Building the Voice of Cubeler Business Hub (FinTech)

Role: Social & PR Manager
Company: Cubeler Inc. (Subsidiary of Tenet FinTech)
Tenure: April 2022 – August 2023
Location: Canada (Headquartered in Quebec)

About Cubeler & Tenet FinTech

Cubeler Inc. is the creator of the Cubeler Business Hub™, a FinTech ecosystem built exclusively for small and medium-sized businesses (SMEs). Powered by AI, analytics, and financial intelligence, the platform connects entrepreneurs with financial institutions, lenders, industry networks, and growth resources, all within one integrated digital hub.

Cubeler operates as a subsidiary of Tenet FinTech, an international financial technology group focused on transforming financial services through data intelligence, AI, and digital infrastructure across multiple global markets.

Target Audience: B2B: Canadian small business owners and entrepreneurs.

The Challenge

When I joined Cubeler, the Business Hub was in its pre-launch phase. There was no public-facing brand presence, no social infrastructure, and no established community voice. The challenge wasn’t just awareness; it was trust-building in a highly sensitive sector: finance.

We weren’t launching a product; we were launching an ecosystem.

The objective was clear:

Create brand visibility
Build credibility with SMEs
Establish Cubeler as a trusted growth partner
Position the Business Hub as a national platform for entrepreneurs

The Mission

My mandate was to design and execute Cubeler’s entire Social Media and PR foundation, spanning:

Pre-launch awareness
Official platform launch
Brand storytelling
Strategic partnerships
Media presence
Community engagement
Events and trade shows
Reputation building in both English & French Canada

Building from Zero: Strategy in Action

Creating the Digital Identity

I built Cubeler’s social media presence from the ground up:

Platform creation
Content architecture
Brand voice development
Messaging frameworks
Community guidelines

Given Cubeler’s Quebec headquarters, French was mandatory across all communications. I coordinated directly with:

Graphic designers
French translators

ensuring every piece of content, internal and external, was bilingual, compliant, and culturally aligned.

Partnerships as Growth Infrastructure

Rather than treating partnerships as announcements, I positioned them as trust signals.

Financial & Lending Partnerships

I worked closely with Cubeler’s financial and partnerships teams to align communications for collaborations with:

Canadian Lenders Association
CORL
2M7 Financial Solutions
OnDeck
Kingsmen Capital Investments

Each partnership was strategically announced across social platforms to reinforce Cubeler’s credibility within the financial ecosystem.

Business & Association Collaborations

I coordinated social communications and collaborations with major business institutions:

Toronto Region Board of Trade
Alberta Chamber of Commerce
Chambre de commerce de Montréal
FCCQ
CQCD
CFIB

These relationships positioned Cubeler as a national SME ally, not just a FinTech platform.

Community Intelligence: Listening as Strategy

Beyond content creation, I personally managed and vetted all inbound DMs across social platforms.

This wasn’t customer service; it was market research in real time.

Insights from SME conversations were shared with:

Product teams
Strategy teams
Leadership

This feedback loop directly informed platform development, feature priorities, and messaging, ensuring the Business Hub was shaped by real business needs rather than assumptions.

PR, Media & Thought Leadership

Dual Role: PR + Paid Amplification

Alongside social strategy, I led:

PR initiatives
Advertorial planning
Media partnerships
Paid social boosting with lean budgets

CanadianSME Magazine became a strategic media partner due to its direct relevance to Cubeler’s SME audience.

Key initiatives included:

Editorial features
Advertorial placements
Brand storytelling campaigns

CanadianSME Small Business Summit – Toronto

Cubeler participated in the CanadianSME Small Business Summit at the Metro Toronto Convention Centre (Oct 26, 2022), strengthening direct visibility with entrepreneurs and founders.

National Launch: December 2022

For Cubeler’s official launch, I oversaw the PR agency managing:

National press release distribution
English & French media coverage
Financial and business press outreach

The launch positioned Cubeler as a national FinTech platform rather than a regional startup.

Events, Trade Shows & Public Presence

I identified, shortlisted, and activated Cubeler’s participation in high-impact industry events.

My responsibilities included:

Event strategy
Booth planning
Speaker positioning
Talk point development
On-ground execution
Media content capture
Social storytelling

Key Events:

CanadianSME Summit 2022 – MTCC, Toronto
Retail Council of Canada – STORE 2022 – Toronto Congress Centre
Restaurants Canada Show 2022 – Enercare Centre

These weren’t just events; they became brand visibility engines

Recognition & Industry Validation

Cubeler Business Hub received the Editor’s Choice Award at the CanadianSME Awards 2022, a milestone moment of third-party validation and industry credibility.

This recognition reinforced Cubeler’s positioning as a trusted SME platform.

The Outcome

By the end of the launch phase, Cubeler had:

A fully built social media ecosystem
National brand visibility
Strategic financial and business partnerships
Media presence
Event authority
SME community trust
Bilingual brand infrastructure
PR and communications framework
Product feedback intelligence loop

What started as a pre-launch FinTech product evolved into a recognized national SME platform.

Closing Chapter

In August 2023, Cubeler underwent corporate restructuring, resulting in a mass organizational layoff that ended my tenure.

While the role concluded, the impact remains: a brand built from zero, a community activated, and a platform positioned for national relevance.

This case study reflects my work in building Cubeler’s public voice, brand infrastructure, and national positioning from the ground up, combining strategy, storytelling, partnerships, PR, and community intelligence into a single growth engine.