Name: Mason Quesnel

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Position: North American Partnerships Manager

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Years with the company: 1 year

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Tell us a bit about your career journey to date…

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I worked in partnerships at one of the largest affiliate networks in the world, connecting key influencers like publishers and affiliates with advertisers and optimizing those campaigns. I then went in-house with a brand where I was directly on the advertiser side looking for great publishers and platforms like Your Baby Club, so I was able to understand what it looked like from the brand perspective. I’ve been fortunate to see both sides of the coin and that has led me to working here.

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Biggest career lesson to date…

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The one thread that runs through everything for me is that there is no such thing as an  absolute in sales and marketing. There are so many variables from company to company, to be able to say confidently that any one thing will work or does not work. Testing, exploring and being curious about everything is essential, because the minute you start running off absolutes, will be the exact moment you’ll start to see failure. You should be constantly trying new angles and always learning in this ever-expanding universe of change.

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What excites you about heading up our launch in Canada…

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It’s always exciting to be at the forefront of something big and launch something new. Because of the growth FanFinders and Your Baby Club have already had in the UK and US, the opportunity to replicate that type of impact and market saturation in a new region and lead on that is amazing. 

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The big acquisition challenge for Canadian parenting brands heading into 2026 is…

I think everyone is still stuck on the major platforms and they need to stop trying to figure out something that is a moving target for them. In trying to work out Meta, Google and TikTok, they are neglecting other available opportunities. The rise of automation makes it even easier for brands to default to the major platforms, but there is still so much untapped value in working with direct partners who can give advertisers an edge. Everybody is fighting on those same platforms, but if you want a real edge, you have to look somewhere new. 

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Biggest misconception you think people have about the Canadian market…

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The size I would say because we’re a little overshadowed by the scale of the USA. But we have a strong market of over 40 million people. I think we’re still underestimated in terms of our purchasing power too because we have a really good economy and a really good quality of life.

What you want brands to know about Your Baby Club…

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We are here to win with them. Our performance-based model gives us a ton of flexibility to be able to help brands specifically find their win, rather than just automating a price that doesn’t get them anywhere. Due to the nature of how we monetize, we want campaigns to succeed because their campaigns succeeding means we all do. It is truly a partnership and we’re sharing the same goals. 

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As one yourself, a piece of advice for brands around connecting with parents…

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Work with key partners to create a genuine connection with parents, rather than just hammering them with adverts.

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What you’ve enjoyed about working at FanFinders so far…

Everyone is really approachable and it’s an incredibly hard working team. People are on it every day. I think everyone here also has a realistic approach to tasks which I like, so just that feeling of being around honest, hard-working people all heading towards a common goal and on the same page. It seems like that should be a given, but in a lot of organizations it’s not. It’s rare to have a cohesive group like this.

Where will we find you when not at work…

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Definitely hanging out with my daughter.

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One thing your colleagues would be surprised to find out about you…

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I was at one stage a professional musician on a cruise ship. I got a contract straight out of college as a musician and played guitar on there for 6 months. 

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If you could have any signed Tim Horton’s hockey card from all-time, you’d want…

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Tim Horton.

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And if you could have any superpower…

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Teleportation.

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Tell us about one Canadian hidden gem or a place that needs more respect…

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I like this question. Ottawa seems to have this reputation as being the place ‘that fun forgot’, because it’s the Capital. But the food scene is way better than people would think, including Michelin-quality establishments and great hidden gems. So I’m saying officially on record that Ottawa’s food scene is underrated.

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Keeping it about food for the final question, you can only eat one meal for the rest of your life…

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[*without hesitation*} Seafood linguine with red sauce.