Born and bred on the East Coast, Sam Rayner claims over a decade of immersion in the music scene, both as an artist and an industry devotee. His journey led him to True North Records, where he honed his expertise in Digital Assets and A&R. In 2016, Sam's trajectory converged with CIMA & MusicOntario, where he assumed the role of Membership Development and Services. Here, his responsibilities extend to national programming for CIMA as well as support within CIMA’s Canada House, an export brand spotlighting global artists at festivals like SXSW, The Great Escape, Reeperbahn, FAI, and many more. Sam played a crucial role in producing CIMA's new membership levels, particularly the Individual Membership designed to make CIMA more accessible to emerging artists and industry professionals. Beyond his primary role, Sam is deeply involved in the orchestration of day-to-day membership relations, sponsorships, the Road Gold initiative, and spearheads programs such as the CIMA Mental Health Program.