Make-A-Wish Canada Appoints Alyssa Huggins as Senior Vice President, Brand & Integrated Marketing

Nov. 05, 2026

Make-A-Wish Canada is pleased to announce the appointment of Alyssa Huggins as Senior Vice President, Brand & Integrated Marketing. In this executive leadership role, Huggins will lead the organization's integrated approach to brand, marketing and communications, helping strengthen Make-A-Wish Canada's national presence, deepen connections with donors and supporters, and inspire more Canadians to take action for children facing critical illnesses.

As Make-A-Wish Canada advances its strategic plan, Wishes Are Medicine: One Team, One Mission, Huggins will play a key role in building awareness, driving growth, and supporting the organization's goal of granting the wish of every eligible child across Canada.

 

Meaghan Stovel McKnight, President and Chief Executive Officer of Make-A-Wish Canada said:

"Alyssa is a visionary and collaborative leader whose extensive experience across both the non-profit and corporate sectors makes her exceptionally well-positioned to help advance our mission. Her expertise in building impactful brands, creating meaningful supporter engagement, and leading high-performing teams will help us reach more Canadians and ensure more children can experience the life-changing power of a wish."

 

Huggins brings more than 25 years of experience in the marketing and advertising industry across Canada and the United States. Most recently, she served as President, Marketing at ChangeMakers, where she led a multidisciplinary team of 85 professionals spanning paid media, social media, creative, strategy, digital, project management and client services.

Prior to that, Huggins served as Vice President, Brand & Integrated Marketing at The Princess Margaret Cancer Foundation, leading fundraising campaigns across mass, event and mid-level giving programs while supporting major gift fundraising initiatives. Her non-profit experience also includes work with Ronald McDonald House Charities global in Chicago and across local Houses in Canada, as well as Pathways to Education, and Northwestern University Settlement House.

Throughout her career, Huggins has led integrated marketing and advertising campaigns for some of the world's most recognized brands, including McDonald's, Coca-Cola, Procter & Gamble, Mercedes-Benz, BRP and Nestlé. While serving at Cossette Chicago, she helped lead the agency to recognition as an AdAge Best Places to Work.

 

Huggins said:

"I'm thrilled to join Make-A-Wish Canada and contribute to an organization whose mission has such a profound impact on children and families. The belief that Wishes Are Medicine is both powerful and inspiring. I look forward to working alongside an incredible team and supporters across the country to raise awareness, deepen engagement, and help bring more transformational wishes to life.”