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Source: WS news release

CALGARY - -- WS Co-Founder Susan Groeneveld today announced Darcy Pawlik has joined the organization as chief operations officer. Pawlik will be responsible for further expanding operations as the award-winning agency hones its expertise in modern marketing strategies to help ag companies achieve success in driving adoption of new technologies.

"The world is changing and we, in agricultural marketing, must change with it," says Groeneveld. "If agri-marketers are willing to abandon traditional paradigms, we can be the 'connectors,' who help industry audiences embrace the potential of new technologies coming to market. Darcy's broad range of association, corporate and start-up experience is perfectly suited to help us deliver on our mission of creating relevance and driving adoption of new technologies through continuously optimized and measurable integrated programs that have a meaningful impact on the audiences our clients value most."

Prior to joining WS, Pawlik was vice president of operations and chief product officer at Madison, Wisconsin, based Understory, Inc., a leading provider of crop insurance solutions built for the era of climate change. In addition to holding a variety of regulatory affairs and industry relations positions for Syngenta and AgWest Bio in North America and Canada, Pawlik also served as head of Syngenta's North American cereals portfolio, where he was responsible for creating new and innovative solutions to expand the company's product offerings.

Pawlik received a master's degree in biotechnology from the University of Saskatchewan.

"As the ag industry searches for new ways to connect the countless new technologies, platforms and products with the right audiences, marketers must step out of their comfort zones to develop a deeper customer understanding and leverage new skills and technologies to drive adoption," says Pawlik. "Like our clients, I love building, innovating and disrupting the status quo to identify solutions that solve problems. I'm excited to help WS usher in a new era of customer-focused marketing services that help our clients drive ROI, and achieve success."

To learn more about WS, please visit

About WS

WS is a full-service outcome-based marketing consultancy with staff located across Canada and the United States. WS delivers insights-driven business intelligence and marketing services that help clients achieve measurable outcomes that align with key business goals. Its audience-first approach ensures that people, not products, are at the heart of every marketing strategy, fostering customer loyalty and measurable return on investment. WS also Grows More Good by giving back to agriculture and food-related organizations to help support this vital industry.

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