"A lot of people have the ability but they don’t put forth the effort."

- Joe Carter

Meet Derek Kent.

Derek is an award-winning Global Marketing C-suite Executive with an extensive background in Sports marketing across Brand, Digital, and Communications. His core strength is leading the creation of holistic campaigns and positioning them for optimum exposure.

Derek has worked for some of the world’s most iconic brands, spanning more than two decades, including seven years as CMO of the Canadian Olympic Committee, and close to a decade in executive leadership positions at Nike, notably as their US Media Relations Director and global spokesman at three Olympic Games.

Current clients include an iconic global sports brand, top Canadian Sports Team, a top 5 insurer in Canada, a leading grocer in Canada, and a not-for-profit.

Find Derek on LinkedIn
The Alter Advantage

We Know Brands.

Understanding your brand DNA is at our core. We have the ability to activate an entire brand with a tailored approach to the strategy, brand architecture, brand management and sales into one comprehensive marketing story, telling a cohesive message.

Consumer/Fan Engagement.

We understand as a consumer centric organization, you need to identify trends, understand your consumer’s (fan) needs and translate them to the retail landscape. It starts and ends with the consumer journey — how and where you see the brand and want to engage with it. It is our job to ensure we  understand your needs and overdeliver against them.

Digital. Connected. Innovative.

Not only do we understand digital, we have experience in growing a fan base built on a solid brand foundation. Innovation is the cornerstone for how we operate. We are always innovating — partnering with the best people, delivering better processes, and better tools.

Invested in Partners.

We understand that our clients are our greatest asset. Based on our credibility, expertise, and diverse brand portfolio, we are able to attract and retain the best talent partners through our network.



Explore. Analyze. Deliver.

  • We listen to understand.
  • We facilitate conversation to crystalize the Brand.
  • We provide a foundation and deliver a plan for communication.


Stategy. Narrative. Messaging.

  • We develop holistic ideas.
  • We create narratives that are rooted in the brand DNA.
  • We craft emotional stories that drive brand equity.

Design & Content

Visual Identity. Social. Promotion. Advertising. 

  • We identify or elevate the DNA of your brand.
  • We provide the revolution or evolution of a brand.
  • We provide brand led, relevant and current content for any platform.
  • Our work as brand strategists is to find a brand’s highest, enduring value.


We do not mark up for hired services.

  • We leverage the relationships we have formed in the industry.
  • We can use well-known DOP/Production houses or a network of independents.