Matt Di Paola

Matt Di Paola

Senior Vice-President & General Manager, Critical Mass
Public Relations, 1995

Job description: oversees more than 100 strategists, creative teams, technologists and project managers focused on developing innovative digital experiences for Canadian and international clients.

Of note: is a pioneer in the world of digital strategy integration. Is precedent-setting in establishing and implementing “interactive” strategies with high profile national and international companies.

In his own words: I do the work I do because there aren’t many rules or best practices in digital technology. There are new things being created every day and that attracts entrepreneurial, creative and collaborative people. When you have a culture of people like that, it’s a great way to spend your day.

Matt Di Paola, just recently became the SVP and general manager of Critical Mass. Prior to this new role Matt was chief strategy and innovation officer at MediaCom Canada, bringing digital integration to the business world. Since the late 1990s when companies were first grappling with digital integration, Matt transformed businesses by introducing “new media thinking”. Matt’s 17 year career includes the launch of MAC Cosmetics’ e-commerce website and establishing a digital plan for During his five years at Tribal DDB, Matt increased revenue from $100,000 to several million dollars. Matt has led key national and international accounts, created strong digital strategies and secured business with global blue chip and Canadian clients.