Join SMPS Ontario and ULI Toronto for an insightful panel discussion that takes you through the full marketing journey of a development, from the initial architectural vision and design to construction, and ultimately, market delivery and sales.

The mixed use and real estate landscape in Canada is facing unprecedented challenges in 2025, from rising interest rates to shifting buyer expectations and economic uncertainty. In this evolving market, successful development marketing requires more than just compelling design and expert execution—it demands a strategic, innovative approach to storytelling and engagement. Developers, architects, and marketers must work together to craft compelling narratives, navigate shifting market conditions, and position projects for success in a competitive and unpredictable environment.

Presenters: 

Nicola Spunt, PhD, Founder and President, Thesis Communications

Nicola leads Thesis Communications, a consulting practice focused on brand strategy, communications, marketing, business development, and PR. Driven by a commitment to story, strategy, and cultural and urban vitalization, she has worked with a variety of clients, including architecture firms like Superkül, PARTISANS, and Janet Rosenberg & Studio, real estate developers, art galleries, the Toronto Biennial of Art, and Sidewalk Labs. Nicola also founded and hosted two conversation series—After School and Soho House’s Table Talks—focused on art, culture, and politics, and produced In Bloom: A Celebration of Teen Spirit and the Arts, a multi-arts initiative that raised awareness for youth mental health, as well as short films, television, and design installations.

As a writer and strategist, she has edited and authored various publications and led numerous bid processes, including Toronto Global’s bid book for Amazon’s HQ2, the Kilmer-Mattamy-Tricon RFQ and RFP submissions for the Quayside Development Opportunity, Rise and Sprawl: The Condominiumization of Toronto, an award-winning doctoral dissertation in English Literature on disease, consumerism, and desire, as well as articles on architecture, urbanism, and literature. Passionate about design and city building, she has long advocated for the implementation of a City Architect and office responsible for overseeing architectural design in Toronto.

Kathryn Seymour, Director of Marketing, Canadian Buildings, PCL

Kathryn Seymour is currently the Director of Marketing, Canada with PCL Construction headquartered in Edmonton. Her primary accountability in this role is on elevating all aspects of pursuit excellence across PCL districts with a focus on winning new work. Prior to joining PCL in 2013, Kathryn was a Principal with Moriyama Teshima Architects where she worked for ten years managing business development, marketing, and proposals. Prior to her career in architecture and marketing, Kathryn was a lawyer initially practicing land use planning and municipal law with Smith Lyons and subsequently as Discipline Counsel with the Law Society of Upper Canada. Kathryn received an honours Co-op degree in Recreation and Sociology from the University of Waterloo; an M.Phil. in International Relations from the University of Cambridge; her LL.B. from Osgoode Hall Law School; and her M.Arch. from the University of Toronto. When not chained to her desk, Kathryn reminisces about her youthful adventures bicycling solo across Canada, trekking to Everest Base Camp, and defeating Oxford at the British Henley as a member of the Cambridge University varsity squad.

Jaclyn Yanko SVP, Sales, Marketing & Customer Experience | Originate

Jaclyn is a senior marketing executive with over 15 years of experience in real estate marketing, branding, and customer experience. She has held progressively senior roles across the developer, brokerage, and agency sides, leading award-winning campaigns for organizations such as The Minto Group, Oxford Properties Group, Colliers International, and Community. Her contributions have been recognized by industry associations including BILD, NAHB, FRPO, and NAIOP.

As Senior Vice President of Sales, Marketing & Customer Experience at Originate, Jaclyn is responsible for driving pre-construction condominium sales and marketing strategy while enhancing the customer journey for a current and pipeline portfolio of approximately 3,300 units valued at over $2.5 billion. A dynamic and forward-thinking leader, she blends analytical rigor with creative vision to develop impactful marketing strategies. Known for her ability to challenge the status quo, she excels at crafting compelling sales pitches and brand narratives, fostering high-performance teams, and executing innovative, results-driven campaigns.

Moderator: 

Nina Boccia, Director of Marketing & Communications, KPMB

Nina Boccia is a marketing and communications professional with over a decade of experience creating dynamic and engaging content that connects to vision and values. She previously served as an associate editor at Azure Magazine and managing editor of its sister publication, Designlines, where she interviewed and reported on the best minds in design and architecture.

Target Audience:

Markendium Domains of Practice:

CPSM CEUs: 1

Event Notes: