Mississauga, ON, Canada
Founder & CSO, Sister Merci
As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health work in the context of the emerging social Internet. Paul transitioned to agency roles in 2013, where he deployed his sociological research practice across high-profile health & wellness and pharmaceutical brands. In 2018, Paul lead the brand strategy for the Canopy growth portfolio at Cossette during the transition to cannabis legalization. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring Canada.