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Michelle Tafler

Senior Director, Brand Marketing, Aurora Cannabis

Michelle Tafler has spent the past two decades developing and implementing marketing, branding and advertising strategies for a wide range of global industry leaders, including Honda, Johnson & Johnson, Labatt, SAB Miller, Mondelez and now Aurora Cannabis. Over this time, Michelle has developed specific expertise in launching, defining and growing global consumer brands across dozens of international markets, driving significant growth and business results for her organizations and clients.

As Aurora’s senior director of brand marketing, Michelle leads global brand strategy – spanning 25 countries  for Aurora’s broad portfolio of medical, performance, wellness and recreational brands, including Aurora, MedReleaf, CanniMed, Whistler, SanRafael ‘71, AltaVie, Woodstock and ROAR Sports. In this role, Michelle is responsible for developing Aurora’s over-arching global brand strategy, as well as targeted strategies for each individual market based on its unique business and regulatory environment.

Michelle joined Aurora following 10 years at Grip Limited, a leading Canadian creative agency (recently acquired by the Dentsu Aegis network), where she was a member of the executive team, Head of Business Development and Group Account Director for key accounts such as Honda and Aurora. Prior to Grip, Michelle spent 5+ years in London UK as an Account Director for Abbot Mead Vickers BBDO and The Bank Limited, where she led the global re-launch of SAB Miller’s Peroni beer brand across Europe, South Africa, the United States and South America.

Michelle holds a BA from McGill University in Social Science, Sociology and International Development, and currently lives in Toronto with her husband and four children. When she is not building brands, she can be found spending time with her very busy family, or curling up under the sun to read a favourite book or on the couch to watch her favourite Netflix show.

Tuesday, October 15

Cannabis: Exploring Opportunities in an Emerging Category

With marijuana legalization continuing to evolve across the country- 82% of major pro sports teams play in an area where it is legal to purchase medicinal or recreational marijuana- it's a matter of time until the industry will burst into the sports sponsorship space similar to the arrival and excitement of sports betting. With former athletes and executive entering the space, our panelists will discuss the opportunities available for brands and how to authentically tie cannabis to the spots world. 

Paul Asencio, SVP, Global Partnerships, UFC
Caryn Dunayer, President & Founder, cbdMD
Michelle Tafler, Senior Director, Brand Marketing, Aurora Cannabis
Kyle Turley, Former NFL OL; CEO/Founder, Neuro XPF