The Princess Margaret Cancer Foundation | UHN

Our Team

Paul Alofs, President and Chief Executive Officer

Paul Alofs is President and CEO of The Princess Margaret Cancer Foundation. He has raised over $1 billion in net fundraising revenue for cancer research and clinical care at Princess Margaret Cancer Centre. 

Before coming to the Princess Margaret, Paul was the General Manager of the 500 North American Disney stores, President of BMG Music Canada, and President of HMV Music Stores Canada. He is also the author of The Globe and Mail’s bestselling title, Passion Capital: The World’s Most Valuable Asset.

Email:   Twitter: @Alofs

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

Christine is Chief Brand Officer and Vice President of Strategic Initiatives at The Princess Margaret Cancer Foundation. She leads all branding, communications, website, and public relations activity. Over the years, Christine has embraced social media and ran the first Twitter party in the social enterprise sector in Canada and was also the first person to do a live Periscope broadcast in her sector.

Christine oversees $26 million in net fundraising revenue annually. She has been involved in many of the Foundation’s leading brands including the Ride to Conquer Cancer, Road Hockey to Conquer Cancer and OneWalk to Conquer Cancer. She has worked with many organizations who have sponsored or been active in the Princess Margaret’s branded events and engaged with the for-profit sector on several cause-related marketing initiatives. Christine spent 25 years in business prior to joining the Princess Margaret with such notable organizations as Procter & Gamble, Nabisco, Weston’s and Sun Life Financial.

Email:   Twitter: @christinelasky

Christine Lasky
Sherri Freedman, Chief Development Officer

Sherri Freedman is the Chief Development Officer at The Princess Margaret Cancer Foundation and oversees major and estate giving. She played a lead role in the development and implementation of the Princess Margaret’s extremely successful Billion Dollar Challenge (2012 - 2016). 

Sherri has a background in English literature and launched her career at the United Way of Greater Toronto. She spent 14 years in various fundraising and management roles before joining the Mount Sinai Hospital Foundation in 2001 and transitioning to the Princess Margaret in 2005. 

Email:   Twitter: @sjfreedman

Sherri Freedman
Greg Lichti, Vice President, Development

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

Previously, Greg was Board Chair of the Canadian Association of Gift Planners, a national organization that brings together fundraisers and professional advisors to assist donors with complex, transformational gifts. Greg is a keen cyclist and a 10-year rider with the Princess Margaret’s Ride to Conquer Cancer as well as a current member of the CAGP Foundation Board. 

Email:   Twitter: @GregLichti

Greg Lichti
Steve Merker, Vice President, Business Development

Steve Merker is the Vice President of Business Development for The Princess Margaret Cancer Foundation. His main responsibilities include managing and overseeing the major event brand portfolio including The Ride to Conquer Cancer, OneWalk to Conquer Cancer and Road Hockey to Conquer Cancer.

Steve came to the Foundation in 2007 after four years with the Ontario Cycling Association (OCA). As Executive Director of the OCA, Steve played an important role in almost doubling the membership and helping the Province’s cycling authority return to financial stability. In 2016, Steve was recognized by Canadian Cycling Magazine as one of the most influential Canadians in the sport of cycling.

Email:   Twitter: @GoFer1t

Steve Merker
Laura Syron, Vice President, Community Programs

Laura is the Vice President of Community Programs at The Princess Margaret Cancer Foundation. Laura plays a lead role in achieving the Foundation’s fundraising goals through strategic oversight of five business units:  annual giving, leadership giving, tribute & memorial, special events, and ethnocultural strategy. 

Prior to her role at the Princess Margaret, Laura was Vice President of Research, Advocacy and Health Promotion at the Heart and Stroke Foundation of Ontario. Laura joined the Foundation in 1996 and held increasingly senior positions in many areas of the business. Laura has also worked in the for-profit sector, including senior marketing positions at Procter & Gamble Canada.

Email:   Twitter: @LauraSyron1

Laura Syron
Cindy Berk Goelman, Associate Vice President, Special Events

Cindy Berk Goelman is the Associate Vice President of Special Events at The Princess Margaret Cancer Foundation. 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.

Her career began at the Canadian Cystic Fibrosis Foundation where she was the Executive Director of the Toronto Chapter. Cindy then moved to the Mount Sinai Hospital where she was the Director of the Auxiliary for three years and then the Director of Events in the Foundation for the following three years. 

Email:   Twitter: @CindyGoelman

Cindy Berk Goelman
Jill Nelson, Associate Vice-President, Estate Giving

Jill is the Associate Vice-President of Estate Giving at The Princess Margaret Cancer Foundation. She 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.
Previously, she headed up all fundraising at the Canadian Paraplegic Association Ontario Division (now known as Spinal Cord Injury Ontario) and managed the personal giving efforts at the Canadian Cancer Society Ontario Division. Jill is also currently on the boards of Synchro Swim Ontario and the Canadian Association of Gift Planners (CAGP). She has been on the committees of St. Clements School and CFRE, and teaches courses on gift planning through CAGP.

Email:   Twitter: @nelson_jill

Jill Nelson
Karen Adams, Senior Director, Business Development

Karen Adams is the Senior Director of Business Development at the Princess Margaret Cancer Foundation. She 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 benefiting the Princess Margaret Cancer Centre.

Prior to joining Princess Margaret Cancer Foundation in 2011, Karen served as a Senior Merchandising Executive for several of Canada’s top retailers, enjoying a long and successful career in brand building, product innovation and design, and global sourcing. Karen is inspired by engaging communities of thousands of supporters to lace up their shoes, fundraise and walk united with a common purpose – to Conquer Cancer In Our Lifetime!  

Email:   Twitter: @onewalkwarrior

Karen Adams
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.
Prior to joining the Princess Margaret in 2001, Shannon worked with the consulting firm RBR Development Associates Ltd for a few years in Toronto. Moving on from consulting, she then took the next 16 years to work in non-profit with the Princess Margaret in support of world-leading cancer research.

Email:   Twitter: @shanstu

Shannon Stuart
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.

Prior to joining the Princess Margaret in 2005, Karen developed her career in mass, direct and digital marketing within the financial and telecommunications industries. She has held marketing roles with Bell and President’s Choice Financial, as well as gained agency experience working with clients like BMO, VanCity Credit Union, AGF Insurance, Sprint and Pizza Hut.   

Email:   Twitter: @kmingsun

Karen Ming-Sun
Genane Peniak, Associate Campaign Director, Estate Giving

Genane is the Associate Campaign Director of Estate Giving at The Princess Margaret Cancer Foundation. In her marketing role at The Princess Margaret Cancer Foundation, she works with donors who would like to leave a gift in their Will to support The Princess Margaret Cancer Centre. 
Genane was first introduced to non-profit work when she was an assistant at the Canadian Cancer Society. She later worked with Cornerstone Group of Companies before holding various roles in estate administration. Now, at the Princess Margaret, her role allows her to be involved with a cause that she’s passionate about, as well as truly connecting with donors in a meaningful way to learn who they are and what matters the most to them.

Email:   Twitter: @peniakg

Genane Peniak
Malka Greene, Associate Campaign Director

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

Malka holds a BFA in new media from Ryerson University and began her career in the arts, previously working in various fundraising roles at OCAD University and Gallery TPW in Toronto. She transitioned her career into healthcare philanthropy because of a personal connection to cancer and a drive to make a difference to the health and wellness of Canadians.  

Email:   Twitter: @malkagreene

Malka Greene
Shawn Burt, Director, Business Development / Chief Hockey Officer – Road Hockey to Conquer Cancer

Shawn is the Chief Hockey Officer & Director of Business Development for The Princess Margaret Cancer Foundation. His main responsibilities include managing and overseeing all aspects of the Scotiabank Road Hockey to Conquer Cancer event including strategy, business development and generating revenue opportunities.

Under Shawn’s guidance, Scotiabank Road Hockey to Conquer Cancer has become the world’s largest road hockey fundraiser setting two official Guinness world records in 2015 and subsequently breaking those records in 2016. Since the event’s inception, it has raised over $16,000,000. Shawn came to the Foundation in 2010 after four years at IMG Canada. Prior to that Shawn worked in various business development & strategic account management roles at Maple Leaf Sports & Entertainment, Onyx Software and IBM Canada. 


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

Ramona Oss is the Director of Business Development at The Princess Margaret Cancer Foundation. She has been at the Princess Margaret since 2014 working as the Director for the annual Ride to Conquer Cancer event.

Prior to this, Ramona’s career spanned across the retail, sales and licensing industries at companies like Walmart and Viacom, always with a focus on business development. She also is on the Children's Aid Society of Toronto Board where she is a member of the Governance & Nominating Committee.

Email:   Twitter: @ramonaoss

Ramona Oss
Nick Taylor, Director, New Revenue / Chief Golf Officer - Golf to Conquer Cancer

Nick is the Director of New Revenue at The Princess Margaret Cancer Foundation. He joined the foundation in 2013 and is mainly responsible for the annual Golf to Conquer Cancer event. He also works in a supporting role on the Princess Margaret Lottery Program. 

Nick’s professional experience includes 10 years with luxury retailer, Tiffany & Co. Canada, working in retail management and corporate sales. He also worked as the Director of Marketing with the Canadian Rugby Union for eight years where he was responsible for sponsorship, marketing communications, event management, merchandising and fundraising. 

Email:   Twitter: @taymar_ca

Nick Taylor
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, 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.

In 2010, Anthony was awarded prestigious new fundraising professional of the year by the Association of Fundraising Professionals, and in 2012 received an international ECHO marketing award for his work in digital direct marketing. Originally from Newfoundland, Anthony now calls Toronto home.  Anthony is an active member of the community and has volunteered with many organizations including The Roberta Bondar Foundation, the Boys and Girls Club, and the Canadian Merit Scholarship Foundation.   

Email:   Twitter: @akeating_80

Anthony Keating
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 cancers, surgical oncology, medical imaging, and patient and health care education programs.

Christy has worked in the not-for-profit sector for 20 years. The first 14 years were spent in the vibrant Toronto arts community working with organizations such as the Tafelmusik Baroque Orchestra and Chamber Choir, the Toronto Symphony Orchestra and Canadian Stage before she started raising funds to support Canada’s top cancer research centre, The Princess Margaret in 2011.

Email:   Twitter: @ChrisyMMorrow

Christy Morrow
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. 

Prior to this role, Andrea was with the Mount Sinai Hospital Foundation where she held the Senior Director of Development position. At Mount Sinai she led the Foundation’s integrated stewardship and donor relations activities, managed the Venture Sinai program and held a donor portfolio. Andrea also worked with the Children’s Aid Foundation where she helped establish and manage their national programs. Andrea is a frequent presenter and instructor on engaging donors and building relationships in major gifts. 

Email:   Twitter: @aorr_andrea

Andrea Orr
Connie Tsui, Campaign Director

Connie Tsui is a Campaign Director at The Princess Margaret Cancer Foundation. She oversees donations for head and neck cancer, and radiation, as well as melanoma, and skin cancer.
Before joining the Princess Margaret team, Connie worked for the University of St. Michael’s College where she was Director of Development, with responsibility for major gifts, annual and leadership giving, bequests, and stewardship. She also worked for Toronto General and Western Hospital Foundation, Mount Sinai Hospital and the Toronto Symphony Orchestra in her 16-year career.


Connie Tsui