Arcane Purpose Coins
Arcane Purpose Coins


Ask us about our purpose


Fig. IV - Our Purpose

Leading with passion and purpose.

Innovation. Grit. Empowering Others. Each person at Arcane has a purpose – and we’ve had them write it directly on a coin they keep as a reminder. We lead with our purposes in mind and believe that effective leadership takes practice, commitment and showing humility. It’s not about one’s rank or position, it’s about having a deeper sense of purpose to help others reach their full potential.

Lindsay Schneider

Chief Executive Officer

She’s a business leader who puts people at the centre of everything she does. She’s the visionary and creator behind Arcane’s leadership development program, Arcane U. Lindsay’s passion for leading the Human Capital function across many industries has been pivotal in her role as Arcane’s Chief Executive Officer.

David Bunce

Chief Operating Officer

The leadership team’s finance wizard, Dave oversees the financial, operational and technological arms of the organization. He’s dedicated to ensuring the accuracy and reliability of all info and data produced by the agency – and the one you’ll be dealing with on contracts.

Scott Hartley

Vice President, Client Services

The Best in the West – bringing over 20 years’ experience working with some of Canada’s biggest brands, Scott manages our Calgary office. His knack for getting to the root of a business problem means that no challenge is too steep for him.

Matt Bergmann

Vice President, Strategic Partnerships

Matt leads Arcane’s strategic partnerships initiative to help businesses scale and evolve. With quick wit, deep marketing expertise and an impressive ability to communicate complex strategies, he makes it easy to partner with the Arcane team.

Tyler Power

Vice President, Performance Marketing

With over 15 years of experience working with clients and brands of all sizes, Tyler’s core focus is blending emotive creative with the power of data to produce high-performing, results-driven campaigns. Process, product, and production are at the core of his ethos, and he is passionate about leading from within, not above.

Amina Mattern

Vice President, Digital Strategy

A global Marketing Strategy Leader with international experience enabling organizations to scale through partnerships, brand & performance marketing and impactful go-to-market strategies. Builds, leads and coaches high performing teams to achieve organizational objectives. Vertical experience includes Retail, CPG, Telco, QSR, Hospitality. Passionate about using technology to effectively reach Canadians and strengthen the commerce ecosystem. Energetically seeks out opportunities, challenges and solves complex problems in the digital space.

Fig. IV.I - Our Leaders

Trevor Carter

Sr. Manager, Digital Marketing

Lindsay Goodyear

Squad General Manager

Andrea Hayward

Director, Finance and Operations

Jeff Hemphill

Digital Analytics Manager

Michelle Hogarth

Director, Special Projects

Jacci Keefe

Account Director

Tom McIntosh

Director, Strategic Partnerships

James Michael

Director, Web Development

Val Oosterbaan

Squad General Manager

Matt Robb

Creative Director

Dan Towers

Squad General Manager

Fig. IV.II - Our Team