Meet Amanda

I help you create change on purpose.

I spent many years trying to mold myself into a shape that made other people more comfortable.

I focused on finding answers to other peoples’ questions and developing the veneer of confidence, papered over a rattling pile of perfectionism and imposter syndrome.

I worked for clients who held values that were very different than my own, reminding myself I was lucky to have a job doing creative work (even if I was often working up to 80 hours a week).

I took one opportunity after another, always doing the smart thing. The practical thing. The rational thing. Once I chose self-employment, I kept on doing things the way I had for more than a decade.

Until I had a wakeup call. I was living a life and doing work I didn’t even enjoy anymore. 

I kept telling myself that one day, I’d get to do what I wanted to do. Even if I didn’t know what that might be. And that thought scared the shit out of me.

I contain multitudes.
I believe you do too.

My background includes loads of practical experience and certifications, supporting brands and people alike:

  • 16+ years of experience in naming, brand strategy, internal engagement + copywriting for corporate clients + agencies

  • 6+ years as a self-employed consultant + coach

  • Certified Integral Coach®, New Ventures West

  • Therapeutic Models of Mindfulness, Wilfred Laurier University

  • Integrative Somatic Parts Work, The Embody Lab

  • Jungian Somatics, Jane Clapp

  • Product Management, Brainstation

  • BA in English Literature, Western University

Follow me online

My professional background has been in brand strategy + verbal identity, helping hundreds of organizations find the ideas and language to express their ambitions, tell their story and stand out in crowded B2B markets.

Over time, I became interested in how the expectations we set about who we are aligns with how we behave. I worked with corporate clients to embrace the ideas guiding the highest aspirations of their business — to use their purpose, vision and values as tools to connect with audiences, create greater alignment and make more confident decisions.

But I noticed this is the kind of reflective work we so rarely do for ourselves, as individuals.

I dove into self-discovery in 2020, which began of the work of a lifetime.

Unravelling decades of shame.
Of good girl conditioning.
Of corporate and social burnout.
Of fearing my too much-ness and my not enough-ness.
Of othering my body, neglecting and restricting it.
Of learning to be seen in my vulnerable need for self-expression.

To dream of a future other than the one I’d assumed was the only path to success and safety.

I explore the edges where we need new language about who we are + what we value.

Proud to be in draft.

Now, I get to fill my days meeting up with people like you — smart, capable, secretly creative and willing to believe what’s inside themselves is worth the effort.

You might hear some undeniable call towards change — whether it’s an idea you want to make real, or simply admitting that something isn’t working anymore and needs to shift.

And it might scare the shit out of you too.

What’s changing for you?

Sound like we might get along? Let’s chat. I’d love to learn more about what’s shifting in your work and life.

Just answer a few questions and we’ll find time to connect.

Defining what guides me

My work is rooted in integrity and alignment — in helping clients define what they value, and to find authentic ways to bring it more fully into their lives, work and relationships.

Discover how I’m thinking about the values + principles animating my work and guiding my decision-making. These might change, but that’s living in draft, baby.

More about Amanda

  • I always have dog treats in my right pocket! I need them on walks with my dogs, a mother-daughter terrier pair named Janet + Gordita.

  • I’m big into astrology as a tool for self-discovery. My big three? Leo sun, Aries moon, and Libra rising.

  • I’m a crier — when I’m happy, when I’m sad, when I’m emotionally moved. I used to think this was a liability, but now I understand it’s a superpower.

  • When I’m not writing words, I’m often reading them. 2025 goal: 52 books! Let’s swap book recs (or add me on Goodreads).

  • I love music + am constantly on the hunt for jams. Big fan of dance, pop, metal and groovy psych. And I’ll see pretty much ANYTHING live.

FAQs

  • My job is to hold space for what you’re figuring out about who you are and what you value — whether it’s in your work, life or play.

    I reflect your ideas back with curiosity, compassion and clarity, and we build narratives + practices from there.

    I got to this point by specializing in naming, actually. Naming can be surprisingly subjective and emotionally charged — it’s a vulnerable process, and it’s under a whole lot of scrutiny from many different perspectives when it’s happening within a company.

    It takes time and understanding to define an identity and let go of an existing one. My goal is to allow space for honest discussion and for a variety of opinions to come forward, so everyone at the table feels their contributions are valued.

  • I live in a city known as Kitchener-Waterloo, Canada. These are the traditional lands of the Anishinaabe, Haudenosaunee, Neutral and Mississaugas of the Credit First Nations, and are included in an agreement called the Haldimand Treaty of 1784.

    Before moving to this part of Southern Ontario a few years ago, I lived in Toronto for more than a decade, and worked from NYC part-time. I grew up in the Greater Toronto Area. My whole life has been lived upon colonized land. This is privilege I try not to take for granted.

    Many days, you can find me in my home office, or in a coworking space in uptown Waterloo. I’m in Toronto about once a month. I would love to connect in person if the timing is right.

    My work is usually remote, which I prefer since it means I can work with clients all over the world. My primary time zone is Eastern.

  • As a white, able-bodied, queer cis-woman, I experience a lot of systemic privilege. I am learning how to name and notice all of the ways this has shaped my perspectives and biases.

    It is my goal to create welcoming, equitable spaces where everyone feels able to express themselves, especially those who have historically been shut out of a felt sense of inclusion, including people who are Black, Indigenous, of colour or identify as LGBTQ2S+.

    I am endlessly thankful for the people who share their wisdom and experience so that I may learn. The work of Ibram X. Kendi, Resmaa Menakem and the University of Alberta’s Indigenous Canada course have been great starting places for me, but I know I have a long way to go.

    I donate monthly to organizations working locally and nationally to support my neighbours and advocate for a better world.

    I tend to prioritize organizations focused on food security and Indigenous communities. A few of my faves include True North Aid, Foodshare, and Native Women’s Association of Canada.

  • I’ve got a pretty sweet morning routine, including a long park walk with my partner, but I am not a morning person. I’ve always got too many knitting and weaving projects on the go. Live music feels like my version of church. I read tarot for friends, lovers and other strangers (maybe you too?). I watch Survivor live every week. My favourite La Croix flavour is coconut.