FIAT Chrysler × Canada.

Before web3, Detroit.

Agency-side, I led a national experiential lead-generation program for FIAT Chrysler Automobiles Canada — a Fortune 500 automotive client with an $8M annual budget and zero tolerance for sloppiness. The mandate: put the brand in front of Canadians at scale and convert attention into qualified leads, measurably.

This is the traditional-marketing proof in the portfolio. Everything else here is protocols and tokens; this is what national-scale execution looks like when the client measures everything and the brand has been around for a century.

One brief, forty cities.

The program ran 50 events across 40 cities over 10 months — a continuous national circuit, not a string of one-offs. Each stop carried the same brand experience, the same lead-capture machinery, and the same reporting pipeline back to the client, so the program read as one campaign no matter where in the country you encountered it.

Fifty events is a logistics problem.

• Routing and cadence: 50 events in 10 months means an event every six days, somewhere in a country that spans six time zones — staging, teardown, and transit planned as one rolling schedule.
• Field teams: staffing, training, and quality control across 40 cities, so the brand experience in Moncton matched the one in Vancouver.
• Brand-safety constraints: every activation, asset, and script operated inside Fortune 500 brand guidelines — no improvising with a century-old automotive brand.
• Lead capture at the edge: the machinery that turned foot traffic into structured, qualified leads had to work in a parking lot as reliably as in a convention centre.

Fortune 500 clients count everything.

FCA Canada ran the program on Fortune 500 measurement discipline: defined lead-quality standards, full reporting cadence, and quarterly business reviews where the numbers had to defend the budget. Every dollar of the $8M traced to events, leads, and cost-per-lead — no vanity metrics, no rounding in our favour.

That accountability shaped everything downstream in my career. When the client audits the funnel, you build the funnel to survive an audit.

One million leads. 2.5% of Canada.

• 1,000,000 leads delivered — a lead volume equivalent to 2.5% of Canada's population, delivered into the dealer funnel.
• 50 events / 40 cities / 10 months executed on schedule, coast to coast.
• $8M budget managed agency-side under quarterly business review.
• One of FCA Canada's most successful campaigns — by the client's own measure.

What Detroit taught me.

Web3 marketing is full of operators who have never had a client audit their numbers. This program is why I don't run campaigns that can't survive a quarterly business review — defined targets, traceable spend, lead quality over lead volume, brand safety as a hard constraint.

When I bring that discipline to protocols — mainnet launches, exchange listings, token campaigns — it isn't a style preference. It's the same accountability a Fortune 500 automotive client demanded, applied to an industry that rarely gets it.