Ross Simmonds is Founder and CEO of Foundation, the B2B content and AI-visibility agency based in Halifax, Nova Scotia, he built around the idea that distribution is what makes content travel. Raised in Preston, Nova Scotia, he is also the author of the Amazon bestseller Create Once, Distribute Forever, creator of Distribution.ai, and a frequent speaker on content systems for SaaS brands.
From Nova Scotia to Foundation
Simmonds holds a Bachelor of Commerce in marketing from Saint Mary's University and has described early inspiration from family businesses in Nova Scotia. After regional and national marketing work that included supporting CBC social media strategy in Atlantic Canada, he founded Foundation Marketing in 2014 as a remote-first content and growth shop headquartered in Halifax.
His Foundation team page places him in Halifax and highlights board service with organizations such as Volta Labs, the Black Business Initiative, the Boys & Girls Club of Preston, and Phoenix Youth Programs. He has been named among Top 50 CEOs in Atlantic Canada and won the Harry Jerome Young Entrepreneur Award.
His Content Distribution Philosophy
Simmonds's public brand rests on a simple claim: most content dies in obscurity because nobody sees it, so distribution has to be designed with the same seriousness as creation. On his personal site he writes that the obsession with "How do you make great work travel?" became the philosophy Create once. Distribute forever., then a book, software, and the operating system behind Foundation's client engines.
Foundation's public materials describe campaigns and content systems for B2B and SaaS brands including names such as Canva, Procore, Unbounce, Jobber, Snowflake, Paychex, Bitly, and Eventbrite. Simmonds has also been published in Forbes, Business Insider, VentureBeat, Social Media Examiner, and CBC, and has spoken at MozCon, SearchLove, CTAConf, and related stages.
Repositioning Foundation for AI Visibility
Foundation has publicly repositioned as an AI visibility agency for B2B tech and SaaS, pairing the older RCDO and Create Once, Distribute Forever distribution playbook with generative-engine work. Simmonds also founded Distribution.ai to automate content spread across channels.
Inside the firm, Jessica Everitt became COO in 2025 after leading editorial and client services, and James Scherer leads AI visibility strategy.
LinkedIn Learning and Nonprofit Boards
Beyond the agency, Simmonds teaches LinkedIn Learning courses used at universities including Johns Hopkins, Brown, and the University of Miami, and he continues nonprofit board work in Nova Scotia. Rand Fishkin has publicly praised him as a teacher of content distribution.