1. What inspired you to start your own communications firm, and what was the biggest motivator for taking that leap?
I’ve always had an entrepreneurial itch. Coming from a family of entrepreneurs, building something of my own has always been in my DNA. My co-founder and I shared that same vision: to build a specialised boutique agency focused on the industries we’re most passionate about: technology, real estate, and financial services. We wanted to create a place where we could do our best work and have fun doing it. Starting Category Communications was definitely a scary leap, but it’s been the most rewarding decision of my career.
2. What was the most challenging part of launching your business, and how did you overcome it?
The mental side of entrepreneurship is hands down the hardest part. There’s a constant layer of decision fatigue that comes with being a founder. Every choice, big or small, ultimately ends with you, which can be both empowering and exhausting.
Becoming an entrepreneur has also taught me the importance of community. Surrounding ourselves with other founders and agency owners who understand the unique challenges has made all the difference. Another crucial factor in overcoming those early decision hurdles was having a powerhouse Board of Advisors. Female leaders who had seen it, done it, and solved it through their own entrepreneurial journeys. Their guidance was instrumental in those early days.
Having a co-founder has also been invaluable. We celebrate wins together, debate the pros and cons of big decisions, and support each other both personally and professionally.
3. Were there any key moments or decisions that significantly shaped the growth of your firm?
Our early hiring decisions were pivotal. The people are the product in this business, and finding brilliant, ambitious talent with aligned values has been the foundation of our growth. Having a small but mighty team early on allowed us to scale intentionally and continue adding incredible people as we grew.
I’m genuinely obsessed with our team and the culture we’re building. Every day, they show up with so much curiosity, care, and connection to the work they do. They’ve shaped what Category is today and I couldn’t be prouder to work alongside them.
4. What strategies have been most effective in growing your business and building a strong team?
Three things: Clarity, Alignment, and People Investment.
Being very clear and hyperfocused on our ideal client profile allowed us to grow intentionally and sustainably. Just as important has been clarity around our vision and values and ensuring full alignment from the team. Everyone knows their role, area of ownership, and how they contribute to the bigger picture, so we’re all rowing in the same direction.
We’ve also invested heavily in our people and culture –- understanding their strengths, providing a curiosity fund and professional development events to support their growth, personally and professionally.
Just as important as the work itself has been creating time to connect as humans, not just colleagues. Making space for laughter, shared experiences, and real connection outside of “work talk” has strengthened our trust, creativity, and collaboration in meaningful ways.
5. How do you foster creativity and innovation in your agency’s work?
Creativity thrives with space. As a growth-focused agency, making that space intentionally matters. The day to day of agency pace flies fast, but it is so important to stop, reflect and forward plan.
We hold quarterly leadership planning sessions, company town halls, and collaborative team brainstorms to make space for that creativity and innovation.
Innovation doesn’t always mean completely reinventing the wheel; often it’s about applying fresh thinking, questioning the obvious, and empowering every team member to bring ideas forward.
6. What advice would you give to aspiring women entrepreneurs in communications about managing risk and navigating uncertainty?
There will always be risk and uncertainty in every decision you make as a founder. You’re constantly faced with a number of important choices and with that comes decision fatigue.
One quote that’s stuck with me since the early days is from Dr. Ellen Langer: “Rather than waste your time being stressed over making the right decision, make the decision right.” I found that so powerful.
Your gut is a strong indicator. Trust it and make the decision. Once you do, don’t waste time second-guessing whether it was the “right” one. Focus instead on moving forward and making that decision right.
Whether it’s to make a hire, leaving your job to start your own business, or taking a leap into something unknown, there’s no way to know if the other option would have been better. Don’t put your energy there.
7. How do you mentor or inspire the next generation of women leaders in communications?
Being around new grads and students always gives me a renewed sense of energy for the PR industry. Our team at Category Communications was recently a part of CPRS Toronto’s Passport to PR event which hosted over 40 students to give them a peak into agency life and we loved hosting them, hearing their stories and feeling their excitement for the industry.
At Category Communications, fostering the growth of the next generation of PR professionals has always been important to us. We have assigned mentors, we host monthly lunch and learn sessions, we give access to our board of advisors for mentorship opportunities, listen to their goals and carve out professional development opportunities & funds to help them work on those areas.
8. What key qualities or habits are essential for women entrepreneurs to succeed in this industry?
9. What lessons have you learned about resilience, confidence, and navigating challenges as a woman business owner?
What I’ve learned is that resilience and confidence are built in the moments when things don’t go according to plan. It’s about managing self-doubt, staying optimistic, and continuing to show up even when (or especially when) you’re navigating challenges.
I often think about a lesson from Sylvie Rodrigue’s book, Own It!: Lessons Every Woman Should Know. She talks about imposter syndrome and ignoring the white noise — the distractions, criticisms, and expectations that don’t serve you. As women founders, that “noise” can be external but also be internal: the voice that says you’re not ready, not experienced enough, or not as good as the next person. Recognizing that those things are not true is a powerful shift.
As women, we often battle imposter syndrome more intensely. You have to learn to not have your mind be the barrier. Trust your instincts. Take up space. Push forward even when the path isn’t perfectly clear.
10. How do you see the role of women entrepreneurs evolving in the communications industry?
Women have long shaped the communications field and now we’re shaping its leadership. We’re building agencies that reflect modern values: empathy, care, collaboration, flexibility, and human-centered impact.
The future of communications is being built by women founders who are redefining what leadership looks like and I’m incredibly proud to be part of that wave.
