Our Team


Joel Koroniak

CTO & Co-Founder

Joel is a startup veteran who specializes in combining strong product methodology with disciplined engineering. Joel’s past accomplishments include co-founding a company which delivered predictive analysis toolsets to major post-secondary institutions such as McGill University and the University of Toronto. Joel also co-founded a boutique agency responsible for creating top 100 rated productivity apps for the iPhone and iPad.

Joel is a Toronto native. He was educated at the University of Toronto and holds a Bachelor of Arts, with a specialist degree in Philosophy. Throughout his university years, Joel's interest and passion for an emerging technological market grew steadily and he entered the industry with the boom of smartphones and mobile applications. Since then, Joel has transitioned to roles involving the internet of things, big data, and even cryptocurrencies.

i am action has offered Joel the opportunity to once again be at the forefront of movement, bringing transparency and oversight to the millions of charitable actions performed every day around the world.


Andriy Arbenin

Creative Director & Co-Founder

Andriy Arbenin is an award-winning Art Director with over 15 years of success and experience in advertising and with startups. Throughout his career, Andriy has managed more than 300 distinct projects and worked extensively with global brands, such as Microsoft, Ford, Nike, IKEA, and more.

Andriy was born and raised in the Ukraine where he owned a thriving advertising agency and operated as the Creative Director. With the success of his Ukrainian company under his belt, Andriy relocated to Canada to take his creative talents to the next level.

He is best described as a diligent, hard-working “go-getter”. In fact, his friends and colleagues often give him a hard time about his work-a-holic tendencies.

Andriy is passionate about his creative craft and is integral in ensuring that i am action is reflective of the company’s mission, values and vision: to facilitate meaningful connections between non-profit organizations and supporters. He knows that i am action is an industry game changer.


Ron Cueto

Art Director & Co-Founder

Ron Cueto is a veteran in the field of Art Direction. A director with a creative vision, proven experience and a deep understanding of the digital world. Ron has a background that includes working on major brands in top-tier advertising agencies and collaborating with cross-functional teams and industry executives.

Ron is a Winnipeg, Manitoba native who relocated to Toronto two decades ago to immerse himself and lend his skills to a Digital Market that was just beginning to emerge.

His career evolved from coding to design until he transitioned to large scale Art Direction where he freelanced and took ownership of projects from initial conception to completion. Ron is accustomed to creating concepts, managing outsourcing, presenting to clients and delivering the final product. Ron is often referred to as the “office comedian” although you won’t ever catch him smiling. He’s best described as a strong team player who puts the needs of others before his own.

i am action has enabled Ron to utilize his breadth of creative experience and abilities in a way that will positively affect the lives of the struggling worldwide.

Board of Directors

i am action's Board of Directors oversees the Chief Executive Officer and other senior management in the competent and ethical operation of i am action on a day-to-day basis and assures that the long-term interests of shareholders are being served. To satisfy the Board’s duties, directors are expected to take a proactive, focused approach to their positions, and set standards to ensure that i am action is committed to business success through the maintenance of high standards of responsibility and ethics.


Alex Haditaghi

Founder, Executive Chairman

Alex Haditaghi is the Founder and executive Chairman i am action and Palsio Inc. He is also the Founder and Chairman of Pacific Mortgage Group, Radius financial, and Mortgage Architects. Radius Financial was recognized by Profit Magazine in 2008 as Canada’s #1 Ranked fastest emerging growth company. Pacific Mortgage Group was named the 2nd fastest growing company in Canada in 2010 by Profit Magazine with revenues of $55,532,805 and a 5 year growth of 24,832%. Today Pacific Mortgage Group has $2.8+ Billion Mortgage assets under administration. Mr. Haditaghi was also a finalist for the 2015 EY Entrepreneur of the year.


Oana Branzei, PhD

Board Member

Oana Branzei is the Professor of International Business and Strategy at the Richard Ivey School of Business, Director of the Sustainability Certificate program and the founder, convener and host faculty of the Ivey/ARCS PhD Sustainability Academy.
Ms. Branzei also leads major research initiatives on positive social change, social enterprise, sustainable communities, and cross-sector partnerships.