Our Team

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Managing Partner

Jennifer He is a senior business strategy and marketing professional with 25 years of international experiences, with expertise in insights research, strategic planning, branding, growth strategies and execution. She started her career at the China Council for the Promotion of International Trade and Intel Corporation in Asia.


After moving to Toronto in 1999, she became a multi-media designer at a marketing agency and later chief designer and operations officer at a digital media start-up with partners from Alias Research Inc.  From 2004 to 2015, Jennifer worked at BMO Financial Group, from training to senior managerial roles in digital marketing, eBusiness, and strategy, covering various lines of business including retail banking, asset management, and wealth management.


Recognizing clients’ marketing and strategy needs,  serving businesses both in English and Chinese speaking markets. She is also a managing partner of DesignThinkers Group Canada, a global network of creative problem solving agencies headquartered in Amsterdam. You can find her passionately sharing Design Thinking insights here


Jennifer serves on the board of Grey Swan Guild (an action-based global think tank). She is a mentor of Career Accelerator at the American Marketing Association (AMA). She holds an MBA from Rotman School of Management, University of Toronto and a BA from Shanghai International Studies University.



Partner, Design Thinking

Caroline is a maximizer helping startups to discover the growth opportunity beneath the complex surface and stretch it towards excellence. She specializes in optimizing customer experience, digital marketing, operations, and business development for growth-oriented businesses in a sustainable way.

She has 13 years working experience across industries including management consulting, financial services, automotive, consumer packaged goods, and academic institution, in Canada, China and Europe. Global renowned brands she served for including Jaguar Land Rover (automotive), Cadillac Fairview (real estate), CIBC (banking), Firmenich (CPG), and University of Nottingham.

She holds an MBA from Rotman School of Management, University of Toronto, focusing on Sustainability and Innovation, a master from University of Nottingham UK and and a bachelor degree in Biosciences from Shanghai Jiaotong University. 



Partner, PR & Marketing Services

Elena Fordham is a marketing communications and event specialist with 14 years' experience creating strategic programs that build customer awareness, strengthen brand loyalty and drive revenue. Her most recent work includes an online campaign launched for AI tech startup, Orbiseed. She also edited the English version website for Chinese Cultural Centre. She provided the earned and paid media strategy for the retail offerings, and negotiated ad buys for Toronto's iconic Union Station retail events. Her portfolio also boasts the marketing and PR launch of a Schedule I bank, Wealth One Bank of Canada. 


Elena has created profitable customer demand for SMEs and startups spanning finance, retail, AI, HR, law and hospitality, both for consumer and B2B brands. In her spare time, she has imparted her in-field experience to the marketing communications students at Yorkville University.



Partner, China

Dennis Pang is a marketing & branding leader specializing in Chinese start-ups and international business expansion into China. He has helped many businesses from their start-up or market entry strategies to execution tactics and programs.


Dennis started his marketing career as a global content provider in the advertising and media industry back in 2012 , as a key player in setting up new standards for China’s new media industry and the subsequent multi-media revolution. Since then, he has served over 30 brands through new media marketing and e-PR, 7 traditional manufacturing businesses in their branding and e-commerce transformation. Embracing the fast-evolving e-commerce and digital marketing eco-system, he has established high conversion marketing and sales programs and created the first profit-sharing marketing program in the film & TV entertainment industry in China. He specializes in high conversion marketing strategies integrating IP and ACG (Anime, Comics and Games) components. 


Dennis also helps clients with their supply chain and retail distribution channel needs.


Dennis holds a Master of Financial Economics from University of Detroit Mercy and a Bachelor of Commerce from University of Toronto.



Partner, Business Development

Jared is an expert strategy consultant with 12+ Years of defining and executing strategies enhancing business infrastructure capabilities. He is passionate about helping businesses to grow with the right technology, investor and strategic partners.


He has unique insiders' views of startups, fintech companies and payment industry companies. Jared led the ICT infrastructure expansion of Bank of China Luxembourg in five countries; he provided clients consulting services in varying industries, ranging from traditional retails to SaaS providers.


Jared founded Decisive Threads Consulting in 2020, targeting businesses in the post-Covid-19 era with the right strategy to recover and grow by employing suitable value-orientated approaches and working with cost-effective technology and marketing vendors.