# Petra Greenbaum

> Petra Greenbaum is the Chief Marketing Officer of Toronto-based Lynx Equity, where she leads marketing strategy for the firm and its portfolio companies. Her career spans travel, insurance, retail, international development, real estate and private equity, with a consistent focus on digital transformation, customer experience, brand strategy and data insights.

- **Role:** Chief Marketing Officer at Lynx Equity Limited
- **Organizations:** Lynx Equity Limited, Minto Group, Plan Canada, Sears Canada, Manulife Financial, Signature Vacations, Canadian Airlines, Canadian Tourism Commission
- **Education:** BBA and MBA, concentrations in Marketing and Finance, York University - Schulich School of Business
- **Known for:** Led a digital transformation at Plan Canada that enhanced online donation and sponsorship experiences, Led a customer review and engagement program at Minto that increased ratings across its portfolio, Received the Greenberg Innovation Award in December 2019

## Career timeline

- **1992-1996** — Marketing and Research Analyst at the Canadian Tourism Commission
- **1996-1997** — Analyst, Sales Planning at Canadian Airlines
- **1997-2002** — Marketing Manager at Signature Vacations
- **2002-2003** — Marketing Director, Travel Insurance at Manulife Financial
- **2003-2010** — Product and online marketing roles with Sears Travel at Sears Canada
- **2010-2014** — Online acquisition and e-marketing roles at Plan Canada
- **2014-2025** — Progressed through digital experience, marketing technology, and marketing and customer strategy leadership roles at Minto Group
- **2025-present** — Chief Marketing Officer at Lynx Equity Limited

## Achievements

- Led a digital transformation at Plan Canada that enhanced online donation and sponsorship experiences
- Led a customer review and engagement program at Minto that increased ratings across its portfolio
- Received the Greenberg Innovation Award in December 2019
- Named a 2026 OnCon Icon Top 50 Marketing Award winner
- Served on the Plan Canada team credited on the 2013 Gold-winning Because I am a Girl sustained-success campaign

## Latest updates

- **2026** — Named among the 2026 OnCon Icon Top 50 Marketing Award winners.
- **2025-05** — Publicly introduced as Chief Marketing Officer of Lynx Equity.
- **2025-04** — Began serving as Chief Marketing Officer of Lynx Equity after leaving Minto Group.

## Links

- Website: https://www.lynxequity.com
- LinkedIn: https://www.linkedin.com/in/petra-greenbaum-16a7602

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Profile page: https://yespress.io/petra-greenbaum
Published by YesPress — https://yespress.io
Last updated: 2026-08-24