Many businesses don’t have the in-house marketing or events expertise they need to reach their ambitious goals. VMG provides the experience you need to stand out from the competition and take your business to the next level.

Our Values

Client Focused

We always put our clients first. Our team is dedicated to providing individual attention to every client. We listen to our clients’ needs and celebrate their every win.

Innovative

We think big, dare to dream and colour outside the lines when it makes sense. Then we come up with innovative strategies to turn inspired ideas into campaigns and events that deliver unparalleled results.

Collaborative

We believe in the power of teamwork. We take a collaborative approach to every project and work fluently with multiple stakeholders to ensure everyone wins the day.

Goal-Driven

Our clients’ success is our driving force. When it comes to goals, crossing the finish line isn’t enough. We’ll always go the extra mile to help our clients achieve greatness, without compromising the vision or budget.

Accountable

We keep our promises and hold ourselves accountable for the work we deliver. We never hide behind smokescreens or make excuses.

Trustworthy

We believe trust is built through responsible actions and honest relationships. We always communicate and work from a place of transparency, dignity, and respect.

Tracey Singleton; President

(902) 940-3195

tracey@versatilegroup.ca

As the founder and president of VMG, Tracey has been at the helm of VMG since she first opened its door in 2009. Since then, Tracey has assembled a team that has established a proven track record in digital and influencer marketing and creative events across Atlantic Canada. Known for her strong leadership skills, creativity, and doer mindset, Tracey thrives at taking projects from the ‘big idea’ stage to reality. She’s also laser-focused on taking her clients to the next level and has built unparalleled customer service into VMG’s DNA.

For more than ten years, Tracey has played an integral role in advancing and marketing PEI’s premier food festivals, including the PEI Fall Flavours Festival and the PEI International Shellfish Festival. In 2020, she developed the recovery strategy for the Fall Flavours Festival, which included creating Canada’s Food Island Gift Card Program. She also developed and managed TIAPEI’s NOW More Than Ever #tourismcounts campaign and contributed to the Love Local, PEI campaign for the PEI Chambers of Commerce.

OUR TEAM

Kelly Murphy;
Director of Operations

(902) 393-4327

kelly@versatilegroup.ca

A master of multi-tasking and organizing, Kelly ensures every event we produce goes off without a hitch. With more than ten years under her belt at VMG, Kelly brings a breadth and depth of experience in concept development, event management, and experiential product development to the table. She’s especially skilled in developing project timelines and managing budgets that ensure optimal results to meet and exceed her clients’ goals. When approaching an event Kelly considers every angle of the guest experience to ensure it’s a memorable one that builds trust and customer loyalty.

Kelly has been integral to the concept development and execution of many flawless events over the past 10 years, including the  PEI Fall Flavours Festival, PEI International Shellfish Festival, Jack Frost Winterfest, PEI Festival of Wines, and countless other events of every size. In 2020, Kelly contributed her skills and experience to the development of a recovery strategy for the Fall Flavours Festival, which included the creation and execution of the new Canada’s Food Island Gift Card Program.

Jenn Paynter; Director of Marketing & Sponsorship

(902) 370-3397

jennifer@versatilegroup.ca

Creative, detail-oriented, and always on top of the latest industry trends, Jenn is a maestro of all things marketing. She harnesses her marketing savvy to develop impactful marketing strategies and engaging campaigns for digital, influencer, and traditional media platforms. A people-person to the core, Jenn has an uncanny ability to anticipate our clients’ every marketing need. Her calm, level-headed demeanour and ‘we can do it’ attitude also keep our team grounded and our clients happy.

Jenn has been an integral part of the VMG Team since 2012, lending her creative flair and strategic mindset to countless projects. Most recently, Jenn led the marketing strategy and execution for Tourism Cavendish Beach’s 2021 growth plan. She also managed the influencer marketing campaign for Upstreet Craft Brewing’s new non-alcoholic beer, Libra, and the marketing campaign for Love Local, PEI, an initiative of the PEI Chambers of Commerce.

Emma MacKenzie;
Operations Manager

(902) 330-8307

emma@versatilegroup.ca

Resourceful, highly organized, and proactive, Emma ensures our clients are set up for unparalleled event success. She thrives in fast-paced and high-pressure environments, and adapts on the fly, finding creative ways to resolve challenges that crop up along the way. Endlessly curious, Emma uses her research prowess to search out valuable insights and data that help inform our team’s decision-making.

Since joining VMG in 2017, Emma has played a key role in the success of many multi-day events. Most recently, she acted as the festival manager for the PEI International Shellfish Festival and project manager for Forage PEI. In 2020, she also managed The Island Drive-in Festival, an event created to support the Island’s music and cultural scene during the pandemic.

Leah Deveau; Digital Content Manager

(902) 969-9461

leah@versatilegroup.ca

A social media maven and strategist, Leah works with our clients to leverage the power of influencer and digital marketing. She also wields her impressive storytelling skills to craft messaging that reaches our clients’ target audiences and resonates. From creating content to producing detailed reports and researching trends, Leah ensures our clients’ goals are met. Her curiosity and passion also help ensure the team is always on top of our game when it comes to emerging trends in digital marketing.

Leah has a proven track record of developing impactful digital marketing strategies for awareness campaigns. In 2020, she contributed her expertise to TIAPEI’s NOW more than ever #tourismcounts campaign. Since 2019, she’s led the Wine Growers Nova Scotia Communities of Interest Project. Leah has also executed influencer marketing campaigns for Golf PEI, the PEI International Shellfish Festival, the PEI Fall Flavours Festival, and Tourism Cavendish Beach.

Jess Dickie; Social Media & Marketing Manager

(902) 940-6874

jess@versatilegroup.ca

A shining social media socialite with a background in event management and marketing, Jessica is our newest addition to VMG.

A people person to the core, she brings dynamic, determined energy into every project.

She is passionate about emerging trends, collaborating with local influencers, and delivering the best marketing strategies and outcomes for our clients.

Jessica brings an extensive background and in-depth knowledge of the Island’s tourism industry and will lead the marketing initiatives for PEl Fall Flavours and PEI International Shellfish Festival projects.

Charlotte Arsenault; Event Coordinator

(902) 960-0105

charlotte@versatilegroup.ca

As a creative problem-solver with education and experience in tourism and events, Charlotte brings new ideas to the table and ensures her clients’ events are a success. She is an energetic go-getter that puts in the work to balance budgets, meet timelines and reach goals while creating an exceptional event experience.

Charlotte is passionate about PEI, so when she’s not at the office, you will probably find her exploring the Island, eating fresh seafood or searching out unique local experiences. She applies this passion and leverages her local knowledge in all of her projects. Charlotte is a great addition to the VMG team, and you’ll see her at a lot of events, including the PEI International Shellfish Festival, Couples Golf Tournament, and Toe Taps and Taters, a Fall Flavours Signature Event.

An Extension of Our Team

Shannon Courtney; Copywriter & Content Creator

A wordsmithing wizard with a passion for supporting local businesses, Shannon is our go-to freelancer for copywriting and content creation.

She relies on her background in research and marketing, along with her in-depth knowledge of tourism and local food to craft content that’s compelling and copy that converts.

Shannon has contributed to several VMG projects, including the PEI Fall Flavours Festival, the International PEI Shellfish Festival, and Canada’s Food Island Gift Card program.