Our Volunteer Team


Caitlin Johnston


Caitlin Johnston is the Founder of The Purple Elephant Campaign. With more than six years of experience in the healthcare sector, Caitlin has proven leadership in community development, community outreach and the development of program design and innovation for the aging population. She believes in integrated program services and products that support healthy living and memory care.

She is an advocate and speaker for Alzheimer’s Disease and continues to build her knowledge on the latest memory care research and advances across the globe. Caitlin believes that the healthcare industry needs to work in collaboration with independent organizations to develop various innovative products and services to aid memory care as well as, an accessible networking community for the general public to communicate and speak on mental health concerns.

Caitlin also founded Memory Mats, a company that produces products which provide residents in long-term care a personalized reminiscence tool. Endorsed by Alzheimer’s Disease International, Caitlin works hand in hand with their organization to create a better future for those affected by Alzheimer's disease and their caregivers.

    Screen Shot 2014-09-17 at 3.00.25 PM

    Aras Azadian MBA, Ba. Econ

    Development and Operations

    Aras Azadian is a corporate development professional and consultant in a range of industries including life sciences and finance. Aras adds years of corporate and financial experience to the Purple Elephant (PEC) and is responsible for the corporate development and and financial modelling of the organization. Aras also has had tremendous experience and results with a number of start up companies, which he brings on board to the PEC.  Aras earned a bachelor’s degree in Economics from York University in Toronto and has a MBA from EADA business in Barcelona.


      Arvin Sheivari

      Planning and Marketing

      Arvin is the Head of Planning and Marketing for The Purple Elephant Campaign. Arvin is a marketing expert and awarded graphic designer. He brings with him eight years of marketing and experience as a Creative Director. Arvin also has had tremendous success in a number of start up companies. Arvin works closely with the Executive Director in planning monthly campaigns that target the younger demographic and works closely with the team to develop and implement the organization’s marketing plans.

        Advisory Team


        Dr. Alexis Mavrommatis, PhD


        Dr. Alexis Mavrommatis is a University of Cambridge (Sustainable Leadership) and Harvard Business School executive graduate with an additional PhD, and MSc in Retail Management from the University of Stirling.

        Dr. Mavrommatis worked for Carrefour and as a senior consultant for JDV The Retail Company, developing innovative store concepts for retailers and manufacturers (Carrefour, P & G, Coca-Cola, Masterfoods, Eroski).

        Dr. Mavrommatis currently teaches and researches in the areas of Marketing, Retailing Multichannel strategies, Sustainability and Social Entrepreneurship. He has been invited to more than 70 professional and academic conferences and was ranked 33rd Business Professor in 2012, according to The Economist. His latest academic publication is in the “European Journal of Marketing” regarding decision making on product elimination.


          Dr. Saeid Babaei, PhD, MBA


          Dr. Babaei is currently the President and CEO at AbCelex Technologies, a Canadian biotechnology company specializing in discovery, development and commercialization of innovative technologies for animal health and food safety applications.

          Dr. Babaei’s track record includes over 16 years of academic and corporate experience, during which he has negotiated numerous strategic alliances and licensing deals. Prior to AbCelex, he was the VP of business development at Lorus Therapeutics and Director, corporate development at Northern Therapeutics, where he negotiated and executed a variety of key international transactions. Dr. Babaei has served as President of AngioCell, providing partnering support and advice to a range of clients on licensing, M&A, pipeline valuation, strategic planning and project financing.

          Dr. Babaei holds a PhD and an executive MBA, both from the University of Toronto. He has authored over 50 publications, including research papers, conference presentations and patents. He currently serves as advisor and member of Board of Directors for a number of non-profit and commercial organizations.