Laura Mingail

Senior Director, Marketing & Business Development,
Secret Location – an Entertainment One Company

Laura Mingail is an award-winning marketer, product innovator and VR/AR advocate. She has helped to build multiple CPG and entertainment brands, as well as VR and AR initiatives to drive consumer engagement and sales, such as the development of the VR/AR strategy for the ecosystem of businesses under one of Canada’s leading entertainment companies, Cineplex Inc. which included initiating and leading the relationship with The VOID.

As the Senior Director of Marketing & Business Development at Secret Location –– the first company in the world to win a Primetime Emmy® Award for a virtual reality project, and an Entertainment One company – Laura focuses on developing strategies to fund and monetize VR experiences in both the at-home and location-based markets, globally.

Laura is also an Advisory Board member for SXSW’s Brands & Marketing Track, as well as SXSW’s VR/AR/MR Track. She is regularly invited to speak at influential conferences and festivals such as CES and SXSW, and also contributes to UploadVR, one of the world’s top sources for VR news, focusing on pieces that uncover insights into how to develop deeply engaging VR content.

Brands that she has worked with to create campaigns as well as new products range in industry. Her portfolio includes entertainment brands, such as Disney Junior, CTV – Canada’s most-watched television network, Sony BMG Music Entertainment, and Def Jam, various consumer packaged goods brands under the PepsiCo umbrella, as well as several Canadian online and bricks-and-mortar retailers.