Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

Matt Di Paola

Rippleworks

• Leading global marketing and communications strategy to scale portfolio visibility, thought leadership, and venture funding pipeline and talent acquisition.

• Orchestrate thought leadership at top-tier global forums (Skoll World Forum, UNGA/Climate Week NYC) to drive industry influence and partnerships.

• Manage internal communication practices to enhance employee engagement, culture, and retention across a globally dispersed team.

• Advise global founders and CEOs on marketing, storytelling, organizational design, and change management strategies.

Head of Marketing & Communications

• Partnered with global scale-ups and non-profits to build sustainable business models, transform brand strategy, and accelerate revenue growth.

• Delivered fractional CMO leadership, restructuring marketing teams, launching new brand narratives, and building strategic partnerships.

• Advised CEOs and leadership teams on organizational design, operating models, team governance, and change management.

Key Clients: Forest Carbon, World Resource Institute (WRI), Engine Digital, Fandrop, Forward Studio, Meta4, Nestabl.

Fractional CMO / Executive Advisor / Growth & Innovation Consultant 

Forest Carbon

• Led brand transformation and repositioning strategy for a leading climate innovation organization across Southeast Asia.

• Advised C-suite leadership on organizational design, governance, talent development, and internal communications.

• Facilitated executive team offsites and change management workshops to accelerate company-wide alignment and scale.

Fractional CMO / Executive Advisor

Huge

• Retained 75%+ of global client revenue while elevating Huge’s brand perception in competitive global markets.

• Drove top-quartile client satisfaction and referral rates by championing innovation, brand strategy excellence, and high-touch client service.

• Standardized global financial reporting, CRM, and Salesforce processes to increase transparency and improve forecast accuracy.

Global Chief Client Officer

• Rebuilt Huge Canada into a high-performing innovation hub delivering brand and business transformation across digital, physical, and experiential channels.

• Developed loyalty and CRM expertise for Audi Canada resulting in 40% YoY growth.

• Scaled “Think with Google” program for Google Canada, building industry-first thought leadership.

• Led brand strategy and marketing transformations for Four Seasons, Co-operators, Sinai Health, MaRS Discovery District and Proactiv.

President, Canada

SID LEE

• Scaled Sid Lee’s digital, social, content and innovation practices by 400%, winning major global accounts across tech, CPG, and finance sectors.

• Built award-winning brand, social & digital transformations for Netflix North America, DAZN Global, Samsung, Boeing, Longo’s/Grocery Gateway, and PC Financial.

• Awarded Bronze Digital Agency of the Year (Strategy Magazine, 2018).

Managing Director, Strategy & Innovation, Partner

Critical Mass

• Expanded Toronto office revenue and global client footprint, including the launch of a Hong Kong office to serve Asia-Pacific markets.

• Won a Cannes Lion Award for the House of Anansi iPad app, showcasing innovation in digital publishing.

SVP, General Manager

MediaCom Canada

• Led innovation team driving new service offerings in data science, digital, social and engagement strategy.

• Instrumental in winning Media Agency of the Year honors, with major new business wins including Audi, CIBC, VW and Diageo.

Chief Strategy & Innovation Officer

Proximity Canada

• Grew agency headcount from 50 to over 200 by winning global and North American accounts.

• Won Digital Agency of the Year, 3 Cannes Lions for M&M's, LIAAs, and Best in Show at various industry awards for M&M's, Doritos and Gillette.

• Managed digital & CRM clients like Gillette, HP, Pepsi, Doritos, Mars, and Campbell's Soup.

SVP, Managing Director

Tribal DDB Canada

• Built Tribal DDB’s digital marketing division from the ground up, adding $7M in new revenue.

• Led high-performing teams servicing BMO InvestorLine, Canadian Tourism Commission, Gatorade, and other leading brands.

• Won Digital Agency of the Year.

Director of Client Services

Leo Burnett

• Managed integrated campaigns for VISA, AOL, and Wrigley, driving early digital engagement strategies.

Account Manager

Visionary Chief Marketing Officer with global experience leading brand growth, digital innovation, and revenue acceleration across Fortune 500 companies and high-growth startups. Proven track record building globally recognized brands, scaling marketing organizations, and driving purpose-led brand and digital transformations.  

I help organizations scale sustainably, drive revenue, and build high-performing teams by combining data-driven marketing strategies with human-centered storytelling.

Throughout my career, I've partnered with industry leaders like Audi, Netflix, Google, Unilever, P&G, Microsoft, and Boeing — leading brand transformations, building new marketing capabilities, and launching award-winning campaigns that have delivered measurable business results.

I have been a speaker at SXSW twice, Banff World Media Festival (4x), the Vancouver International Film Festival and have helped 3 different agencies win Agency of the Year as well as Cannes Lions, Best in Shows at the CMAs & FAB Awards, ADCCs, Effies and LIAAs along with many other North American awards.  

I have also served as a mentor, advisor, and board member to early-stage startups and mission-driven companies globally through Rippleworks, Techstars, MLSE’s Future of Sports Lab, and TIFF’s Digital Advisory Board and many others.  

Areas of Expertise:
* Brand Strategy & Positioning
* Demand Generation & Growth Marketing
* Performance Marketing & Revenue Acceleration
* Digital Transformation & Innovation
* Customer Experience (CX) & Engagement
* Organizational Design & Change Management
* Executive Coaching & Leadership Development
* High-Performance Team Building
* Sustainability & Purpose-Led Branding
* Data-Driven Decision Making

I bring a global perspective, purpose-driven leadership, and a relentless focus on impact — whether scaling the world's largest brands or mentoring emerging changemakers.

Always open to connecting with fellow leaders passionate about growth, purpose, and innovation.

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The Battle

Brett Willms

Matt DiPaola

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