Beyond February: Black Marketers On Belief, Ownership, And Year-Round Commitment

“Representation matters, but ownership changes lives.”
— Tia Upshaw, Founder & CEO, Blk Women in Excellence (BWIE)

Across Canada’s marketing and advertising industry, Black professionals are building brands, launching platforms, shaping culture, and driving measurable business results. At the same time, conversations around representation, access to leadership, and long-term economic opportunity continue to evolve.

National organizations such as People of Colour in Advertising and Marketing (POCAM) and Blk Women in Excellence (BWIE) are helping shape that evolution. From mentorship and industry accountability to building economic infrastructure for Black women entrepreneurs, their work reflects a broader shift toward community-led growth and long-term impact.

Black History Month creates space for recognition. But the larger question facing Canadian marketing is this: what does meaningful inclusion look like beyond February?

To explore that question, we invited Black marketers from across Canada to share reflections on their careers, the work they’re proud of, and how brands can celebrate Black culture thoughtfully year-round.

Here’s how they’re thinking about belief, ownership, and long-term commitment in Canadian marketing today.

From Visibility To Ownership

Tia Upshaw
Founder & CEO, Blk Women in Excellence (BWIE)

“A lesson that has shaped how I lead is that marketing without impact is just noise. At BWIE, every campaign we touch must connect to access, opportunity, or economic growth for Black women in business.

One of the moments I’m most proud of is building platforms and programs that move women from visibility to revenue, because representation matters, but ownership changes lives.”

She adds:

“Build influence and infrastructure at the same time, because storytelling is powerful, but economic power sustains communities.”

On long-term commitment:

“Inclusion is not a seasonal strategy, it is a long-term business investment that strengthens innovation, loyalty, and market growth. Canadian brands can celebrate Black culture thoughtfully year-round by investing in Black-led businesses, creators, and decision-makers consistently, not just when it is culturally convenient.”

Marketing Shapes Belief

Nomso Nnadi
International Business Analyst & Tech Strategist | Founder & Executive Director, Femme Alliance Network | Principal Consultant, ProMentors Business Strategy & Web Solutions

“Marketing is woven into our everyday DNA, regardless of industry. We are constantly selling ideas, shaping perceptions, and building brands, whether we are intentional about it or not. When the stories of others fall within your sphere of influence, there is a responsibility to shape belief with care.

At its core, marketing is about belief — belief in self, in others, and in what’s possible. When people are consistently underrepresented or misrepresented, they begin to shrink their own sense of potential. Through my leadership in digital transformation and founding Femme Alliance Network, I’ve seen that when stories reflect dignity, possibility, and real lived experience, people rise to meet that vision.

I don’t see most people as needing saving; I see diamonds that simply need the right light to shine.”

On inclusion:

“Inclusion in marketing isn’t about optics; it’s about intentionally designing opportunity. Who you feature, hire, partner with, and listen to directly shapes who feels welcome in your world and who contributes to building well-rounded products, services, and social impact.”

On year-round action:

“One meaningful way Canadian brands can celebrate Black culture year-round is by building long-term relationships with Black communities, rather than relying on seasonal campaigns. This means investing in Black talent, funding Black-led initiatives, and creating ongoing platforms that consistently amplify Black voices and businesses.”

Strategy With Empathy

Shanel Barrett
UX Strategist

“One of the biggest lessons I've learned is to always ground strategy in data, but lead with empathy. Strategy means nothing if it doesn’t connect to people.

Early in my career, I focused heavily on performance metrics — clicks, conversions, optimization. Those things matter, but over time I realized the strongest campaigns aren’t just efficient, they’re intentional. They’re built from a deep understanding of audience behaviour, context, and emotion.

Whether I’m presenting journey maps, optimizing a campaign, or aligning stakeholders, my role isn’t just to ‘do the digital marketing.’ It’s to simplify complexity so others can make confident decisions. Strong marketing leadership isn’t about having the loudest voice in the room. It’s about asking sharper questions, listening closely, and bringing people along in the strategy.”

On advice for the next generation:

“As Black marketers in Canada, we often find ourselves navigating spaces where we’re underrepresented, and that can feel daunting at times. Know that your perspective matters. It’s an asset.

Don’t shrink your ambition to make others comfortable. Seek roles that allow you to grow. Raise your hand. Build relationships across departments. Invest in your craft so your confidence is backed by competence.

And importantly, build community. No one thrives alone. Find mentors, peer networks, and rooms where you can show up fully.”

Storytelling With Global Impact

Sarah Micho
Communications Campaigner, Greenpeace Canada

“Early on in my career, I worked on a campaign with Global Citizen in partnership with the United Nations’ International Labour Organization. I worked on the May Day media campaign highlighting labour movements for workers’ rights.

The most memorable part was interviewing female garment workers in Cambodia and working with a Khmer translator to hear their stories. I was also part of the translation team and helped publish the campaign in English and French. It felt like I was part of something bigger than myself, being able to tell global stories that are creative, impactful and highlight diverse communities.”

On advice:

“Sometimes the journey is harder because the calling is higher. When you’re Black, ambitious and building, you can hold a lot of people’s perceptions and pressures. Lean into the unconventional path because doing things differently does not disqualify you; it’s empowering and leaves the door open for others.”

On year-round celebration:

“Hire, empower and pay Black people for our culture, expertise and experiences. Year-round celebrations of Black culture look like consideration, appreciation, followed by action and integration.”

Community-Defined Impact

Miraculous Nwaka
Marketing Creative, Newnativ Media Canada

“One project I’m proud of is the Blckprint publication, built on the insight that impact for the Black community is best defined from within the community itself. I began by researching and turning insights into impact stories and creative visuals across digital and print, amplifying the voices of Black creators, business owners and community champions.

The project mattered because it showcased authentic impact from the community’s perspective and positioned Chngemker Innovation Hub to attract new fundraising opportunities. I applied the same approach on a different B2B project, breaking down complex SaaS solutions into audience-focused campaigns that drove engagement by 40 percent while strengthening the brand’s connection with its customers.”

On year-round commitment:

“Black communities don’t want to feel seen just once a year; they want to be understood year-round. One way brands can do this is by forming long-term paid partnerships with Black-led platforms such as publications, creator collectives, or community organizations, engaging them from the strategy phase and not just execution alone.”

Influence And Reciprocity

Abena Oteng
Retention Strategist

“I’ve learned that staying social and connected is the ultimate catalyst for growth. By sharing what I’m passionate about and staying visible, I’ve landed unique opportunities that simply wouldn’t have found me otherwise. It’s a powerful feeling to have people speak your name in rooms you haven’t entered yet.

As someone who works remotely, I know leaving the house to network is often easier said than done, but the community you build makes the effort completely worth it.”

On work she’s proud of:

“I’m especially proud of creating the ‘P/C Playbook’ during my time at Peace Collective. I pitched the idea as a monthly email that bridged culture and commerce by highlighting major sporting moments alongside our collection drops. It significantly boosted engagement, but it felt even better knowing the work supported the brand’s mission to help kids. Connecting creative strategy to causes like mental health research and youth foundations made the success feel much more meaningful.”

On year-round allyship:

“Thoughtful celebration starts with real equity: hire us, pay us our worth, and put actual dollars behind supporting Black colleagues all year long. Brands need to move beyond February by diversifying their teams so we aren’t the only ones in the room. True allyship shouldn’t be treated like a seasonal marketing campaign.”

Consistency And Commitment

Eunice N. Yidana
Founder & CEO, EUNY BESPOKE MEDIA

“The marketing industry is constantly evolving, making continuous learning and adaptability essential. To stay informed, I regularly engage with newsletters, blog posts, and podcasts that highlight current marketing practices.”

On work she’s proud of:

“As the Founder and CEO of EUNY BESPOKE MEDIA, I ensure brands receive comprehensive support from start to finish for their marketing projects. I am glad to share that my clients' projects have consistently delivered a positive impact and raised brand/project awareness. For example, I designed websites for community-based projects sponsored by the Social Sciences and Humanities Research Council of Canada (SSHRC), which enhanced the visibility of their research.”

On representation:

“Canadian brands must ensure their marketing efforts consistently portray Black lived experiences and excellence throughout the year. Furthermore, actively hiring Black professionals is a necessary step toward promoting workplace diversity and culture.”

What This Means For Canadian Brands

Across every reflection, a consistent pattern emerges.

Year-round commitment is not symbolic. It is structural.

It shows up in:

• Who gets hired and promoted
• Who receives long-term investment
• Who is brought into strategy conversations, not just execution
• Who is paid fairly for their expertise and cultural influence
• Who benefits from ownership, not just visibility

For brands serious about innovation, loyalty, and long-term market growth, inclusion cannot operate as a campaign. It must function as infrastructure.

The Work Beyond February

The reflections shared here span industries, disciplines, and generations. Yet a clear message runs through each one.

Black excellence in Canadian marketing is not confined to a single month. It is shaping campaigns, communities, movements, and markets every day.

The opportunity for Canadian brands is not simply to celebrate Black culture in February, but to build systems where Black talent, creativity, leadership, and ownership thrive year-round.