Our Team
Most likely to:
Spot the gap in a room—and seek out clarity, connection, and a good story.
What drives me:
I believe that strong internal communication is the difference between surviving and thriving—and that culture doesn’t just happen, it’s shaped.
My path here:
I’ve spent my career helping organizations navigate complexity, shape culture, and communicate with purpose. From healthcare and co-ops to global brands, I have worked with amazing teams to translate strategy into action in a human-centric way.
Outside of work:
You’ll find me with my husband, Kent, my two sons Callum and Lucas, and our English Cream Retriever, Elsie, on a trail, a plane, or planning our next great adventure.
My favourite Collective value:
Seek the Truth—because in a world that is becoming harder and harder to spot what’s real, seeking the truth grounds us and helps us move forward with integrity.
Most likely to:
Show up to meetings with an agenda and detailed project tracker.
What drives me:
Working with organizations that believe in taking action to make their workplace better – because happy employees make happy humans.
My path here:
Internal communications has been a passion of mine for over 15 years. Having worked in both big corporations and small businesses, I’ve learned that strategic communications is never a one size fits all approach. I love projects where we get to start with the research, giving employees a voice that can inspire change and a sense of belonging.
Outside of work:
You’ll most likely find me in my car driving my kids around – I love that uninterrupted time together when we get to chat about life and the day’s adventures.
My Favourite Collective value:
Seek the Truth – because listening to diverse perspectives helps shape communications that resonate and build authentic human connections.
Most likely to:
Think about how to visualize your employee data in a way that resonates.
What drives me:
I believe the way we communicate at work shapes how people feel about themselves, their team, and the impact they can have. When words and actions align, work becomes more human.
My path here:
I started my career in marketing and communication, but it was the internal side that truly lit me up: the people, the culture, and the shared purpose. Over the years, I’ve led audits, shaped strategies, and partnered with leaders to help organizations communicate in ways that matter.
Outside of work:
You’ll find me with my wife and kids getting ice cream, baking sourdough bread, or getting lost in thought threads that somehow connect the dinner table to the boardroom (because culture really does show up everywhere).
My Favourite Collective value:
We Spark Together. Because the greatest ideas come from building on each other’s strengths.
Most likely to:
Catch the smallest detail in a sea of moving parts – and bring calm, clarity, and cohesion to even the most complex projects.
What drives me:
I believe meaningful communication is what transforms change from something that happens to people into something they feel part of – connected to strategy, prepared for what’s coming, and proud of the role they play.
My path here:
My career has taken me through many corners of the communication world, and each experience has deepened my passion for internal communication and building a culture of engagement and adaptability. Whether preparing employees for new spaces, systems, or ways of working, successful change isn’t just about logistics or readiness checklists – it’s about how people experience the change and what they need to feel confident, supported, and connected every step of the way.
Outside of work:
You’ll find me in the kitchen or on the patio, hosting dinners with my husband and creating memorable moments with the people we love.
My Favourite Collective value:
We Elevate Others: Because when people feel safe, seen and empowered, they’re more open to what’s next.
Most likely to:
Make you laugh by the end of a meeting. Not taking ourselves too seriously allows creativity to flow, bonds to form, and the needed perspective in seeing challenges as opportunities for growth.
What drives me:
Clarifying communication flow for organizations, teams, and leaders that unveils how aligned values and purpose create the necessary momentum for success. I believe we’re always capable of making meaningful progress and motivating others to succeed.
My path here:
With over 25 years’ experience developing internal and external strategies and campaigns in non-profit, private, and government sectors, it’s become clear to me that real impact comes from organizations and leaders that focus on purpose. Having managed a variety of teams with multiple direct reports, while also providing strategic counsel with senior leaders, a natural next step for me was attaining the credentials required to be a Leadership and Performance Coach (AC).
Outside of work:
I’ve been rediscovering the sometimes-mind-numbing game of golf and the reprieve of yoga and meditation. A born and raised British Columbian, you’ll often find me frolicking with my Springer Spaniel Trax in the trails of the lower mainland, while also visiting friends and family in the cottage country of Ontario with my son and husband.
My Favourite Collective value:
We Elevate Others. Because recognizing, motivating and inspiring others creates a domino effect of inspiration and meaningful progress.
Elsie Bates
Chief Happiness Officer
Most likely to:
Submit a vacation request (and ask for extra belly rubs.)
What drives me:
I believe everyone deserves to feel welcome. That’s why I make it my mission to greet everyone I meet with a smile!
My path here:
After a successful start in the fields of fetch and friendship, I joined Collective to lend my energy and enthusiasm to the team. You’ll probably find me making a cameo on your next Teams meeting or finding a sunny spot to rest in the office.
Outside of work:
Long walks, sunny naps, play dates with my best friend Maisie, and greeting anyone who walks through the door.
My favourite Collective value:
Make it Memorable. Because what’s the point of it all if people don’t remember how you made them feel?