Designed and teach Canada's first and only post-secondary course of Digital Government Relations as part of Seneca's Government Relations Graduate Program. The course is designed to introduce students to the world of digital campaigning and splits between a theoretical exploration of the role of digital media in politics, and hands-on practical knowledge of tools and tactics used to achieve unprecedented advocacy results in the real world.

Established Canada's first digital agency devoted exclusively to digital advocacy campaigns, CSR campaigns, and cost-efficient social targeting. Responsible for building and strengthening client relationships, strategic partnerships, and getting better results for less money for our clients.

* I built a digital only team at one of Canada's top high-stakes communications firms, sourcing talent to create a mini agency that could execute digital campaigns and navigate the digital communications landscape for TSX-listed Canadian companies, multinationals and NGO's. * Recruited talent to build a 5-person agile digital team * Developed and executed digital strategies for high-stakes communications situations * Worked with C-Suite and VP level executives to implement strategies in dynamic situations * Managed digital crises and high-stakes programs for clients in financial, retail and NGO verticals * Developed social data models to inform communications for campaigns with >2M mentions/month

* Responsible for planning and executing direct acquisition online advertising campaigns for clients in the financial, automotive and non-profit sectors. Developed a strong knowledge of behavioural marketing, creative optimization, audience tracking and management and RTB platforms. * Built direct acquisition strategies for small business credit card program * Planned digital advertising strategies >$1M spend * Optimized upper-funnel SEM campaigns to increase efficiency of campaign spend

Michael leads Sussex Adrenaline, the creative and digital division of the Sussex Strategy Group. Sussex Adrenaline was formed in 2016 when Adrenaline Digital was acquired by Sussex. Sussex Adrenaline are award-winning practitioners in the digital advocacy and public affairs space. We use a suite of proprietary tools and tactics to execute highly efficient marketing campaigns, which mobilize supporters to your cause. As Director, Michael oversees both the creative process and the strategic approach of the division.