The Seneca Social Media graduate certificate program is taught by faculty with particular expertise in the subject area in which they are teaching.

Bhupesh_HeadShot_Jul13Bhupesh Shah, Program Coordinator

SMD101: Social Media Strategies (Semester 1)
SMD300: Social Media Capstone (Semester 2)

416-491-5050 ext 77701
Markham campus – M660

Bhupesh Shah is an award-winning Professor currently teaching digital media courses More

at the undergraduate and post-graduate levels. Bhupesh is ranked as one of the Top Marketing Professors on Twitter, one of the 50 Business Professors You Should Follow on Twitter, and co-authored a marketing textbook for post-secondary students. He is an acknowledged public speaker on social media, marketing strategy and diversity and has shared his insights on national TV, radio, syndicated newspapers, publications and TEDx.

Bhupesh earned his B.Sc. in Anthropology/Microbiology-Biochemistry from the University of Toronto and his MBA from York University. He has over 15 years of marketing management experience in the retail, packaged goods and equipment industries and is currently a Board Member with the International Higher Education Teaching and Learning Association, member of the Richmond Hill Small Business Enterprise Centre Advisory Committee and member of the Richmond Hill Cultural Leadership Council. Bhupesh also works as a consultant at ethnicomm inc., helping small and medium-sized enterprises with their marketing, web and sales strategy.

Boyd image2Boyd Neil

SMD102: Social Media Engagement in Private and Public Sectors (Semester 1)
SMD201: Internet Writing and Content Development Strategies (Semester 2)

Markham campus – M660

As a senior vice president and senior digital strategist at Canada’s leading strategic communications firm More

 Hill & Knowlton Canada, Boyd uses more than 30 years of experience in the public and private sectors to provide senior-level counsel to a variety of clients. He is especially skilled in reputation management and managing communications challenges using social and digital platforms. Boyd has conducted social media conversation audits, counseled clients on managing social media crises, and created and implemented social media and digital strategies for organizations in the oil and gas, financial, insurance, nuclear, packaged goods, and non-profit sectors. Boyd also teaches at Ryerson University, is an active blogger and speaks frequently on social media trends and strategies including at such leading interactive conferences as SXSW (2012 + 2013), NXNE (2012) and HPX (2012). Boyd has MA and MBA degrees from the University of Toronto.

SenecaSoMe instructor Robert LindsayRobert Lindsay

SMD103: Search Engine Strategies (Semester 1)

Markham Campus – M660
Rob brings to Seneca College, a wealth of knowledge and experience gained over 5 years in Digital Marketing.  His particular focus is on  SEO (Search Engine Optimization)More

and PPC (Pay Per Click or SEM). Early in his career, Rob worked for 10+ years in traditional advertising on a number of top-tier international brands at advertising agencies in Toronto. In 2011 Rob saw the explosive growth of digital marketing, and transitioned to Canada’s largest independent Digital Agency, Search Engine People Inc. At SEP, he developed a passion for analysis and making marketing decisions based on data, and has gained experience working alongside many of Canada’s most knowledgeable SEO and PPC experts from Google, Bing, and in-house at SEP.
Rob received his 3 year Marketing Diploma from Centennial College, and continues to study and learn all aspects of Digital marketing.


SenecaSoMe Instructor Bill DoernBill Doern

SMD104: Technical Skills for Social Media (Semester 1)
SMD105: Visual Communications (Semester 1)

Markham Campus – M660
In his role as VP, Digital at one of Canada’s most reputable PR agencies, More

Bill Doern leads the development and execution of digital communications and creative strategies for clients across North America. His role includes leading clients through audience need assessments, mapping strategies to broader organizational objectives, delivering compelling UX, and providing recommendations that increase the impact of his client’s communications and marketing programs.
Since 1990, Bill has pioneered the integration of technology, design and communications – opening one of Ottawa’s first digital creative studios during the PostScript revolution. The company evolved with the digital landscape as the firm began building interactive titles for the CD ROM market which led to the development of websites and web applications in 1997 and expanded to social media development in 2005.

As a seasoned Registered Graphic Designer (RGD), Bill is an active contributor to the work of the association and lends his expertise though student portfolio reviews at ARGDO events.


Darrick Li image2Darrick Li

SMD202: Internet Market Research (Semester 2)

Markham campus – M660

Darrick Li has been a part of the comScore Canada team for 8 years.  As a Sales Director, Darrick works with some of the leading agencies, More

publishers and advertisers in the digital media and advertising industry.  His unwavering work ethic and ambition to become a digital media professional has led him to a dedication towards his client base that includes Procter & Gamble, Corus Entertainment, Shaw Media, Dentsu Aegis Network, and Pelmorex Media Inc.  Darrick is also part of the Marketing faculty at Seneca College, teaching with the Social Media graduate certificate program.  During his time at comScore, Darrick has become actively involved within the IAB Canada Mobile and Research Committees, Ad Club’s Annual Internet Day, along with speaking engagements in some of the digital industry’s largest conferences across Canada.

Darrick received his Honours Bachelor of Business Administration (HBBA) with a Major in Marketing, and a Minor in Urban Studies – May 2008 from Wilfrid Laurier University. Darrick also received his IAB Canada – Interactive Leadership Certificate – in July 2013 (Paid Search Marketing, Social Media Marketing, Mobile Marketing, and Online Media Buying in Canada).


Sam_imageSam Fiorella

SMD204: Influence-Based Marketing (Semester 2)

Markham campus – M660

Sam Fiorella is the co-author of the recently published book, Influence Marketing: How To Create, Manage, and Measure Brand Influencers in Social Media. More

Sam is also a Partner at Sensei Marketing, a customer experience consulting and technology firm, where he brings 20 year sales & marketing experience, having delivered over 1600 digital projects for international clients including Morgan Stanley, AOL, Applebee’s, Government of Canada, Hyatt Gaming Management, Snyder’s of Hanover, SunLife Financial, OLG Casino, Hitachi Power Tools, the Home Depot, Kraft Foods, Drees Homes, and hundreds more. During that time Sam provided the digital strategy and execution for 30 leading marketing and advertising agencies around the globe. Sam’s a popular marketing and business blogger for HuffingtonPost, SenseiBlogs, and Business2Community, as well as a writer for Social Media Monthly Magazine. Sam’s ranked one of the Top 50 Marketing bloggers by Kred, an international social influence monitoring platform.


Ian Barr image2Ian Barr

SMD300: Social Media Capstone (Semester 2)

Markham campus – M660

Ian brings more than 13 years of multi-discipline agency experience spanning digital, social media brand marketing and PR More

with a proven track record of developing industry-leading campaigns/policies for some of the World’s most recognized brands.

Ian started his career in PR, working for agencies across predominately multi-national technology and consumer packaged goods accounts. Foreseeing the impact that a socialized Web would have on corporations, and the way that companies needed to communicate more transparently, drove him to contribute to the development and implementation Hill & Knowlton’s social media offering.

In 2009, Ian was hired by Los Angeles-based social media specialist agency Rocket XL to launch and manage the agency’s Canadian expansion. In just three years, he built and managed the growth of Rocket XL into an award-winning, full service digital agency that partnered with renowned clients such as Cadbury/Mondelez, the National Hockey League, Samsung, IKEA and the Coca Cola Co., to name a few.

In January of 2013, Rocket XL merged with Vision 7 International agency DARE and Ian assumed the role of leading the agency’s North American efforts in social digital marketing & innovation.

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