Peri Luel in

Peri Luel

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CEO at XMC
📍 Toronto, Ontario, Canada

As CEO and Co-Founder of XMC Group, Peri Luel is a leader with over five decades of expertise in sponsorship and experiential marketing. His distinguished career includes serving as Vice President at MolsonCoors, where he led major brand campaigns. He holds a BA from Western University and a diploma from Sheridan College.

His professional focus is on delivering process-driven expert counsel, executional excellence, and measurable analytics to build significant brand value for clients.

He was inspired to create XMC with his co-founder based on a shared belief in their teams ability to deliver industry-leading results.

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Experience
36 Years
Current Role
CEO
Job Level
Leadership
Location
Toronto, Ontario, Canada
Personality Overview

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Communication Style
Decision Approach
Work Preference

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Priorities

Topics Peri cares about

Experiential Marketing
He has championed the discipline of experiential marketing for over 50 years, building his company, XMC Group, to specialize in it.
Sponsorship ROI
His approach is rooted in delivering measurable value, focusing on ROI analysis and valuation services for major brands like Coca-Cola, Subaru, and American Express.
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Career

Work history

1-2006
CEO
XMC
9-2000 - 12-2005
Vice President, Molson Sports & Entertainment
Molson Coors Brewing Company
9-1996 - 9-2000
Managing Director/Owner
ESI Canada
9-1991 - 9-1996
Director, Corporate Sales & Marketing
IMG Canada
1989 - 1991
Account Manager
Miller Myers Bruce DallaCosta Advertising
In the press

Media appearances

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Education
1985 - 1988
BA
Western University
1983 - 1985
Diploma
Sheridan College
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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