Humans of Digital spotlights the people shaping Canada’s digital advertising industry, celebrating their expertise, insights, and personal stories.
Meet Marie-Claude Dion
Job Title:
Digital Manager
At IAB Canada:
Marketer Council Chair
Social: 
Company:
I lead digital media strategy for touring shows at Cirque du Soleil in North America. I make our team’s work more accessible to other teams so they understand how we can work together for our common goal of selling tickets.
What’s one project, campaign, or achievement you’re most proud of in your career so far?
I am most proud of making digital media easy to understand for non-digital or non-media people. When someone understands what we do and can turn around and explain clearly and with confidence to someone with even less context, I feel like I’ve done a great job.
What’s the best piece of professional advice you’ve ever received?
If you can’t explain it simply, you haven’t understood it. And also, take the vacation, the work will be there when you come back 🙂
In your view, what’s the biggest opportunity for our industry right now — and what’s the biggest challenge?
It’s the biggest challenge and the biggest opportunity at the same time. The amount of 1st party data that is available to be layered in multiple platforms to help better speak to the right audiences. But this is making us lose sight of the getting through to new audience tactics. The high impact, high reach buys that make people pay attention.
Which trends, tools, or innovations are you keeping your eye on this year?
Not unique, but the ever-evolving AI capabilities on the buy side and supply side and how humans still need to be part of the process. As well as the dead internet theory.
Getting Human
Coffee, Tea, or Something Stronger?
Coffee
Creative boost go-to?
2000s Rap or 2000s Alternative
Complete the sentence – “The future of digital advertising in Canada is…”
…Going to keep evolving, as it has since the internet started.
Marie-Claude Dion keeps digital media simple and useful for the teams that sell tickets. She champions smarter use of first-party data while preserving high-reach tactics that spark new demand. AI will keep advancing, but people still guide the strategy and the story. Clear explanations, balanced planning, and steady iteration are how she plans to win as the internet keeps evolving.
Ready to lean in? Read more Humans of Digital stories and join IAB Canada to get involved in our committees, working groups, and cross-industry initiatives.