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Managing Director, Content & Madia Partnerships, SID LEE

Joseph is Managing Director, Content & Media Partnerships at SID LEE, a global agency with offices in Montreal, Toronto, New York City, Amsterdam and Paris, SID LEE is partly owned by Cirque du Soleil.

He was most recently the former President & Chief Advisor of BESPOKE group, a boutique marketing and media consultancy whose clients included Torstar Media, The Economist Group, Conde Nast Media, and RCS Media Group (Italy).

A marketing industry leader and expert in content marketing, Joseph brings more than 20 years of business development, marketing, media, advertising, publishing and executive leadership experience to The Content Council Board. His talent for growing relationships across multiple business categories has resulted in successful working relationships with global and North American blue-chip clients like P&G, GIECO, Bank of America, Aeroplan (AIMIA), Century21, Scotiabank, Mazda International, Sobeys, Canadian Tourism Commission, GM, Sotheby’s, L’Oreal, Kroger, Kraft Foods, Coca-Cola, Sears and more.

Joseph was responsible for securing one of North America’s largest branded media programs for P&G Beauty reaching 11 million consumers in Canada and the United States. Joseph’s accomplishments also include the launch of the GEICO NOW custom media program reaching 11 million customers across the U.S., and he took a lead role in the development and launch of the Mazda Zoom Zoom Global CRM program that reached nine countries in five languages, including the UK, U.S., Canada, Germany, Spain, Japan, Australia, New Zealand and in South America.

Joseph Barbieri is the former Senior Vice President Marketing & Business Development at Totem Brand Stories and Javelin Custom Publishing, and VP Content Solutions at TC. Transcontinental. Under Joseph’s leadership Totem Brand Stories (formerly RedwoodCC) grew from a team of 12 to over 150 with revenues of $60 million making it a North American category leader. Joseph is also an alumnus of the London-based (UK) Redwood Group, where he successfully managed North American and global collaboration with executive leaders within the Omnicom Group agency network, including BBDO, Proximity, Integer, Fleishman Hilliard, Targetbase, Interbrand and more. He was responsible for RedwoodCC’s rebranding effort and the launch of the Totem brand, and played a key M&A role to support the acquisition of Totem by TC. Transcontinental Inc., a leading North American marketing communications company with more than $2.2 billion in annual revenues.

During his time with TC. Transcontinental Joseph was responsible for forging an integrated North American go-to marketing strategy combining seven newly acquired digital marketing services agencies with total annual revenues of $125M and with a staff of 900 employees.

Joseph also held a senior role with Globe & Mail, a leading North American news media company and a division of the Thomson Reuters group. He also led an award-winning entrepreneurial independent publishing venture. He holds degrees in Economics and Business, is a frequent speaker at industry events and has served as lecturer at Ryerson University’s School of Journalism.

As an industry leader and market innovator, Joseph brings an enthusiasm for embracing change and new ideas that has been a hallmark of his career and has earned him the respect and loyalty of co-workers and industry peers alike. He demonstrates an unwavering commitment to excellence that has been a key factor in delivering results that have earned numerous industry awards across North America.

In addition to his work as a member of the Board of Directors for The Content Council in New York, he serves on the Board of Governors at Villa Charities’ Columbus Center in Toronto.