Who Is Harmony Marketing?
Known throughout the industry as an "opportunity broker," Lea Parrell brings over 25 years of diverse experience in every area of marketing. Over those years, Lea has been responsible for creating some of the most successful and unique marketing & sponsorship strategies, media and corporate partnerships, events & festivals, television broadcasts and cause-related marketing projects in both Canada and abroad.
Lea is co-founder of Water’s Edge Festivals & Events, a Not-For-Profit organization created in 2011 with a mandate to being the driving force behind the Redpath Waterfront Festival Toronto. Lea is the co-producer of the RWF (along with colleague Krista Slack from Krista Slack + Aylett) and is Executive Producer of the TALL SHIPS 1812 Tour, a Pan Provincial event that will visit 15 ports during the summer of 2013 and commemorate the War of 1812.
In addition, Lea and her company, Harmony Marketing, have been engaged in a wide range of distinctive projects. These include being the marketing agency of record for the City of Toronto’s Bicentennial Commemorations for the War of 1812; valuating and assessing current inventory and developing structured sponsorship programs for the Look Good Feel Better, and Santé International Wine Festival; creating sponsorship activation programs for Luminato: Toronto Festival of Arts & Creativity; creating strategic national marketing and communication plans and overseeing their execution on behalf of the Canadian Association of Community Living; providing Partnership Asset Valuations for Baycrest Foundation and Waterfront BIA; and working on sponsorships sales for Fashion Cares 25, Ontario Place, The SONY Centre, Dancap Productions, Tourism Whistler and The Apollo Theatre in New York City. Prior to launching her company, Harmony Marketing, Lea gave over 15 years to various divisions of Special Olympics Canada, including 6 highly productive years as Vice President of Marketing & Development. Her wide-ranging roles at Special Olympics Canada allowed her to use her expertise in the areas of sponsorship, marketing, branding, events, communications and Corporate Social Responsibility (CSR).
In 2005, Lea was invited by Special Olympics Incorporated to speak at the organization’s North American Summit in Washington D.C. on the topic of sponsorship, marketing and events. She also traveled to China to present Canada's sponsorship programs to both the Games Organizing Committee of the 2007 World Summer Games in Shanghai and Special Olympics East Asia in Beijing.
At home, Lea spearheaded the creation and implementation of Special Olympics Canada's National Sponsorship program. As a result of those efforts, Provincial Chapters now receive over $1 million annually directly from the Special Olympics Canada budget – funds that would not have otherwise been available.
Lea didn’t limit herself to the sponsorship and marketing areas during her tenure at Special Olympics. In the event area, Lea built the Sports Celebrities Festival (SCF) from a single provincial event to one that now features over 20 annual events across the country. She also acted as Executive Producer for two annual national broadcasts on TSN as well as the annual Sports Celebrities Festival Day in Toronto.
Lea began her marketing career in the television world, producing numerous entertainment and drama shows, many of which were sold in worldwide syndication.
Additional Personal Highlights:
NATIONAL EXPANSION OF SCF EVENTS
From 1993 until 1998 expanded SCF events across the country. As of 2005 SCF events raised net funds in excess of $17 million for Special Olympics in Canada and currently raise over $1 million annually.
“GIVE A DOLLAR. SHARE A DREAM.” Created an innovative national fundraising initiative that raised $1.6 million in the first 5 years. This program now currently raises in excess of $500,000 annually.
MERGING OF SPECIAL OLYMPICS & SCF
Created organizational structure of newly formed Marketing & Development Department for Special Olympics Canada including five divisions: sponsorships; special events; Communications & PR; national cause-marketing initiatives; and the Special Olympics Canada Foundation campaign.
SPECIAL OLYMPICS DAY ON TSN
Annually acted as the Executive Producer of this 24-hour day dedicated to Special Olympics. Included a 2–2½ hour live broadcast. Audience reach up to 1 million.
BRANDING OF SPECIAL OLYMPICS
Led a national re-branding initiative to revise the SOC national logo and all Chapter logos to be consistent with the Special Olympics Global logo.
director of marketing and partnerships
Linda is a highly motivated, result driven leader with strong marketing and communication skills. A skilled strategic thinker, she has been involved in the analysis, development and execution of sponsorship, community investment and social media initiatives for 20 years. Linda has created unique activation programs over multiple platforms including broadcast television, events promotions, on-line and social.
Linda is Harmony Marketing’s lead on the City of Toronto’s Bicentennial Commemorations for the War of 1812.
With a focus on delivering customized solutions, Linda has developed innovative strategies that meet client needs and produce results that deliver a measurable return on investment. As a consultant, she provides clients with multiple services including, development of goals and objectives, market intelligence analysis, strategic planning, program measurement, rights negotiations, client relationship management and fulfillment of property rights.
Working with a broad range of clients including CIBC, TELUS, TD Securities, Intrawest, CFL, Coca-Cola, Zurich Financial and Labatt, Linda has experience and knowledge of multiple industry sectors. Linda has worked for some of Canada's premiere agencies and companies, including Lang and Associates, IMG Canada, Labatt Canada, CIBC and ShesConnected Multi Media Corp.
Manager, Marketing + Partnership Services
Natisha Patel has been with Harmony Marketing for the past 4 years, providing marketing, event management and administration support. Natisha has also been on contract with companies such as Wakeham & Associates Marketing and Krista Slack + Aylett, offering her considerable event management and administrative skills on several projects including 'Twas the Night' in Calgary, Celebrate Bloor, Tree's Ontario Annual Community Planting Events and the opening celebration of the Allstream Convention Centre.
Prior to this, as a Program Manager at BOOM! Marketing, she worked on event marketing and promotional accounts for Energizer Canada, S.C. Johnson and Vincor International.
Natisha was also a member of the finance department as a Client Accountant for an advertising agency and began her career at a corporate marketing firm, working on projects for such clients as Magna International and Four Seasons Hotels & Resorts.
Tracey Baker is a business development professional with broad experience in marketing, sales and relationship management. Over her 15-year career, she has founded new roles across a range of organizations and industries with reach locally, provincially and nationally. Today, Tracey works as a consultant for a range of clients to help them build their business with an approach that is rooted in long term, mutually respectful and beneficial relationships.
Tracey is thrilled to once again be working with Harmony Marketing to build corporate partnerships for the annual Redpath Waterfront Festival.
Prior to her consulting role, Tracey worked as Business Development Manager with CGA Ontario, where she was responsible for heightening the awareness of the program within universities in the Greater Toronto Area and recruiting accounting students for the CGA designation.
Previously, Tracey spent many years in the professional services sector specializing in strategic business development and implementation in large accounting and legal firms. She also worked with a Crown Corporation in the financial services sector providing sales and marketing expertise to bankers across Ontario. More recently, Tracey was with a marketing boutique focused on supporting the advancement of professional women across Canada, leading the charge in revenue generation and relationship management with large organizations across the country. In addition, Tracey has taught marketing and consumer behaviour courses at The G. Raymond Chang School of Continuing Education at Ryerson University.
A graduate from McMaster University, Tracey also achieved her MBA from Wilfrid Laurier University.
She has a passion for travel, arts and culture, and community involvement. Tracey currently serves on the Board of Directors for her residential condominium corporation, is involved with the Africa International University (AIU) campaign to build a women's centre in Nairobi, and has participated in several successful fund raising initiatives on behalf of Princess Margaret and Mount Sinai hospitals.