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Strategic Storyteller

Are you ready for your story to be heard?


Meet Victoria

Some people collect albums or maybe spoons from every city they've been to. Not me. I collect stories. Stories by singers or that other writers have penned, and, most importantly, stories individuals trust me with to share with others. I've collected a lot of these stories - enough that I've been able to build a career as a strategic storyteller.


I love all things to do with writing. Seriously - you should see my collection of pens and stationery. I'm a stickler for spelling and grammar. Oh, and I've got an opinion (or two, or maybe even three) about typefaces. 


Some other things? I love my family, my puppy, peonies, the Northern Lights, live music, lightning bugs, campfires, and rainstorms. I should also put it out there that I'm a nerd. It's ok. I own it. The glasses? They're just a happy coincidence. 

Oh, and in case you're wondering, I'm pro-Oxford comma. 

So that's me in a few lines. All in all, I think I'm pretty lucky. For more than 15 years I've made my living as a freelance writer, strategist and communications consultant. I've led company re-branding, organizational change, integrated marketing plans, news and magazine articles, content development, blogs and more. If you've got a story to share and need help getting it out there I'd love to hear from you. 

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Integrated Marketing Strategy

After an audit of clients' existing communications and marketing materials, and a thorough understanding of their goals, I dig in deep to create a fully integrated marketing strategy. Incorporating digital and traditional marketing, and public relations, my end goal is to create a plan that is easy to execute and yields the results clients are after.



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While watching the Unite the Right rally in 2017, Alan Quarry knew that someone had to do something. Then he realized that he was someone. So, he decided to stand up, speak out and push back against hatred and bullying in all its forms. And, just like that, the HeartBeatsHate movement was born. 

Alan contacted Victoria to work with him on the rebranding, content development (including a blog and resources), website creation, public and relations, and social media management for this movement. 


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Working in partnership with Steve Pell, Victoria led the creative development and strategic launch of Leadership Waterloo Region's new brand. 

Leadership Waterloo is emerging as a participant in the leadership ecosystem in Waterloo Region. Through practical and experiential leadership development that challenges participants to view community through relationships, connections, and activities, Leadership Waterloo has become a catalyst for positive community engagement. The challenge was to present these truths to prospective students, alumni, employers and community partners through a bold, dynamic and professional reinvention of the brand.

The final design direction is inspired by the mind's ability to shift perspective. Depending on how you view this geometric element, you see a cube (in two orientations) or an infinite loop of triangles, which all lead into a core centre of understanding. The themes of continuum, strength, connectedness, and unity - and how these work together to rise as a whole - were top of mind during the design process.


Leadership Waterloo Region

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Stone Soups are known in the Waterloo Region as parties with a purpose. Since their inception, Victoria has participated and volunteered at these events. In 2018 and then in 2019, she served as creative director, media relations and event manager for the Stone Soup 4 and Stone Soup V events. Stone Soup benefit concerts not only seek to raise the profile of the Kitchener-Waterloo arts scene, they also raise funds for local charities. In 2018 and 2019 Victoria was event lead raising a combined total of nearly $30,000 in support of the Sexual Assault Support Centre, the Kitchener-Waterloo Multicultural Centre and Habitat for Humanity Waterloo Region.  

Stone Soup

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Encourage. Empower. Equip. Three simple words which, when combined, can yield amazing results. 

Throughout her professional career, Victoria has sought to encourage, empower and equip those she's reported to, collaborated with, and managed. She's also taken her practical experiences and academic acumen back to the classroom. Currently, she's teaching marketing and public relations at Conestoga College, and in the past, she's taught numerous communications courses at Mohawk College as well as communications and fundraising classes in the School of Environment, Enterprise and Development, University of Waterloo.


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For more than a decade, Victoria has contributed to Hamilton Magazine and a number of its sister publications. Recently, she has been a contributing writer focusing on showcasing homes and profiling a variety of high-end designers including Brooke Butler, Andrea McQueen, Jaclyn Harper, Ramsin Khachi and Regina Sturrock. Feature articles available on request.

Hamilton Magazine

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Interior designer, Kimberley Giancaterino's reputation is built on her ability to transform spaces into beautifully appointed homes. A couple of years ago, she embarked on a website redesign. While she loved how the site showcased her work and aesthetic, she knew something was missing. That something was her story, which Victoria captured to share with her prospective clients.

Kimberley Giancaterino Interiors

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Entrepreneurially minded, Victoria jumped at the opportunity to join Waterloo-based startup The Blockchain Initiative in 2018. As part of this group, Victoria has provided creative direction, branding and website content. She's also currently TBI's principal liaison with the Lazaridis School of Business and Economics, Wilfrid Laurier University, and event manager for an upcoming speaker series The Business of Blockchain.

The Blockchain Initiative

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What do you call an innovation and creativity hub at the centre of a community? One that has a legacy in providing art education and gallery shows, as well as a variety of literacy and community programming? These were the questions Victoria first heard when she joined the former Cambridge Libraries and Galleries. In her role she led the rebranding efforts and marketing strategy, working in partnership with a number of consultants and designers to launch this bold new identity.

Idea Exchange 


What others are saying

I love working with clients on all sorts of projects. From articles to content, marketing collateral to creative direction, I'm up for the challenge. But, you don't have to take my word for it.


"As Editor of both Hamilton Magazine and BIZ Magazine, I’ve had the  pleasure of working with Victoria on a number of occasions. I find Victoria to be the consummate professional journalist. Her assignments, whether shorter write-ups or longer feature articles, are well-written, well-researched and always submitted to deadline, if not earlier. It goes without saying that Victoria is a pleasure to deal with as an editor, and I look forward to working with her well into the future."

Marc Skulnick, Editor, Hamilton Magazine and BIZ Magazine

Let's chat

The best thing about my job is connecting with clients, hearing their stories, and then sharing those stories with others. If you're ready for your story to be heard, I'm all ears.

I look forward to hearing your story.

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