Our team includes former employer brand leaders, AI innovators, psychometricians, and executive coaches with deep global experience.
Together, we’ve built nearly 100 employer brands and helped organizations from Fortune 500s to fast-growing startups build cultures that deliver results.
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Explore our team below—and discover what sets us apart.
Jay Kipps
CHRL – Founder
25 years leading employer brand strategy for top global brands—helping organizations align EVP, culture, and performance to unlock growth.
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Jay is a globally recognized talent strategist and the founder of Flint & Steel. With over 25 years of experience, he has led the development of close to 100 employer brands and previously ran Universum’s Canadian practice. Jay integrates data, psychometrics, and executive coaching to build high-performance cultures that deliver on bold brand promises. He is currently writing a book on high-performance cultures and is a trusted advisor to CHROs, CEOs, and employer brand leaders across sectors.
Graham Donald
Partner
Canada’s leading expert on student and early-career insights, driving campus recruitment strategies with unmatched data depth.
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Graham is the founder of Brainstorm Strategy Group and one of North America’s foremost authorities on student and graduate recruitment. His syndicated research database has surveyed over 300,000 students, providing powerful insights for employers like Deloitte, KPMG, McGill, and UBC. He also chairs the Campus Recruitment Forum and is a thought leader on school-to-work transition strategy.
Mike Parsons
Partner
Global employer brand strategist with deep expertise in data-driven EVP development and activation.
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Mike has over 20 years of experience building employer brands across Asia, Europe, and North America. As a co-founder of Fathom and partner at Flint & Steel, he has led employer brand development for Rio Tinto, Unilever, HSBC, EY, and others. Mike specializes in EVP research, internal/external alignment, and competitor analysis, delivering high-impact insights that shape high-performance cultures.
James Robbins
Partner
Digital marketing leader driving measurable EB engagement through campaign strategy and creative execution.
James brings 20+ years of experience in digital strategy, content marketing, and analytics. As a partner at Flint & Steel and co-founder of Fathom, James has led campaigns for global brands like Ferrari, HP, DBS, and Vodafone. He’s known for delivering polished reports, interactive dashboards, and activation strategies that translate data into impact across platforms.
Katie Rothschild
Partner, VP Client Services
Social-first marketing strategist delivering engaging campaigns that amplify your employer brand.
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Katie has 20+ years of experience in brand strategy, design, and communications. She leads client services at Flint & Steel and Pinch Social, where she crafts integrated, thumb-stopping content and builds thriving online communities. She has worked with international brands across sectors and is known for blending strategic insight with high-performing creative.
Aaron Boles, J.D.
Advisor
Strategic communications advisor with deep expertise in reputation management, political positioning, and stakeholder engagement.
Aaron has advised global banks, asset managers, and consulting firms for over two decades. A long-standing strategic advisor to Flint & Steel, Aaron brings a disciplined, impact-led approach to cross-platform communications and measurement. His counsel supports brand resilience, narrative consistency, and high-stakes stakeholder alignment.
Sean O'Grady
Partner
Employer brand leader with deep roots in consulting, storytelling, and inclusive culture building.
Sean has held leadership roles at Deloitte, Time Warner, and the U.S. Olympic Committee. As founder of Work Brand and partner at Flint & Steel, he blends creative and strategic leadership to craft compelling employer brands. Sean is known for helping clients foster emotionally intelligent, inclusive cultures that align with talent expectations and business goals.
Warren Collier, CHRL
Advisor
Psychometrics and performance culture expert turning talent data into measurable impact and operational efficiency.
Warren has over 30 years of experience in HR strategy, talent acquisition, and organizational design. He specializes in aligning business goals with role clarity, analytics, and recruitment systems. Warren brings a rare mix of strategic thinking and operational execution, supporting high-growth companies through scalable processes and leadership enablement.
Terry Thompson
CFO
Proven business builder with a track record of scaling organizations through culture, training, and strategic talent investments.
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Terry was EVP & GM at 4Refuel Canada, scaling the company to $200M+ in revenue and winning multiple “Best Places to Work” awards. As CFO and advisor at Flint & Steel, he mentors leaders and co-authors thought leadership on Millennial leadership and performance culture with founder Jay Kipps.
Janet Candido
Partner
HR strategist with deep expertise in organizational design, M&A, and HR compliance across North America.
Janet is the founder of Candido Consulting and a seasoned partner at Flint & Steel. She supports mid-market firms with restructuring, coaching, and HR system design—balancing agility with compliance. Janet’s pragmatic, no-nonsense approach helps clients navigate complex change while preparing for scalable growth.
Raaj Govintharajah
Partner
CEO of The Martec and AI innovator transforming employer branding through content automation and employee advocacy at scale.
Raaj leads The Martec, Flint & Steel’s AI-powered content marketing partner. He previously scaled Salient, APAC’s largest SaaS recruitment agency, and held executive roles at BlueFreeway and Campaign Master. Raaj’s work enables scalable, personalized employer brand content across roles, languages, and markets.
Sonya Matheson
Partner
Talent marketing strategist focused on inclusive hiring, candidate experience, and EVP-led content.
Sonya brings 25 years of experience building employer brands for companies like Vale, BMO, Loblaw, and AstraZeneca. She excels at eliminating barriers in the candidate journey and aligning messaging to what matters most. As a strategic lead and project manager, she ensures that branding is both inclusive and effective.
