Pronouns: He/Him
Location: Vancouver, BC
Michael Roy is a senior communications and campaign strategist who specializes in working with movements and causes to engage and mobilize their supporters. Based in Vancouver, Michael is one of the Founding Partners of Metric Strategies, and previously a principal at a national advertising agency. Michael served National Digital Director for Canada’s NDP for the 2015 election cycle where his team broke Canadian political fundraising records, mobilized 65,000 people to campaign events, recruited more than 13,000 volunteers from coast to coast, and produced award-winning ads.
Michael has worked in the labour movement, served as Director of Communications for the BCNDP, and was part of Rachel Notley’s government transition team in Alberta in 2015. He’s worked on election campaigns in Canada and the United States on the local, provincial, and national levels. Michael’s professional interest is in how progressive organizations can better use data and testing to make the best possible decisions, and design campaigns that work more effectively.
When he’s not at work, he’s cooking yummy food for his four-year-old daughter Frankie – even though she only wants plain pasta for dinner :/
What’s something about you that would surprise others to know:
I used to be a theatrical lighting designer
Organization name: Metric Strategies
Region: Canada
What unique role do you or your organization play in the progressive movement in Canada?
We bring an outside strategic perspective, with experience from across the movement, to the work we do with every client
What part of movement infrastructure are you interested in building in the next decade?
Measurement, analysis, and testing (aka evidence-based decision making for campaigns). How we change the culture from “I feel…” to “the evidence/research says…” and “I don’t know – but let’s test that!”
Share a book, article, podcast, or piece of art that captures where you want the movement to go.
Recent podcast interview with 2017 & 2020 BCNDP Campaign Director Bob Dewar
Mission & Mandate
At Metric, we work with labour unions and progressive organizations to help build and run successful campaigns with the best tools in the world.
We’re a one-stop marketing agency that’s upending the corporate status quo in Canada.
We understand what you’re fighting for and why building our movement matters. We’re using innovative, field-tested strategies and tech from cutting-edge political campaigns to help you fight back and win.
Who is your audience? Who are you trying to influence and engage?
Labour unions, progressive political parties & candidates, progressive non-profits, progressive governments
A challenge you’re working through with your organization
How to persuade our clients to more clearly define their campaign goals
Social media handles
- @mikelroy (Twitter, Insta)
- fb.com/michaelroyyvr