OUR TEAM
Catriona 'Coco' Smart
Founder
Catriona Smart, Founder of That Good, is an experience architect, entrepreneur, and an advocate for the independence of women and people of colour. She has over 20 years experience in hospitality and event design, creative brand strategy and professional service. Coco has developed and launched six successful businesses and created a profitable commercial real estate portfolio, some of which she uses to support her charitable initiatives. Those endeavours include The Remix Project, where she resides as board co-chair and is a champion fundraiser for The Parkinson’s Society of Canada.
Cleo Ellis
Director of Partnership & Sponsorship
Cleo Ellis has built her career on turning strategic problem-solving into a fine art. She’s driven, she’s passionate, and amazing things happen when she’s in your corner. Cleo simply cannot rest if there is a problem to solve, a deal to be had or an idea to bring to life — and when presented with a challenge? She’ll work tirelessly to find a solution. Or, if one doesn’t exist, she’ll work even harder to create one.
Sheen Daniel
Creative & Social Strategy Director
Sheen just gets it. In fact, she gets it before anyone gets it because her mind is special.
It goes a million miles an hour, and when she needs it to? She can slow it right down and get to the root of any creative challenge. She came up through the ranks of strategic marketing both on the client and agency side and has executed projects both large and small with excellence and bold thinking. That’s not to say she is not afraid to get into the weeds and roll up her sleeves. No way. Not Sheen. Whether she is ideating brand strategy, crafting a pod script, or planning award-winning digital content, Ms. Daniel is there for her team, her clients and always with the big idea.
Anna Goodman
Associate Creative Director
With a passion for creativity and a sharp eye for design, Anna turns concepts into visually stunning realities. Working alongside the Creative and Social Strategy Director, she brings a fresh perspective and a keen eye for detail to every project, crafting designs that are as thoughtful as they are striking.
When Anna’s on the job, every project feels cohesive, impactful, and perfectly aligned with the vision behind it. Known for her sharp aesthetic instincts and dedication to her craft, Anna is a powerhouse of ideas who thrives on feedback and collaboration. From sleek branding to eye-catching digital content, her work doesn’t just stand out, it resonates.
Raman Sekhon
Account Director
A seasoned professional with nearly two decades in the beauty industry, Raman comes to the team having experienced basically every ebb and flow that exists in the professional service industry. She has engaged with brands in every aspect of their businesses, allowing many to push the needle on such critical topics as gender fluidity, inclusivity and ethical/sustainable manufacturing practices. Her collective experience has allowed Raman to become not only incredibly intuitive at anticipating industry trends but stealth-like in her approach to account service. Raman is the secret weapon no one sees coming but one that everyone needs.
Donneyha Ellis
Account Director
Where others see a checklist, she sees a canvas. A moment to make something that feels bigger than the sum of its parts. It’s not just about events — it’s about creating something people remember, something people can feel — something that sparks energy, ignites connection, and makes people say, “Wow, I’ll never forget that.”
She’s the one who turns chaos into clarity, takes an idea and makes it breathe life. From the first spark of inspiration to the final flourish, Donneyha’s got one goal: to make the moment unforgettable.
At That Good, Donneyha doesn’t just plan; she transforms. She takes the impossible, turns it into reality, and then adds that little bit of magic that makes it all click. There’s no ‘good enough’—only the next-level, the unexpected, the ‘didn’t see that coming’ kind of vibe.
Because when Donneyha’s behind it, it’s not just good. It’s That Good.
Sheena Hall
Director of Operations & Finance
Sheena's background is primarily in financial control and bookkeeping. As a Virgo, she has a natural inclination to plan, organize, direct, control, and evaluate the operation of all accounts. Over 13 years ago, she gravitated towards event life and found herself taking those skills into production coordinating in the film/television world.
Sheena is passionate about developing and implementing policies for organizations. She loves a good Excel sheet and a to-do list. Ultimately, she finds her happy place in working with a strong group of creative people who may need her organizational expertise.
Jack-Malcolm Samedi
Director of Media Relations
Malcolm is walking sunshine. Literally.
Our resident Frenchman is deeply connected to the media landscape in North America and his network knows no bounds. Not only does he have a deep understanding of the earned landscape, he is also keenly aware of what makes an integrated campaign successful. Skilled in both legacy media and the new world media order, Malcolm has developed and executed successful programs for over a decade.
A natural connector and community builder, Malcolm also lends his time and heart to causes close to him. He serves as Vice Chair of the Canadian Foundation for AIDS Research (CANFAR) Legacy Project, and plays an active role on the Events Committee of the Art Gallery of Ontario, where he helps bring the magic of Art Bash to life.