By Pasquarelli Management editors
Knowing a little about a lot of things is good and specializing in something you’re passionate about is even better. Pursuing both is best. That’s the world of George Jeffrey, a brand builder who served as CEO for Canadian Orthodontic Partners (2023-2025). With its flagship brand docbraces, COP has become one of Canada’s leading national orthodontic networks. The company is committed to providing excellence in patient care based on Canadians’ needs. And Canadians appreciate their work. After all, who doesn’t appreciate a beautiful smile?
As he’s done with other brands such as Laser Clinics Canada, McKesson and Quiznos, George lead the company’s retail expansion. He oversaw leasing contracts and negotiations, location scouting and local-market branding. From the get-go, in numerous assignments and positions, George has called upon the Pasquarelli team to manage the network’s needs and plans for growth, and we’ve found reasons to smile in each instance.
“Pasquarelli perseveres and finds,” says George in a recent call with our team. “In our industry, location is key, as are our relationships with landlords and the contracts that form the basis of our partnerships. Through our work with Alfio, we’ve learned what is possible when it comes to our many leasing contracts and how to find the best locations in Canada. He and his team are key partners, and they’ve helped us prepare for tomorrow on the best possible footing. They are among the most resourceful partners we’ve had.”
What advice does George have for our readers and client-partners? George puts it simply:
“Have a holistic view of your business, a pulse on your industry, knowledge of your customers, and solid partners. With these in place, you’re that much closer to success and sustainable growth.”
