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About

From tech start-up to national platform

OUR STORY

We’re elevator riders, first and foremost.

Our founders Fouad El-Masri and Nicolette Leonardis

Our founders, Fouad + Nicolette

“There has to be a more engaging way to communicate with residents and tenants.”

As tenants ourselves, we understand how annoying it is to miss important building notices or announcements. Vertical City (formerly Visio Media) was founded in 2014 to help deal with the common frustration created by inconsistent communication between property managers and tenants. Through hard work and the use of industry-changing technology, we’ve built the largest residential elevator and lobby screen network in Canada.

Our team operates out of offices in Toronto, Edmonton, Calgary, and Vancouver,
with international expansion on the horizon.

OUR GOAL

Smart solutions for building managers.

We save property managers + condo boards time + money communicating with residents
Our platform gives building managers and condo boards the ability to effortlessly manage and post notices in real-time from any desktop or mobile device.

Every day, as your residents pass through the building, they’ll be greeted by your messages, the latest local news and weather, and relevant local business advertisements.

OUR PEOPLE

Problem Solvers.

We’re a growing team of property experts, elevator technologists, marketers, creatives, + developers.
Together we’ve built Canada’s largest network of residential elevator screens. We’ve also powered them with a machine learning-based audience analytics platform.
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We're firmly committed to solving the challenges faced by buildings, condo boards, and property managers every day.

OUR EXECUTIVE TEAM

Meet the team.

Bruce Johnson

EXECUTIVE CHAIRMAN /
CO-CEO
Bruce is a seasoned executive with 30+ years experience, primarily in tech.

From co-founder and CEO of Intuit Canada and the CEO of Legend Software, Semanti, and Baby Gourmet Foods, to currently sitting as the Chair of HeadCount Corporation, and Amii (the Alberta Machine Intelligence Institute), his diverse experience has been crucial in guiding the leadership team at Vertical City.

Fouad El-Masri

CEO / FOUNDER
A true entrepreneur and former land investment/development guru, Fouad co-founded Vertical City (formerly Visio Media) in 2014.
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Having a strong spirit for advertising and marketing, he is a dedicated leader that got us to where we are today, as a steadily growing team with zest for strategy and collaboration.

Nicolette Leonardis

VICE PRESIDENT / CO-FOUNDER
Nicolette is a tenacious entrepreneur and co-founder of Vertical City. She has fueled our growth with her undeniable passion and natural talent for business development and advertising.

Treating clients with the same verve and dedication, Nicolette is an esteemed collaborator both within the Vertical City team and beyond.

Kevin Gunderman

CHIEF FINANCIAL OFFICER
With 25+ years experience, Kevin is a wealth of executive and strategic expertise.
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From former CFO of BioWare to leadership roles with Intuit Canada, Wajax, and Northlands, his track record for developing high performing teams, driving growth, and great culture, makes him an integral part of the Vertical City team.

Lee Horigan

VP OPERATIONS
A strong supporter of community participation, Lee runs the growth of our national screen network, oversees technical partners, and also finds himself involved in several not-for-profits.
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With 25+ years of leadership experience in financial and professional services, Lee is a driving force for our network and operations.

Ashley Thompson Daly

VP PEOPLE
Ashley brings her passion of growing people and organizations to Vertical City, using strategy and top talent growth to help execute our vision.
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She is our HR leader, with the bulk of her career expertise in human resources, people and organizational development.

Andrew Williams

Director, Product Management
As Director of Product Management at Vertical City, Andrew helps shape our products so they bring value to our users, stakeholders, and business. With a background as a founder, he has passion and history for creating products and businesses that solve real-world problems.

Mike McClenaghan

Director, Product Development
As Director of Product Development at Vertical City, Mike leads a dynamic team in creating maintainable products in a high-paced, startup environment.  He has a passion for leading high-performing teams, bringing over two decades of expertise in software development. In the past,

Mike has played key roles in introducing cross-functional teams to agile processes and delivering projects that exceed expectations

Rabie Mathbout

Director, Property Operations
As a professional Engineer, Rabie has specialized in Project Management in a number of industries. As Director of Property Operations, Rabie leads the Property Team and fosters a collaborative environment.

He oversees Property Operations nationally including new installations, network up-time, customer success, and operational budget.

Derek Moody

VP, Insights

Have Questions?

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