Mentor profiles

As an Associate Customer Marketing Manager at General Mills, Ethan is responsible for crafting omni-channel marketing campaigns across the whole suite of General Mills’ brands. Ethan began his full-time career on General Mill’s eCommerce team after completing brand management internships at General Mills, PepsiCo and Reckitt. 

Ethan looks back at his time at UBC fondly where he was a part of the UBC Marketing Association and Blank Vinyl Project.

View more: https://ca.linkedin.com/in/ethanfernandes

Jochen is currently working as Brand Manager on Aveeno Lotions at Kenvue, responsible for driving innovation, crafting brand strategies, and developing campaigns to grow the business.

Prior to joining Aveeno, Jochen had managed Tylenol Pediatrics, navigating the brand through the national pediatric drug shortage in 2022 and a new normal post pandemic. Back in UBC, Jochen had led the rebrand of UBC Marketing Association and designed its now iconic M logo.

View more: https://ca.linkedin.com/in/jochenhsia

Fianca is a Sales Strategy & Planning Manager at KIND, where she leads portfolio and customer strategy for Canada. In her current role, she leverages data-driven storytelling to equip the business for growth.

With a strong foundation in brand management, Fianca brings diverse experience across top CPG companies, including KIND (Mars) and PepsiCo Frito-Lay, where she built brands and executed high-impact campaigns. Her experience in digital marketing at Best Buy strengthens her ability to craft and execute strategies with a consumer-first mindset.

View more: https://ca.linkedin.com/in/fiancachen

Zoe is currently an Account Manager at Instacart working on the CPG Ad Sales team. In this role, she is responsible for building trusted CPG relationships, maximizing advertisers value, and ensuring ad campaign success on Instacart.

Zoe has an extensive brand management background in food CPGs including Lindt, General Mills, and MARS. Her experience includes spearheading brand strategy, product innovations, and omnichannel marketing activations across iconic brands.

View more: https://ca.linkedin.com/in/zoezhangg
 

Carlos’ role focuses on kickstarting the Account Based Marketing function within Tipalti - how to collaborate and execute with Sales team members to penetrate key accounts identified as “must win” big deals. Tipalti has over 5,000+ customers worldwide, with logos such as Twitch, SkillShare, and TopHat.

Carlos has a combination of CPG and B2B Tech Marketing experience throughout his career. He started his first full-time role at Kraft Heinz, working on a variety of brands consisting of Heinz Ketchup, Philadelphia Cream Cheese, and Kraft Dinner, while also partnering with companies such as SkipTheDishes and Tim Hortons. After a few years, he pivoted into the world of B2B Tech, tackling Account Based Marketing strategies and go-to market for Snowflake (Canada) and now at Tipalti (Global).

View more: https://ca.linkedin.com/in/cvidanes
 

Austin’s role focuses on growing 7-Eleven’s proprietary food and beverage brands, which include Slurpee, 7-Select Private Label, Big Bite and Crispy Classic Chicken. Within this role, he manages all integrated marketing planning, brand insights, and campaign development to help grow 7-Elevens quick service restaurant products. 

Austin has spent the majority of his career in the food industry, starting his career in CPG at PepsiCo foods in shopper and portfolio marketing. After working on brands such Doritos, Quaker Oats and Spitz Sunflower Seeds, Austin moved to SmartSweets, the #1 Low Sugar Candy Brand in North America, to lead Trade Marketing strategy. Throughout his career, Austin has led integrated marketing strategy, retailer media programming, field marketing planning and commercialization projects to drive true brand success. 

View more: https://ca.linkedin.com/in/austinvaz