Lynx Equity is proud to welcome Petra Greenbaum, an accomplished marketing executive with decades of experience in digital strategy, brand building, and customer engagement, to our team. Having most recently served as Senior Director of Marketing and Customer Strategy at Minto Group, Petra brings a wealth of cross-industry expertise and a passion for data-driven, customer-centric marketing.

But Petra’s journey to Lynx didn’t begin in the boardroom. It started when she first met Brad Nathan, Lynx Founder and President, over two decades ago.  “I quickly sensed from our early conversations what an incredible person he is, both personally and professionally,” she recalls. “The success of Lynx is a testament to his brilliance, tenacity, and how much he cares about the people he knows and works with.”

A Career Rooted in Purpose and Progress

Throughout her impressive career, Petra has held leadership roles at renowned organizations such as Plan Canada, Sears Canada, Manulife Financial, and Signature Vacations. One highlight that stands out to her: leading a digital transformation at Plan Canada to enhance online donation and sponsorship experiences—initiatives that helped improve the lives of children in developing countries. “What I’m most proud of is being able to foster the incredible teamwork needed to drive innovation and make initiatives like these successful,” she says.

More recently at Minto, Petra spearheaded a customer review and engagement program that led to a remarkable increase in ratings across the company’s portfolio. Her approach consistently combines analytical rigor with a deep understanding of customer needs—qualities that align perfectly with Lynx’s evolving marketing goals.

Why Lynx?

Petra was drawn to Lynx by more than just its investment model. “What stood out to me is Lynx’s purpose, people, and values. Its unique buy-and-hold strategy, its family-like culture, and the impressive team that Brad has built really resonated with me,” she explains.  “Lynx offers something rare in private equity: stability, community, and a focus on long-term value creation.”

A Vision for Lynx’s Marketing Future

Joining during a period of exciting growth, Petra is stepping into her role with a clear vision. “This is a unique opportunity to shape marketing strategies that align with Lynx’s upward trajectory. I’m thrilled by the challenge,” she says.

Her long-term marketing strategy is built on three core pillars:

• Brand Evolution: Enhancing Lynx’s brand identity to reflect its mission and reach a broader audience.

• Data-Informed Decisions: Using analytics to guide every marketing move—monitoring, measuring, and optimizing to achieve results and make a positive impact.

• Stakeholder Engagement: Building meaningful relationships with internal teams, investors, and portfolio companies.

Looking ahead, Petra sees big opportunities in expanding Lynx’s thought leadership and digital literacy across its subsidiaries, particularly with the rise of AI capabilities. She’s also focused on reinforcing Lynx’s fixed investment model as a stable, competitive option amidst market volatility.

“If there’s one thing I hope to accomplish in my first year,” Petra says, “it’s to positively impact Lynx, its portfolio companies, and its investors through innovative and effective marketing.”

Welcome, Petra!

As Lynx continues to scale, Petra’s expertise and leadership will play a pivotal role in how the company tells its story, connects with stakeholders, and drives sustainable growth. We’re thrilled to have her on board.

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