About
About Jonathan Molina
I have spent more than 25 years as a creative and strategic marketing leader — building brands, creating businesses, and helping companies grow into category leaders. My entire career has been built on one driving force: a deep passion for marketing and an obsession with using strategy to turn ambitious ideas into real, measurable business growth.
My work has always been rooted in the creation and growth of businesses for the clients I serve. From day one, I have helped founders and leadership teams build their brands from the ground up, develop go-to-market strategy, drive revenue, and create the marketing systems that allow their companies to scale. Strategy is the key. Without a clear strategic foundation, marketing becomes activity without outcomes — and I've built my career on making sure every dollar, every campaign, and every initiative connects directly to business results.
I am the founder of New Wave Marketing, a Calgary-based marketing and digital strategy firm now in its 19th year of business. As the leader of that company, I have built it from the ground up into a trusted strategic partner for organizations across technology, professional services, real estate, tourism, hospitality, sports, energy, and consumer brands. The work has ranged from full brand repositioning and go-to-market strategy to building out scalable digital marketing programs, performance marketing systems, AI-powered workflows, and integrated campaigns that directly drive revenue.
Many of the companies I have worked with came to me at inflection points — they had a product or service with strong potential, but lacked the marketing strategy and leadership to unlock it. In several cases, I helped clients go from minimal market presence to millions in revenue by building the brand foundation, developing customer acquisition systems, and creating repeatable growth frameworks. A number of those companies have gone on to successfully sell or exit their businesses — with the strength of their brand and marketing infrastructure playing a meaningful role in their valuation. Many of those founders remain close friends to this day, and continue to thank me for the part I played in helping them build something worth selling. Those relationships, and the trust behind them, are the work I'm most proud of.
My approach to marketing leadership is strategy first. I believe execution without a clear strategic foundation is where most marketing dollars get wasted. Before anything gets built or launched, I work with leadership teams to define positioning, identify the highest-leverage growth opportunities, align messaging to the buyer journey, and establish clear KPIs that connect marketing activity to business outcomes. From there, I build the operational structure — the right team, the right tools, the right processes — to execute with speed, discipline, and accountability.
Part of my career was also spent founding and leading P4 Sports Agency, a sports marketing and athlete representation firm. As a certified NHLPA agent, I represented professional hockey players and negotiated their contracts at the highest level of the sport. But the work went far beyond contract negotiation — we built out personal brand strategies for our athletes, developed sponsorship and commercial partnerships, and helped them plan for life and career beyond the game, including post-career business and brand opportunities. Operating in a high-performance, high-stakes environment shaped the way I lead today — with urgency, discipline, and a relentless focus on results.
My experience also extends into tourism, hospitality, and destination-related marketing. Through partnerships with travel brands, hospitality operators, and real estate developments in tourism-driven markets, I have helped organizations develop brand positioning, attract international audiences, and create marketing strategies designed to drive bookings and long-term brand visibility.
Across every chapter of my career, I have been the leader — building, running, and growing the companies I've founded, and stepping into client organizations as a senior marketing leader who can shape direction and drive outcomes. That is what clients get when they hire me: a seasoned operator who has built businesses, led teams, navigated growth, and knows how to turn marketing into a true engine for revenue and long-term value.
Where I Work
I work with business owners and leadership teams across Canada and the United States. Calgary is home base, but marketing leadership stopped being a geographic question years ago. The businesses I advise are in Alberta, British Columbia and Ontario, and across US markets in the Pacific Northwest, the Mountain West, Texas and the Sun Belt — companies that sell regionally, nationally, or on both sides of the border.
Engagements run on a remote operating rhythm — a weekly leadership cadence, monthly performance reviews, and quarterly planning — with on-site time when a reset, a workshop or a leadership session calls for being in the room. That model means a business in Vancouver, Denver or Dallas gets the same senior marketing leadership as a company ten minutes from my office.
Working across both countries also means understanding where they differ: market size and media costs, competitive density, buying cycles, privacy and advertising rules, and how customers search. Cross-border businesses in particular need marketing built for two audiences that behave differently — not one plan copied twice.
Career Timeline
Twenty-five years of building brands, companies and marketing teams — as an owner, an operator and a senior marketing leader.
2026 — Present
Fractional Chief Marketing Officer
twenty two. · Founder · Self-employed
Canada & United States · Remote
Through twenty two. I work with founder-led companies that need senior marketing direction without hiring a full-time CMO. I sit close to the owner, understand where the business is going, and lead the marketing function from a strategic perspective — turning scattered activity into a clear, accountable operating rhythm.
- Positioning, priorities, growth planning and marketing direction
- Team and vendor oversight, execution leadership and accountability
- Practical AI, content, systems and operations built into the business
- Fractional engagements across EV infrastructure, sports management, concrete and tech
- New Wave Marketing available as the agency team behind execution
2008 — Present
President / CMO
New Wave Marketing · Founder · Full-time
Calgary, AB · Serving local, regional, national and international clients
Founded and lead a fully integrated marketing agency now in its 19th year. Responsible for the strategic growth of the firm, client-agency relationships, and empowering a team to deliver brand, digital and performance marketing programs that drive revenue — not just impressions.
- Brand repositioning and go-to-market strategy for founder-led companies
- Scalable digital, performance and content marketing systems
- Marketing operations, CRM and lead-generation programs built for sales teams
- Long-term partnerships across energy, tech, real estate, tourism and consumer brands
- Ongoing agency-of-record and project-based engagements from local to international
2013 — 2023
President / CMO
P4 Sports Agency · Founder · Full-time
Calgary, AB
Built and led a fully integrated sports marketing and talent representation company — combining athlete representation with brand strategy, sponsorship and commercial partnership work under one roof.
- Integrated marketing and personal brand strategy for professional athletes
- Sponsorship, endorsement and commercial partnership development
- Event, activation and fan-engagement marketing programs
- Wound down the agency in 2023 to refocus on fractional CMO work
2013 — 2021
NHLPA Certified Agent
Professional Hockey Representation · Self-employed
Calgary, AB
Certified NHLPA agent responsible for leading the careers of NHL athletes — contract negotiation, endorsement and advertisement deals, public appearances, financial planning and life beyond the game.
- Contract negotiation and contract management at the highest level of the sport
- Endorsement, advertising and appearance deal structuring
- Career and post-career planning, brand and business opportunities
2003 — 2008
Owner / Publisher
Opulence Magazine · Founder
Calgary, AB
Owned and published a regional lifestyle magazine — leading editorial, photography, art direction, production and advertising sales across print and online before moving fully into agency marketing.
- Editorial direction, writing, editing and production oversight
- Photography and art direction for print and digital issues
- Advertising sales, vendor relationships and full P&L accountability
Education
Southern Alberta Institute of Technology (SAIT)
Bachelor of Business Administration — Marketing / Marketing Management
2000 — 2002
University of Regina
Bachelor's Degree — Political Science and Journalism
1996 — 2000
Why Fractional CMO
One theme has remained consistent across every engagement: companies grow faster when marketing has clear leadership and strategic direction. But not every company needs — or can justify — a full-time Chief Marketing Officer.
The fractional CMO model gives growing companies access to senior marketing leadership on a flexible basis. You get the strategic direction, team leadership, and accountability of a CMO — backed by 25+ years of building and leading businesses — without the overhead of a full-time executive salary.
Today, through twenty two., I work directly with founders and leadership teams as a fractional Chief Marketing Officer — stepping into organizations to build marketing strategy, guide execution, and create the structure and systems needed to support sustainable, long-term growth.
Current engagements span electrical services, professional sports management, concrete and construction, marine technology and consumer brands, with clients in Alberta, British Columbia and the United States. If you are a business owner who wants marketing to be clearer before it gets bigger, that is the conversation I am built for.
Industries I've Served