Who We Are The Marketing Team You Didn’t Know You Could Have

As Team Lead for Marketing Automation at CITIZEN, Sara oversees the strategy, development, and continual optimization of automation tools that help senior living communities streamline lead management, integrate seamlessly with CRMs, and grow their business through smarter workflows.

With a background in marketing, sales, and account management, Sara brings deep experience from the SaaS and Martech industries—particularly in client success and marketing automation. Her work is all about building systems that make life easier for both clients and their prospective residents.

Outside of CITIZEN, she’s a certified kettlebell instructor who’s passionate about learning—whether that means tackling a new language or mastering a musical instrument. She’s currently learning French and the cello. 

What she values most about CITIZEN is the culture of collaboration and innovation, where creativity and continuous improvement are part of every day.

As a Marketing Automation Strategist at CITIZEN, Yaseen designs and implements data-driven automation strategies that help our clients deliver the right message to the right

audience at the right time through adequate lead-nurturing flows and customer journeys, using advanced marketing technology platforms.

His journey in marketing began at POD Marketing, where he developed a strong foundation in digital strategy and client-focused solutions. Over the years, he has built extensive experience in the paid media space—planning, executing, and optimizing campaigns across platforms like Google Ads and Meta, before transitioning to Automation.

He’s passionate about traveling, experiencing new things, and music—whether it’s exploring a new country, trying unfamiliar food, meeting new people, or diving into different sounds and genres. Stepping out of his comfort zone not only fuels his creativity, but also gives him fresh perspectives.

Umayal is the Marketing Automation Strategist at CITIZEN, where she designs and implements marketing automation programs that enable clients to effectively manage their leads and achieve their marketing goals. With a constant eye for optimization, she is dedicated to creating seamless and impactful client experiences.

She holds a degree in Computer Science and Engineering and began her career in email development, specializing in HTML, CSS, and VML. Over time, she transitioned into marketing automation, omni-channel marketing, and life cycle marketing, gaining extensive hands-on experience with a variety of industry tools. Her background spans across the Tech, Fintech, E-Commerce, and Tourism sectors, equipping her with a broad perspective and deep understanding of digital marketing ecosystems.

Outside of work, she has a passion for world travel and loves exploring different cultures with her family. She enjoys recreating international recipes in her kitchen, baking healthy treats for her toddler, and unwinding with a paintbrush in hand.

What she values most about working at CITIZEN is its mission—supporting senior living communities. Having witnessed firsthand the challenges her own grandparents face, she feels deeply connected to CITIZEN’s commitment to helping people regain their independence and quality of life.

As a Team Lead of Paid Media at CITIZEN, Alejandra guides the strategy and performance of digital ad campaigns to drive real results for senior living communities. She’s focused on empowering her team, optimizing systems, and ensuring every campaign delivers strong ROI and meaningful impact for clients.

Before joining CITIZEN, Alejandra spent several years in the FMCG industry, where she worked closely with clients and led business reviews—an experience that sparked her love for data, systems thinking, and performance marketing. Since then, she’s specialized in managing high-budget campaigns across Google, Meta, and YouTube, always tying strategy back to business goals.

Outside of work, she loves running and playing volleyball. 

What she values most about CITIZEN is the collaboration: working with a team that’s curious, driven, and full of innovative ideas; and partnering with clients who are genuinely passionate about what they do.

Trevor is a Senior Paid Media Strategist who helps senior living communities grow through high-impact digital advertising. From Google Ads to Facebook campaigns, he builds strategic plans tailored to each client’s goals. He collaborates closely with account managers and supports the Paid Media team by optimizing campaigns, sharing insights, and resolving challenges to deliver consistent, measurable results.

Trevor’s marketing journey started with affiliate marketing, where he ran his own Facebook campaigns. That sparked a passion for digital strategy, leading to a role at a chiropractic marketing agency, where he helped practitioners attract more patients. There, he honed his skills in connecting the right message to the right audience—a mindset he brings to every campaign.

Born in Indonesia and a lifelong rugby fan, Trevor’s happiest when he’s off the grid—camping in the mountains or planning his next travel adventure. 

What he loves most about CITIZEN is the people. It’s a team that genuinely supports one another and shows up to win, together.

Kieran is the SEO Team Lead at CITIZEN, where she supports her team’s growth, refines the SEO product, and helps clients rise in search rankings. Her strategic focus goes beyond visibility—she’s passionate about telling stories that resonate with real people and drive genuine connection.

Before joining CITIZEN, Kieran worked across government, journalism, healthcare, and retail. Even when marketing wasn’t part of her job description, she gravitated toward strategy. While earning her Bachelor of Commerce, she worked as a journalist—an experience that sparked her deep love for content and storytelling.

With a background that blends journalism and commerce, Kieran brings a unique perspective to SEO. One of her proudest career highlights has been using that dual lens to help organizations grow and build authentic connections with their audiences.

Outside of work, Kieran is an avid cook with a serious love for vintage Pyrex. She’s happiest trying new recipes or hunting for rare kitchenware—and is always up for a great movie night.

What she loves most about CITIZEN? Being part of a team that helps clients make a meaningful impact.

As an SEO Strategist at CITIZEN, Jake works closely with clients to build their presence on search engines by improving their organic rankings and domain authority. His goal is to ensure each client’s website is optimized for visibility, performance, and long-term success.

Before joining CITIZEN, Jake worked as a logistics and operations manager for a major department store. While it was a fast-paced environment, he’s never looked back since making the leap into digital marketing.

In his spare time, Jake is an avid long-distance runner (most of the time!) and always up for a new personal best.

As an SEO Strategist at CITIZEN, Vanessa works to improve clients’ website visibility in Google search results. Her goal is to help attract potential residents by increasing online presence and driving organic traffic.

Before joining CITIZEN, Vanessa earned a master’s degree in marketing and began her career as a social media strategist. Over time, she expanded her digital marketing expertise to include SEO and PPC, with SEO becoming her main passion.

Fun fact: Vanessa was the lead singer of a rock band in her hometown in India. They wrote original songs, performed at local events, received media coverage, and won several awards. You can even find her performances on YouTube!

As an SEO Strategist at CITIZEN, Ilgin helps clients boost their visibility on Google to attract potential residents. She supports clients through keyword research, content strategy, and on-page optimization to drive meaningful digital results.

Before joining CITIZEN, Ilgin worked in her family’s apparel stores in Turkiye. That experience sparked her interest in business and marketing, eventually leading her to Toronto, where she earned a diploma in Sales and Marketing. From there, she dove into the world of digital marketing and found her passion in SEO.

Something people might not know about Ilgin: she loves playing The Sims! She even streams her gameplay on Twitch every Monday after work. It’s a fun and creative outlet she looks forward to each week.

One of Ilgin’s favorite things about working at CITIZEN is supporting clients who are dedicated to improving people’s quality of life. She’s especially passionate about working in senior living spaces where the impact of their work can make a real difference.

As the Brand Engagement Strategist at CITIZEN, Nav supports the team by developing strategic social media and email campaigns. 

With a passion for meaningful storytelling and an eye for the latest social trends, she brings energy, insight, and intention to every project.

Before joining CITIZEN, Nav worked on a small but mighty in-house marketing team, where she was involved in every aspect of marketing, from creative direction and social strategy to print ads and brand activations. 

She holds a Bachelor’s of Commerce with a major in Marketing from the University of Alberta, and has been passionate about the industry since her very first intro-level marketing class.

Outside of work, you’ll often find Nav behind a film camera, taking pictures of her loved ones and life around the city. She also loves a good craft project, a cool thrift find, and a Sunday cafe-hop.

One thing she loves about working at CITIZEN is being surrounded by a team that truly supports one another and a culture that values performance but still creates time for fun.

Mariam is the Manager of Websites at CITIZEN, leading an amazing team of Designers, Content Writers, and Project Managers to create websites that not only look great, but truly perform. She is passionate about building digital experiences that are innovative, strategic, and constantly evolving to meet clients’ needs.

Before joining CITIZEN, Mariam earned a Bachelor of Management with a specialization in finance from UBC. She has always loved problem-solving and improving how things work, which naturally led her to the world of websites.

Mariam started at CITIZEN as a Project Coordinator and has grown within the company ever since. She was here before the company was even called CITIZEN (!), and it has been incredibly rewarding to help shape and grow the website department from the very beginning. That journey has taught her a great deal about leadership, product development, and the importance of teamwork.

What keeps Mariam excited is the chance to keep improving. Whether it’s customizing solutions, streamlining processes, or bringing new ideas to life, she loves finding ways to make the work even better. She stays informed about industry trends through research, collaboration, and occasional conferences, ensuring the team is always a few steps ahead.

When not thinking about websites, Mariam can usually be found watching anime, playing video games, or getting lost in a good book.

Justin is a Project Manager at CITIZEN, overseeing website projects from kickoff to launch, ensuring everything stays on schedule while staying true to clients’ visions. He collaborates closely with the team of web developers, graphic designers, and content writers to bring each client’s unique brand and story to life online.

Before joining CITIZEN, Justin earned a Bachelor of Business Administration with a major in Marketing from Mount Royal University. That foundation, along with a strong focus on teamwork, shapes how he approaches every project, making sure the team stays aligned, the details are covered, and they deliver a final product that truly represents the client’s vision.

Outside of work, Justin can often be found fine-tuning his golf game or playing one of the vintage guitars and amplifiers he has collected over the years. 

What Justin loves most about working at CITIZEN is knowing that the websites they build help people find the right care for themselves or their loved ones. It’s rewarding to be part of a process that helps make an often challenging journey a little easier.

At CITIZEN, Fabian helps turn clients’ website visions into reality, on time and up to the highest standards. He makes it a priority to ensure clients feel supported, informed, and involved throughout the entire process.

Before joining CITIZEN, Fabian studied graphic design and then spent nearly seven years working in Administration within Australia’s public transport sector. 

After moving to the U.S. in search of a change, he transitioned into digital marketing as an Account Manager, which sparked a nearly six-year career in the marketing world.

Something you might not know about Fabian: He used to do background acting! From 1800s costumes to crime scene diners, he occasionally still takes time off to step back on set and into a different era.

One thing Fabian loves about working at CITIZEN is the collaborative spirit—everyone here genuinely wants to do great work and help each other succeed.

Caitlin is a Senior Website Designer at CITIZEN, where she brings brands to life online through thoughtful, intentional design. From choosing the right fonts and color palettes to selecting patterns and images, she ensures every website feels beautiful, functional, and aligned with the heart of each senior living community. 

Caitlin works closely with the content team to make sure every word shines visually, so the story is clear, compelling, and easy to navigate.

She holds a degree in Communications with a major in journalism, but it only took one class on layout and infographics to draw her into the world of design. 

Before joining CITIZEN, Caitlin worked on the marketing and brand team at a private sports club, where she helped shape the visual identity across both digital and print platforms.

Caitlin is also one-half of CITIZEN’s unofficial royal couple—she’s married to Will, CITIZEN’s Senior Content Writer. They met in journalism school and have been creating things together ever since, from websites to a pretty great life.  

What Caitlin loves most about CITIZEN is the collaboration. From the first spark of an idea to the final design, she finds joy in working with a team that’s just as passionate about helping people find care and connection as she is.

As a Senior Website Designer at CITIZEN, Peyman creates high-quality, visually engaging websites that balance modern design trends with each client’s unique needs. Over the past eight years, he has grown from a junior designer into his current role, contributing to a wide range of projects, including branding and websites for high-profile clients.

Peyman’s background includes degrees in Geography and Design, as well as an associate’s degree in Information Systems, providing him with a well-rounded approach to problem-solving and design.

Outside of work, Peyman is passionate about sports—especially soccer (with a huge love for Manchester United)—and enjoys staying active through hockey, basketball, boxing, and hiking.

Will doesn’t just write Citizen’s clients’ stories—he helps them define their story.

Having been part of Citizen long enough, Will knows there is no such thing as a “common” community experience—even if clients might think there is. He digs into what makes each client unique, finds their voice, and makes sure they’re heard—loud and proud.

Before Citizen, Will earned a Bachelor’s in Communication from Mount Royal University and worked as a content writer across various industries. He’s worn many hats—from professional driver for celebrities to cell phone technician—and believes anyone can learn anything with enough practice.

Fun fact: Will is married to Citizen’s senior website designer Caitlin Paton, and he’s the drummer for the YYC Music Award-nominated pop-punk band The Galacticas. He’s also a proud dad for his cat Pepper, and the cool uncle for several humans.

What Will loves most about working at Citizen is the people—a passionate, supportive team he’s proud to be part of every day.

Susy is a website content writer and strategist obsessed with storytelling and brand authenticity.

With over a decade of experience in strategic marketing across industries and countries, her work engages audiences by deeply understanding brand identity and consumer psyche, and applying that understanding across different channels.

She thrives on telling stories that truly resonate with an audience, and implementing an authentic brand strategy that produces results.

From cruising a vintage 1965 ambulance through the SouthWest USA, to developing the identity of a Costa Rican tech company, to rescuing imperfect veggies in Ireland, and then growing the brand of a Canadian FinTech unicorn that helps people access their money when they need it; her journey is a colorful tapestry ripe with diverse experiences.

Susy finds immense joy in her work within the senior living industry at CITIZEN. She loves working with a team of exceptional professionals who care about crafting the best story for those living in their third act of life. 

Outside of work, she loves to sew her own clothes, teaches others to fall in love with sewing, and loves to spend as much time with her daughter (the most incredible human alive) and her husband, who’s pretty cool too!

Ashley is a Web Developer for CITIZEN and works closely with designers to turn visual concepts into accessible, responsive, and user-friendly websites. She focuses on clean code and delivering solutions that align with client goals.

She began her development career in 2014 at Innereactive/Innexus, specializing early on in websites for the eye care industry. Since then, she’s grown into a versatile developer with a keen eye for detail.

Outside of work, Ashley enjoys family time and the outdoors. Fun fact: She’s seen three of her favorite bands over 20 times each—and plans to keep going!

Sharmin is a Web Developer at CITIZEN, where she builds new websites, makes updates as needed, and supports the team with technical tasks. Before joining CITIZEN, she worked as a web developer at another company, gaining hands-on experience building and maintaining websites.

She completed her Bachelor’s in Computer Applications and continued to develop her skills through various online courses on Udemy. With five years of experience in web development, Sharmin is passionate about continuously learning and improving.

Outside of work, she enjoys playing badminton, trying new recipes, and baking. One of her favourite things about working at CITIZEN is the supportive, collaborative team. She also loves that the work she does helps make a real difference by supporting senior citizens in getting the care they need.