Victoria McDermott Is Helping Brands Get Seen and Grow with Impact
Victoria McDermott, Founder and CEO of Verge Marketing (VM), founded a modern, full-service marketing firm with a simple promise: to help businesses show up clearly, scale sustainably, and stand out for the right reasons With an MBA and expertise in running campaigns across Canada, she and her team transform marketing from a cause of stress to a strategic benefit From social media and content to email, branding, and website development, VM serves as a true partner to customers who recognize the need for stronger marketing but lack the time or internal resources to sort it all out on their own
BusinessWoman oftheMonth
Victoria McDermott
Seeing a Gap—and Building Verge Marketing
Victoria noticed a common frustration: businesses with good products or services were overwhelmed by marketing Despite juggling many agencies, a half-built strategy, and disjointed approaches, they did not achieve desired outcomes Many executives felt compelled to "do everything, everywhere, all at once, " without a clear understanding of what was truly pushing the needle
Victoria, with a business background and MBA-level expertise in strategy and management, saw an opportunity to create a marketing partner who could simplify the process, base suggestions on strategy, and oversee execution from start to finish Instead of simply delivering a slide deck to customers and walking away, she envisioned a firm that could think and act setting direction, developing content, managing channels, and consistently tracking results Verge Marketing (VM) is a Canadian founder-led organization that offers full-service support without the bureaucracy of typical agencies
How Verge Marketing Turns Strategy into Action
At its core, VM helps firms show up, scale, and stand out by considering marketing as an integrated ecosystem, rather than a collection of one-time chores The firm provides the following services:
Social media marketing involves a tailored strategy aligned with each brand’s goals, combining data insights with creative direction to build a distinct and effective social presence. It covers everything from content planning and copywriting to community management, social listening, and platform execution across Instagram, Facebook, LinkedIn, and TikTok. Through strong visuals, engaging video, and thoughtful messaging, the focus remains on driving measurable growth while creating genuine audience connections.
Website Design and Development is approached with a focus on both visual impact and performance, ensuring each site not only captures attention but also clearly communicates the brand’s story and drives conversions. Custom and semi-custom builds across Squarespace, Shopify, and Wix are crafted with strategic intent, prioritizing user experience, functionality, and ease of management. Every element is designed to support long-term growth, giving brands a website that works seamlessly and effectively around the clock.
Brand Design and Identity Building are developed with a strategic, intentional approach, ensuring that each element reflects the brand’s values, voice, and longterm vision. Rather than relying on generic templates, the process focuses on creating a cohesive and distinctive visual identity that connects with the right audience. From logo and colour palette to typography and brand guidelines, every detail is designed to build recognition, consistency, and meaningful engagement.
Content creation is executed with clear intent, supporting everything from campaign planning and content shoots to event coverage and brand launches. Each stage, from concept development to onsite direction and post-production, is handled with a focus on consistency and impact. The result is high-quality visuals and short-form content designed to capture attention, build trust, and maintain audience engagement, ensuring every piece not only looks strong but also delivers measurable value over time.
Email marketing is approached with a strategic focus on driving real outcomes, from increasing engagement to generating conversions and strengthening customer retention. Campaigns are thoughtfully designed using platforms like Mailchimp and Klaviyo, combining compelling storytelling with clean, effective design to create personalized experiences that resonate with the audience From automated flows to targeted campaigns, every touchpoint is built to nurture relationships, guide customer journeys, and deliver consistent value while reinforcing brand identity
What distinguishes Victoria's leadership is her insistence that VM function as an extension of the client's team rather than as an external vendor The partnership-first strategy manifests in numerous ways:
Deep discovery begins with understanding not only what the customer sells but also how they operate, where they are headed, and what constraints they face.
Transparent communication involves regular check-ins, clear timeframes, and honest discussions about what works and what needs to change.
A right-sized strategy involves tailoring plans to the client's stage and resources, rather than relying on a generic approach.
Leading as a Modern Canadian Marketing Founder
At a time when marketing is changing more quickly than ever due to AI, shifting algorithms, and shifting consumer expectations, Victoria, a Canadian woman entrepreneur, is developing virtual machines She has a solid foundation in operations, numbers, and strategic thinking, thanks to her MBA and business expertise, which she combines with the creative intuition needed to build memorable brands
She is aware that many leaders and founders face pressure to maintain their visibility without burning out VM frequently assists clients in making wise trade-offs, such as selecting the appropriate platforms, concentrating on the appropriate messaging, and rejecting strategies that don't advance the larger goal
By establishing this niche thoughtful, full-service marketing for Canadian companies Victoria is not only expanding her business but also setting an example of leadership that combines innovation, rigour, and a sincere concern for her clients' longterm success
Victoria prioritizes deliberation above noise, whether VM is managing daily marketing, revitalizing a brand, or supporting a particular campaign The objective is to show up in ways that feel consistent, professional, and sustainable for the teams behind the brand, not to publish more just for the sake of posting
This methodology provides both capacity and clarity for many of her clients, who are small and mid-sized businesses without fully functional internal marketing departments They receive both the practicalities of an internal team that "gets" their reality and the creative power of an agency
Lessons for Women Entrepreneurs and Leaders
Readers of She & Success can learn useful lessons from Victoria's experience with Verge Marketing:
Start with a real-world issue. VM was born out of the realization that fragmented marketing was overwhelming businesses.
Integrate execution and strategy. Clients find marketing less stressful and more cohesive when everything is done under one roof.
Lead with cooperation and clarity. VM gains credibility by presenting itself as a genuine partner, which gives the freedom to suggest ideas that will actually advance the company
These guidelines hold true whether you ' re expanding a local service company, an agency, or a tech startup
Victoria McDermott is subtly redefining what full-service support might look like for expanding companies, from starting Verge Marketing to assisting firms throughout Canada in showing up, scaling, and standing out Her work exemplifies the kind of deliberate, impact-driven leadership that She & Success is pleased to highlight.
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada.
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned. Readers should conduct their own research and due diligence
Women entrepreneurs in Canada are creating strong brand ecosystems that link collaborations, community, digital marketing, and public relations into growth engines. These ecosystems combine networks, technology, social impact, and origin tales to produce longlasting market leadership that goes beyond logos and campaigns
The ten founders listed below demonstrate how strategic exposure and integrated storytelling can revolutionize women-led businesses in marketing, social enterprise, ecommerce, and technology
g ual Gurus
Bobbie Racette witnessed the difficulty of finding flexible, fair-wage employment for Indigenous, LGBTQ2S+, and other oppressed workers after she lost her job To stand out in the crowded gig work industry, she created Virtual Gurus, a talent marketplace that connects remote assistants with clients across North America
She also employed a compelling brand narrative centred on inclusiveness, representation, and economic opportunity This ecosystem has been strengthened by awards, media attention, and her position as Chair of QueerTech's board, transforming Virtual Gurus into a company and a platform for systemic change
Carinne Chambers Saini Transforming Menstrual Health with Diva International
With the DivaCup, Carinne Chambers-Saini, co-founder and CEO of Diva International, revolutionized menstrual care She transformed a niche product into a worldwide movement by publicly questioning taboos and emphasizing sustainability, health, and empowerment in her brand story
Diva has created a strong ecosystem that includes accolades like EY Entrepreneur of the Year for Sustainable Products and recognition on Canada's Top 40 Under 40 and PROFIT 500 list by utilizing PR, education-led content, community activism, and retail collaborations
Jenn Harper Advancing Indigenous Beauty and Representation
Jenn Harper, an Anishinaabe woman from Northwest Ontario, started Cheekbone Beauty after having a vivid dream about joyful Indigenous girls sporting vibrant lip colors By combining high-performance products with a clear narrative about Indigenous representation, sustainability, and giving back to Indigenous youth, she transformed that concept into one of Canada's most significant Indigenous-owned beauty companies
Harper is able to promote equity and reconciliation while building a contemporary DTC and retail brand through Cheekbone's ecosystem, which includes social media storytelling, national media features, significant retail relationships, and speaking engagements.
Joycelyn David Leading Multicultural Marketing in Canada
Joycelyn David took over and expanded AV Communications, a multicultural marketing business, establishing it as Canada's leading voice in inclusive advertising Her ecosystem is based on thought leadership articles, lectures, and campaigns that urge mainstream businesses to engage with diverse audiences as well as measurable results for clients looking to reach Canada's multicultural majority
David has used public relations, social media, and awards circuits to enhance her agency ' s reputation while pushing the industry for better representation
Victoria Lennox Building a National Startup Ecosystem
Victoria Lennox, the founder of Startup Canada, contributed to the development of one of the nation's most prominent entrepreneurship ecosystems She positioned Startup Canada as the “voice of entrepreneurs” and a vital link between startups, investors, and policymakers through a combination of grassroots community building, national media, government alliances, and digital initiatives
Through initiatives like Startup Women and cross-country tours, that brand ecosystem has amplified thousands of creators, many of whom are women, demonstrating how creating a platform brand can increase effect
Women Entrepreneurship Strategy Founders
Scaling Through Support and Storytelling
The federal Women Entrepreneurship Strategy (WES) highlights some female-owned businesses that scaled through strategic marketing and finance For instance, Shelby Taylor, Founder, CEO at Chickapea Pasta used WES support to launch new product lines and enter new markets, combining brand-building and innovation to raise awareness
Sheena Brady, Founder of Tease Tea combined e-commerce, wholesale, and content-driven storytelling about wellness and female empowerment to build a multi-channel ecosystem, and it used WES support to launch into over 350 stores in the United States and Canada.
Canadian Tech Founders Strengthening Visibility Through Venture Networks
Founders like Natasha Kostenuk (Ayrton Energy) and Sarah DanieleMartineau (Mydoma) are highlighted in RBC's new insights on women in Canadian ventures Both executives attribute the development of strategic alliances, investor connections, and advisory ecosystems to women-focused networks and accelerators like L-Spark and the RBC Women in Cleantech Accelerator
Their prominence at tech conferences, investor groups, and in media coverage that establishes them as industry leaders contributes to their brand strength, in addition to their merchandise
Give to Gain Champions Turning Community into Growth
The "Give to Gain" framework of CanadianSME highlights how female entrepreneurs develop by investing in others through supplier opportunities, visibility, and mentorship To increase their credibility and referral pipelines, several of the featured businesses deliberately create ecosystems centred on knowledge sharing, collaboration, and community support
They transform generosity into a marketing asset that attracts clients, partners, and media attention by giving speeches at events, participating in peer circles, and creating opportunities for other women
NatashaKostenuk
SheenaBrady
SarahDaniele-Martineau
ShelbyTaylor
CynthiaSpraggs
Women Certified by WBE Canada Unlocking
Procurement Opportunities
Women-Owned Businesses Women-owned enterprises are certified by the Canada Council (WBE Canada), which also links them with government and corporate buyers. Leaders such as Cynthia Spraggs, CEO of Sales Beacon, demonstrate how certification combined with ecosystem support learning materials, networking opportunities, and supplier diversity initiatives helps women-led businesses secure significant contracts and demonstrate their expertise
By creating brand ecosystems that connect B2B marketing, procurement, and thought leadership within their sectors, these entrepreneurs make certification a central component of their story
Emerging Women-Led Ventures Building the Next Generation of Ecosystems
The most resilient companies view marketing, public relations, collaborations, and community as interrelated levers, according to profiles of women-led businesses in a variety of industries, including consumer goods and technology Strong founder narratives are frequently combined with digital marketing, ecosystem funding (such as WES and regional initiatives), and active involvement in networks like Women of Influence, WEKH, and WBE Canada. When combined, these components form brand ecosystems that support female entrepreneurs in overcoming setbacks, breaking into untapped markets, and redefining leadership in Canada
A New Blueprint for Market Leadership Through Brand Ecosystems
These ten examples demonstrate that large organizations are not the only ones with strong brand ecosystems To create companies that lead markets and simultaneously challenge myths, Canadian women are using integrated storytelling, PR, digital media, and community
Agencies and partners have the opportunity to help more founders build their own ecosystems that are datadriven, purpose-driven, and amplified by the networks already in place across Canada
Social media is now the foundation of daily brand storytelling for Canadian women-led firms and the agencies that assist them Maintaining visibility and consistency while balancing sales, operations, and life is a challenge for founders This is where teams can maintain an "always-on" storytelling engine without burning out by using social media management tools like Buffer and Hootsuite in conjunction with good content planning practices
For larger firms, Hootsuite which was created in Canada and is already used worldwide offers a more feature-rich environment with unified dashboards, sophisticated analytics, and social ad management that support more complex campaigns When combined, these technologies provide Canadian agencies, in-house teams, and founders with the foundation they need to plan and react quickly
How Canadian Brands Stay Consistent With Social Media Storytelling
Always-on storytelling means releasing content daily that is relatable, beneficial, and aligned with your brand ecology, rather than simply when you have free time or are running promotions Smaller teams and producers who require straightforward scheduling, visual planning, and basic statistics to maintain their channels are the target audience for tools like Buffer
Why a Content Calendar Is the Foundation of Content Strategy
A social media content calendar is the foundation of any always-on strategy, according to Canadian experts
A calendar is recommended by the Business Development Bank of Canada (BDC) to organize content ideas, align posts with campaigns and key events, and gain a clear picture of what is being distributed across all platforms
A schedule, according to strategists like Laurence Brodeur, makes it simpler to avoid last-minute scrambling and to guarantee variety by combining instructional, promotional, community, and behindthe-scenes articles.
Local teams can incorporate national and cultural events significant to their audiences by using Canadian tools and templates, such as Metricool's Canada-specific calendar of 2026 holidays and rTraction's Google Sheets-based content calendar.
For small Canadian teams, tools like Buffer make implementation much easier once the calendar is set up. Buffer enables users to view visual feeds, schedule posts across platforms, link multiple social profiles, and repurpose content by requeuing or modifying high-performing items. Buffer'semphasisoncleanvisualplanning andcalendar-basedorganizingisespecially
How Hootsuite Supports Growing Teams and Complex Campaigns
On the other hand, Hootsuite offers larger companies and Canadian agencies a more complete control center Hootsuite is better suited for brands managing multiple accounts and campaigns at scale, thanks to its strengths in advanced analytics, social ad management, and team processes, as highlighted in reviews and comparisons Hootsuite's shared inbox, approval flows, and comprehensive reporting help unify PR, digital marketing, and customer service around a unified perspective of social activity for women-led businesses that are expanding rapidly or working with remote teams Connecting social metrics to more comprehensive marketing and sales outcomes is also made simpler by integrations with other systems, such as CRMs, listening platforms, and ad managers
Repurposing Content and PR into Ongoing Brand Visibility
Canadian women entrepreneurs are using these tools to extend their time and enhance their narratives In case studies and advising material targeted at Canadian SMEs, entrepreneurs use social schedulers to create content in batches on slower days and then automate publication throughout the week to keep their feeds active during peak times To determine which subjects, formats, or calls to action are most effective, many combine this with straightforward analytics reviews, either weekly or monthly They then utilize this information to improve future calendars The objective is to post more intelligently, informed by data, rather than just more for the sake of posting.
The Canadian agencys encouragement of repurposing PR victories into social media content is a compelling example Teams use tools like Buffer or Hootsuite to disseminate the story across channels when a female founder receives media attention, is featured on a podcast, or wins an award. This includes Instagram teaser clips, LinkedIn posts highlighting key insights, carousels quoting the article, and Stories linking back to the full piece They turn a single PR moment into a prolonged cascade of narrative development and brand proof by planning this content over several weeks
The way women-owned small companies use scheduling tools to incorporate community and education into their social media content is one example that many Canadian marketers casually mention For instance, health and retail founders interviewed for CanadianSME and BDC publications discuss creating weekly content themes in their calendars, such as "Myth-busting Monday," "Founder Friday," and "Community Spotlight " After that, they batch-create posts that align with those pillars and schedule them using Hootsuite or Buffer, giving them more time to live, reply to comments, and respond to direct messages This rhythm develops stronger consumer relationships and an identifiable brand voice over time.
Streamlining Collaboration
Between Agencies and Clients
Social platforms also facilitate internal cooperation for digital companies and PR firms that promote women-led brands When paired with Buffer or Hootsuite queues, content calendars shared via Google Sheets or project management systems enable teams to coordinate copy, visuals, approvals, and posting without endless email conversations
Clients can check postings before they go live, creatives can schedule assets for planned times, and strategists can plan campaigns and key dates When agencies combine social storytelling with other platforms like email, blogs, and sponsored ads, this approach is extremely helpful
Finding the Right Balance Between Tools, Strategy, and Growth
Budget, complexity, and size all play a role in selecting the ideal tool mix Expert analyses and comparative reviews typically recommend Hootsuite for larger enterprises that need multi-team workflows, deep analytics, and complex integrations, and Buffer for smaller Canadian brands and artists that need simple scheduling and basic analytics. Some organizations even utilize both Hootsuite and another business application for monitoring and reporting, and Buffer for quick content creation
Ultimately, always-on storytelling is more about creating a repeatable method than it is about being online all the time You can be present, personal, and data-driven without always being on your phone, as demonstrated by Canadian women-led firms that combine defined content pillars and schedules with clever tools like Buffer and Hootsuite Agencies and entrepreneurs can transform social media from a source of stress into a sustained engine for visibility, trust, and growth when they approach these technologies as strategic allies rather than merely as posting utilities
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada.
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
DMZ’s2026Women InnovationSummit BringsCapital,
ByKripaAnand
DMZ’s 2026 Women Innovation Summit provided a high-impact venue for women entrepreneurs throughout Canada by combining funding possibilities, engaging conversations, and a strong sense of community The event brought together innovators, investors, and industry experts with a clear goal of fostering women-led innovation
Powering Innovation Through Pitches, Insights and Industry Voices
One of the Summit’s highlights was the pitch showcase, which featured Canada’s top 10 women tech founders competing for up to $200,000 in investment The event not only highlighted breakthrough ideas in new areas, but it also emphasized the growing strength of women-led companies in the innovation economy
The energy continued with a fireside chat with DMZ’s 2026 Woman of the Year, Isabelle Hudon, President and CEO of BDC She was selected for her contribution to extending access and opportunity for entrepreneurs across Canada She shared practical lessons about leadership, resilience, and the challenges of creating at scale
Beyond the stage, the Summit provided opportunities for connection. Attendees engaged in conversations beyond the formal sessions, forming relationships that could lead to partnerships, mentorship, and long-term success
ImageCourtesy:DMZ
Building What Comes Next for Women in Business
Looking ahead, DMZ maintains its commitment through its Women Innovation Programs that offer hands-on, tailored support for women entrepreneurs, such as the Launchpad for Women Entrepreneurs Designed for aspiring and earlystage owners, the program offers practical tools, coaching, and a supportive network to help women take the next step in establishing their businesses with confidence
The Women Innovation Summit was a success thanks to the support of Elevate, GrowWise, Profitual, HAB Strategy, EQ Bank, TDIP, Scotiabank, and DMZ Ventures, as well as a strong network of community collaborators As momentum from this year ’ s Summit grows, DMZ is solidifying its role as a catalyst for women-led innovation in Canada, ensuring that the next generation of entrepreneurs has access to finance, knowledge, and opportunities
Stay informed, stay inspired, and connect with a thriving network of innovators by subscribing to She & Success. Follow us at she&success.ca for the latest insights, funding opportunities, and inspiring stories from women entrepreneurs across Canada
Disclaimer: This article is for informational purposes only She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers are advised to conduct their own research and due diligence before making business decisions
ImageCourtesy:DMZ
HowCanadian WomenEntrepreneurs Use Authentic Storytelling to Grow Online
ByKripaAnand
In Canada, true storytelling has emerged as one of the most effective growth engines for female entrepreneurs selling online Rather than focusing on prices or features, female founders prioritize real-world experiences, values, and community
These stories naturally connect to products, services, and digital platforms, allowing women-led firms to gain trust faster, establish devoted followers, and translate content into measurable sales.
ImageCourtesy:Canva
Purpose Driven Brands Build Stronger Stories
Authentic storytelling begins with a clear aim According to research on Canadian women entrepreneurs, many successful founders base their decisions and brand messages on a clear reason for being that goes beyond profits This mission could be about sustainability, body positivity, women ' s health, or community benefit
When this objective appears consistently across websites, social networks, and public relations channels, audiences know the narrative is not fabricated for marketing purposes Instead, it mirrors the company ' s actual operations
Real Voices Create Deeper Audience Connections
The second element of authentic storytelling is to employ human voices and lived experiences rather than polished corporate terminology Canadian marketing case studies consistently show that campaigns based on human stories elicit greater emotional engagement and response rates than generic slogans
For women-led firms, this frequently entails including the founder in the brand narrative Sharing problems, lessons, and behind-the-scenes insights enables customers to see the person behind the product.
Marlow and the Power of Honest Conversations
A notable Canadian example is Marlow, a women ' s health company that sells period care products online Marlow grew rapidly on TikTok and other social media platforms by creating educational and intimate content on topics typically deemed too sensitive to discuss publicly. Content about uncomfortable periods, vaginal health, and body image taboos drew a lot of attention
Leadership transparency and vulnerability helped to foster confidence in a delicate product area More than one hundred million people have viewed social media content ranging from instructional posts to interactive polls, helping to develop a global community
Turning Conversations Into Community-Driven Content
Marlow's technique demonstrates how storytelling can have a defined structure The brand listens to real-life conversations about health and wellness that women have in private These interactions are then transformed into short, instructional, and engaging videos that entertain while guiding viewers to items and the overall mission
Over time, this strategy converts a social feed into a community hub that increases recognition, website traffic, and online sales
Community Stories That Strengthen Brand Loyalty
Founders of DOUBL and other women-led Canadian firms promoted by the Women's Enterprise Organizations of Canada utilize social media to have candid conversations about motherhood, perimenopause, aging, and confidence.
Instead of creating influencer material, these brands invite actual women to speak up in their own words Their experiences form part of a larger story that connects with viewers who see themselves reflected in the content
Entrepreneurship organizations around Canada have also adopted storytelling as a strategic tactic The Forum, a national charity that supports women entrepreneurs, collaborated with StoryTap to collect unscripted video stories from the community Rather than investing extensively in polished promotional videos, the organization encouraged entrepreneurs to share their adventures, insights, and experiences using simple video technologies These authentic stories are being used for marketing, fundraising, and community outreach
When User-Generated Stories Become a Content Engine
This strategy focuses on the third principle of authentic storytelling When people are given the freedom to tell their own tales, authenticity becomes more scalable Organizations and companies transform communities into evergreen content engines by gathering short videos, testimonials, and founder updates Each narrative reaffirms shared principles and inspires others to envision similar accomplishments
Turning Storytelling Into Measurable Growth
Canadian ecosystem partners are actively working to help women entrepreneurs connect storytelling to revenue Startup Canada's Startup Women program provides content marketing training through storytelling, helping founders align narratives with calls to action and sales techniques
Similarly, Queen's University's WE CAN Project has supported over 1,600 female entrepreneurs through mentorship, training, and community activities centred on strategic storytelling. These programs emphasize the importance of strong storytelling, customer understanding, and simple digital experiences that facilitate purchasing
A New Role for PR and Digital Agencies
Authentic storytelling necessitates a transformation in how agencies collaborate with women-led enterprises Instead of focusing entirely on standard campaign messaging, agencies are promoting conversational content that highlights the process, obstacles, and lessons learned This strategy fosters stronger connections while helping founders maintain boundaries and align their stories with long-term brand positioning
Storytelling as a Long-Term Business Asset
Authentic storytelling also builds resiliency According to research on Canadian women entrepreneurs, founders who invest in compelling brand narratives and communities are better positioned to respond to economic shifts, platform changes, and competitive pressures. Customers who are emotionally engaged with a founder's ideals are more likely to stick with and recommend the company even when market conditions change
From Story to Sustainable Growth
For Canadian women entrepreneurs developing online companies, narrative is not an optional marketing strategy It is a key driver of growth When creators share real-life experiences, allow community engagement, and link stories to clear digital channels to purchase, authenticity becomes both a corporate advantage and a strong source of impact
Subscribe to She & Success Business Magazine and follow us on she&success.ca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned. Readers should conduct their own research and due diligence
Whe Wom Inher TurningG FinancialP
In an exclusive interview w Business Magazine, Martha Advisor and Portfolio Mana Bank Financial, shares how into financial leadership w especially during life’s mo transitions This conversat intersection of emotion an when it comes to wealth
InterviewBySKUddin
Martha Macdonald is a We Portfolio Manager based in Macdonald Wealth Adviso Bank Financial She works families, and business own integrated, multi-generati solutions.
Martha believes wealth ma be holistic and intentional beyond investment perfor Macdonald Wealth Adviso provides discretionary por comprehensive financial p succession planning, and strategies designed to sup life’s transitions with clarit
Martha is a proud alumna of Huron University College at Western University and later earned a Master of Science in Data Analytics from the Paris School of Business She holds the Chartered Investment Manager (CIM®) designation, the Canadian industry standard for discretionary investment and portfolio management
Martha is also active on LinkedIn and Instagram (@InvestHer.Wealth), where she shares approachable, educational content focused on investor education and financial literacy
Many women only become primary financial decision makers after a major life event like loss, divorce, or business transition; from your work with women at these crossroads, what emotional and practical gaps do you see in how traditional wealth management has served them so far, and how are you doing it differently?
What I see most often is that women step into the role of primary financial decision-maker during moments of real change It might be loss, divorce, or a major transition, and suddenly they’re expected to make important financial decisions while also processing a lot emotionally At the same time, many feel like they’re playing catch-up because the industry has traditionally focused on one “lead” decision-maker, leaving the other partner less involved along the way
One of the simplest but most impactful things we do differently is include everyone from the start One partner can absolutely take the lead, but the other should never be on the sidelines Sometimes that’s as basic as cc’ing both partners on emails, inviting both to meetings, and taking the time to explain not just what were doing, but why. When a major life transition happens, they’re not starting from scratch.
The same idea applies to business transitions Women are often deeply involved in their businesses, but not always part of the ongoing financial strategy conversations around succession or exit planning We make sure those discussions happen early and collaboratively, so when change comes, women feel informed, prepared, and confident, not reactive
She & Success celebrates women who are leading in business and in life; can you share a story (without naming names) of a woman who suddenly inherited both wealth and responsibility, and how you helped her move from “crisis mode” to feeling clear, confident, and in control of her financial future?
I think of a situation that began during a time of significant transition A woman was referred to me by another client She had been the primary caregiver for her parents, while her father had always handled the finances When he passed away, everything landed at once Her mother was suddenly responsible for investments, bills, and decisions she had never been involved in, and she was understandably overwhelmed The daughter stepped in to help, but quickly realized she didn’t have the full picture either
ImageCourtesy:Canva
The first thing we did was slow things down and bring the mother and daughter together for a focused conversation I created a space where questions felt safe and nothing was rushed We walked through how the finances were structured, in plain language, and centered the discussion on what mattered most to the mother: feeling secure and in control
That clarity changed everything The daughter had peace of mind knowing her mom was supported, and it naturally opened the door to thoughtful estate planning conversations between them Today, both women are long-time clients, there are no unknowns or surprises from an estate perspective, and both feel confident, informed, and in control of their financial futures
Many of our readers are entrepreneurs juggling a company, family, aging parents, and complex modern households; what are three practical first steps you recommend for a woman founder who wants her wealth, business, and estate plans to actually reflect the realities of blended families and cross provincial lives?
For women founders, I often see wealth, business, and estate planning handled in separate lanes, even though real life is anything but siloed
My first recommendation is to get everything on the table in one place. That means clearly documenting what you own personally, what you own through the business, and how those pieces connect
Once it’s visible, the complexity becomes manageable instead of overwhelming
Second, bring the right people into the conversation early In blended families or cross-provincial situations, assumptions can create real problems later Make sure partners, adult children, and trusted advisors understand the intent behind your decisions, not just the paperwork Clarity now prevents conflict later
Third, revisit your plan more often than you think you need to Life changes quickly for entrepreneurs Businesses grow or sell, families evolve, and people move Your plans should reflect your current reality, not the one you were living five years ago
When these steps are done thoughtfully, women feel less like they’re reacting to complexity and more like they’re confidently directing it
You work in an industry that has historically spoken more to men than to women; what shifts are you seeing (and pushing for) in advisor training, communication style, and planning frameworks so that women feel like equal partners at the table rather than guests to the conversation about their own money?
I’ve been in the industry for almost ten years, and thankfully a lot of progress has already been made, even though there’s still more work to do We’re seeing more women wealth advisors and portfolio managers than ever before, and more women clients taking the primary lead in managing their family’s finances That shift matters, because women now have more opportunity than ever to work with a woman advisor if that’s important to them
The industry is also evolving in how it supports women more broadly At National Bank Financial, there has been a strong focus on advancing women in the profession through mentorship, leadership development, and recognizing different communication styles. That carries through to client experience, with greater emphasis on listening, collaboration, and clear, plainlanguage explanations rather than jargon or assumptions
Planning frameworks are becoming more reflective of real life as well Women’s financial lives are often interconnected, balancing business ownership, family responsibilities, aging parents, and estate considerations at the same time When communication is clear and collaborative, women feel confident participating fully and making decisions that truly align with their goals
For the women reading She & Success who know a major transition is coming—whether selling a business, navigating a separation, or anticipating an inheritance—what mindset, boundaries, and first conversations with an advisor would you encourage them to put in place now so they can rise as leaders of their wealth when the moment arrives?
My biggest piece of advice is to lean in early rather than wait for the transition to force your hand If you know change is coming, now is the time to partner with a great advisor and a trusted circle of professionals who can support you through it. You don’t need all the answers, but you do need the right people around the table
Mindset-wise, give yourself permission to ask every question There are no “basic” questions when it comes to your money Be open about your why What you ’ re worried about, what you want to protect, and what success actually looks like for you That context allows an advisor to truly partner with you, not just manage numbers
Boundaries matter too Find an advisor you trust and feel comfortable with, someone who explains things clearly and respects your role as the decision-maker And don’t treat your plan as something you set and forget Life changes quickly, especially for entrepreneurs Schedule regular check-ins to review your portfolio, your goals, and your direction
When you do that work ahead of time, you ’ re not reacting when the moment arrives You’re leading with clarity and confidence
Disclaimer: The views and opinions expressed in this interview are those of the featured guest and do not necessarily reflect the official policy or position of She & Success Business Magazine Our mission is to amplify authentic voices, highlight diverse leadership journeys, and share insights that inspire and empower women entrepreneurs and leaders across Canada
HowPRAgencies CanChampion WomenEntrepreneurs
BySKUddin
In Canada, women entrepreneurs drive economic growth, but they are underrepresented in mainstream business coverage and expert analysis A womencentred public relations strategy prioritizes female founders in storylines, pitches, and platforms, bridging the visibility gap For Canadian public relations firms and communications teams, this is a strategic opportunity to design a more inclusive media landscape and drive substantial results for women-led enterprises
Women-focused PR agencies are redefining what successful visibility looks like She's Newsworthy Media is a Toronto-based PR agency founded by veteran broadcast journalists that works exclusively with female entrepreneurs and serves as a go-to resource for booking women founders on major Canadian television shows Their objective is based on a startling statistic: just around one in every four experts featured by the news media are women, implying that male voices continue to dominate corporate narratives By providing media coaching, pitch-building, and a clear structure for being "newsworthy," they help female founders assume expert roles rather than simply appear as "inspirational stories "
Centring Founder Stories and Recognition in Women-Focused PR
In Canada, a women-centred public relations plan begins before drafting a news release. Agencies that specialize in this area spend time eliciting the founder's life experience, values, and perspective on their sector Case studies from women-led firms like Monogram Communications demonstrate how basing campaigns in local roots small towns, regional economies, and community impact can help women-led clients win national coverage while remaining authentic to their identity These agencies assist founders in articulating unique, experience-based viewpoints on equity, leadership, innovation, and community building, rather than promoting generic talking points
An effective women-centred public relations plan includes awards and recognition programs The RBC Canadian Women Entrepreneur Awards, presented by Women of Influence+, honour women who lead highgrowth, high-impact companies. Similarly, the RPA Women Entrepreneur Awards recognize women across sectors for their excellence, innovation, and community impact, with the stated purpose of raising awareness of their products and services and strengthening trust and credibility within the business community
Specialized PR divisions are forming within larger agencies to focus on women-led organizations.
Brown & Cohen's FemWorks section focuses on public relations for women in business and women-led projects, such as startups and social enterprises
Their case studies, including campaigns for the Canadian Women's Foundation, demonstrate how consistent thought-leadership and media strategy can transform a women-focused organization into a national voice on gender parity
In just nine months, the Foundation's organized PR program generated 95 earned media hits across major venues, including CBC, CTV, The Globe and Mail, and the Toronto Star, reaching over 75 million people at a low cost per contact
This highlights how targeted, values-driven public relations can directly impact reach, influence, and fundraising success for women-focused groups
Navigating the Canadian Media Landscape Through a Gender Lens
Developing a women-centred public relations plan requires understanding and managing the Canadian media environment via a gender lens Agencies should curate media lists beyond business sections to include womens networks, regional outlets, specialist trade journals, podcasts, and emerging creative platforms where women-led stories are relevant.
Partnerships with groups such as the Organization of Canadian Women in Public Relations and Women in PR North America help firms stay ahead of industry trends, share best practices, and advocate for greater representation of women in newsrooms and on expert panels TVEyes Canada, a media intelligence tool for Canadian outlets, helps public relations teams monitor the coverage of female founders and identify areas for improvement
Thought Leadership as a Visibility Strategy
Thought leadership is another important component. Women-led companies like 1Milk2Sugars, created by Priya Chopra, have shown that constant thoughtleadership content, such as blogs, newsletters, comments, and award submissions, can help strengthen both agency and client brands
Chopra's firm models best practices with its own PR and content engine, which includes a designated PR director for the agency, regular award submissions, ongoing blog updates, and newsletters that give insights into brand communications This technique can help women-led clients transition from "founder features" to expert comments on industry trends and concerns
A Practical Framework for Women-Centred PR Strategy
To implement a women-centred public relations strategy, agencies might use a simple structure
First, assess the founder's story, expertise, and present visibility: where are they already credible, and where are there gaps?
Second, create a map of the platform ecosystem, including national and local media, awards, podcasts, events, LinkedIn, and owned channels
Third, develop a narrative platform that links the founder's personal story to larger themes that journalists and event organizers care about, such as inclusive innovation, the future of work, or sustainable growth
Fourth, implement a consistent outreach strategy that includes pitches, contributed articles, award submissions, and panel applications, and provide media training and support to help women feel secure and safe in the spotlight
Measuring Impact and Visibility
A woman-centred public relations approach in Canada should be measurable, not merely praised Agencies can track standard PR metrics such as placements, impressions, and share of voice, as well as business-driven indicators such as speaking invitations, partnership requests, investor interest, website traffic, and lead quality following media hits
New media intelligence tools and case studies from Canadian campaigns demonstrate how strategic visibility leads to tangible results for women-led brands When PR achievements are directly linked to growth, it is simpler for female founders to justify continuous investment in their visibility.
The Future Role of PR in Women’s Entrepreneurship
In the next few years, as Canada invests in women ' s entrepreneurship through finance, ecosystem support, and legislation, public relations firms will play an important role in determining whose stories are told and how
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada.
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
AroundWomen-Led Businesses Building Brand Ecosystems
ByKripaAnand
Women entrepreneurs in Canada are creating ecosystems around their brands rather than simply constructing businesses These ecosystems integrate marketing, public relations (PR), social media, email, e-commerce, and communities into a seamless experience that helps customers discover, trust, and purchase. Canadian women-led firms that adopt an integrated approach experience greater visibility, faster growth, and greater resilience.
Understanding the Brand Ecosystem Concept
A brand ecosystem is the entire environment that surrounds your brand, including your online store and website, social media accounts, email list, PR coverage, collaborations, communities, and the data and feedback loops that link them Because they understand that no single channel is sufficient on its own, Canadian federal and ecosystem programs, such as the Women Entrepreneurship Strategy (WES), and networks like Startup Canada have intentionally adopted the "ecosystem" terminology Leading female entrepreneurs think in systems: each platform has a function, and each touchpoint feeds the next, rather than chasing the newest marketing strategy
National Initiatives Supporting Women Entrepreneurs
This change has been accelerated by the government and ecosystem partners More than 100,000 female entrepreneurs in Canada have benefited from the Women Entrepreneurship Strategy and its Ecosystem Fund, which often combines funding with marketing and advisory support to help founders develop more effective brand and go-to-market plans
Instead of offering one-time programs, organizations like Startup Canada, WEKH, and BDC's Thrive Platform for Women position themselves as ecosystem builders, connecting women to financing, training, media visibility, and mentors Many female founders now view their individual brands as hubs within a wider network, thanks to this language and support system
Turning Digital Platforms Into the Center of the Brand
On the ground, the most prosperous women-owned businesses view their ecommerce platform and website as the center of this ecosystem The objective is to direct consumers into a branded experience under the founder's control, such as a Shopify or other e-commerce site, an email list, or a membership group, even if social media is where they first encounter the brand
Federal success stories from Canada provide examples of how women-owned businesses increased brand awareness and achieved double-digit revenue growth through strategic marketing plans and improved online presence The website is now the conversion engine that collects information and strengthens connections, not just a brochure
Public Relations as a Credibility Engine
In this ecosystem, PR then serves as a potent layer of legitimacy Women-led success stories are frequently featured in national initiatives and awards for female entrepreneurs, as well as in media publications such as CanadianSME Magazine A founder does not consider an article, podcast appearance, or prize to be a one-day event
Rather, contemporary PR in Canada is recycled throughout the ecosystem: quotes and clips are used as social media content, media logos are displayed on product pages, and key messages are incorporated into pitch decks and email sequences PR feeds marketing, which feeds sales
Connecting Storytelling, Engagement, and Sales
The brand ecology gains a dynamic, ever-present layer through social media and social commerce platforms Studies on women and social commerce have demonstrated how social media platforms such as Facebook, Instagram, and TikTok help female entrepreneurs overcome traditional barriers to customer outreach and business growth.
Scheduling tools and analytics are used by Canadian women startups and agencies to maintain brand storytelling across channels while being rooted in actual consumer discussions Ecommerce, email sign-ups, and communal spaces are then linked back to user-generated content, live shopping, and behind-the-scenes stories
How Networks and Mentorship Fuel Brand Ecosystems
Networks and communities are also essential. Mentorship circles, peer learning, and local events are often highlighted as crucial growth levers for women-led enterprises in Canada's women-focused entrepreneurship programs These communities are frequently the driving force behind the brand environment rather than existing independently of it
To test new concepts, gather client testimonials, and co-create content with her clients, a founder may host regular virtual events, a private Facebook group, or a Slack community PR pitches, value-driven newsletters, and product development all benefit from those tales and insights
Brand Ecosystems as a Source of Entrepreneurial Power
Leaders in the Canadian ecosystem frequently point out that this integrated approach to branding also serves as a means of empowerment Women founders are less susceptible to algorithm changes, funding volatility, or single-channel dependence when they maintain control over their own channels, develop robust data and storytelling methods, and connect with supporting networks
Questions like "How does this campaign help my long-term narrative?" are compelled by the ecosystem approach What benefits does this cooperation provide to my community? What other channels can I leverage this PR victory for?
The Role of Agencies and Strategic Partners
Instead of being isolated service providers, PR firms, digital marketing agencies, and social media experts working with women-led brands in Canada have the chance to become ecosystem architects This entails creating plans with a clear path for every campaign, from PR to owned content, from social interaction to email capture, and from email nurture to community and e-commerce.
Additionally, it entails assisting entrepreneurs in creating measurement frameworks that link brand-building efforts to concrete KPIs such as customer acquisition, referrals, and repeat purchase rates
Why Connected Brand Ecosystems Shape the Future of Women-Led Brands
Ultimately, developing a brand ecosystem is about being connected rather than being everywhere. Canadian women entrepreneurs demonstrate that strategic integration of marketing, public relations, digital platforms, and community support leads to long-term resilience and influence, beyond just visibility
As Canada continues to invest in women ' s entrepreneurship on a national scale, the next wave of development will most likely come from founders and partners who recognize that they are not simply conducting campaigns but also creating ecosystems
Subscribe to She & Success Business Magazine and follow us on she&success.ca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
FromCoordinator toEcosystem Leader:
Shannon’s Journey
In an exclusive interview with She & Success Business Magazine, Shannon Graszat, Startup Ecosystem Leader and Pitch Delivery Trainer at Innovation Factory, shares the journey behind building programs that have supported thousands of entrepreneurs across Canada This conversation focuses on what it really takes to create meaningful impact in the startup world
InterviewBySKUddin
Shannon Graszat is a startup ecosystem leader, community builder, and pitch delivery trainer dedicated to helping entrepreneurs turn bold ideas into compelling stories and scalable businesses A 2026 YWCA Woman of Distinction Nominee for Innovation in Business and recognized as one of the Top Community Builders to Watch in 2026, she works closely with founders to refine their messaging, strengthen their presence, and secure investment. Through her work over the last decade at Innovation Factory, she designs and delivers programs that activate community and accelerate growth while building partnerships across Canada’s innovation ecosystem. She has supported over 2,000 clients over her time at IF who have raised a collective 1 3 billion in funding
You joined Innovation Factory in 2017 when there were six staff and about 150 clients; today the team has grown to 31 and supports over 900 clients a year. How has your role evolved through that growth, and what have been the most defining moments in your journey from coordinator to recognized ecosystem leader?
I’ve been very fortunate to grow alongside Innovation Factory over the past decade When I joined in 2017, we were a small team supporting a tight-knit community of entrepreneurs As the organization expanded, my role evolved from a coordinator focused on execution to someone more involved in shaping programs and contributing to the broader innovation ecosystem
A key part of that growth has been learning to truly listen to our entrepreneurs, partners, and the needs of the ecosystem Being surrounded by passionate founders and experts has been incredibly impactful, constantly pushing me to think more strategically and expand my perspective
The trust and support of our leadership has also been instrumental My CEO and VP of Operations have given me the space to explore new ideas, develop programs, and play a role in evolving our offerings That trust has allowed me to be creative, take risks, and grow into a more confident ecosystem builder Themostdefiningmomentsinmy
You’ve built early-stage and investment-prep programs from the ground up that have now supported hundreds of companies. When you’re designing a new founder program, what do you listen for or look for to ensure it truly meets entrepreneurs where they are?
When designing a new founder program, I always start by looking at the broader ecosystem to understand where the real gaps exist, not just within our own offerings, but across the landscape It’s important that anything we build adds meaningful value rather than duplicating what’s already available
From there, we spend a lot of time speaking directly with the people the program is intended to support: entrepreneurs Understanding where they are in their journey, what challenges they’re facing, and what support they actually need helps ground the program in reality rather than assumptions.
Equally important is engaging with those who work closely with our founders: mentors, investors, and partners Their perspectives help ensure the program is not only valuable to participants, but also aligned with the expectations and opportunities within the ecosystem
From Synapse Life Sciences Consortium to Femtech Canada, you’ve helped shape both regional and pan-Canadian ecosystems. What does it really take to build a “sticky” ecosystem that founders, investors, academia, and government all want to stay engaged in?
Building a “sticky” ecosystem starts with passionate, credible leadership For initiatives like Synapse Life Sciences Consortium and Femtech Canada, having dedicated leaders who are deeply knowledgeable and genuinely invested in the sector makes a significant difference That energy is contagious; it builds trust, attracts the right people, and keeps them engaged over time
Startup Ecosystem
Equally important is a shared sense of purpose The most effective ecosystems are grounded in a common goal: supporting and elevating the community as a whole When founders, investors, academia, and government are aligned around the idea that collective success matters, when one group wins, everyone benefits, it creates a stronger, more collaborative environment
It also has to be a two-sided relationship
A sustainable ecosystem isn’t just about what participants can contribute, but what they gain in return Ensuring that every stakeholder sees real value, whether through connections, insights, or opportunities, is critical to maintaining long-term engagement.
Staying current is another key piece Being in tune with emerging trends and evolving needs allows us to remain relevant and position ourselves as trusted, informed partners
Finally, it comes down to delivering quality: meaningful connections and services that genuinely move the needle. That’s what keeps people coming back and investing their time and energy.
You’ve supported over 2,000 clients and now judge pitch competitions based on your experience coaching founders. What separates a good pitch from a great one and what common mistakes do you see, especially from early-stage founders?
What separates a good pitch from a great one often comes down to clarity, conviction, and preparation The strongest founders are truly obsessive, in the best way, about their product and the journey they’re on That level of passion shows up in how they communicate, how well they know their space, and how confidently they can answer tough questions
A great pitch also reflects a team that has what it takes to execute Investors aren’t just buying into an idea; they’re buying into the people behind it Founders who demonstrate deep understanding of their market, including a clear view of their competitors, stand out immediately.
One of the most common gaps I see, especially in early-stage founders, is around value proposition During Q&A, it becomes clear when a founder can’t fully articulate what truly sets them apart or why their solution matters That clarity is critical
Preparation is another major differentiator Practice really shows Founders who have rehearsed can deliver a polished, confident pitch and stay within their allotted time, something that’s often overlooked but incredibly important
Finally, slide design matters more than people think Keep slides aligned with your timing and avoid overcrowding them Simple, focused visuals paired with a strong narrative make a lasting impression
Startup Ecosystem
Being named a YWCA Woman of Distinction nominee and a Top Community Builder in 2026 are powerful acknowledgements of your impact. When you read the nominations from your colleagues, what did it mean to you and what legacy do you hope your work will leave for the next generation of women building Canada’s innovation economy?
Reading the nominations from my CEO and VP of Operations was incredibly humbling It meant a great deal to feel seen and recognized by the leadership team I’ve grown with at Innovation Factory Their words reflected not just the work I’ve done, but the impact they believe I’ve had, and that was deeply meaningful
Attending the YWCA Women of Distinction Gala with my team and family was another highlight While I didn’t take home the award, being surrounded by people who support and believe in me made the experience truly special Hearing their encouragement and sharing that moment together is something I’ll always value
Being named a Top Community Builder in 2026 also felt like a broader acknowledgment from the ecosystem itself It reinforced that the work we ’ re doing to connect and support founders is making a difference beyond our immediate circle.
In terms of legacy, I hope to show that while the path can be challenging, there is real opportunity to lead and create impact The women shaping Canada’s innovation economy are incredibly inspiring, and I hope my journey encourages others to step forward, persevere, and contribute to building a stronger, more inclusive ecosystem for the next generation
Disclaimer: The views and opinions expressed in this interview are those of the featured guest and do not necessarily reflect the official policy or position of She & Success Business Magazine Our mission is to amplify authentic voices, highlight diverse leadership journeys, and share insights that inspire and empower women entrepreneurs and leaders across Canada.
CreatorCollaborations DrivingValues-DrivenGrowth
BySKUddin
In Canada, influencer marketing is evolving from one-time posts to long-term, valuesdriven ecosystems, particularly for womenled enterprises Canadian startups and agencies are forming long-term partnerships with creators who share their values, identities, and communities, rather than pursuing the highest follower counts
These partnerships feel more like relationships than advertisements When implemented effectively, this strategy increases sales, strengthens trust, and elevates women ' s voices nationwide.
Building Responsible and Long-Term Influencer Partnerships
In Canada, business and legal guidelines indicate that the influencer environment is evolving. Although influencer marketing has "revolutionized how brands communicate with audiences," the Ontario Bar Association emphasizes that contract clarity, openness, and disclosure are crucial pillars Similarly, Canada Post's e-commerce advisory literature suggests that marketers prioritize relationshipbuilding and long-term advocacy over short-term transactional efforts, framing influencer marketing as one channel within a broader mix This focus on fit and ethics is crucial for women-led companies whose reputations are strongly linked to their founders
This values-driven strategy is supported by Canadian organizations and platforms that specialize in influencer work A 2026 analysis of Canada's leading influencer marketing companies identifies companies that place a high value on founder-led vision, ethical creator practices, open reporting, long-term brand thinking, and cultural complexity
The Importance of Local and Cultural Nuance in Creator Partnerships
Influencer ecosystems motivated by values are likewise becoming more focused on the community To create relevant partnerships, Embold, a Canadian influencer platform, emphasizes that marketers need to understand regional and cultural distinctions across Canada, including urban vs rural, province-specific identities, immigrants, and Indigenous groups
Their counsel encourages marketers to meet audiences in their own media contexts, collaborate with local community influencers, and celebrate moments like Diwali, Ramadan, and Lunar New Year in culturally sensitive ways rather than considering them as generic “content opportunities ” Women-led brands, which frequently originate from particular cultural or communal backgrounds, fit this particularly well.
Examples of Values-Driven Influencer Collaboration
The Equality Fund, a global feminist organization with deep Canadian origins, is one mini Canadian example Yulu Public Relations, a Vancouver-based firm, created a values-forward micro-influencer plan for the Equality Fund around International Women's Day, emphasizing growth of the feminist cause over product sales. They invited microinfluencers to hold sincere conversations about gender
equalityhttps://www digitalreference co/insi ghts/marketing-professionals/bestinfluencer-marketing-agencies-in-canada in their own words by giving them conversation cards and prompts rather than having them read prewritten lines As a consequence, genuine storytelling spread throughout Canada's varied online communities, showcasing how womenfocused groups can leverage influencers to spark dialogue rather than just clicks
Soup Sisters, a Calgary-based social company run by Sharon Hapton, is another Canadian micro case It has expanded by a combination of media attention and relationships with chefs and celebrities that align with its principles Soup Sisters highlights how working with reputable people, such as renowned chef Christine Cushing, and TV series like Cityline helped create an early influencer ecosystem, even if it isn't a traditional "influencer campaign "
These partners contributed their platforms and credibility to the cause, helping the group go viral across the country and demonstrating that word-of-mouth and media momentum can match sponsored promotion when partnerships are based on a sincere, shared goal These examples offer a clear framework for values-driven influencer strategy in Canada for PR companies and digital agencies working with women-led brands.
Practical Framework for Building Values-Driven Influencer Ecosystems
A structured methodology helps agencies and companies translate values into action by transforming influencer engagements into longterm, trust-based partnerships
First, prioritize audience and values over platforms. Agencies should collaborate with founders to identify the populations they most wish to assist and to establish nonnegotiable values, such as body positivity, sustainability, Indigenous allyship, or financial empowerment This serves as a filter for choosing creators: do the influencers already appeal to the consumers the brand seeks to target, and do they embody these values in their own content?
Second, think of partnerships as continuing partnerships. Influencers should be involved early in strategy, not only during execution, according to Canadian academics, who contend that influencers behave more like community leaders than advertising conduits This could entail developing ambassador programs with clear expectations and reciprocal advantages, inviting creators into product development or feedback loops, or co-creating campaign concepts. Additionally, disclosures and authenticity appear more natural in long-term relationships because viewers can see that the artist genuinely utilizes and believes in the brand
Third, give micro and nano-influencers top priority Smaller producers frequently offer greater involvement and deeper trust, particularly in specialty or local groups, according to Canadian organizations such as Yulu, The Collective Company, and Peersway Partnering with multiple micro-influencers, each with a strong connection to specific demographics, geographic areas, or interests, can outperform a single major influencer purchase for women-led firms with tight budgets The need to align influencer selection to specific goals, such as awareness, content production, or direct sales, is also emphasized in Canada Post's guidelines
Fourth, look beyond vanity metrics According to industry evaluations, Canadian brands are tracking metrics such as click-throughs, sign-ups, redemption codes, and long-term follower growth, in addition to likes and impressions. Agencies can also monitor qualitative metrics for women-driven firms with clear missions, such as user-generated tales inspired by campaigns, sentiment in comments, and whether the partnership led to new media possibilities or alliances This information can then be used to choose which campaign formats to repeat and which producers to develop closer connections with
Lastly, clear boundaries are necessary for valuesdriven ecosystems. Legal summaries of influencer marketing in Canada emphasize the necessity of formal agreements that define usage rights and deliverables, transparent disclosure (eg, #ad, #sponsored), and adherence to regulatory guidelines particularly in areas such as health, finance, and children's products This risk management is a component of safeguarding the company and the community that women-led brands serve. To make it simpler for creators to comply without compromising their original voice, agencies can offer training, briefing materials, and sample contracts
The Future of Values-Driven Creator Partnerships in Canada
Women-led firms have an opportunity to set an example as Canada's influencer marketing ecosystem develops by forming partnerships based on shared values, cultural nuance, and long-term community building
Influence in Canada will appear less like interruption and more like discussion, driven by creators and entrepreneurs who sincerely believe in what they communicate, thanks to PR companies and digital agencies that embrace this role not just as campaign managers but as relationship architects
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence.
In an exclusive interview with She & Success Business Magazine, Suzanne Colmer, Personal Stylist and Confidence Coach, shares how style can become a powerful tool for self-expression, confidence, and leadership This conversation explores the connection between what we wear and how we show up Suzanne Colmer is the founder of Your Shop Girl and a humancentred style consultant with nearly two decades of experience helping women use style as a tool for confidence and leadership. Since launching her business in 2008, she has supported countless women through closet cleanses, curated local shopping, and practical style education Suzanne has been featured on Global, CBC, and in the National Post, and has presented for organizations ranging from national conferences to professional firms all while passionately championing the power of style as a strategic, confidence-building asset
SuzanneColmer, PersonalStyleandConfidenceCoach
You’ve spent nearly two decades helping women use style as a tool for leadership and self-belief. What first made you realize that what we wear can directly impact how we show up in our work and lives?
That’s a great question I think it was quite early on I played with style a lot in high school I was voted most changed since grade 9 as my yearbook superlative because I reinvented myself every year I’m not sure if I was totally conscious of it at the time, but I realized later on that trying on different clothes was a great way for me to try and discover who I was or who I wanted to be That frame of mind has continued throughout all of the transitions in my life, from something as small as becoming a speaker to something as life changing as becoming a Mom. Those fresh starts can be a great time to reevaluate who you are and if your closet actually adequately reflects that person
Many people see clothing as “just clothes,” yet you talk about style as strategy. In your experience, how can what someone wears actually influence their confidence, presence, and even sales performance or business results?
There was a study done by two psychologists Adam and Galinsky, in 2012 that led to the discovery of “enclothed cognition” They gave the participants the same white coats and told half the group they were “lab coats” and the other they were “painters smocks” and had them do the Stroop test The group with the “lab coats” had half as many errors as the group wearing the same coat, only with a different name It proved that clothing can have a psychological effect on the person that wears it Try doing a presentation in a sweatsuit or simply putting on clothing that is the opposite of your ideal style for a day and see how it affects your mental state There is nothing that can shift your mood quicker than putting on an outfit that makes you feel powerful (or one that makes you feel self conscious) People can sense that confidence
For women who feel like they “don’t have a style” or are stuck in default outfits, where do you recommend they start when trying to discover a style that truly reflects who they are today?
The key place to start is with defining who they are right now and how they want to show up They have to get super clear on their ideal style and what that looks like (and what it doesn’t ) My recommendation is to start a vision board of outfits that you resonate with Don’t worry about the models matching you or your body at all, just think of them as mannequins Start with searching by your style icon or a piece of clothing you love to wear, then save all the pictures you pause on. Once you have 12 or more, take notice of similarities and pieces that you may already own. Use these as your recipes for style Try shopping your own closet with them first and then take them in store to try them on Then ask a friend or family member to use a few words to try and describe the style of your style vision board This will help you get a sense of whether people are describing your style in a way that you want to be seen
You specialize in helping clients “shop their closet” before they shop in store. What practical steps can someone take to build a more sustainable, intentional wardrobe—without feeling like they need to start from scratch?
I think the best place to start is with a closet cleanse, try everything on and get rid of the pieces that aren’t serving you Then take a look at all the pieces that are left and see how many outfits you can make with them If you are feeling stuck, simply put a description of the piece of clothing along with the “outfit” into google or pinterest to gain some inspiration That will help you create a concise list of what you actually need to purchase. The key is to ensure that every piece of clothing matches at least 3 other pieces. The most sustainable closet are filled with pieces you actually wear - regardless of where they are from
If you could give women one simple mindset shift or question to ask themselves before getting dressed in the morning, what would it be to help them feel more confident, aligned, and ready to lead?
Don’t settle Dont settle for it’s fine or it fits If you fill your closet with pieces that will make you feel amazing then it will be easy to get dressed in clothing that makes you feel great because your entire closet is filled with them.
Disclaimer: The views and opinions expressed in this interview are those of the featured guest and do not necessarily reflect the official policy or position of She & Success. Our mission is to spotlight women leaders, their entrepreneurial journeys, and their impact providing insights that inspire and empower women entrepreneurs and small business leaders across Canada
Canada has created some of the world's most memorable storytelling efforts, including Tim Hortons' "True Stories," Canadian Tire's "We All Play for Canada," WestJet's "Christmas Miracle," and SickKids' "VS" platform These advertisements did more than go viral; they turned profound human insights into stories that boosted brand loyalty and delivered measurable benefits Women-led firms and their agencies may learn from bigbrand triumphs on how to use narrative effectively, even with little resources
Everyday Moments That Build Emotional Connection
Tim Hortons' True Stories campaign is still one of Canada's most memorable examples of story branding Since 1994, the campaign has focused on genuine or inspired stories from average Canadians These stories feature late-night study sessions, early-morning hockey practices, road vacations, and simple gestures of compassion When the ad was renewed globally, the brand emphasized authenticity by selecting six fresh stories from roughly 18,000 entries submitted via its website
The real people behind these stories were depicted in documentary style films The main lesson is straightforward Powerful brand tales frequently exist inside the community The brands responsibility is to identify them, respect them, and share them genuinely
ImageCourtesy:Canva
Storytelling That Unites a Nation
Canadian Tire's We All Play for Canada advertisement exemplifies another effective storytelling method Rather than focusing on product characteristics, the marketing emphasizes ideals such as community involvement, inclusion, and national pride during important sporting events such as the Winter Olympics
Campaign content includes average Canadians, Paralympians, and well-known athletes Social media encourages the public to share personal stories of play and support The idea behind this campaign is that when a brand represents something more than itself, storytelling may bring people together and turn them into advocates of a common cause
Turning Real Moments into Global Attention
WestJet's Christmas Miracle RealTime Giving campaign demonstrates how a single, well-executed tale can garner worldwide attention In 2013, the airline asked 250 passengers via a digital kiosk what they wanted for Christmas While passengers were in the air, WestJet employees bought and packaged the gifts.
When travellers arrived at the baggage carousel, the gifts appeared as a surprise The resulting film received tens of millions of views and widespread social media sharing, resulting in a significant increase in holiday bookings The ad was successful because it blended emotional surprise, a simple idea, and an effective digital amplification technique
Reframing a Category Through Story
The SickKids Foundation's VS campaign revolutionized how healthcare fundraising stories were presented Rather than depicting patients as passive beneficiaries of charity, the advertisement cast them as fighters With striking imagery, cinematic films, and rallying cries like SickKids VS Undeniable, the campaign took on a tone more akin to sports advertising than typical hospital appeals
Campaign Insights
Lessons for Women-Led Brands
These famous Canadian campaigns provide agencies and entrepreneurs with effective storytelling ideas
Start with a Human Insight - Every effective marketing starts with a compelling human reality rather than a creative slogan Tim Hortons focuses on ordinary emotional events Canadian Tire used athletics to stress community values WestJet turned the stress of holiday travel into kindness SickKids replaced melancholy with a story about strength Women-led brands can find common insights in their communities These insights could include caregiving obligations, the emotional path of business, or the delight of regaining confidence and independence.
Put Real People at the Center of the Story - When actual people are present in brand narrative, authenticity is strengthened. Tim Hortons and WestJet featured real customers and employees. SickKids emphasized patients, families, and healthcare teams. Women-led firms might take this approach by sharing founder journeys, emphasizing actual customer experiences, or encouraging community members to submit stories Contests, open calls, and video submissions can help PR teams collect these narratives, which can then be used as content across many channels
Design Stories for Multiple Platforms - Successful campaigns rarely exist in just one location True Stories debuted on television, internet video, and social media channels We All Play for Canada combines broadcast, social narrative, and Olympic experiences Christmas Miracle is specifically developed for YouTube sharing The SickKids VS campaign used a combination of internet and offline media Women-led brands can use the same approach by creating campaign materials across multiple media Vertical videos for TikTok and Instagram, email storytelling sequences, and website features all contribute to a single story's longevity
Build a Long-Term Story Platform - The most important lesson is to be consistent These initiatives were not one-off promotions They became long-running platforms that developed over time while maintaining a consistent fundamental theme. Women founders frequently face pressure to update their messaging. Instead, agencies can assist them in developing a long-term narrative around themes like inclusion, empowerment, transformation, and community impact. Instead of replacing an existing story, new content can be added over time.
Turning Storytelling into Brand Impact
For Canadian women-led brands and their agency partners, the message is optimistic. Building effective narrative campaigns does not necessitate national television budgets. What is required is real human insight, authentic voices, emotional truth, and a plan for connecting stories across a brand's existing digital channels
When these factors come together, narrative evolves beyond simple content creation It serves as the cornerstone of campaigns that build businesses, enhance communities, and, in some cases, make them famous in their respective industries
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes. She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
Sue’s Journey From SurvivalPlan toMyUnMess:
In an exclusive interview with She & Success Business Magazine, Sue Bartel, Founder of MyUnMess and creator of HeadStrong, shares a powerful perspective on what really happens when high-performing women face unexpected cognitive and physical changes in midlife This conversation brings forward an honest look at the intersection of biology, performance, and identity.
InterviewByKripaAnand
Sue is the founder of MyUnMess and the creator of HeadStrong, a premium nootropic supplement designed specifically for women navigating perimenopause and midlife chaos.
With a background in business ownership, data analysis, and financial systems, Sue combines practical strategy with real-world experience to help high-achieving women regain clarity, confidence, and control during midlife
You’ve shared the moment you reread the same email five times and still couldn’t absorb it. When did you first realize this wasn’t “just stress” or overwork, but something deeper happening in your body and brain?
For many high achievers, the realization arrives in stages, often masked by the labels we ’ re most familiar with: burnout, a loss of passion, or the simple need for a hiatus I spent months cycling through those "maybes" until I reached a breaking point, ultimately deciding to list both of my successful businesses for sale
They sold rapidly, and it was only in the space created by those exits that I had the clarity to dive into the research What I discovered was profound. These cognitive hurdles like the inability to absorb a simple email werent personal failures; they were biological ones.
While I have no regrets, as that pivot led me to my mission of supporting women through MyUnMess and HeadStrong, I carry a vital lesson for others: no woman should ever settle for less or walk away from her ambitions because she feels shes "slipping " My struggle wasn't a lack of effort, discipline, or intelligence it was a physiological brownout Had I understood then that my biology was the root cause, I could have made my next move from a position of strategic power rather than one of fear
You talk about how biology impacts confidence and performance more than most people realize. For women who suddenly feel like their brain “stopped working” after 40, what is actually happening physiologically—and why does understanding that change the way they see themselves?
For women over 40, the "brain fog" isn't a mystery; it’s a biological shift where declining estrogen disrupts how the brain metabolizes glucose its primary fuel When the "lights flicker" cognitively, it is a physiological event, not a character flaw Understanding this is the ultimate "get out of jail free" card; it allows us to move from paralyzing shame to something that feels actionable
Many high-performing women start quietly wondering if they’re “slipping” when brain fog, fatigue, and self-doubt creep in. Why do you think so many women suffer through this stage in silence and how did that experience shape the creation of MyUnMess and HeadStrong?
High-performing women are conditioned from a young age to "keep their heads down," avoid crying over spilled milk, and prioritize keeping the peace above their own needs We are taught that to achieve the same success as our male counterparts, we must work twice as hard with half the complaints When brain fog, fatigue, and self-doubt inevitably creep in during midlife, our ingrained response isn't to seek help it’s to work harder, stay quieter, and hide the "glitch" to protect our hard-earned authority
We suffer in silence because we fear that admitting to a biological struggle will be seen as a professional weakness We mistake a physiological transition for a personal decline This exact silence shaped the creation of MyUnMess and HeadStrong I wanted to dismantle the "grin and bear it" culture that forces women to sacrifice their health for their status. My mission is to provide the systems and cognitive support that allow women to stop "pushing through" and start leading from a place of biological clarity We shouldn’t have to work harder than everyone else just to compensate for a body that simply needs better support
The greater challenge is the misconception that these fluctuations only begin in our mid-40s In reality, for most women, the hormonal shifts start up to a decade earlier We’ve spent years either ignoring the subtle symptoms or simply not having the language to understand them By the time the "fog" becomes undeniable, we feel like weve suddenly lost our edge, when in truth, our bodies have been sending signals for years
Instead of isolation and exhaustion, I recommend a sustainable approach rooted in biological support and radical self-compassion Prioritize high-quality nutrition and targeted supplements to stabilize your "hardware" first Most importantly, be kind to yourself The woman who built your career and your life is a pretty amazing person; she deserves a partner in her health, not a taskmaster When you stop fighting your biology and start fueling it, you move from surviving to strategic mastery And it’s not only magical, it builds you more growth than you can have ever imagined Shiftingtheconversationtobiologychanges everything.Itmovesusfromasking"Whatis wrongwithme?"to"HowdoIfuelthisnew phase?"Confidenceisn'tjustamindset;it’sa byproductofasupportednervoussystem. Whenyouunderstandthescience,youstop fightingyourselfandstartstrategically reclaimingyourperformance.
From your own journey—selling two successful businesses after a hysterectomy to focus on survival—what are the biggest mistakes women make when they try to simply “push through” midlife brain fog, and what more sustainable approaches do you recommend instead?
The biggest mistake women make is falling for the "Brute Force" myth believing that if they just double down on caffeine and grit, they can outwork a biological shift After selling two businesses while navigating a hysterectomy and a health crisis, I learned that you cannot negotiate with a body in survival mode You aren't the exception to the biological rule; you are the rule
We often feel we must conquer the world entirely on our own, but Rome wasn’t built in a day, and it certainly wasn’t built alone Trying to "push through" midlife brain fog doesn't just lead to burnout; it breaks the very tools you need to recover
When you imagine midlife women truly supported, what does that look like in practical terms from products and healthcare to mindset and community and what message do you most want women to hear about what’s possible in this next chapter?
When I imagine midlife women truly supported, I see a powerhouse collective that no longer views aging as a decline, but as a sophisticated upgrade I sincerely believe midlife is our best season; we have the brains, wisdom, patience, and experience all in our back pockets However, we cannot take advantage of those tools if we are navigating with a blindfold on and our hands tied behind our backs by biological exhaustion
If you hear only one thing from me today, let it be this: It is okay to take a moment and care for yourself first That initial act of self-care ripples into immense positivity, and you will never look at a workday the same again I teach these exact concepts in my one-on-one coaching to help highcapacity women reclaim their edge
Disclaimer: The views and opinions expressed in this interview are those of the featured guest and do not necessarily reflect the official policy or position of She & Success Our mission is to spotlight women leaders, their entrepreneurial journeys, and their impact providing insights that inspire and empower women entrepreneurs and small business leaders across Canada
As Canadian firms engage more in narrative, public relations, and integrated digital initiatives, a common issue in boardrooms is how to demonstrate they work Women-led enterprises require a clear roadmap for success with every dollar spent Canadian agencies are addressing this by viewing marketing as a holistic ecosystem and developing measurement frameworks that connect PR metrics, social analytics, website performance, and e-commerce data to customer acquisition and lifetime value
Understanding ROI Across the Full Marketing Funnel
In integrated marketing, ROI is defined as the relationship among three key data points: what you spend, who you reach, and how much income you generate Rather than reporting solely on impressions, they track how campaigns move prospects through the funnel awareness, engagement, lead, purchase, and repeat purchase and compute return on marketing investment (ROMI) by comparing influenced revenue to overall campaign cost This is especially crucial in brand ecosystems when no single channel " owns " the sale; instead, a combination of PR, social, content, and advertising performs the job
Interpreting Awareness and Engagement as Leading Indicators
The Canadian guideline emphasizes that awareness and engagement metrics remain important but should be treated as leading indicators Brand strength is measured by several metrics, including social engagement, email open and click-through rates, time on site, repeat visits, and branded search volume
According to studies cited by Canadian marketing consultancies, consistent branding across channels can increase revenue by more than 20%, as recognition and trust improve the efficiency of future campaigns In other words, awareness is not "fluffy" if it demonstrably contributes to increased conversion and retention over time.
Attribution models are used by integrated agencies to make this concrete A straightforward three-step method is suggested by Canadian marketing operations specialists: log all campaigns and touchpoints in a CRM and marketing automation platform, compute cost-torevenue for each campaign, and then "read between the lines" to determine which channels make the biggest contributions throughout the journey For instance, multi-touch attribution analytics can demonstrate that a social campaign was a touchpoint in half of closed deals, even if the final click was via email or search This prevents agencies from underinvesting in the topof-funnel narrative and overcrediting a single channel
How
PR Drives Trackable Growth and ROI
When PR is directly linked to digital behaviour, ROI measurement becomes much more potent Canadian PR gurus advise their clients to monitor social media mentions, branded search surges, and website traffic during campaigns and media coverage They monitor lead creation related to PR-driven deals, the effectiveness of landing pages mentioned in interviews, and referral traffic from web articles
Agencies now view a women-led brand's appearance in a national outlet or award as a quantifiable growth event In the days and weeks that follow, they keep an eye out for increases in email sign-ups, demo requests, discount code redemptions, or retail sales
A Canadian SME PR shop provides a specific example of five methods to measure PR ROI These methods include: tracking website sessions
Conversions
goal completions during coverage
Comparing the share of voice to competitors allocating proxy values to earned impressions based on comparable paid media.
This type of organized reporting helps women-led brands turn visibility into proof, making it easier to defend ongoing investments in storytelling and thought leadership
Balancing Brand Building and Demand Generation for ROI
Analytics-driven companies and Canadian B2B agencies like Martal emphasize the need to strike a balance between demand and brand in performance Their ROI frameworks distinguish but link leadgeneration activities (ads, outbound, webinars) and brand-building initiatives (content, PR, social presence)
In addition to tracking how brands work to lower acquisition costs over time for instance, by boosting direct traffic, organic leads, or inbound opportunities they report on the cost per lead and opportunity from demand campaigns This is especially important for women-owned businesses that sell expensive goods or services, where relationship equity is crucial
How Continuous Optimization Drives Long-Term Growth
Optimization depth is emerging as the true differentiator, according to Canadian advanced performance marketing practitioners Agencies are developing "growth engines" that continuously test content, offers, and funnels across media before feeding lessons back into brand strategy in response to rising ad costs and fragmented audiences
This means that while adhering to fundamental values, women-led firms with compelling tales may use data to improve the way stories are delivered, for example, by experimenting with new angles in advertisements and landing pages Improved customer lifetime value (CLV) and lower churn are used to gauge success in addition to short-term ROAS.
Key Practices for Tracking and Improving ROI
Canadian experts share a few key techniques for operationalizing ecosystem ROI.
Establish specific objectives for each stage, starting with awareness (reach, impressions, share of voice), consideration (engagement, time on site, content downloads), acquisition (leads, trials, first-time sales), and loyalty/advocacy (repeat purchases, referrals, NPS, UGC volume)
Second, put in place a tracking infrastructure that includes clean CRM data, integrated analytics dashboards, conversion events on websites and e-commerce platforms, and UTM parameters on all campaigns
Third, establish regular reporting cycles where teams evaluate both quantitative metrics and qualitative signals, such as reviews, customer feedback, and social sentiment, and modify strategy as necessary
Loyalty and Retention as Part of Ecosystem ROI
Analytics related to loyalty and retention are also included in the ecosystem image EY's Canadian findings demonstrate how a thorough loyalty program ROI evaluation accounts for indirect benefits such as improved advocacy, lower churn, and higher engagement, in addition to direct incremental revenue
Cohort analysis, repeat-purchase rates, and basket size trends are used by agencies that assist women-led firms in designing or optimizing loyalty programs to assess whether storytelling through email sequences, community events, and memberexclusive content is strengthening relationships.
The Future of Brand Led Growth
In the end, evaluating a brand ecosystem's return on investment in Canada involves making connections rather than relying on a single ideal statistic Agencies that can demonstrate through analytics how PR and narrative drive search and social media, how those channels generate qualified traffic, how websites and stores convert that traffic, and how loyalty and advocacy develop from there are the most successful for women-led firms
Founders can invest with confidence when the whole picture is evident, knowing that their stories are not just being heard but also contributing to measurable, sustainable growth
Subscribe to She & Success Business Magazine and follow us on she&success.ca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned. Readers should conduct their own research and due diligence
Women-owned e-commerce companies in Canada are demonstrating that a successful online business is much more than just a product catalogue They are enhancing customer retention, boosting average order value, and fostering trust by transforming Shopify and other platforms into story platforms through rich About pages, blogs, usergenerated content, reviews, and carefully chosen packages These entrepreneurs can compete on meaning rather than just price thanks to story-driven e-commerce
The Shift Toward Story First E-Commerce
According to Shopify's global and Canadian research, brand storytelling is now required since consumers want to know a company ' s identity, values, and motivations Women entrepreneurs frequently have particularly captivating origin stories rooted in personal experience, such as resolving an issue they encountered, challenging norms in fashion, wellness, or beauty, or fostering a sense of belonging for a marginalized clientele These narratives become effective conversion drivers when integrated into the core of the e-commerce experience rather than concealed in a single blog post
Real World Examples of Story-Driven E-Commerce in Canada
Katherine Homuth, a Montreal-based entrepreneur, developed the successful Canadian company Sheertex Sheertex, a direct-to-consumer firm that sells "unbreakable" tights, has experienced tremendous growth through e-commerce Sheertex's messaging goes beyond the product grid, focusing on dissatisfaction with disposable hosiery, the technology behind its knit, and the aim of creating longer-lasting, less wasteful fashion mainstays By positioning its products as part of a larger story about innovation and durability, the brand can justify premium pricing and encourage customers to buy multi-packs and gift bundles, increasing average order value
Additionally, Sheertex shows how user-generated content (UGC) and reviews may deepen the brand narrative Customer testimonials show actual people stress-testing goods, wearing them to work and events, and expressing satisfaction at finally finding hosiery that lasts They do more than just say "wonderful tights " This social proof supports the founder's story. It eases new visitors' purchase anxiety when it appears on product pages, in " as seen on " sections, and in social feeds incorporated on the website
Another example comes from women-owned businesses featured in Shopify's "Women Entrepreneurs We Love," where the owners fuel their stores with community and content For instance, one soap-making entrepreneur went from being an Etsy hobbyist to running a fullfledged Shopify business in part by documenting her creative process and educating clients about ingredients and methods through videos and blog posts. She noticed an increase in store traffic and purchases each time a new video went live, which made her amusing and instructive content a steady source of income Canadian manufacturers and DTC founders are increasingly adopting this approach, which combines a transparent process with compelling storytelling closely tied to featured items
From Brand Story to Guided Shopping Experience
The About page is frequently the first and most crucial storytelling canvas for Canadian women-led enterprises Instead of considering it as an afterthought, Shopify and other e-commerce gurus advise using it as a primary sales page that explains the founder's journey, values, and what sets the business apart. To foster emotional connection and trust, many founders in Canada's ecosystem also use this space to promote their commitments to diversity and inclusion, charitable partnerships, or community impact That narrative becomes a guided purchasing experience when links from the About page lead to carefully chosen collections, such as "Founder favourites" or "First-time buyer picks "
Resource sections and blogs serve a similar purpose Whether it's through styling manuals, ingredient explanations, "how we produced this" postings, or customer testimonials, Canadian women entrepreneurs are using them to respond to inquiries, resolve concerns, and enhance product education In turn, this material helps SEO by driving organic traffic to a brand environment that already exudes consideration and humanity Blog entries provide soft routes from inspiration to purchase when they include direct links to items, bundles, or related topics
How Canadian Brands Use Bundles and Email to Drive Conversions
Another effective way to incorporate storytelling into e-commerce is through bundles and cross-selling Instead of focusing solely on technical categories, women-led firms are increasingly leveraging their own shop space to display related products around themes important to their clients, such as "confidence at work," " care packages," or "rituals for unwinding," as noted by CanadianSME Customers can better grasp how products fit into their lifestyles with curated sets supported by brief tales, which enhances basket size and perceived value Purchase history and loyalty information can be used to determine which packages are most popular
The larger founder stories also demonstrate how female entrepreneurs combine on-site and email storytelling Many use lead magnets, such as guides, quizzes, or early-access offers, to collect email addresses They then use welcome sequences to share customer testimonials, highlight bestsellers, and recount their genesis story Engagement and conversion typically increase when those emails direct users to pages that tell stories rather than just generic product listings
The Future of Story Driven Growth
Treating Shopify or other platforms as the narrative home base is an opportunity for agencies and partners working with Canadian women-led ecommerce firms This entails mapping the brand narrative throughout the homepage, About, category pages, product descriptions, blogs, reviews, usergenerated content, and post-purchase flows, making sure that each component supports the same central ideas It also entails using analytics, such as time on page, scroll depth, add-to-cart, and repeat purchase data, to see which stories influence behavior and where users leave
In the end, intention rather than money is what makes an e-commerce platform become a story platform Customers are more inclined to spend more, return more frequently, and advocate more loudly when they feel emotionally attached, according to Canadian women-led firms that invest in human-centered design, clear storylines, and the astute use of content and social proof Story-driven e-commerce is one of their most potent differentiators in a congested online industry.
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned. Readers should conduct their own research and due diligence
Habibi Spa’s InspiringJourneyRootedinLove,
Courage,andSelf-Belief
Salisa arrived in Canada from Trinidad and Tobago in 1993, determined and quietly purposeful She aimed to create an environment in which women could feel beautiful, safe, and understood That vision took life in the basement of her home, where Habibi Spa began as a personal pledge to herself
Her career path was clearly set when she started working in professional skincare in Toronto In 2002, she began working at the Fairmont Royal York Hotels Elizabeth Milan Spa, renowned for its high standards and sophisticated client experience Salisa honed her technical talents under Elizabeth Milan's tutelage and came to believe that true luxury lies not only in the materials or location, but also in how a client feels when cared for.
A Dream Set In Motion Crafted in Discipline
Salisa’s decade-long journey was marked by consistency, skillbuilding, and a calm, confident leadership style Salisa was promoted to Head Esthetician & Trainer in 2003 for her expertise and work ethic For nearly ten years, she led with enthusiasm and professionalism, attracting a devoted following who valued her delicate expertise and genuine kindness
Her decade at the Royal York was characterized by devotion and progress When Elizabeth Milan retired, the spa shuttered, leaving Salisa at a crossroads She could have joined another high-end hotel spa, but she chose boldness and created something of her own
Those years moulded her into an entrepreneur even before she had her own door sign She discovered what quality looks like behind the scenes, how trust is established appointment after appointment, and how reputation is built through dependability
The Moment She Chose Herself Building a Brand on Care
A client once handed Salisa a book with a message that stuck with her Feel the Fear and Do It Anyway became a personal guide during a time when courage needed to be practical rather than performative As a single mother of two, she did not start a business only for personal gain She was creating stability, pride, and a future that her children could see personally
She reread the book before making important decisions, not because she lacked confidence, but because she understood what true courage entailed It entails taking action amid significant responsibility and uncertain outcomes
That philosophy served as the foundation for Habibi Spa. Long before it had a crew or a new location, the brand had something more powerful It had a committed founder
The Birth of Habibi Created Out of Self-Love
Between 2012 and 2014, Salisa opened her first solo chapter at 980 Yonge Street, renting a modest room and providing facial treatments It was slim and basic, but it was hers She handled everything herself, from service to schedule to business operations, learning what it means to be self-employed Around the same time, something personal changed Salisa joined Arabesque Dance Academy alongside dancer Yasmina Ramzy She unexpectedly regained confidence through movement One song in particular stuck with her: Habibi, which means " my darling" in Arabic
For Salisa, it became a symbol of self-esteem, community, and women lifting one another up
That meaning became the essence of her brand Habibi Spa formally opened in 2014, with the philosophy that care is more than just a service It is a message sent to a woman about her worth
Salisa started from scratch at 917 Yonge Street, where Habibi Spa is located Her father assisted with only the first and last months' rent Everything else comes from discipline, devoted clients, and unwavering constancy Clients from the Royal York accompanied her Word spread because the outcomes were genuine and the experience felt personal Salisa did not design a spa only focused on skin She created a space for women to reconnect with themselves, especially during periods when confidence can quietly wane
For nearly a decade, she oversaw every aspect of the firm Each appointment reflected her standards Each talk increased trust Habibi developed a reputation as a location where women felt recognized and not rushed Her children were watching this closely They witnessed resilience transform into leadership, and hard effort became a valued brand.
ImageCourtesy:Canva
Mother and Daughter, One Vision
Five years ago, Salisa's outstanding graphic designer daughter, Soraiyah Mohammed, entered the business What began as design support quickly evolved into deeper cooperation They worked together to develop Habibi's visual identity, improve structure, and strengthen brand communication Then came another watershed moment
When Soraiyah spotted 301 Davenport Road, she realized its potential. Elegant, friendly, and in line with Habibi's next era Mother and daughter created the space to reflect their ideals of beauty, belonging, and boldness, communicated through thoughtful touches and a welcoming client experience.
New Beginning With the Same Promise
Habibi Spa reopened in November 2023 at 301 Davenport Road after being forced to relocate due to a condo building It was a moment of rejuvenation and a reminder of how entrepreneurs adapt when their plans change The gala opening is especially significant, given that Elizabeth Milan and her husband, Milan, are present It felt like a circle was closing and then opening simultaneously.
The new site has more treatment rooms, a larger staff, and additional services, including body treatments and massage therapy Still, the essence remains unchanged. The purpose remains clear and powerful Every client should leave feeling valued, appreciated, and more connected to themselves than when they arrived
Riding On The Wings Of Legacy and Leadership
Salisa now coaches younger women entering the aesthetics industry, teaching them not only technique but also confidence, professionalism, and the mindset essential to develop an ethical career Her story demonstrates that entrepreneurship is more than just ambition It is about ideals, relationships, and selfselection even when circumstances are difficult.
Subscribeto She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada
Disclaimer:This article is for informational purposes. She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
Digital marketing firms are taking on a new role across Canada: they are designing complete brand ecosystems for women-owned businesses, rather than just executing campaigns The most innovative teams are combining strategy, content, paid media, PR, and conversion funnels into a single growth engine rather than providing separate SEO, social media, or advertising services These agencies are becoming long-term collaborators in developing sustainable, narrativedriven brands for female entrepreneurs who often scale with limited internal marketing resources
Women-owned and led digital agencies are ideal for this partnership Rankings for women-owned digital marketing companies in Canada highlight firms that combine performance marketing with a deep grasp of trust-heavy categories such as wellness, professional services, and small business These agencies are commended for their timeliness, personalized tactics, and ability to align brand messaging with company values qualities that are critical for female entrepreneurs seeking growth without sacrificing authenticity
From Channel Thinking to Ecosystem Thinking
A significant shift is the transition from channel thinking to ecosystem thinking. Instead of asking what to post on Instagram, ecosystem-driven agencies focus on how to guide a customer from discovery to trust, purchase, and advocacy This journey frequently begins with SEO-driven content, progresses through social storytelling and lead generation, and culminates in a structured conversion funnel linked to CRM and email systems Every touchpoint is intended to complement the next, with data driving continual optimization
The Social Agency, a women-led company in Vancouver, exemplifies this strategy in action Before developing into a full-service digital and social media consultancy, cofounders Monica Krake and Kirstin Richter started with inperson social gatherings Through the integration of PR, community engagement, and content strategy, the agency has assisted public organizations, universities, and small enterprises throughout the years Their adaptable operational model, which is centred on working parents and caregivers, also illustrates how women-led organizations are reinventing sustainable work arrangements
Building Performance-Driven Ecosystems Through SEO
and Conversion
In terms of performance, agencies featured on sites like Clutch are creating ecosystems focused on conversion and SEO For instance, Asset Digital Communications specializes in social media, digital strategy, and SEO for Canadian SMEs To align keyword strategy, on-page content, and blog preparation with social media and sponsored marketing, their approach usually begins with a technical and content audit This guarantees that each asset contributes to visibility and conversion results
Additionally, these agencies are assisting female-led brands in making more strategic use of digital resources Strong SEO foundations, consistent branding, and targeted advertising are crucial, according to CanadianSME insights While preserving the human storytelling that characterizes women-led companies, AI-driven platforms now enable agencies to test messaging, finetune audiences, and optimize funnels at scale This results in a well-rounded paradigm where narrative fosters connection and data guides decision-making
Integrating PR and Thought Leadership from the Start
Instead of treating PR and thought leadership as add-ons, ecosystem-oriented agencies integrate them into the core PR and social media agencies develop campaigns aimed at audience engagement and media presence
A single campaign can reinforce a cohesive message through media coverage, LinkedIn content, email series, and social storytelling This strategy transforms PR moments into enduring brand assets.
Aligning Purpose with Brand Strategy
Women-led organizations frequently place a high priority on founder voice and purpose, both of which are essential to the health of an ecosystem Many female entrepreneurs define success in terms of both profitability and impact, and they look for partners who understand this balance This goal is translated by agencies into unified brand storylines, visual identities, and content topics used across campaigns, advertising, social media, and SEO. A consistent brand experience across all touchpoints is the end outcome
The Future of Agency Partnerships for Women-Led Brands
Agencies that go beyond deliverables and become genuine partners in brand development will stand out in Canada They become co-builders rather than vendors by integrating strategy, storytelling, and performance into a single, cohesive system This ecosystem approach is not only helpful but also a competitive advantage in a market where women are taking the lead in making purchases and starting large-scale businesses.
Subscribe to She & Success Business Magazine and follow us on she&successca to stay updated on funding opportunities, entrepreneurial insights, and inspiring stories of women making a difference across Canada.
Disclaimer: This article is for informational purposes She & Success Business Magazine does not endorse or guarantee any products or services mentioned Readers should conduct their own research and due diligence
