About Us

Established in 2008, Arcana Trading Company Inc. (Arcana) is a Toronto-based software business specializing in driving value through objective analysis, thoughtful planning and hands-on fieldwork. Arcana has an intimate knowledge of digital media and management science thanks to the experience of its principals: Jennifer Spiess and James Larrue-Baulch.

Occasionally, people ask about the meaning of our name. According to Wiktionary, Arcana means 'specialized knowledge that is mysterious to the uninitiated'. We like to say that our specialized knowledge revolves around knowing how to extract and then act on the truth, even when it's hidden or confusing. In this sense, we transform the arcane into your arcana.

Jennifer Spiess, President

With a background in both engineering and finance, Jennifer Spiess has spent the last 20 years developing technology-based solutions to business challenges. Jennifer has developed and overseen successful branding, client retention and communication solutions for leading Canadian financial advisory clients, such as ScotiaMcLeod. These projects include website development and relevance management for nation-wide group financial products, as well as for individual financial advisors and also, mass customization tools for creating personalized client experiences.

Jennifer joined Arcana after 16 years in private consultancy to the financial industry on effective client communication using digital media. Previously, Jennifer held the following positions:

• Principal Consultant - Jennifer Spiess Consulting
• Systems Analyst, Software Sales Process - Northern Telecom
• Network Engineer - Northern Telecom

James Larrue-Baulch, Vice President

A professional engineer by training, a management strategist by trade, James Larrue-Baulch combines his hands-on experience as a business executive to deliver exceptional value for clients. James' experience has been forged by taking a leading role with some of the most prominent names in Canadian business, such as the CBC, Canwest Broadcasting and Alliance Atlantis. He has overseen the development and management of a number of key software properties, while managing the sizeable budgets that these responsibilities involve. These properties include content management systems, social media tools, and business intelligence software.

James was Vice President at Arcana at the beginning, helping to build the company from concept to reality. Previously, James held the following positions:

• Senior Director, Platform Development - MIJO
• Director, Analysis & Strategy - Canwest Broadcasting
• Product Development Manager, Social Media - Alliance Atlantis
• Project Manager - Canadian Broadcasting Corporation
• Software Development Manager - Canadian Broadcasting Corporation