We are SMC

We believe in intentional brand reputation management.

The SMC difference

We are an award-winning public relations and marketing consultancy providing imaginative, influential and comprehensive communications strategies for a range of businesses in hospitality and beyond. Collectively, we have touched brands in Restaurants, Destination Tourism, Alcohol, Grocery, Agriculture & CPG.

As a full-service agency, we possess the flexibility to seamlessly scale up alongside your marketing team, whether you require additional resources, expanded services, representation in a new market, or a broader scope of support. Over twenty years of PR chops and marketing exclusively for F&B and Hospitality brands provides us with a comprehensive understanding of the nuances, trends, and challenges unique to these industries.

We have a proven track record of consistently delivering exceptional results while maintaining positive relationships with industry experts and media alike.

Meet your new team.

Shelley McArthur Everett

Shelley brings over two decades of experience in public relations, reputation management and strategic communications. Her proven strategies have boosted revenues and driven millions of dollars worth of true-to-brand exposure, expanding her clients’ reach both locally and internationally. Before establishing SMC in 2013, Shelley served a six-year tenure as Communications Director for the Toptable Group.

Shelley McArthur Everett
Founder + President
Dorothee Xing

Our lead Media Strategist, Dorothee is a graduate of UBC Sauder School of Business. Dorothee has a versatile background in communications, marketing, business development, and project management for a variety of sectors and is fluent in English and Mandarin. Dorothee joined SMC from Edelman, a global communications firm, where she managed a portfolio of accounts and supported national and international clients with communications and media relations needs.

Dorothee Xing
Agency Director
Penny Greening

Our lead Brand Strategist, Penny has crossed the chasm from client-to-agency side twice in her career. She’s a fan of understanding ‘all the angles’, gathering as much data as she can, to understand the many facets of human behaviour. In her two decades' worth of experience, she has helped several established organizations and start-ups to grow and adapt, from brands in Agriculture* to Alcohol, CPG to SaaS and premium Health & Wellness.
(*Produce, Floral & Cannabis.)

Penny Greening
Marketing Director
Alexa Lupul

Alexa brings clients’ brands to life through strong creative strategy, beautifully crafted visuals and engaging digital experiences. Armed with more than a decade’s worth of experience in graphic design and brand strategy, before joining SMC Alexa spent five years with Dossier Creative focused predominantly on consumer packaging. Alexa joined the team at SMC in 2021 and continues to impress clients with her cross-functional communication and project management skills.

Alexa Lupul
Design Lead
Justin Everett

A Full-Stack Developer, Justin consults with SMC clients on effective digital strategies while also ensuring the company’s efforts conform to current industry best practices. With a dual BSc/BA in Physics and International Development, Justin has the unique ability to approach problems from different angles, see solutions and opportunities where others might not and bridges the gaps for a wide array of SMC’s roster of award-winning clients.

Justin Everett
CTO & Lead Developer
Kristin Mak

Kristin brings an admirable sense of accuracy, efficiency and creativity to her role as Marketing Manager, taking content development for SMC clients to a whole new level. Born and raised in Vancouver, Kristin graduated from SFU in 2020 with a BA in Communication and worked with the BMO Vancouver Marathon while completing her degree. Kristin loves working in a collaborative environment full of creative people and is passionate about understanding the ongoing evolution of the social media landscape as it relates to our client’s overall sales funnel.

Kristin Mak
Marketing Manager & Content Strategy
Andrew Lavers

A UBC Sauder School of Business graduate, Andrew spent several years working with A&W Canada where he started out in distribution before ultimately being promoted to marketing, in a role focused on managing national media strategy. Detail-oriented and results-driven, Andrew brings a keen sense of due diligence toward market research, brand strategy, and public relations to benefit SMC clients.

Andrew Lavers
Corporate Accounts Manager
Danika McDowell

With an impressive portfolio including LUSH Cosmetics, Earls Restaurants, Salt Spring Coffee, and her former role as Co-Founder and Creative Director at Edible Vancouver Island Magazine, Danika’s expertise breathes new life into brand narratives. Hailing from Victoria, B.C., Danika's roots are deeply entwined with Vancouver Island's vibrant culture where she can provide an authentic understanding of what it means to conduct business on the Island.

Danika McDowell
Island Accounts Manager
‘Kiitan Owoyele

'Kiitan brings a wealth of PR and Product Marketing experience to the team. With a background in corporate communications and a knack for crafting compelling strategies, 'Kiitan has successfully led marketing efforts for iconic Diageo brands like Smirnoff, Guinness, Baileys and Orijin. His passion for fundraising and project management also shone through his role at United Way, where he orchestrated a highly successful inaugural fundraising dinner.

‘Kiitan Owoyele
Restaurant Accounts Manager
Emma Simons

Emma brings a natural sense of curiosity to her role supporting our PR accounts and marketing teams. Graduating from BCIT in 2021, Emma started her career in supporting roles for various Business Improvement Associations setting the foundation for her passion in hospitality and tourism. There she honed her skills in event hosting and has since vastly expanded her passion for media relations, taking the lead at SMC in fall 2023 for our W.O.R.T.H. Association client’s event: Yes Shef.

Emma Simons
PR Account Executive
Bronwyn Lewis

Bronwyn is SMC’s most recent addition to the team. With a background in creative writing, she has published several short stories and pieces of poetry. Bronwyn graduated from SFU with a BA in English Literature and also holds a Screenwriting diploma. She comes to us with experience in food writing, having written over 50 articles for the Vancouver Guardian and has also been published in VITA Daily and the Georgia Straight.

Bronwyn Lewis
Social Media Manager
Maggie Lam

Maggie’s keen eye allows her to capture the essence of SMC clients through her camera’s lens. Maggie has a passion for telling stories with images and she has honed her photography and videography skills with dedication over the last five years. With a BBA from Thompson Rivers University and a diploma in Business Management from BCIT, Maggie also has a business background that equips her with a unique understanding of the restaurant industry.

Maggie Lam
Photographer & Videographer