Debra studied creative writing at Concordia University and dreamed of becoming a poet and a playwright. However, her creative soul also has a pragmatic side that encouraged her to channel her love of writing into something that would support Canadian artists and businesses, so she opened a boutique PR firm, rock-it promotions. In January 2000, she started the business out of her parents’ spare bedroom with a phone book, a fax machine and a lot of determination. Now, rock-it resides on Richmond Street West in the heart of the city, with a team of talented PR professionals supporting the growing company alongside her.
As the company’s president and founder, Debra has appeared as a PR expert on MuchMore Music, eTalk and Global News, and has been featured in National Post, Toronto Star, Globe and Mail and more. Debra reaches dedicated, engaged audiences through blogging for Huffington Post Canada, Inside Toronto and Toronto Special Events. In 2012, Debra was voted the PR Professional of the Year at the inaugural BizBash Toronto Readers’ Choice Awards.
She’s also had the good fortune to work one-on-one with talent including Sir Anthony Hopkins, Gerard Butler, Jane Seymour, Emily Blunt, Woody Harrelson, Scott Speedman, Morgan Freeman and Sarah Polley, among others. Some of rock-it’s current clients include Soho House, The Drake Hotel, Tommy Hilfiger, Seventh Generation, Canadian Stage, eOne (formerly Alliance Films), World MasterCard Fashion Week, Arts & Crafts and many more.
With more than thirteen years of media and influencer relations, social media engagement, brand ambassador programming and event management experience, Kate oversees a group of account managers and rock-it’s lifestyle client roster. Kate’s extensive food & beverage, fashion, retail and luxury PR background includes in-house as well as agency insight and she has experience working on various local and international powerhouse brands. With her extensive experience in event management, media relations, social media and strategic planning, Kate is a self-described multi-tasking maven and lover of all things communication.
In 2017, Kate was recognized with PR Team Leader of the Year and Top 40 Under 40 awards by PR in Canada.
Fun fact: she has a degree in Cultural Anthropology and once owned her own flower shop.
A disciplined strategist, Marela draws from over 10 years of communications experience covering media, public relations and crisis management. Her broad perspective is shaped by having practiced communications in five countries, leading the execution of spectacular programs that deliver business-oriented results. Marela has extensive in-house and agency experience in travel, hospitality, luxury, retail and lifestyle with expertise representing blue-chip clients, international organizations and high profile events both in Canada and abroad. At rock-it promotions, she leads teams whose passion for PR drives the pursuit to generate maximum brand awareness impact for our clients. She advocates applying strong creative vision to every PR program, anchored by emotive storytelling that connects clients to desired target audiences.
Fun fact: Marela likes to travel without an itinerary and credits her best travel memories to getting lost on her way to a tourist spot.
Carrie is a seasoned PR professional with over 12 years of agency experience. She has had the pleasure of developing and executive PR campaigns for many notable brands such as Caudalie, L’Oreal Professionnel, NIVEA, Nespresso, Weight Watchers among others.
As Director of Business Development, her collective experience allows her to clearly identify opportunities and develop tailored PR programs for new and existing clients. She is based in Montreal, but will be visiting the Toronto office frequently.
Carrie and her husband also recently opened a bistro named after their 5 year old daughter, Grace. She took her mother’s advice and married a chef;)
After graduating from Oxford Brookes University in England with a Bachelor of Arts Honours degree in Media and Communications, Alice has since lived and worked in Los Angeles, Hawaii and New York. After a fantastic year working in Manhattan for a post-production company, she moved back to London to take on a role at the BBC, organizing events and then transitioning into a finance role.
After four wonderful years at the BBC, Alice decided it was time to spread her wings once more and immigrate for the final time. She moved to Toronto and joined the rock-it team as Office Manager. After a few years with the company, she assumes the role of ‘Director of Operations’, and now also runs Fourth Floor Management.
She loves Toronto, her cat, Winnie and bakes a mean banana bread.
With close to five years of experience in the public relations industry, Mary loves lifestyle PR and can’t imagine doing anything else. Mary graduated from Humber College’s PR program and quickly landed an internship at LouLou Magazine, followed by two agency posts and most recently, a role with the Rogers Media PR team at The Shopping Channel (TSC). At TSC Mary worked one-on-one with well-known talent such as Denise Richards, Camila Alves, Kimora Lee Simmons and Giuliana Rancic, among others. Mary also handled media relations, secured product placement, managed social media, organized media junkets and planned events.
Mary enjoys travelling, all things fashion, and has a new found love of running. Mary spends most of her spare time with friends and family at her cottage in Muskoka.
With nearly seven years of agency experience, Daliah has worked with local, national and international brands including Dr. Martens, Manitobah Mukluks, ALEX AND ANI, Pet Valu Inc., The WORKS Gourmet Burger Bistro, and more. At rock-it, she oversees accounts including GUESS?, Etsy Canada, The Broadview Hotel, Consonant Skincare, Power Ball and more.
She graduated from Wilfrid Laurier University with a B.A. in English and Political Science before completing a post-graduate Corporate Communications and Public Relations program at Centennial College.
Nicole is a passionate communications professional with a proven track record in creating successful campaigns across digital and traditional channels, engaging media at both the local and national level. She has worked in public relations, marketing, communications and events in Montreal, Miami and Toronto for over a decade, gaining experience in all aspects of brand building.
Whether as a publicist at boutique firms, an Internal Communications Specialist at the Aldo Group or as a project manager launching new brands, there’s one thing that she has always focused on: building culture and identity through information. Over her years in the industry, Nicole has worked with a range of fashion, entertainment, hospitality, restaurant, nightlife, beverage, charity/non-profit, art and design clients.
With five years of experience in the public relations industry, Corinne received her post-graduate certification in public relations from Humber College before starting her career in-agency working on brands including Forever 21, MaxMara, Equinox Fitness Clubs, Sears Canada, Mulberry and the inaugural Canadian Arts & Fashion Awards (CAFA), where she secured 100+ million media impressions and celebrity attendees such as Joe Zee and Brad Goreski. Most recently, she helped develop the in-house public relations department at L’Occitane En Provence, increasing awareness of the French beauty brand across Canada.
Corinne loves to travel (Italy, Israel and Spain are her favourites) and is consumed by all things fashion and beauty. She loves to explore the 6ix with friends and family and can often be found cheering on the Raptors/Jays, especially during the playoffs!
Zai graduated with a degree in Film and Pop Culture from Brock University, a post-graduate certificate in Sport and Event Marketing from George Brown College and an Award of Achievement in Social Media from the University of British Columbia. Zai has worked on accounts including AMC Theatres, MGM and Walt Disney Studio Home Entertainment. She also spent four years working as an Event Coordinator for UBC as well as a freelance Publicity and Promotions Specialist. In her free time, Zai enjoys brunch, reading, travelling and spending time with her family and friends.
As an Associate Account Manager Sheri works with a variety of clients including Club Med, Frank And Oak, Casper and Spirit of York. In addition to looking after her lifestyle and fashion accounts, Sheri also manages rock-it’s blog, onthefourthfloor.com. Before entering the PR world, Sheri spent a few years living in South Korea as an English teacher. Sheri holds a B.A. in English Literature and Cultural Studies from McGill University and a post-graduate certificate in Public Relations from Humber College. With an appreciation for clean design and modern aesthetics, Sheri spends her free time adding to her library, wardrobe and music collection in equal measure.
Stacey loves the fast-paced environment of public relations. She holds an Honours Degree in Communication Studies from Wilfrid Laurier University and a post-graduate certificate in Public Relations and Corporate Communications from Seneca College. Prior to joining the rock-it promotions’ team, Stacey interned in New York City at a top PR firm and continued her career in the beauty category with a leading brand in Toronto. Outside of the office, Stacey is the ultimate sports fan and can be found cheering on the Leafs and Raptors, with her adorable rescue pooch by her side.
A recent transplant from Calgary, Alberta, Lindsey moved to Toronto to pursue a career in the Fashion industry after getting her BCOM from Queen’s University. Before joining the rock-it team, Lindsey gained an understanding of Canada’s fashion landscape through interning with local stylists and PR agencies including Talia Brown and THE COLLECTIONS. This experience accompanies her international perspective attained through living and studying in the US, UK, and Europe. As a pop-culture, music, and animal enthusiast you can often find Lindsey listening to the latest hits, or day dreaming of two-stepping at the Calgary Stampede.
Madaleina completed her BA in Political Science and Human Rights at Concordia University. During her last year in university, she discovered the fascinating world of Public Relations, which led her to return to university and complete a PR Diploma. Madaleina gained her experience by working for the ALDO Group as a PR Account Coordinator for both the Aldo and Call It Spring banners. Her experience and love for fashion comes from working in the fashion industry for 10 years. Outside of work, Madaleina enjoys drinking lots of espresso while reading a book, practicing hot yoga, painting and shopping.
Alex joins the rock-it promotions team as the Administrative/Executive Assistant. Alex has over 10 years experience in the administrative field. He’s the first friendly smile to greet all visitors, guests, and clients, and enjoys currently being the only man in the rock-it office.
For fun, Alex spends most of his free time running/organizing The Toronto Spartan Volleyball League, Canada’s largest LGBTQ league. He’s also a long-time player/member and loves every minute of it.
A graduate of the Media, Information, and Technoculture program at Western University, Lara works on a diverse range of accounts at rock-it including Etsy, GUESS, and Consonant Skincare. Prior to joining rock-it, Lara worked in the marketing department of one of Canada’s leading beauty brands. Outside of work, Lara loves curling up with a good book, having a strong cup of tea, and tending to her ever-growing plant collection. When she really wants to unwind, she does all three at once.
After graduating from York University with a Bachelor of Science Honours degree, Andrea decided to follow her energetic spirit and join the fast-paced world of public relations. She is a graduate of the Event Marketing program at George Brown College and has a background in public relations, marketing and event planning. Andrea began her career at a boutique PR agency working with top fashion, beauty and lifestyle brands where she was able to showcase her creativity and build lasting relationships with clients and the media. Beyond work hours, you can find Andrea either baking something sweet, putting in work at the gym, or trying to convince you to watch her latest TV obsession. (in no particular order!)
Sari studied Political Science and Management and Organizational Studies at Western University. Right after graduating, she started working at a boutique entertainment PR agency. First as an intern, then a Promotions Coordinator and Junior Publicist, she gained an incredible experience in entertainment PR and events, including working at the 2016 Toronto International Film Festival. She will receive her Master’s degree in Professional Communication from Ryerson in August 2017.
Sari loves to watch movies, read, travel, spin and eat anything with avocado.
Lexi completed her BA in International Development and Communications at McGill University. After travelling for three months in Asia, she is back with a refreshed perspective and ready to dive into the world of PR. With experience in marketing and events, Lexi thrives in a fast-paced environment. Outside of work, Lexi can be found shopping, checking out the best restaurants and cheering on her favourite sports teams.
With a passion for acting and creative writing, Shanice loves to express her craft through storytelling. Her hardworking attitude has led her succeed through various roles, such as Vice-President Secretary of University of Ottawa Public Relations Association and Sports Control Crew member for 2015 Toronto Pan Am Games. She will receive her Honors Bachelor Degree in public relations from the University of Ottawa in June 2017.
Jeannine joins rock-it promotions after a semester abroad at The University of California, Berkeley. She is completing her Marketing & Communications degree from a business school in Strasbourg, France. In the fall, Jeannine will pursue a master’s degree in Brand Management. She keeps her creativity fresh by travelling and discovering the world through food. During her spare time, she enjoys giving her cat ‘Khaleesi’ a cuddle.
Julie has a passion for arts and entertainment, which has led her to past volunteering experience at Canadian Music Week and working at Woodbine Entertainment. Experienced in events, she hopes to further her PR education as much as possible before she graduates with a degree in Media Studies and a diploma in Communications from University of Guelph-Humber in April, 2018. In her free time, Julie is probably at a concert, baking up a storm in her kitchen, reading a book from her growing list, or binge-watching Law and Order.
Kayla completed her BA in philosophy at Western University in April 2017. In September, Kayla will be pursuing further education in public relations at Humber College, where she will receive her certificate in June 2018. She has experience planning events as an events director for an online magazine targeting college women. With a passion for storytelling, Kayla is eager to further develop her skills in the PR industry. In her spare time, Kayla enjoys writing yelp reviews, dining at new restaurants and exercising.
Originally from Paris, Melody grew up with a fiery passion for all things arts and culture, making Public Relations a dream career for her. She has interned with 1Milk2Sugars, conducted marketing strategies for a startup, and worked as a freelance content writer for Knit Technologies. Melody will be graduating from Western University in June 2018 with a B.A in English and French Literature and a Certificate in Communication. In her free time, she can be found upside down in a yoga class or reading a book outside – Canadian weather permitting.
As a recent graduate of the BBA Marketing Program at Wilfrid Laurier University, Katrina is excited to start her new position as the Fourth Floor Management Intern at rock-it. She has spent the last 7 months on exchange in Spain, travelling throughout Europe and is ready to get down to work. Katrina has since held positions at ALS during their infamous Ice Bucket Challenge and the fashion boutique, Mendocino. In University, she was the VP of Marketing for an on-campus club called Women in Leadership Laurier, where she helped to empower students and promote equality in the workplace.
On the weekends, you can find her digging for the newest Hip Hop and RnB tracks online, watching The Office or doing Hot Yoga.