University of Windsor alumnus Michael Ruffolo, head of creator and influencer partnerships at Shopify, credits his experience on the Odette Debate Team with shaping the partnership-focused approach that has guided his career. (SUZIE REECER/Tiger's Eye/University of Windsor)
By Victor Romao
Some of life's most valuable lessons happen outside the classroom.
For University of Windsor alumnus Michael Ruffolo, travelling across North America as a member of the Odette Debate Team offered more than an opportunity to compete.
It provided a foundation in collaboration, persuasion and critical thinking that would shape his career at the forefront of the creator economy.
Ruffolo (BComm Honours '13, MBA '15) is now head of creator and influencer partnerships at Shopify, where he leads partnerships with creators and influencers around the world.
Yet despite working in one of the fastest-growing sectors of marketing, Ruffolo credits much of his success to lessons learned during his time at the University of Windsor.
"The Odette Debate Team was the defining experience of my time at UWindsor," says Ruffolo. "More than the tournaments, it was the lessons about partnership and persuasion that shaped my career."
Competing against top students from across the continent challenged him to think strategically and communicate effectively under pressure. More importantly, it taught him the value of working toward a shared goal.
"In debate, you never win alone. Your partner wins or loses with you," he says. "The best outcomes come from co-ownership, not transactional deals."
That philosophy would become a recurring theme throughout Ruffolo's career.
After completing his MBA, he launched his own talent management and consulting business, recognizing opportunities emerging in gaming, e-sports and influencer marketing.
Early projects included work on gaming and e-sports investments with Trevor Georgie (MBA '11), president and CEO of JSM Sports Entertainment and president and general manager of the Saint John Sea Dogs, as well as members of the McCain family, founders of the global food company McCain Foods.
He also helped launch a gaming and e-sports agency in partnership with a Detroit-based influencer marketing firm.
Together, those experiences helped him develop expertise in an industry that was still finding its footing.
Ruffolo's next opportunity came through a simple but ambitious idea.
"I cold-emailed the president of Shopify with a pitch outlining how creator partnerships could drive merchant growth," he says. "No fancy deck, just a thesis and a willingness to start before I was 'ready.'"
That email led to an opportunity to build Shopify's creator program from the ground up.
What started as an idea grew into one of the company's most effective marketing channels, helping strengthen connections between creators, merchants and consumers.
His career has evolved alongside the creator economy itself.
When Ruffolo entered the field, influencer marketing was largely centred on one-off partnerships and promotional campaigns. Today, creators play a significant role in product launches, marketing strategies and brand growth.
"What I've learned through my work is that lasting value comes from relationships where creators are involved early, not brought in after the strategy is set," says Ruffolo.
Like many successful professionals, Ruffolo has also had to overcome self-doubt.
Early in his career, he often found himself presenting to senior executives and questioning whether he belonged in the room.
"The imposter feelings didn't disappear, but I got better at showing up anyway," he says. "Debate didn't just teach me skills; it gave me a framework for thinking through problems under pressure."
For students and recent graduates interested in marketing, partnerships or the creator economy, his advice is straightforward: be willing to put yourself out there.
"The internet makes the world smaller than it seems," he says. "Email the people you want to work for. DM creators you admire with specific ideas about how you could help. You don't need to have everything figured out to start."
Reflecting on his journey, Ruffolo says his understanding of success has changed significantly since his days as a student.
"As a student, I thought success was a title or a paycheque," he says. "Over time, I've come to see it differently. It's about the people you work with and the trust you build along the way."
It's a perspective that reflects both his career and a lesson he first learned on the debate circuit years ago: meaningful success is built through strong partnerships, mutual trust and a willingness to take chances.