Candice Best

Candice Best

Co-Chair, Marketing and PR

Candice Best has 20+ years of public relations and marketing communications experience. She started her career with Toronto’s Bay Street stalwarts in the financial and telecom sectors, including Tier 1 companies—CIBC, Ernst & Young, Microcell and Bell. 

From Bay Street, Candice went on to found and lead her own boutique PR agency—BEST PR—proving to be a successful entrepreneur, focused on launching and elevating profile for a range of lifestyle brands and personalities across North America. Her work has included management and execution of various high-profile events, such as during the Toronto International Film Festival, from film premiere parties to gifting lounges and the talent junket circuit.

Her experience with luxury goods, her deep connection to well-known personalities and influencers, and her regular commentary as a PR expert for various media outlets, made her the ideal fit in the subsequent transition as President of Siren Communications—a Canadian travel and tourism PR agency. 

Following approximately 2 years at Siren Communications, leading clients in the travel and tourism industries—national cover stories, leading sales prospecting events, developing partnerships and creating expanded traction with broadcast media, plus mentoring staff and managing professional development were among the highlight accomplishments—Candice re-opened BEST PR. 

With its mix of clients in beauty and health, fashion and design, as well as travel and hospitality, BEST PR offers strategic communications counsel and execution across Canada and through the U.S. Prestige positioning—particularly among indie companies led by innovative entrepreneurs—is a common theme across the portfolio of represented brands, all with a focus on “living well”. 

Media relations, creative launches, brand collaborations, ambassador programs, and launch event management, as well as overall brand strategy and retail positioning are core strengths. Candice is often engaged by global communications agencies to offer strategic advice, amplify new business pitch preparation, and for short-term project needs for corporate clients. She is regularly called upon as a PR commentator for broadcast and print media.

A track record of enthusiastic commitment to the not-for-profit sector includes work with Children’s Aid Foundation, Girls E-Mentorship (GEM), Kids Help Phone, Lung Cancer Canada, Rethink Breast Cancer, Toronto Botanical Gardens, and Toronto East General Hospital (now Michael Garron Hospital). Cause-related PR to drive awareness and raise funds have been hallmarks of success. Additionally, Candice has lent her expertise to some of the country’s leading arts and cultural organizations. Most notably, she played a pivotal role in the early development of young patrons’ programs in Toronto, Canada for the Royal Ontario Museum and the Canadian Opera Company.

Events have been brought to life for a range of experiences from brand launches and milestone celebration events, to corporate cocktail parties, to pop-ups and gifting lounges, as well as private media workshops and intimate cast dinners. All elements from planning through execution are managed. These include venue recommendations, securing sponsorship, guest list advisory, decor, audio-visual supplier management, entertainment, celebrity/talent outreach and management, as well as junkets and event-day red carpet arrivals with media. 

Based in Toronto, Candice has worked on PR programs in other Canadian cities including Vancouver, Calgary, Edmonton, Montreal and Ottawa, as well as in select U.S. cities such as Miami, Nashville, New York and Los Angeles.