Founder story

My career began in music, where I learned how to build from nothing — developing audiences, creating opportunities, negotiating partnerships and understanding how timing, positioning and visibility influence growth.

That became the foundation for producing multidisciplinary projects and developing contracts across media, marketing and creative industries. Along the way, I became increasingly interested in what happened beyond the creative itself: how audiences were identified, how platforms influenced discovery, how leads moved through a business, and how communication translated into measurable opportunities.

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I began helping smaller organizations build their digital presence and move beyond the fear of being seen, while learning how social platforms, CRM, content, outreach and customer relationships could work together as a system. It’s a given that more and more things will change faster and faster so being up to date is for me a nonnegotiable.

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Over the years, I’ve worked within environments connected to organizations including Chloé, Cossette, Desjardins, ACDA, Cirque du Soleil, PY1 and the Musée des beaux-arts de Montréal. Among those experiences, I developed, secured and delivered a five-figure international partnership with Chloé — reinforcing something that continues to shape my work today: strong opportunities rarely happen by accident. They are identified, developed, positioned and followed through.

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          Today, I prefer to lead multidisciplinary teams while understanding the realities of their work — aligning creative, technical and commercial talent around objectives defined with stakeholders.

My focus increasingly sits at the intersection of CRM, customer journey, data analysis, marketing operations, business development and strategic communication.

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Because perception matters — but so does what happens after someone notices you.

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The strongest organizations connect visibility to systems: turning attention into relationships, relationships into opportunities, and opportunities into sustainable growth.

That understanding became Hecate Projects.

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— Annie Sama
Founder, Hecate Projects