Amal Masri, Director, Strategic Business Development – Practice Management, Sun Life

Amal Masri, B.A., M.A., Certified Lean Six Sigma Green Belt,
Director, Strategic Business Development – Practice Management

As a leader within Sun Life’s Strategic Business Development team, Amal empowers advisors to invest in their businesses—and maximize the return.

After graduating with a Masters from Columbia University, Amal spent four years at one of Canada’s largest ultra-high net worth advisory firms as a digital marketing manager. She held other senior marketing roles in the financial industry before joining Sun Life. In 2018, she spearheaded the launch of Quintessential, an innovative business-building program. The practices of 87 of Sun Life’s top independent advisors have been transformed as a result. She also launched an advisor video marketing program in 2019, designed to revolutionize how the industry communicates its value proposition. The program has led to the creation of 25 advisor videos and counting.

Amal is a graduate of Harvard Business School’s CORe program and the recipient of a Lean Six Sigma Green Belt from McGill University’s Desautels Faculty of Management. She shares insights on business strategy through podcasts and articles published on To date, she has delivered 67 keynotes at speaking engagements across Canada. She also travels the country conducting practice management consultations.

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