Leadership Wellness Lab

Leadership Wellness Lab is a Canadian-based Leadership Lab founded in 2020 by Dr. Abi Sriharan, an internationally recognized, award-winning leadership scholar, to address the growing work-related burnout crisis. It studies the root causes of burnout, explore innovative solutions to address the burnout crisis, and inspire leaders and organizations to transform their work environments for high performance.

A key part of establishing LWL’s position as a knowledge expert in the health industry is content creation. I create articles that bridge the gap between important scientific topics and a general audience.

Articles include:

The Four-Day Work Week: A Gift or a Curse?

Organization: Leadership Wellness Lab

Year: 2022

Type of Work: Blog Writing


Pund-IT is a technology consulting agency that provides consistent, secure, and reliable technology solutions to organisations in Waterloo Region, the Greater Toronto Area, and beyond. Certified in both ISO 9001 and ISO 27001, Pund-IT’s team offers a variety of services including customised strategic infrastructure solutions and ongoing tech IT services.

After almost a decade in business, the team at Pund-IT needed a fresh website with copy that more accurately reflected their brand and their current services. I created concise, clear descriptions for the Home, Services, Sectors, and About pages, removing jargon and focussing on customer benefits and needs. I also showcased Pund-IT’s unique ISO certifications and personal approach to service. With a more professional tone and clear calls to action, the new Pund-IT website helps to better position the organisation within its industry.

Organization: Pund-IT

Year: 2022

Type of Work: Copywriting

Dogs In The Park

Local business owners John and Sue of Dogs In The Park engaged me to take on their Digital Marketing needs during a time of transition due to COVID-19. At the time, all physical dog classes had ceased, and the organization needed a boost for their new online courses.

I began by creating a Digital Marketing Strategy for Dogs In The Park. Not being Marketing professionals themselves, John and Sue allowed me to use my experience and judgement to help them decide in which areas to spend their limited advertising budget. With no previous data to go on, I started with an even split between Facebook Ads, Google Display ads, and Google Search ads. From there, I made monthly adjustments and recommendations as I began to better understand their online audience.

As time went by, I got into the habit of providing a monthly report for John and Sue so that they were aware of what I was doing and how I was spending their money. In these reports, I would often give additional suggestions on how to improve other areas of Marketing. One of these suggestions was to update select pages on their website to be more concise and aligned with the copy of the ads I was writing. I also assisted in developing new pages, adjusting COVID-19 messages, and updating the navigation bar.

“Working with Valerie has been a treat!  Valerie helped us to capitalize on the opportunities that came during the pandemic.  Her way of looking at marketing has helped us turn what could have been a difficult and disastrous situation into a wonderful opportunity for us to grow.  Thank you Valerie; your professionalism, enthusiasm and encouragement has really made the difference to us at Dogs in the Park.”

Sue Alexander, Principle, Dogs In The Park

Organization: Dogs In The Park

Years: 2020-2021

Types of work: Digital Marketing, Website (Squarespace)

Lily Seto Coaching and Consulting

Lily Seto engaged my services as her “go-to” Marketing professional. I completed a wide variety of tasks for her including designing coaching pamphlets, editing course descriptions, rewriting & redesigning select pages on her website, and updating her LinkedIn profile.

“Valerie helped me update my website and LinkedIn profile and to design a marketing flyer for me and I was delighted with her client-centred focus. I see that I already have had many potential clients viewing my profile. Thank you for your professionalism, Valerie! I am more than happy to recommend you…your suggestions make a lot of practical sense and I appreciate your creativity in the process.”

Lily Seto, Principle, Lily Seto Coaching and Consulting

Organization: Lily Seto Coaching and Consulting

Year: 2020

Type of Work: Web Copy, WordPress Updates, Design, Social Media

SAI Platform (Sugar Beets)

SAI Platform is a non-profit sustainable agriculture organization with global operations. The FSA Accelerator: Russia (previously known as SUBERU) project was a multi-year effort to improve the sustainability of the Russian sugar beet industry.

For this 1500 word case study, my task was to outline the project in a way that would engage current and future SAI Platform members. In contrast to previous technical documents or progress reports, this case study needed to be concise, interesting, and compelling. Our goal was to encourage readers to engage in similar projects in their own industries and countries.

SAI Platform entrusted me with the project from start to finish (a freelancer’s dream!), allowing me to lead my own research, conduct stakeholder interviews with Russian participants and SAI Platform project managers, and form the overall narrative. I was also an active participant in the revisions, including layout planning. It was a treat to receive the final version after it had been through graphic design!

Organization: SAI Platform

Year: 2020

Type of Work: Communications

“Valerie is a seasoned professional and I won’t hesitate to engage her for future communication needs. Throughout the scoping of the work, engaging of key stakeholders for quotes and input, and completing a professionally researched document, Valerie was extremely approachable, was clear and accommodating of our timelines and the needs of our members, despite significant differences in time zones and availability. The quality of the writing fit the tone and message well; Valerie curated this specifically to our audience from the start of our discussions. I look forward to working with Valerie on future projects!”

Nick Betts, Director, Americas, SAI Platform

Check out my other case study for SAI Platform: SAI Platform (Harvesting the Future)

Dyke Bar Takeover Kitchener Waterloo

Dyke Bar Takeover Kitchener Waterloo is a volunteer-based initiative dedicated to creating and supporting spaces for queer cis, trans women, non-binary folx and allies. As one of the core volunteers, I am committed to bi-weekly meetings as well as attending all virtual and in-person events.

I created and fully implemented a plan that included social media (Instagram and Facebook), a website, an email newsletter, PR statements, event promotion, and media & community organization relations. With a budget of zero dollars and a team of 3-4 volunteers who all have full time jobs, we’ve gathered an amazing community of almost 1000 online followers, held virtual & in-person events for 150 people, and raised $995 for local queer charities – all in our first year of existence.

The most important part of my work with Dyke Bar Takeover KW is to ensure that all language is inclusive, accessible, and aligns with our mandate. This has involved much personal learning and listening to the queer community and their needs. I’m honoured to be trusted with the voice of an organization that is so close to our hearts.

I’m proud of what I’ve done with DBTKW because we did so much with so little, through extremely challenging times. It is my favourite passion project so far. It’s enabled me to connect with many people who are as committed to inclusivity and social equity as I am, from organizations across the Region. With more resources and scale, we could do so much more.

To see my work with Dyke Bar Takeover KW in action, visit our Instagram, Facebook, or website.

Organization: Dyke Bar Takeover Kitchener Waterloo

Years: Aug 2020 – Present

Type of work: Communications, Event Promotion, Community Engagement