Sammy Rifai

Sammy Rifai is an accomplished marketing professional with extensive experience in strategic roles across various agencies. As Chief Strategy Officer at Initiative since June 2022, Sammy leads strategic initiatives. Previously, Sammy served as Group Strategy Director at One Twenty Three West (123w) from January 2018 to June 2022, where the agency won Canadian Small Agency of the Year in both 2020 and 2021. Additional experience includes roles as Senior Strategist at Cossette, Strategy Manager at MEC, and Senior Media Planner at Carat, with key accounts including Telus, Molson Coors, and Subway. Sammy holds an advanced diploma in advertising from Sheridan College, earned between 2007 and 2010.