Santo Ligotti

WORK HISTORY

EDUCATION

SKILLS

ABOUT SANTO LIGOTTI

I’m a senior marketing and membership executive with 25+ years of experience leading strategy, brand, and growth initiatives across retail, payments, technology, and financial services. I’ve built national programs, scaled teams, delivered double-digit growth, and helped organizations navigate change-all while staying focused on what matters most: people, purpose, and performance. As Vice President, Head of Marketing and Member Services at Retail Council of Canada, I lead the strategy and execution of all marketing, brand, communications, and member engagement efforts. I drive acquisition, retention, and value delivery for a national member base representing over storefronts. My role spans integrated campaign development, content strategy, digital platforms, and partner programs-working cross-functionally to ensure our advocacy, research, and sponsorship initiatives are aligned and member-focused. Teaching lets me give back to the industry that shaped my career while helping cultivate the leaders who will shape its future. By bridging classroom theory with real-world marketing challenges, I encourage students to think strategically, act ethically, and drive meaningful impact. Sharing hard-won insights-and fostering critical debate-keeps me connected to fresh ideas while preparing the next generation to lead with confidence. I’m committed to strengthening the marketing profession through leadership, mentorship, and community. I serve as an Advisor to the Board of Directors and Past President of AMA Toronto, a mentor in the AMA Career Accelerator, and a Council Member on the CMA B2B Council. Whether advancing industry standards or supporting emerging talent, I believe in giving back and helping others grow. I lead with curiosity, clarity, and purpose-bringing structure to complexity and a collaborative mindset to every challenge. Let’s connect and explore what we can build together.