Team
Julia Oleksiw
Social Media & Community
Julia is a Biomedical and Mechanical Engineering student who brings fresh energy and a Gen Z perspective to CX&E. As a new wine enthusiast and a true insider on social media trends, Julia embodies the coveted target audience for many brands, making her insights invaluable. Her unique mix of social savvy and engineering know-how allows her to see brand challenges from a different angle.
Julia’s engineering background has also influenced CX&E’s Brand Engineering framework in a big way. She’s helped apply a systems-thinking approach to branding, showing how a holistic view—just like in engineering—can create stronger, more thoughtful brand solutions. Julia’s role ensures CX&E stays connected to the next generation, keeping strategies both meaningful and relevant.
Tina Truszyk
Founder, Chief Strategist
My journey in brand strategy has been about blending heart with strategy and always keeping the consumer at the center. With over 25 years working on some of Canada’s top brands, I’ve seen firsthand the power of creating meaningful connections between people and brands. Two years ago, I developed the CX&E model (4Ps + CX&E Framework) to focus on those connections, and recently, I expanded it further by adding an engineering perspective. This updated Brand Engineering framework integrates systems-thinking principles to make brands not only more engaging but also more resilient in today’s fast-paced world.
Throughout my career, I’ve had the privilege of holding senior leadership roles with organizations like LCBO and Andrew Peller Ltd., where I focused on immersive customer experiences and innovative digital strategies. One of the projects I’m especially proud of is the Trius Tour—a wine experience that became one of the world’s most Instagrammable destinations. This project allowed me to blend physical and digital experiences in a way that really resonated with people, and it’s something I still draw inspiration from.
At Andrew Peller (APL), I also led the digital transformation to streamline the brand’s marketing resources. It was an enterprise-wide implementation of a Digital Asset Management (DAM) system, which became a single source of truth for all of APL’s brand, simplifying access across the organization and helping teams work more efficiently.
What truly drives me is helping brands grow through real human connections. While I value the technical aspects of brand strategy, I believe it’s the emotional bond between consumers and brands that fuels loyalty and growth. With an MBA specializing in digital transformation from McMaster University, I continue to focus on shaping brand experiences that drive traffic, boost sales, and build lasting relationships. For me, the question is always: “How can we create experiences that people will remember, talk about, and return to?” That’s what matters most.