About

From tech start-up to national platform

OUR STORY

We’re elevator riders, first and foremost.

Our founders Fouad El-Masri and Nicolette Leonardis

Our founders, Fouad + Nicolette

“There has to be a more engaging way to communicate with residents and tenants.”

As tenants ourselves, we understand how annoying it is to miss important building notices or announcements. Vertical City (formerly Visio Media) was founded in 2014 to help deal with the common frustration created by inconsistent communication between property managers and tenants. Through hard work and the use of industry-changing technology, we’ve built the largest residential elevator and lobby screen network in Canada.

Our team operates out of offices in Toronto, Edmonton, Calgary, and Vancouver,
with international expansion on the horizon.

OUR GOAL

Smart solutions for building managers.

We save property managers + condo boards time + money communicating with residents
Our platform gives building managers and condo boards the ability to effortlessly manage and post notices in real-time from any desktop or mobile device.

Every day, as your residents pass through the building, they’ll be greeted by your messages, the latest local news and weather, and relevant local business advertisements.

OUR PEOPLE

Problem Solvers.

We’re a growing team of property experts, elevator technologists, marketers, creatives, + developers.
Together we’ve built Canada’s largest network of residential elevator screens. We’ve also powered them with a machine learning-based audience analytics platform.

We're firmly committed to solving the challenges faced by buildings, condo boards, and property managers every day.

OUR EXECUTIVE TEAM

Meet the team.

Bruce Johnson

EXECUTIVE CHAIRMAN /
CO-CEO
Bruce is a seasoned executive with 30+ years experience, primarily in tech.

From co-founder and CEO of Intuit Canada and the CEO of Legend Software, Semanti, and Baby Gourmet Foods, to currently sitting as the Chair of HeadCount Corporation, and Amii (the Alberta Machine Intelligence Institute), his diverse experience has been crucial in guiding the leadership team at Vertical City.

Fouad El-Masri

CEO / FOUNDER
A true entrepreneur and former land investment/development guru, Fouad co-founded Vertical City (formerly Visio Media) in 2014.

Having a strong spirit for advertising and marketing, he is a dedicated leader that got us to where we are today, as a steadily growing team with zest for strategy and collaboration.

Nicolette Leonardis

VICE PRESIDENT / CO-FOUNDER
Nicolette is a tenacious entrepreneur and co-founder of Vertical City. She has fueled our growth with her undeniable passion and natural talent for business development and advertising.

Treating clients with the same verve and dedication, Nicolette is an esteemed collaborator both within the Vertical City team and beyond.

Kevin Gunderman

CHIEF FINANCIAL OFFICER
With 25+ years experience, Kevin is a wealth of executive and strategic expertise.

From former CFO of BioWare to leadership roles with Intuit Canada, Wajax, and Northlands, his track record for developing high performing teams, driving growth, and great culture, makes him an integral part of the Vertical City team.

Lee Horigan

VP OPERATIONS
A strong supporter of community participation, Lee runs the growth of our national screen network, oversees technical partners, and also finds himself involved in several not-for-profits.

With 25+ years of leadership experience in financial and professional services, Lee is a driving force for our network and operations.

Ashley Thompson Daly

VP PEOPLE
Ashley brings her passion of growing people and organizations to Vertical City, using strategy and top talent growth to help execute our vision.

She is our HR leader, with the bulk of her career expertise in human resources, people and organizational development.

Brady Cassidy

VP GROWTH
A chronic procrastinator when it comes to sending in bios.

Neil Barrett

EXECUTIVE VP SALES
With 25+ years experience in building/leading high performing sales teams, at his core, Neil is all about strategy and growth. With Cantega Technologies since 2011, he has built sales teams that have consistently achieved impressive annual advancement.

A champion of developing future sales leaders, Neil provides valued mentorship to the Vertical City team.

Scott Gibb

VP SALES
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical City team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Tom Britton

CTO / VP PRODUCT
When Tom isn’t busy leading the development of Vertical City’s product line, he’s overseeing the adoption/use of advanced tech company-wide (but can also be found skiing or biking — if you know where to look).

With his extensive experience, having led many highly effective technical teams, Tom is our product development captain.

Fouad
El-Masri

CEO/FOUNDER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Nicolette
Leonardis

VICE PRESIDENT/CO-FOUNDER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Bruce Johnson

EXECUTIVE CHAIRMAN/CO-CEO
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Kevin Gunderman

CHIEF FINANCIAL OFFICER
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Lee Horigan

VP OPERATIONS
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Ashley Thompson Daly

VP PEOPLE
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Neil Barrett

EXECUTIVE VP SALES
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Scott Gibb

VP SALES
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Brady Cassidy

VP GROWTH
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Tom Britton

CTO / VP PRODUCT
With 18+ years experience, Scott is a principal outdoor advertising guide. Launching major products in digital, transit, airport and elevator spaces, his vast expertise in new OOH advertising is what lead him to the Vertical Impression team.

Scott is dedicated to growth and creating deep roots in all of our markets.

Learn more.

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