Leadership Team

Paul Alofs Email: paul.alofs@thepmcf.ca
Twitter: @Alofs
Paul Alofs, President and Chief Executive Officer

Paul Alofs is an inspirational leader, who led The Princess Margaret Cancer Foundation to successfully complete its BILLION DOLLAR CHALLENGE ahead of schedule in 2016. He has taken part in almost every single event at the Princess Margaret, including Ride to Conquer Cancer and OneWalk to Conquer Cancer. It has been said that his revolutionary approach to the business of fundraising has transformed the Princess Margaret, generating great results in the process. In 2016, the Foundation was recognized for a third time as one of Canada’s Ten Most Admired Corporate Cultures.

Have you read my blog?  

Sherri Freedman, Chief Development Officer

Sherri Freedman oversees major and estate giving at The Princess Margaret Cancer Foundation. She played a crucial role
 in
 the
 development, implementation, and successful completion of the
 Princess
 Margaret’s 
BILLION DOLLAR CHALLENGE in 2017, the largest single fundraising campaign in the history of Canadian healthcare. Sherri was
 also part
 of 
the 
team that helped to secure a 
historic 
$50 
million
 gift for Princess Margaret Cancer Centre.

Help us Transform Cancer Care at The Princess Margaret  

Christine Lasky, Chief Brand Officer and Vice President, Strategic Initiatives

Christine leads Brand Communications and Strategic Initiatives at The Princess Margaret Cancer Foundation, including the successful Princess Margaret Lottery, Golf to Conquer Cancer and new revenue initiatives. She has been instrumental in building some of the biggest brands in the not-for-profit sector, including Ride to Conquer Cancer and OneWalk to Conquer Cancer. Christine is passionate about the cancer cause and her dedication to help Conquer Cancer in Our Lifetime is evident through her outstanding body of work at the Princess Margaret over the past decade.

Real cures come from discovery research support The Princess Margaret today!  

Asha Raheja, Chief Financial Officer, Vice President, Finance and Treasurer

Asha Raheja has been a key part of the finance leadership team at The Princess Margaret Cancer Foundation for a decade. In her role as the Chief Financial Officer, Vice President, Finance and Treasurer, Asha helps ensure that the Foundation meets its financial targets, so that key research projects get funded and cancer research moves forward.

Your donations make a difference!  


Vice Presidents
Greg Lichti, Vice President, Development

Greg Lichti has been a member of the major and estate giving (MEG) team at The Princess Margaret Cancer Foundation since 2001. Along with his colleagues, he is responsible for raising over $40M annually in major and estate revenue to support world-leading cancer research at Princess Margaret Cancer Centre, one of the top 5 cancer research centres in the world.

Help us Transform Cancer Care at The Princess Margaret  

Steve Merker, Vice President, Business Development

Steve Merker leads one of the largest and most successful cycling events in Canada, Enbridge Ride to Conquer Cancer. The event has attracted thousands of people over the last decade. In 2017, it celebrated its 10th anniversary with over 5,000 riders cycling over 200km, over two days, from Toronto to Niagara and back.

Join me and Ride to Conquer Cancer

Laura Syron, Vice President, Community Programs

Laura Syron leads the Foundation’s community-facing fundraising programs, including Annual Giving, Leadership Giving, Ethno cultural Strategy, Tribute & Memorial Programs, and third-party Special Events. In this role, Laura manages of team of fundraising professionals with annual revenue of close to $15 million. Laura is proud to help raise and steward funds to deliver breakthrough research, exemplary teaching, and compassionate care at Princess Margaret Cancer Centre.

Make a donation in memory of a loved one  


Associate Vice Presidents
Cindy Berk Goelman, Associate Vice President, Special Events

Cindy has over 20 years of experience in the not-for-profit sector, primarily working many types of events including golf tournaments, galas, walks, runs, and other great gatherings. Cindy currently leads a team of seven full-time events professionals working on more than 100 third-party, community and signature events.

Join an upcoming event! 

Jill Nelson, Associate Vice-President, Estate Giving

Jill is an experienced leader in the not-for-profit community, with over 25 years of experience helping donors and charities come together to improve the quality of life in Canadian society and healthcare. For the last 15 years she has specialized in helping donors plan their giving to make the most of Canada’s generous charitable tax benefits.

Build your legacy at the Princess Margaret 


Directors
Karen Adams, Senior Director, Business Development

Karen Adams is passionate about conquering cancer through her leadership of the Rexall OneWalk to Conquer Cancer, one of the top 10 peer-to-peer fundraising events in Canada.

Join me at Rexall One Walk to Conquer Cancer  

Clayton Atto, Campaign Director

 Clayton is a passionate believer in The Princess Margaret’s bold vision To Conquer Cancer In Our Lifetime.

He has extensive experience in working with donors to achieve their major gift philanthropic goals. He looks to build meaningful and lasting relationships between donors and the Princess Margaret. 

Your donations make a difference!

Ivy Cuervo, Director, Brand Communications

Ivy Cuervo is a storyteller. She leads the Brand Communications team, helping to increase brand awareness and educate people about the world-leading work taking place at Princess Margaret Cancer Centre.

Meet The Princess Margaret Cancer Experts!  

Malka Greene, Associate Campaign Director

Malka Greene is an Associate Campaign Director at The Princess Margaret Cancer Foundation. Her areas of focus at the Foundation include thoracic cancers (including lung, mesothelioma, and thymoma), sarcoma, the Guided Therapeutics Program (GTx), Invest in Research, and the Cancer Clinical Research Unit.

Help us Transform Cancer Care at The Princess Margaret  

Anthony Keating, Campaign Director

Anthony Keating, is a Campaign Director at The Princess Margaret Cancer Foundation. He oversees the major gift fundraising portfolio for malignant hematology, pediatric radiation, the Urgent Care Clinic, and the stem cell research pillar. Anthony has been a professional fundraiser for over 10 years and has been fortunate to work with many amazing charitable organizations including Kids Help Phone, Seneca College, and Cystic Fibrosis Canada.

Help us Transform Cancer Care at The Princess Margaret  

Karen Ming-Sun, Senior Director, Community Giving

Karen Ming-Sun is the Senior Director of Community Giving at The Princess Margaret Cancer Foundation. She manages a team responsible for engaging and building relationships with a large and diverse community of donors. Karen is responsible for three lines of business: Leadership Giving, Annual Giving and Tribute & Memorial Giving, generating over $8 million annually.

Find out more about Leadership Gifts 

Christy Morrow, Campaign Director

Christy Morrow is a Campaign Director at The Princess Margaret Cancer Foundation. She partners with donors, health care providers, and researchers to raise support for gastrointestinal and endocrine cancers, surgical oncology, medical imaging, and patient and health care education programs.

Help us Transform Cancer Care at The Princess Margaret  

Genane Peniak, Associate Campaign Director, Estate Giving

Genane is the Associate Campaign Director of Estate Giving at The Princess Margaret Cancer Foundation. In her role, she works with donors who would like to leave a gift in their Will to support Princess Margaret Cancer Centre.

Build your legacy at the Princess Margaret  

Andrea Orr, Campaign Director

Andrea Orr is a Campaign Director at The Princess Margaret Cancer Foundation. She is responsible for engaging donors and securing major gift support toward an ambitious goal to Conquer Cancer In Our Lifetime. She is passionate about fundraising, stewardship and building relationships.

Help us Transform Cancer Care at The Princess Margaret  

Ramona Oss, Director, Business Development / Ride to Conquer Cancer

Ramona joined the Foundation in 2014, taking on the role of Director with the annual Ride to Conquer Cancer event. She is proud to support one of the largest and most successful cycling events in Canada, an event that has raised over $175 million for cancer research at The Princess Margaret.

Join me at the Ride to Conquer Cancer!  

Shannon Stuart, Senior Campaign Director

Shannon Stuart is the Senior Campaign Director at The Princess Margaret Cancer Foundation. Touched by cancer within her own family, Shannon is passionate about Conquering Cancer in Our Lifetime. She partners with the breast cancer, gynecological cancer, immunotherapy, nursing, and pathology teams at The Princess Margaret to further fundraising efforts. Shannon also leads The Princess Margaret's $50-million research campaign.

Read about the Breast Site Group at Princess Margaret Cancer Centre  

Nick Taylor, Director, New Revenue and Chief Golf Officer, Golf to Conquer Cancer

Nick joined the foundation in 2013. He's responsible for the annual Golf to Conquer Cancer event. He also plays a supporting role on the Princess Margaret Lottery Program.

Join the Golf to Conquer Cancer!  

Connie Tsui, Campaign Director

Connie Tsui oversees major gift donations for head and neck cancer, radiation, melanoma and skin cancer.

Read about the Head and Neck Site Group at  Princess Margaret Cancer Centre 

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