Our People

The Story Lab counts 300 entertainment, marketing and investment professionals around the world.

Meet the Canadian team.

Daniel Mekinda

Managing Director

Daniel Mekinda

Managing Director

Daniel oversees The Story Lab in Canada and is responsible for the direction and daily operations of the brand. His area of focus has largely been in the creation of intellectual property and has worked globally to develop, acquire and license content while also consulting for other IP and copyright owners and creators.

Daniel’s career began at a major record label before moving on to roles in business development and consulting both as an entrepreneur and within large multi-national organizations. He holds an undergraduate degree in Law and an MBA from Rotman School Of Management.

Alisha Purdy

Director, Content

Alisha Purdy

Director, Content

Alisha is the Director, Content at The Story Lab Canada. As a senior member of the team, she works with a diverse group of clients and media partners to lead programs and provide best in class service and results. Alisha graduated from Mohawk College Advertising and Media Communications program and has more than 18 years of industry experience across a broad range of categories including automotive, retail and CPG. She joined the Carat team in 2002 with a focus on broadcast and has continued to cultivate her passion for the business within The Story Lab.

Deborah Gurofsky

Director, Content

Deborah Gurofsky

Director, Content

Deborah is Director, Content at The Story Lab (Canada). Her key clients include General Motors and Proctor & Gamble and, along with leading a number of other accounts, Deborah plays an important role in bringing big ideas to life, while still remaining laser-focused on campaign strategy and performance.

Deborah’s enthusiasm and passion for storytelling and desire to continually build a meaningful connection between brand and audience is something that she focuses on every day for client and agency initiatives. It is precisely this narrative layer – the layer that ties inherently into some deeper aspect of human emotion - that Deborah works to build into every branded content element of the overall campaign.

Prior to her role at The Story Lab, Deborah worked at a number of digital-first publishing companies, as well as in commercial broadcast post-production.

It is with this experience and drive that Deborah is able to strategically build and execute content-led initiatives for her accounts, understanding that as people, we all just want to connect and hear a good story.

The Story Lab in

Canada

Address

1 University Avenue, 6th Floor

Toronto, Ontario

M5J 2P1

Contact

+1 416 504 3965

canada@storylab.com

The Story Lab in

Canada

Address

1 University Avenue, 6th Floor

Toronto, Ontario

M5J 2P1

Contact

+1 416 504 3965

canada@storylab.com