People Moves: SMI hires seasoned marketer

XMC adds to leadership team

Melanie Smith is the new VP at sponsorship and experiential agency XMC. Smith, who has more than 20 years experience in marketing, events and sponsorship, has worked across multiple disciplines including agency side (10 years at Cossette including six years as managing director of Fusion; three years at Initiative) and client side (seven years at Scotiabank, where she led sponsorship and planning). She’s negotiated multimillion dollar deals with properties including NHL, MLSE and the COC, and helped develop programs such as Scotiabank Hockey Day in Canada, Hometown Hockey and others.