Sandra Moretti has joined Diamond Integrated Marketing as its SVP of strategy.

She succeeds Jon Crowley, who held the SVP of strategy role before moving on to Fuse Create last month to become its new senior vice president and head of strategy.

Moretti possesses almost two decades of experience in brand strategy, recently working in the legal cannabis industry at Canopy Growth. As Canopy’s director of integrated brand strategy, Moretti was responsible for brand development and marketing communication across all Canopy Growth Corporation brands in North America, as well as brand positioning and management on Tweed, Tokyo Smoke, Quatreau, Deep Space and more.

She also led DDB Canada’s strategy department, and in her role as strategy director for Tribal DDB, was a key senior player on McDonald’s, General Mills, Mars Canada, Iams, Adidas, Tourism Nova Scotia and Dairy Farmers of Canada accounts.

Moretti’s career has touched multiple sectors, including CPG, QSR, retail and more, providing her with expertise in brand and product creation, communication planning and brand storytelling.

Specializing in creative strategy and workshop design, Diamond says that Moretti’s strategic foresight and ability to harness disruptive insights have driven revenue growth and captured the hearts of consumers across various industries.

“[She] was the first person I called about this position,” says the shop’s chief strategy officer, Lori Davison. “Her breadth of strategic leadership experience on both client and agency-side, spanning brand, through digital, through product development- really fits with the idea-lead integrated offering we have built at Diamond.”

Diamond’s client roster includes TD Bank, Toronto Zoo and Pizza Hut, among others, while also welcoming new clients like Humber River Health Foundation, which named Diamond its AOR in April.

Last fall, the shop promoted Alan MacDonald to the newly-created role of chief AI officer.