Nish Shah has joined Facebook and Instagram parent company Meta as head of agency in Canada.

In his new role, Shah will be a conduit between Meta and Canadian agencies to help them find solutions the company offers that can support client goals and drive business results. That includes the entirety of the company’s ecosystem, such as Facebook and Instagram, as well as new opportunities in the metaverse.

Shah spent the last six years at Initiative, most recently as its chief strategy officer. He also brings experience from the strategy team at Match Marketing Group and as managing director at Collide.