer has spanned almost twenty years. In 2015 he helped make history when 11 BLOCKS, a feature he directed and produced, was the first independent Canadian action/thriller to be acquired by Netflix. In 2016 a CBC film he directed photography for was nominated for Best Social and Political documentary at the Canadian Screen Awards. Bennett often works with business and charitable clients, producing award-winning work for a number of Canadian firms and charities.

When he’s not behind the lens, Bennett is a Dad to three small children in Leslieville.


Cindy Burke

ROLE: Redecan Territory Manager - Ottawa Region

Cindy’s diverse background in International Hospitality, Healthcare, Cannabis and Entrepreneurship is quite an eclectic mix. Shortly after University, Cindy “ran away from home” and ended up in Playa del Carmen, Mexico where she was able to explore her entrepreneurial passion for creating, designing, planning and building new businesses. She found her niche in the Fitness & Healthcare industries and created businesses that improved life and wellness for locals in the quickly growing Mexican Tourist town where she was living. Her passion for growing industries led her back to her hometown of Ottawa, back to her roots and into the Cannabis Industry.  Deep diving into Cannabis, Cindy found her ultimate calling. Cannabis combines Cindy’s love of physical & mental wellbeing with her profound interest in Holistic Healthcare. The demographics of those consuming cannabis split between health and recreational purposes keep Cindy continuously searching and researching.  And of course, Cindy’s love for business keeps her balanced and grounded in this ever-changing landscape. 

When Cindy isn’t dreaming up a new business idea, she can be found practicing yoga or on her Peloton Bike chasing her next milestone. Other hobbies include cooking and travelling which always go hand in hand. And of course she loves trying a new cannabis strain ;)


Matthew Campea



Matthew Campea is a Canadian Screen Award Nominated filmmaker with experience in both commercial projects and documentary films for broadcast television. At BTI, Matthew Campea is a visual storyteller. He brings a narrative approach to branded content with a special eye for cinematography.

When he’s not producing, directing, or editing video content, Matthew Campea obsessively checks his newsfeeds, binges on political podcasts and jogs around Etobicoke. Even in February.


John Goldstein



John is the head of photography at BTI, delivering top-quality compelling imagery to our valued clients. John’s background involved getting an MBA and working in the CPG industry for companies like A.C. Nielsen, Bestfoods/Unilever, and Kraft. In the year 2000 John decided to focus his talents on starting a visual media company, offering professional photography first and then adding video productions to the mix. For 20 years, John successfully grew his own company into a highly respected visual media company with hundreds of clients, ranging from individuals to large multi-nationals. As Head of Photography at BTI, John believes in providing clients with more than they expect, both in terms of the quality of the visual media and the service they provide.

John gets a tons of enjoyment out of doing photography and video production in his spare time, but he also enjoys travel, exploring the GTA, and socializing.


Colten Mayor

ROLE: Redecan Territory Manager – Alberta

Colten is a lifelong learner. Equipped with both an analytical and philosophical mindset, his approach allows him to view the inner workings of the business world with a fresh and distinctive take. With his vast experience in other heavily regulated CPG industries and the nuances of the cannabis industry in its infancy, he looks at his current role as an exciting and unique opportunity. The playbook for success in the Canadian market has yet to be written, and playing a part in writing that book is what gets him out of bed in the morning.
During the cold winter months, you will find him hibernating while playing guitar, and when the weather warms up, out on the golf course.

Tonya Maidment


With a deep understanding & passion for the Cannabis Industry, Tonya has been an industry advocate from day one of legalization. Having managed independent local shops and large corporate retailers; Tonya has a deep understanding of what works! Tonya takes joy in breaking down barriers and sharing her understanding of cannabis with others. Throughout her journey, she has always been a believer in the Redecan product offerings. She is excited to share her enthusiasm in connecting Redecan to the budtenders and retail managers that are at the frontline of the industry. Tonya takes great pride in sharing product knowledge and is dedicated to making sure retailers have the tools they need to provide an exceptional cannabis experience.
 When Tonya is not working, you can find her camping, kayaking, and exploring nature with her three children.  Recently Tonya has taken to the sky and is learning how to skydive; so if you ever need a friendly face, you just need to look up!

Julian Hooker


Having been in the Cannabis world since legalization, Julian has become a passionate enthusiast and educator. Julian worked directly for Redecan for the last 3 years, in a multitude of roles including growing, extractions, lab work, trimming, and packaging. He was also part of the team that helped shape the Redecan brand — from managing their social media accounts to creating content, to running pop-ups and working at industry events. This experience has given Julian a well-rounded skill set which he is excited to use when meeting budtenders in retail stores. 
As Territory Manager for the Hamilton region, Julian is responsible for building relationships with retailers, providing product knowledge, increasing engagement with the Redecan brand.) 
In his free time, Julian loves playing or watching soccer —a passion for as long as he can remember! He also loves trying new restaurants with friends and family; and in his downtime, you’ll likely find him working out or attempting to play the guitar.

Ali Abbas


Since the legalization of cannabis in Canada, Ali has played an active role in the industry. He has developed plans and strategies to help various retail stores open and grow their businesses by advising on inventory, sales targets, education, and employee training. His curious nature led him to the Himalayas, where cannabis is natively grown, and after learning about the origins and characteristics of the plants, he immediately became an advocate. Turning this knowledge into opportunity, Ali is excited to establish close connections with retailers on behalf of Redecan using his natural communication, negotiation, and listening skills. Ali believes that continuous improvement and technological advancement can greatly increase a store’s revenue and looks forward to partnering with budtenders and retail managers.
 In his spare time, Ali likes to read about Artificial Intelligence, Machine Learning, and technology-driven sales strategies. In the summer, you will find him camping with friends and family and flying his drone.

Joel Brown


Starting as a teenager in the fast-paced kitchens of Toronto and Montreal, Joel eventually travelled to Paris, France to train as a chef at Le Cordon Bleu Academy of Culinary Arts. He embarked on a multi-faceted career that has spanned across Canada over fifteen years, through the worlds of fine dining, institutional cookery, culinary management, catering, and events all the way to the brave new frontier of cannabis cuisine. Working in cannabis as a chef and as a manager in the retail space, he has spent a great deal of time working with consumers to enrich their enjoyment and curate great occasions.

Coming from a long line of educators, Joel loves nothing more than leveraging his culinary knowledge of flavour, aroma, and experience to speak about cannabis in a way everyone can connect with. A graduate of the Academy of Applied Pharmaceutical Science's Cannabis program, he continues to upgrade his education on his favourite ingredient as his hunger for knowledge knows no bounds. A natural raconteur, he's excited to share the narrative of the Redecan story with retailers, budtenders, and consumers alike.

Joel loves travelling to new places, seeing new films, and taking in art and live shows. In his spare time, you'll find him hunting down a great cup of coffee, going on a road trip to try something delicious off the beaten path, or growing a challenging cannabis cultivar at home.


This Could Be You!

Do you have what it takes?

We are passionate about the many things that inspire us to develop great ideas. Want to join our team? Do any of these words represent you? Collaboration, Leadership, Initiative, Fresh, Team Player, Integrity, Resourceful and Creative.

At BTI Brand Innovations we are always looking for innovative like-minded people. If you think you have what it takes send your CV along with examples of your work to

Sister Companies and InitiativesConnecting and solving very
specific challenges

Through our sister companies, we support our client partners specific
"digital content" and "diverse community" needs. As giving back is very close to our hearts, we've also created programs and initiatives to support these values. Meet the family below.