Justin Bhangoo

Justin currently leads Xbox’s Lifestyle, Pop Culture, and Brand Partnerships strategy in the Canadian market, and often finds himself at the crossroads of numerous fandoms and audiences. Coming from a background in Creative and Production, with previous time spent at Electronic Arts on the Global MarCom team for the release of EA Sports FIFA 22 and FIFA 23, as well as a Creative Portfolio Manager at Cineplex Entertainment, his approach varies from how partnerships have traditionally been done. Justin believes in the power of creative storytelling, and regularly pivots to leveraging social media to bolster his own core community, but also to reach new audiences and consumers, all rooted in the north star that almost all brands are lifestyle brands in the modern marketplace. Amidst a rapidly changing landscape, Justin aims to highlight the strength in numbers, by helping Marketers understand the need for creative collaboration, and openness to new ideas. Now more than ever, brands need to cut through so much clutter, and meet people in an authentic and organic matter, and that’s core to Justin’s beliefs. Justin originates from BC, having been born in the Okanagan, and having grown up in Surrey, after which he went on to attend Dalhousie University in Halifax, where he was a member of the Varsity Men’s Basketball team. He followed his University tenure with Post-Graduate studies in Sports & Event Marketing at George Brown College, whilst also finishing his 5th year of Varsity Basketball, and interning at Rogers Sports and Media.