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Hires, Wins & Business

Tribal Worldwide Canada Bolsters Brand Experience & Storytelling Expertise

Duri Alajrami appointed to VP, Brand Experience & Erin Kawalecki joins as Creative Director

Tribal Worldwide Canada Bolsters Brand Experience & Storytelling Expertise

Investing in diverse new talent to elevate Tribal Worldwide Canada’s brand experience and brand storytelling expertise, the agency has welcomed Duri Alajrami and Erin Kawalecki to its Toronto office. 

Duri Alajrami has been appointed to the recently established role of VP, brand experience, responsible for evolving and growing the Toronto office’s key digital practices; including technology, search/performance marketing, user experience, and social media under one unified practice to ensure ideas are delivered in the user-centric, effective manner.

Erin Kawalecki joins the agency as creative director, helping to cultivate the creative department’s modern-day storytelling expertise.  Erin will report into executive creative director Marketa Krivy and collaborate with creative director Diego Bertagni to lead day-to-day creative.  Previously, Duri and Erin worked with Tribal Worldwide on a contract basis.

Over the course of Duri’s 19-year career, he established and managed digital and social media practices within leading global agencies in Canada and the United Arab Emirates, where he solved business problems for brands such as Unilever, Kraft, Motorola, American Express, Samsung, Nestle, IBM, Cisco, Coca-Cola, and Air Canada.  Most recently, he served as founder and executive director at Relevance Club, a digital transformation consultancy. 

Duri is also a frequent speaker and industry panellist at key Canadian social media conferences, where he regularly provides thought leadership on influencer marketing, content marketing, social listening and social media marketing.

Erin has spent the past 13 years building brands and creating breakthrough work for clients including Frito Lay, Nordica, Virgin, McCain, Quaker, Rogers, Canadian Journalists for Free Expression, Cadillac, Tropicana and Telus.

Her work has earned recognition at the world’s top creative and marketing effectiveness awards competitions, including the One Show, Cannes, LIA, Communication Arts, the Effies and more. Highlighted work includes YWCA’s hard-hitting #NotOkay campaign that challenges the ubiquitous nature of violence against women in pop culture; and launching eos lip balm whose creative platform has helped grow the brand from a start-up to the #1 lip balm in North America.

“In the short time that Duri and Erin have been with us, they’ve earned the trust and respect of our most demanding clients with their idea-led innovative thinking and passion for problem solving,” says Andrew McCartney, president, Tribal Worldwide Canada. “Duri’s data-driven approach and digital native expertise has transformed our brand experience offering.  Erin brings a wonderful curiosity and experience in helping brands find new ways to share stories that really connect with consumers.” 

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