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Company Description
SPARK Group of Companies, comprising SPARK Business Services Group Inc. and SPARK Promotions Inc., is a sales and promotions firm that partners with global brands and retailers to deliver comprehensive recruitment, staffing, training, and consulting solutions for luxury travel retail. Founded in 2011 and led by Founder and CEO Heidi Van Roon, the company has built a best-in-class capability for airport retail environments, supporting major hubs such as YVR, LAX, JFK, YUL, EWR, and YYZ. SPARK’s sales staffing model ranges from basic payroll administration to full sales management and reporting, all underpinned by best practices that promote integrous employment and rewarding outcomes for brands, retailers, and staff. The team thrives where standards for presentation, performance, and professionalism are defined by distinguished names in Beauty, Spirits, Luxury, and Confectionary, and has been recognized as North America’s highest performing and most professional Sales Team in Travel Retail. Service lines span a candidate-centered recruitment approach, flexible staffing for part-time and full-time needs, and ongoing leadership and sales training that elevate customer experience, brand awareness, and conversion. Typical placements include Beauty Advisors and Brand Ambassadors who excel in selling, marketing, and brand storytelling while maintaining exemplary presentation, stock, and reporting standards. SPARK’s focus on precision hiring—often including bilingual English/Mandarin capabilities—reflects the unique demands of duty free and luxury environments with high passenger flow and international clientele. Through its Brand Partner Program and consulting practice, SPARK aligns vendor and retailer objectives, strengthens in-store execution, and provides transparent performance insights that inform continuous improvement. The company is active within the travel retail community, participates in industry dialogue around ESG priorities, and supports humanitarian initiatives, reinforcing a culture that values excellence, accountability, and positive impact across all stakeholders.
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