Virtual care provider Maple has appointed Daniel Shearer as chief marketing officer.

Previously, Shearer was president of Cossette English Canada, which was named strategy‘s Agency of the Year three times during his tenure, and has more than 20 years of industry leadership experience.

In a release announcing the appointment, Maple said Shearer is joining the organization at a pivotal time to address critical challenges in Canadian healthcare access and to help expand its virtual care delivery from coast to coast.

As CMO, Shearer will focus on driving Maple’s next phase of growth across all facets of its business, including B2C and B2B. He will also lead a team that will build on Maple’s reputation in virtual care.

“Canada’s healthcare system is at a tipping point, creating an unprecedented need to redefine how care is accessed and delivered,” Maple CEO Brett Belchetz said in the release. “Daniel’s vision and ability to deliver impact at scale make him uniquely positioned to accelerate our continued leadership in virtual care. His expertise in transforming brands and driving growth will ensure Maple continues to lead the way in delivering meaningful improvements for the health of Canadians.”

While at Cossette, Shearer played a key role in the award-winning “SickKids VS” campaign, helping the hospital surpass its ambitious $1.3 billion fundraising goal and setting a global benchmark for purpose-driven marketing in healthcare. He left the agency in July 2023, and has since spent his time as a chair for the Board of Directors of The Bentway Conservancy, as well as a member of the Board of Directors for G Adventures.

“Joining Maple at this point in its journey is an incredible opportunity to transform and ignite the Maple brand, and help shape the future of healthcare delivery in this country,” Shearer said. “Maple’s obsession with leveraging the powerful intersection of technology and humanity to make healthcare more accessible resonates deeply with me – this was an opportunity I simply could not pass up. Creativity is a powerful driver of change, and I look forward to leveraging its potential to expand Maple’s impact.”