Who We Are
Streetwise helps ambitious B2B and deep tech organizations turn complexity into clarity. We act as an embedded marketing partner for innovators across North America — helping them define their story, launch with confidence, and scale their impact.
20+
experts across strategy, content, and creative
15+
long-term client relationships
110+
projects launched
$1B+
in client revenue influenced
Our Story
Evolving with the innovators we serve.
We started Streetwise in 2011 with technology and B2B at the core. Our first clients included BlackBerry and D+H (now Finastra) — a strong start that set the tone for the ambitious organizations we’ve worked with ever since.
As the tech world has evolved, so have we. Our work now spans both established tech and deep tech, but the through-line is constant: helping innovators tell their story clearly and get their ideas to market.
Some clients rely on us as their full marketing department; others bring us in for high-stakes launches, campaigns, or events. In every case, we act as an extension of their team, solving problems with clarity, creativity, and follow-through.
Our Approach
Flexible in form.
Consistent in impact.
Every client comes to us with a different challenge. Some have no internal marketing resources at all — so we step in as their full-scale team. Others have dozens of busy in-house marketers — and that’s when we plug in as the extra firepower they can’t find anywhere else.
Either way, we help define the message, the positioning, or the campaign idea — and build the tools that carry it through: pitches, playbooks, launch content, event materials, and more.
Our role flexes to fit the client, but the outcome is always the same: clarity, momentum, and the confidence that their story will land with the people who matter most.
Leadership
Matt Rooney
Matt has 20+ years of experience building marketing programs for brands including Unitron, Finastra, Seegene, and Canadian universities like Waterloo, McMaster, and Laurentian. He studied English (Guelph) and earned an MA in Language and Professional Writing (UW), a foundation that gives him a sharp storytelling edge.
Before founding Streetwise in 2011, Matt spent nearly a decade in London, UK — one of the world’s most competitive advertising markets — consulting on copy and content for world renowned agencies such as OgilvyInteractive, Agency.com (TBWA), LBi, Tribal DDB, and Saatchi & Saatchi X.
Since then, he’s grown Streetwise into a trusted partner for innovators and enterprises across North America — a vendor of record for the Government of Ontario, a supplier to the Government of Canada, a member of deep tech associations Quantum Industry Canada and DistriQ, and an official partner of StrategyCorp, a leading national government relations firm.
Founder & CEO
Tobi Day-Hamilton
Tobi is a veteran marketing leader with deep expertise in communications, brand storytelling, and campaign development. She works with clients like Nord Quantique, Geotab, and Teranet to sharpen their message and deliver campaigns that connect.
Before joining Streetwise, Tobi spent over a decade at the University of Waterloo, including as Director of Communications and Strategic Initiatives at the Institute for Quantum Computing, where she helped secure more than $150M in funding and positioned IQC as a global leader in quantum research. She also served as a senior advisor at Quarry Integrated Communications, leading marketing strategies for major tech clients.
Beyond Streetwise, she chairs the Waterloo Regional Health Network Foundation, serves on the board of Open Quantum Design, and co-founded LAUNCH Waterloo, an innovative STEAM program. Tobi holds a BA in English (Rhetoric and Professional Writing) from the University of Waterloo and a Master’s in Communications Management from McMaster University.
Managing Director & Principal
Jason Smith
[ Awaiting content ]
Alina Morkin
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Mission, Vision, Values
What Drives Us
Mission
We turn ambition into impact — helping innovators shine on the world stage.
Vision
When innovative solutions are made clear, they can change markets — and the world.
Values
How we work, think, and partner with every client.
01
Clarity
We make the complex simple without dumbing it down.
02
Collaboration
We show up as collaborators, not outsiders.
03
Action
We make strategy real.
04
Impact
We create big ideas that actually drive growth.
05
Craft
We sweat the details because they build confidence.
Ready to turn your ambition into impact?
Let’s get to work
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