This blog was developed in partnership with the Canadian Marketing Association.

Starting over in a new country can feel a bit like assembling furniture without the instructions. You know you have the skills. You know all the pieces are there. But figuring out how everything fits together takes time.

For Canoo member Sonia Chow, the journey began in Hong Kong and continues today through a leadership role shaping one of Ontario's most historic communities.

A New Chapter, Thousands of Kilometres Away

Born and raised in Hong Kong, Sonia moved to Canada in 2020 to reunite with family who had immigrated decades earlier.

"Keeping the family unit together was incredibly meaningful to us," she says.

The move also meant leaving behind a successful career and stepping into the unknown.

While Sonia was excited to experience life in Canada and embrace new opportunities, the timing added extra challenges. Arriving during the COVID-19 pandemic meant navigating a difficult housing market, unstable economic conditions, and a job market with more closed doors than open ones.

Like many newcomers, Sonia encountered a frustrating paradox: she had years of professional marketing expertise, yet that experience was often overlooked. She was also frequently considered overqualified for entry-level positions while lacking local experience.

Instead of giving up, Sonia got creative.

She took on part-time marketing research and project-based work, learning more about the Canadian market while building valuable connections. One opportunity led to another, and her work supporting small businesses through My Main Street funding program became a turning point.

Sonia Chow2

Photo Credit: Sonia Chow

Today, she serves as the Executive Director of the Unionville Business Improvement Area, supporting local businesses and preserving Markham's history.

Finding a Professional Pathway

Sonia first found Canoo while applying for Canadian citizenship in 2024. As she explored the program, she saw more than discounts and experiences.

"I realized the program was a vital resource, offering both perks and practical support to help newcomers successfully integrate into the country," she says.

One opportunity stood out immediately.

Through Canoo, Sonia joined the Canadian Marketing Association (CMA). As an experienced marketing professional, she knew that earning recognized Canadian credentials could help bridge the gap between her international experience and local industry standards.

She pursued the only marketing designation in Canada with the Chartered Marketer and the CMAxDMI Certified Digital Marketing Professional certification.

For Sonia, these credentials built a bridge between where she had been and where she wanted to go.

Discovering the Value of Shared Experiences

"The most impactful experience was engaging with fellow marketing professionals during certification workshops," Sonia says.

Sometimes the most valuable part of professional development isn't what happens in a textbook. It comes from the conversations. During certification workshops, Sonia connected with other marketing professionals who were also adapting to the Canadian workplace.

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Photo Credit: Sonia Chow

Those conversations helped shift her perspective. Rather than feeling like she needed to constantly prove herself, Sonia began to recognize the value of the experience she already brought with her.

Her international background wasn't something to overcome. It was something unique to contribute. She also had the opportunity to participate in judging panels for annual awards, where she explored marketing and branding campaigns from across Canada. This experience offered fresh ideas and inspiration she could bring back to her own work.

Confidence That Opens Doors

Confidence grows one experience at a time. For Sonia, earning professional certifications through the Canadian Marketing Association helped reinforce what she already knew about her abilities, while strengthening her position as an applicant in the Canadian job market.

"Obtaining these certifications provided the professional seal of approval I needed," she explains.

The result was more than a line on a résumé. It helped transform her professional story from someone seeking opportunities to an industry expert. And that confidence played a direct role in helping her reach her current position as an Executive Director.

Learning Beyond the Workplace

Professional growth wasn't the only thing Sonia found through Canoo. She also used Canoo to explore museums, parks, and cultural experiences across Canada — experiences that helped her better understand Canadian history, communities, and culture. That knowledge has become especially valuable in her work supporting local economic development and heritage preservation.

Sonia Chow3

Photo Credit: Sonia Chow

"Canoo is a bridge," Sonia says. "It served as the catalyst that transformed 'newcomer' status into 'local community leader' by providing the tools and connections necessary for integration."