Melissa (Luther) Irvine in

Melissa (Luther) Irvine

Initiator · DISC type Di
Global Director, Brand Experience and Innovation at Yogi
📍 Canada

Professional overview including current role context, leadership scope, domain focus, and career trajectory to help you understand background relevance before outreach.

Key behavioral and communication insights including interaction style, decision-making tendencies, and motivation drivers to tailor messaging and personalize conversations.

Business priorities, areas of interest, and practical outreach recommendations that can improve conversion quality for this professional.

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Experience
10 Years
Current Role
Global Director, Brand Experience and Innovation
Job Level
Mid-senior
Location
Canada
Personality Overview

How Melissa shows up

Risk-Accepting
Confident
Conviction Driven

They measure a product on its merit but can be influenced by strong testimonials. They respond well to objective pitches but also attach some value to relationships. They don’t mind taking a stand if they believe in something.

Priorities

Topics Melissa cares about

Strategic Priorities
Topic insights and context to help personalize outreach and discovery conversations.
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Career

Work history

12-2023
Global Director, Brand Experience and Innovation
Yogi
4-2021 - 5-2022
Director, Project Delivery
MetaLab
2-2018 - 4-2021
Client Partner
MetaLab
1-2018
Co-Founder
Mom 'n'​ Pop Shop
12-2016 - 1-2018
Brand and Digital Manager - EMEA
lululemon
In the press

Media appearances

Media appearances and press coverage highlighting public visibility and thought leadership.
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Education
2005 - 2009
BCom with Honours
The University of British Columbia
2008 - 2008
International Business
Sciences Po - Paris
Social presence
in
Behavioral profile

DISC profile (public)

D

Dominance (D)

Dominance (D) reflects how goal and task oriented a person is, and their ability to accomplish results irrespective of how demanding the circumstances might be. Those scoring high tend to be motivated by winning, competition, and success.

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