This member spotlight was written by Madiha Rizki, ASPA Communications & Public Relations sub-committe chair
For ASPA member Guillermo Galvan Gracia, the journey from Monterrey, Mexico, to Saskatoon, has been shaped by curiosity, creativity, and a willingness to embrace the unexpected. What began as an international exchange opportunity in 2003 grew into a life and career spanning countries, cities, and experiences, ultimately leading him to USask, where he now works as a Digital Marketing Specialist in University Relations.
Guillermo’s Canadian story began when he arrived at the University of Toronto through an international marketing exchange program. He quickly fell in love with Canada, returning in 2011 and building his career in Ottawa and Montreal before making Saskatoon his home in 2018. Along the way, each move brought new opportunities, perspectives, and connections, reinforcing a lesson that continues to guide him today: “We don’t always know where an opportunity might lead,” he says.
His passion for marketing, however, began long before his international journey. As a child growing up in Mexico, Guillermo was fascinated by television commercials and their ability to communicate powerful ideas in a matter of seconds.
“I used to love watching commercials because, to me, they were like little stories that could make people laugh, feel something, or see the world differently. While other kids were probably waiting for their favourite shows to come back on, I was fascinated by how much a commercial could communicate in just 30 seconds,” he says.
For him, marketing has always been about more than selling a product or promoting a service; it is about bringing together visuals, music, emotion, and storytelling to create something that resonates with people. Looking back, I guess it makes sense that I ended up working in marketing,” he adds.
At USask, that philosophy shapes his day-to-day work. Since joining USask in 2018 as an International Digital Marketing Officer, Guillermo has grown into his current role, combining digital advertising, marketing strategy, and creative content to help prospective students discover the opportunities available at USask. No two days look quite the same. His work takes him across campus and into a variety of settings.
“One day I might be at a world-class research facility filming students, and the next I might be at a dairy farm learning about cows!” he says.
At the heart of Guillermo’s work is a commitment to authentic storytelling. He collaborates with colleges and units across campus, bringing together the perspectives of communicators, recruiters, researchers, faculty, and staff to share the experiences that make USask unique. Yet, among the many creative and strategic aspects of his role, it is the people who make the greatest impression. “Definitely the people and their stories,” he says when asked what he enjoys most about his work. He finds particular satisfaction in helping students recognize the value of their own experiences and sharing those stories with future students who may be imagining their own paths. By making those experiences visible, he helps prospective students see not only what they could study at USask, but also who they might become.
Guillermo’s commitment to lifelong learning extends beyond his professional responsibilities. He is currently in the final year of his Master of Business Administration (MBA) at Edwards School of Business, an experience that has allowed him to build on more than two decades of marketing experience while challenging his assumptions and expanding his perspective. One of his most meaningful recent accomplishments has been returning to his university in Mexico as a guest speaker for marketing students. After years of developing his expertise in the field, the opportunity to share his knowledge with the next generation of professionals has been especially rewarding. Just as importantly, the experience has reminded him that learning is never a one-way exchange. “Students bring fresh perspectives, ask questions that challenge my thinking, and remind me how much our profession continues to evolve,” he says. This experience has also sparked a growing interest in teaching and finding new ways to connect academic learning with real-world experience.
Beyond USask, Guillermo has found another outlet for his creativity in Saskatoon’s arts and cultural community. Through marketing, photography, and media production, he has supported local artists and creative projects, including documentaries, theatre productions, and art exhibitions.
“I really enjoy being part of Saskatoon’s creative community. It’s a chance to meet people from different backgrounds, support local talent, and use my professional skills in a different environment,” he says.
They also reflect a belief that runs throughout his work and personal life: “For me, marketing has always been about more than promoting something. It’s about connecting people with ideas, experiences, and stories that matter,” he adds.
That same spirit of connection carries into his life at home. Guillermo loves cooking, gardening, and bringing people together, often hosting friends alongside his husband, Justin. These gatherings are an opportunity to share Mexican food and introduce others to the culture and traditions that remain a strong part of his identity. Food, for Guillermo, is a language of its own, one that makes it possible to share memories, celebrate heritage, and build relationships across cultures. His interest in gardening has added another dimension to that passion. Growing his own tomatoes and herbs brings a particular satisfaction, especially when the harvest finds its way into a homemade salsa. Their dog, Ripley, and cat, Miranda, round out the household and keep life entertaining.
It is perhaps no surprise that food also features prominently in Guillermo’s favourite books and television. He is drawn to stories that explore the connections between food, family, culture, and tradition. One of his favourite books is Like Water for Chocolate (Como agua para chocolate) by Laura Esquivel, which uses food as a powerful vehicle for exploring love, family relationships, and cultural traditions. He also recommends Netflix’s The Taco Chronicles, a series that celebrates the people, places, and stories behind one of Mexico’s most beloved foods. Both reflect his appreciation for the ways everyday experiences can reveal something deeper about who we are and where we come from.
Looking ahead, Guillermo remains eager to explore new ideas and possibilities. He is particularly interested in learning more about artificial intelligence and how it might be used creatively and responsibly, both professionally and personally. As technology continues to reshape the ways people work and communicate, he is curious about how new tools can expand creative possibilities without losing sight of the human connections that give communication its meaning. For someone whose career began with a fascination for 30-second television commercials, the evolving world of digital storytelling offers no shortage of new things to discover.
When asked what advice he would offer a fellow ASPA member, Guillermo returns to the principle that has guided so much of his own journey, he says “Stay curious and be open to exploring new possibilities, even when they take you outside your comfort zone.” From leaving his hometown in Mexico to building a life in Canada, navigating new cities and professional environments, and discovering new interests along the way, he has learned that growth often begins with a willingness to say yes to the unfamiliar. As he puts it:
“When we stay open to new experiences and are willing to adapt, we give life the opportunity to surprise us.”
For Guillermo, the journey from Mexico to Canada and ultimately to USask has been about much more than building a career. It has been an ongoing process of learning, connecting, and discovering the unexpected ways that people and experiences can shape our lives. His story is a reminder that sometimes the most meaningful opportunities emerge when we follow our curiosity, remain open to change, and recognize that every person we meet has a story worth telling.