In 2010, our Founding Chairman assembled a team of trusted experts, all well known for their acumen and ethics, whose skills could be combined to support top-tier brands in a variety of sectors.

At Conversion, we help clients create data-driven, measurable campaigns that improve customer engagement, increase loyalty and maximize profit. 

We are a friendly, collaborative, hard-working and dog-adoring bunch. We would love to hear from you and discover how we can convert your customers into advocates and, in turn, help grow your business.


Touchpoint Mapping

Lifecycle Communication Plans

Financial Scenario Modelling

Ideation Workshops

Loyalty Program Design

Email, Push Notifications & Direct Mail 

Dynamic, Triggered & Lifecycle Communications

Creative Design & Copywriting

HTML Development & Deployment

Campaign Management

Performance Dashboards

Campaign Analytics

ConversionDriver Research

CRM Datamarts

Technology Platforms


Second Cup rewards

Designed to enhance the café experience with a simple, fast way to earn points, redeem rewards and receive personalized offers and surprises. 


Jonathan Huth

President & CEO

In addition to being Canada’s leading loyalty and CRM expert, Jonathan is the driving force behind what we do and how we do it, with over twenty national and international awards for innovative and results-driven programs under his belt. He has a proven track record working for many of Canada’s most iconic brands including Indigo, Scotiabank and AIR MILES. 

Carey Mende-Gibson

Chief technology officer

Carey is a seasoned marketing professional and a leader in marketing technology and analytics. He believes in measured marketing, using data to help brands leverage mobile, social, and web. He has held several senior roles including VP at MobiMarketer and Director of Analytics at Inbox Marketer.

David MacLeod

VP Strategy

David has extensive experience designing and implementing innovative CRM campaigns and platforms for both consumer and business-to-business clients. David works with clients to craft engaging email and omni-channel strategies to drive measurable results. David has worked with some of Canada’s top brands, including American Express, Scotiabank, BMO, Air Miles Reward Program, Purolator and Telus.


Greg Geralde

Partner & CFO

Greg is a veteran financial professional in the marketing field, bringing many years of leadership and experience to Conversion. Previously, he held several senior financial roles at prominent marketing firms, including CFO at DDB Canada and VP Finance and Operations at Cossette.

Mike Farrell

SVP Research

Mike is an award-winning researcher and strategist. He uses his expertise to guide clients to discover insights and better achieve their marketing goals. Before joining Conversion, Mike was a Founding Partner and CSO of Youthography, North America’s leading youth market research firms.