Subtej (Sub) Nijjar Joins Cossette as Chief Strategy Officer for Toronto and Vancouver

Cossette has hired Subtej (Sub) Nijjar to lead strategy in the agency’s Toronto and Vancouver offices. 

A longtime champion of creativity, Sub has worn many hats during his career, including planning, cultural and business lead, agency president, and CMO. Using his 20+ years of business insight and experience, Sub has powered the strategic thinking of brands such as Domino’s, IKEA, Best Buy, Molson Coors, Unilever, and American Express, among others.

“I’m excited to get back to what I truly love, which is working with creatives, collaborating with clients, and obsessing about the work that goes out the door every day,” says Sub. “Cossette has the size, scale, global talent and client roster for me to really dive in alongside a brilliant team and make an impact.”

“With Sub we’ve found an incredibly optimistic and versatile strategic leader who is going to help us unlock the next chapter of Cossette’s innovation, growth and creativity,” says Daniel Shearer, President, Ontario & West at Cossette. “He understands the business from multiple perspectives, and has an impressive track record of combining culture, creativity and technology to create truly transformative solutions for our client partners. We’re really excited to have him on board.”

Prior to joining Cossette, Sub was CMO at Shiftsmart where he contributed to building the company’s brand and communications strategy. Working in partnership with the company’s newly formed leadership team, he helped Shiftsmart grow its customer base to two million users. Before joining Shiftsmart, Sub was key in launching Coinberry as the company’s first-ever CMO, and he served as President of Mosaic North America, driving multiple lines of business for some of the top Fortune 500 companies in North America. 

In 2012, Sub founded the integrated creative agency Union, leading the agency through eight years of significant growth. Before founding Union, he led the Canadian operations of CP+B, first in the dual role of EVP, group director cultural and business insights, and later as agency president. 

As CSO, Ontario & West, Sub will oversee the strategic output in Cossette’s Toronto and Vancouver offices, working closely with other senior business and creative leaders in those regions, and nationally.