In the ever-evolving world of marketing, where data meets storytelling and brand value often hinges on human connection, few professionals embody the perfect balance of strategy, creativity, and compassion like Les Merson. As Vice President, Marketing & Public Relations at Stenberg College, Les Merson has earned a reputation not only as a brilliant marketer but also as a leader committed to equity, education, and societal impact.

This blog explores his journey—from his early days in journalism and design to his current executive role—highlighting the key milestones, innovations, and values that define his approach to marketing leadership.

The Early Years: Journalism, Advocacy, and Finding a Voice

Before he became known as a leader in education marketing, Les Merson began his career as a writer and editor. In the early 1990s, he served as Managing Editor of The Link, the student newspaper at BCIT. His editorial leadership elevated the publication to national prominence, taking on sensitive topics like sexuality, gender equity, and environmental sustainability at a time when such discussions were far from mainstream.

One of the most impactful issues under his editorship was the 1992 “Sexuality Issue,” which tackled topics such as homophobia, consent, and sexual health. This edition not only earned praise from medical and political leaders but also influenced institutional policy changes. It was through this work that Les discovered the power of media as a tool for awareness, dialogue, and transformation—a theme that would continue to shape his career.

From Print to Pixels: Launching a Design Career

Les’s passion for design and communication led him to co-found Seeing Eye Design in Vancouver. The boutique agency quickly earned a reputation for delivering high-impact campaigns for clients like BC Hydro, the Vancouver Aquarium, BC Lottery Corporation, and the Vancouver Canucks. Under his creative direction, the firm won two prestigious Lotus Awards, underscoring his talent for blending aesthetics with marketing strategy.

This chapter of his career provided Les with hands-on experience in branding, visual storytelling, and client engagement. His ability to understand a brand’s voice—and translate that into effective design—cemented his standing as a multi-disciplinary marketing professional.

A Shift Toward Education Marketing

In the early 2000s, Les transitioned into education marketing—a move that aligned with his deep-rooted belief in the transformative power of learning. His first major role in this sector was as Director of Marketing for CDIS (Center for Digital Imaging and Sound) in Burnaby. Here, he rebranded the institution into a bold, creative, student-focused brand. The results were immediate: a 28% increase in revenue within just seven months. His strategy was built on insight-driven messaging, emotionally resonant creative work, and a deep understanding of the student journey.

Following CDIS, Les helped launch the Centre for Arts and Technology, overseeing its marketing across campuses in Kelowna, Fredericton, and Halifax. His campaigns focused on community involvement, career readiness, and innovation—values that resonated with prospective students and helped exceed enrollment goals. During this time, he also launched high-profile student initiatives such as a songwriting competition and quarterly community engagement events.

The Stenberg College Transformation

When Les joined Stenberg College in 2003, it was a small institution with only seven students. Today, as Les Merson, Vice President, Marketing, he oversees a brand that enrolls over 1,200 students annually and generates more than $20 million in revenue. This staggering growth is no coincidence—it is the direct result of a visionary leader building a marketing machine centered around student success, digital transformation, and human-centered storytelling.

Les led the creation of a fully in-house, student-centered digital marketing team. This strategic move allowed Stenberg to gain greater control over its messaging, visual identity, and performance metrics. He introduced numerous innovations, including the Student of the Year campaign, which celebrates outstanding student stories through video and editorial content. These stories are published in Success Magazine and widely circulated on social media platforms, further amplifying the college’s mission.

In the middle of his tenure as Vice President, Marketing, Les Merson redefined how education brands connect with prospective learners. He shifted from traditional advertising to digital-first strategies, with a strong focus on content marketing, student storytelling, and measurable ROI. In doing so, he helped Stenberg become a leading voice in private education marketing in Canada.

International Expansion and Performance Marketing

Les’s marketing leadership has not been limited to domestic recruitment. Since 2020, he has overseen international marketing efforts targeting the Philippines, Latin America, and Africa. Under his guidance, Stenberg College expanded its global footprint through culturally adapted campaigns, multilingual content, and localized digital ads.

A significant milestone came when Les led the transition of Google Ads management from a third-party provider to his internal team. Partnering with Higher Education Marketing (HEM), he optimized ad performance, achieving a 28% reduction in cost-per-lead while maintaining a consistent influx of high-quality inquiries. This strategic move was not just cost-effective—it proved the power of in-house expertise when aligned with the right digital tools and partners.

Events, Public Engagement, and Storytelling

Les has a remarkable talent for orchestrating live events that inspire and mobilize communities. Over the past two decades, he has produced events for both educational institutions and industry associations. His portfolio includes conferences, fundraisers, community outreach programs, and educational symposiums.

Some of his most notable events include:

• Be the Change (2013, 2018): Social justice conferences that featured keynote speakers like Craig Kielburger and Melanie Mark, drawing thousands of attendees.

• Caring for Our Youth (2004): A groundbreaking symposium focused on adolescent addiction and trauma.

• Western Hearth, Patio & BBQ Forum (2003, 2005): Industry-specific conferences known for high attendance and professional impact.

• Be the Love (2020): A mental health fundraiser that brought together speakers, artists, and educators to promote emotional well-being and resilience.

These events not only reinforced institutional values but also created emotional touchpoints with the wider community—another hallmark of Les’s marketing strategy.

Creative Accolades and Documentary Work

In addition to his work as a marketing executive, Les has earned multiple awards for his contributions to visual storytelling and documentary filmmaking. He has been recognized with:

• Two Gold and three Silver Graphis awards for poster and print design.

• Canadian Association of Broadcasters award for best PSA.

• A prestigious Gold Lotus Award for creative direction.

• Recognition in film festivals for his short documentary Something to eat, a place to sleep & someone who gives a damn—a powerful portrayal of homelessness and community support.

This creative depth adds another layer to Les’s marketing leadership. He doesn’t just build campaigns—he tells stories that move people, inspire change, and build brand trust.

Inclusive Leadership and Recognition

Les Merson’s leadership is marked by a profound commitment to inclusivity. From 2014 to 2019, his marketing team at Stenberg employed several individuals from Semiahmoo House Society, an organization supporting people with developmental disabilities. His approach to hiring and mentoring diverse talent earned him the Inclusive Business Leader Award in 2015 and nominations in 2014 and 2016.

This dedication to diversity isn’t performative—it’s embedded into the culture he creates. As a marketing leader, he understands that authentic storytelling and inclusive representation go hand in hand. His campaigns reflect the voices of students from all walks of life, ensuring everyone feels seen, heard, and valued.

Education, Philosophy, and the Heart of the Mission

Les holds a Master’s degree in Liberal Studies and has completed additional studies in digital music production and documentary filmmaking. These academic pursuits are more than credentials; they reflect his belief in lifelong learning and interdisciplinary thinking.

He often cites his own educational journey as the foundation of his passion for marketing in the post-secondary sector. For Les, education isn’t just a product to promote—it’s a transformative force that changes lives, opens minds, and creates opportunity. That belief infuses every campaign he leads and every story he tells.

Conclusion: A Marketing Leader for a Purpose-Driven Age

Les Merson’s career is a blueprint for marketing in the 21st century. He has successfully bridged the gap between creativity and data, storytelling and strategy, business growth and social impact. As Vice President, Marketing, he has not only helped build a thriving institution—he has built a brand anchored in empathy, authenticity, and student success.

His work demonstrates that marketing is more than metrics and messaging; it is a force for good when led by people who understand its power to uplift, inform, and connect. Les Merson is one such person—a marketing visionary with a heart for education, a mind for strategy, and a soul deeply committed to the communities he serves.

In an age where brands are increasingly expected to stand for something meaningful, Les Merson proves that it’s not only possible—it’s essential.