MEET THE TEAM
Our roster is deep, check them out.
Matt McPhee - Managing Director & CEO
With over a decade of experience in professional sports under his belt, Matt has become one of the most respected minds in the North American sponsorship and business development landscape. His track record for developing authentic and collaborative partnerships that truly benefit both the sponsor and the property is unmatched. It's this reputation that inspired the creation of Westlink Consultants where Matt is the Managing Director and CEO of a company designed to connect businesses of any size, sports professionals, teams, non-profits, and entertainment properties so all can flourish.
Previously, Matt has held executive level front-office roles in the NHL, CFL, Grey Cup, WHL, and professional baseball.
Matt’s Areas Of Focus: Business Development, Sponsorships, and Community Investment
Contact him at matt@westlinkconsultants.com
Jesse Murphy - Director & COO
Jesse has spent over 15 years of his career managing community investment, sponsorships, employee engagement and corporate positioning activities. He is eager to work with small and medium size businesses to develop meaningful and impactful CI, sponsorship and employee engagement programs and with non-profits to create attractive partnership opportunities for corporations.
Jesse is a born and raised Edmontonian and a graduate of both the University of Alberta and MacEwan University. He is passionate about partnerships and always eager to solve problems with innovative solutions.
Jesse’s Areas Of Focus: Sponsorships and Community Investment
Contact him at jesse@westlinkconsultants.com
Paul M Fruitman - Business & Sports Industry Consultant
Paul M. Fruitman is a seasoned business strategist with over two decades of experience in professional sports and entertainment. He has worked with major teams across Canada, helping organizations grow revenue, engage fans, and develop practical, sustainable business strategies.
With a keen eye for emerging opportunities and a pragmatic approach to execution, Paul has built a career recognizing what works and helping organizations adapt to change. His experience with teams like the Toronto Blue Jays, Toronto Argonauts, Edmonton Elks, and Vancouver Whitecaps has given him a deep understanding of how to navigate competitive markets and build lasting connections with audiences. At Westlink, Paul helps businesses take smart, actionable steps to achieve their goals—focusing on strategy, execution, and sustainable growth.
Paul’s Area’s of Focus: Business Development, Ticketing, and Sponsorships
Contact him at paul@westlinkconsultants.com
Jessica McPhee - Leadership Coach & Communications Consultant
A seasoned leader, Jessica has over 15 years leadership experience in the communications, customer experience and people & culture realms. She's a certified leadership coach and certified executive culture coach who is working on her PhD in industrial and organizational psychology. Jessica's yoga and meditation teaching background influences a mindfulness approach in her coaching. Her coaching will stretch your comfort level, support your career aspirations and help you best support your team.
Jessica is a proud Edmontonian who also called Calgary her home for seven years. She completed her Bachelor of Applied Communication at Mount Royal and her MBA at the University of Alberta.
Jessica’s Area’s of Focus: Leadership Coaching & Communications
Contact her at jessica@westlinkconsultants.com
ADVISORY BOARD
Our growing team of trusted friends
Ken Abescoro - Marketing Specialist, Home Depot Canada
Ken has spent the bulk of his career in the technology industry helping facilitate digital retransformation projects. His passion for mental health, storytelling and community is what drove him to the intersection of marketing-technology within the Sport and Event Marketing industry.
While he is looking to help 'grow the game', ranging from esports to women's sports, Ken is also diving into the fast paced world of brand analysis within eCommerce at Home Depot.
Karissa Anderson - Founder & CEO, AM/FM
With almost 20 years experience in marketing communications, Karissa pushes the marketing industry to be better, day-by-day, through her unwavering focus on making an impact. Strategically focused and goal oriented, Karissa has developed marketing communications strategies and assets for a wide range of clients through various industries and sectors; such as: City of Fort Saskatchewan, Compassion House Foundation, Integra Tire, Legal Aid Alberta, Old Strathcona Farmers' Market, SMS Equipment, and Ronald McDonald Charities® Alberta.
Max Dawson - Founding Partner, Won For All
With nearly a decade of executive recruitment, corporate sponsorship, business and relationship development experience and expertise, Max leverages his in-depth knowledge of North America’s corporate and sporting landscape to partner with sporting organizations to help achieve their business goals.
Currently, Max is a Founding Partner at Won For All and leads Won For All’s Talent Management Practice (TMP). Max previously lead the Canadian Operations of a Global Boutique Sports Recruitment firm (SRi) focused on sports media, content, and technology. He also served as a sponsorship executive for the NHL’s Edmonton Oilers. Max was a three-sport varsity athlete competing in soccer, basketball, and rugby.
Aaron Koch - Field Sales Manager, Molson Coors Beverage Company
Aaron has 15 years of progressive food & beverage industry experience and is currently managing Northern Alberta on-premise sales for Molson Coors Beverage Company. Aaron also manages the Molson Coors sports and entertainment partnerships in Northern Alberta.
Originally from Ontario, Aaron now calls Edmonton his home. He brings a strong passion for community, sport and building long-term mutually beneficial relationships.
Dave Reynar - Corporate Development Officer, Covenant Foundation
Dave has spent the past twelve years working in the live entertainment industry with the Oilers Entertainment Group and The Francis Winspear Centre for Music. His primary focus has been corporate sponsorships, community engagement and business development. During that time, he has had the privilege of working alongside many community leaders in Edmonton that include: ATB Financial, The Brick and Quikcard, to name a few
Pierre-Marc Paquet -Sponsorship & Event Consultant, pmpaquet
Experienced Consultant with a demonstrated history of working in the sponsorships & events industry. Skilled in Event Management, Live / Hybrid Events and Sponsorship Activation with more than 12 years of experience. Pierre-Marc is running his own business since 2015 and have worked with amazing clients like Intact insurance, Coveo, belairdirect, Air Canada, Danone, Peroni & Grolsch Beer, Bel Cheese and many others. He has an extended knowledge of the Canadian market and have worked with most of the top promoters in the country including the Canadian football League, Montreal Canadiens, Speed Skating Canada, Toronto Maple Leafs, Evenko, Edmonton Elks, Spectra and many others.Pierre-Marc Paquet
Oliver Jarzyna - Director of Partnerships, Edmonton Stingers
Oliver was born and raised in Hannover, Germany. He moved to Canada to pursue a career in sports in North America in 2014.
He currently is the Director of Partnerships at the Edmonton Stingers (CEBL) basketball club. Prior to his role at the Stingers he worked for FC Edmonton (NASL), the Vancouver Whitecaps (MLS) and the Edmonton Oilers (NHL).
As the director of sports partnerships Oliver has a wide range of responsibilities including maintaining current partnerships while striving to create new relationships whenever possible. He enjoys working in this industry and he admires that sports can bring a community together, increase meaningful connections and social bonds.
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Rishi Lal - Vice President, Corporate Parnership Development, BSE Properties & Brooklyn Nets
A proven sponsorship marketing revenue generator with unique mix of broadcast, agency, team, and league-level experience. Have had the good fortune to close custom six, seven and eight-figure partnerships with tier one brands across a variety of industries that truly deliver results for both sides.
Secured big wins selling in net new partnerships including high-end naming rights deals, 60 different team-level integrated assets as well as selling in national media among many others.
General vision: Work hard, take risks, treat people well and don't stop learning.