Our Team
Experienced Leaders. One Vision.
SEDAR was founded by four professionals who have spent their careers delivering exceptional results across events, marketing, operations, and business development. Together, we bring a depth and breadth of expertise that is rare in a single team.
CEO & Founder
Avy Soto
Avy Soto is the founding CEO of SEDAR and the driving force behind the company's vision. With a career built on delivering exceptional events and building high-performing teams, Avy brings strategic clarity, commercial acumen, and an unwavering commitment to excellence to every project. Her leadership style is defined by ambition, precision, and a genuine passion for creating experiences that matter.
CMO / Head of Marketing & Creative
Scott Gill
Scott Gill is SEDAR's Chief Marketing Officer and the creative force behind the company's brand and communications. With extensive experience in brand strategy, creative direction, and marketing campaign development, Scott brings a rare combination of strategic thinking and creative execution. He leads SEDAR's marketing function and plays a central role in shaping the creative direction of every event the company produces.
COO / Head of Events & Operations
Olin Howie
Olin Howie is SEDAR's Chief Operating Officer and the operational backbone of the company. With a career defined by complex logistical challenges and high-stakes event production, Olin brings a level of operational rigour and attention to detail that ensures every SEDAR event is delivered flawlessly. He oversees all aspects of event planning, production, and on-the-day execution — and is the person clients trust to make it happen.
Consultant / Head of Finance & Business Development
Ossama B Ghannam
Ossama B Ghannam is SEDAR's Head of Finance and Business Development, bringing deep financial expertise and a powerful network of regional and international business relationships to the company. With a career spanning financial strategy, corporate development, and commercial partnerships, Ossama provides the commercial foundation that enables SEDAR to grow with confidence and deliver exceptional value to clients.
How We Work
A Team Built on Trust.
At SEDAR, we believe that the best events come from the best teams. We work collaboratively, communicate openly, and hold ourselves to the highest standards — not because we have to, but because we genuinely care about the quality of what we produce.
Collaborative by nature
We work as one team — internally and with our clients. The best outcomes come from genuine partnership.
Accountable at every level
Every member of the SEDAR team takes personal ownership of their work. We do not pass the buck.
Committed to growth
We are always learning, always improving. The events industry evolves — and so do we.