Daniel Shearer Takes the Helm as CMO at Maple: A New Era for Virtual Care Marketing

Daniel Shearer Joins Maple as Chief Marketing Officer

Daniel Shearer, a 20-year veteran in Canadian advertising and former president of Cossette English Canada, is making a significant career shift by joining Maple, a leading Canadian virtual care provider, as its new Chief Marketing Officer (CMO).

Having left Cossette midway through 2023, Daniel was drawn to Maple by its mission to bridge the gap between technology and humanity. He describes this opportunity as standing out "head and shoulders" above others he was exploring across various sectors.

"Maple isn’t just an exceptional platform; it’s a solution addressing one of Canada’s most critical challenges - access to healthcare," says Shearer.

He believes that Maple is a “quiet leader” in the virtual care space, with significant potential to enhance its visibility among Canadians. As CMO, his primary focus will be on driving adoption among consumers, businesses, and governments, ensuring that more Canadians can access timely, innovative, and high-quality healthcare solutions.

Vision for Healthcare

Brett Belchetz, CEO of Maple, emphasizes the importance of Daniel's experience, stating, "Daniel’s vision and ability to deliver impact at scale make him uniquely positioned to accelerate our continued leadership in virtual care."

Daniel acknowledges that while the daily operations may differ from agency life, he remains committed to leading organizations with a shared vision focused on achieving positive outcomes. He is particularly motivated by working with brands driven by a clear sense of purpose.

Agency Experience and Innovation

Daniel's extensive agency background has equipped him with the skills to stay at the forefront of modern media. He has helped numerous brands, including McDonald’s, Walmart, SickKids, Google, and TD Bank, find their voice and share their stories.

"One of the hallmarks of agency life is learning to thrive within constraints. Yet, we always find a way to make an impact."

He aims to bring this creativity, discipline, and resourcefulness to Maple, a company he views as having a bold, disruptor mindset. Daniel also expresses concerns about the marketing industry in 2025, noting the need to challenge ingrained assumptions and focus on powerful brand building.

Strategic Partnerships and Future Focus

To support its next phase, Maple is collaborating with a small roster of independent, founder-led agencies that share its values, including one23west. Daniel is eager to leverage AI in Maple's marketing operations to enhance its effectiveness as the technology evolves.

"The beautiful part of what's possible in modern marketing is that the best ideas lead. Maple’s story will be told in the most powerful way possible."