Meet the team
We build a team tailored to the solution you're seeking resources for. It helps to keep the costs aligned with your goals and precisely the right expertise required to meet your objectives. More than a consultant, we are part of the journey with you from solution finding to implementation.
Joe Allen
Co-Founder & COO
Co-Founder & COO
With over 20 years of experience as a Chartered Accountant (CA), Joe brings deep expertise in financial stewardship, operational leadership, and strategic planning across both the private and public sectors. With a strong track record in venture capital, entrepreneurship, and economic development, he has held senior roles including VP of Finance & Operations at a tech startup, Managing Director of international accelerator programs, and Director of Investments for a $60M venture capital investment fund.
As a purpose-driven leader, Joe combines financial rigor with a passion for mission-aligned work with a triple bottom line focus—demonstrated through years of community service, board leadership, and direct involvement with not-for-profit initiatives.
Areas of Expertise
Financial modeling, Accounting principles, Cash flow management, Budgeting and forecasting, Venture capital investing, Portfolio management, Due diligence, Financial operations, Funding strategy, Term sheets, Fundraising support, Risk management, Start-up operations, Strategic planning, Operational leadership, Business development, Human resources management, Vendor sourcing and contracting, Inventory management, Curriculum development, Program development and management, Stakeholder engagement, Public speaking and mentorship, Team leadership
Financial modeling, Accounting principles, Cash flow management, Budgeting and forecasting, Venture capital investing, Portfolio management, Due diligence, Financial operations, Funding strategy, Term sheets, Fundraising support, Risk management, Start-up operations, Strategic planning, Operational leadership, Business development, Human resources management, Vendor sourcing and contracting, Inventory management, Curriculum development, Program development and management, Stakeholder engagement, Public speaking and mentorship, Team leadership
Kevin Cormier
Co-Founder & CEO
Co-Founder & CEO
Kevin brings more than 25 years of leadership experience across the public, private, non-profit, tourism, aviation, and community sectors to his work with Purposeworks. As a consultant, strategist, and coach, Kevin helps social purpose organizations strengthen the systems, decisions, and leadership practices that allow their mission to translate into lasting impact.
Through Purposeworks, Kevin works with local and national organizations to increase social impact capacity through governance realignment, systems design, strategic planning, accreditation navigation, management effectiveness, and board governance coaching. His work is grounded in the belief that organizations do their best work when purpose is matched with strong structures, clear strategy, healthy culture, and practical execution.
What Kevin brings to clients is a combination of executive-level perspective and hands-on practicality. He helps leaders and boards make sense of complexity, align around priorities, and build systems that are realistic, sustainable, and suited to their capacity. Clients benefit from his ability to connect strategy with implementation, governance with operations, and people with performance.
Kevin is especially effective at helping organizations clarify direction, strengthen accountability, navigate change, build consensus, improve efficiency, and protect the trust that social purpose organizations depend on. His approach is practical, collaborative, and grounded in the realities facing mission-driven organizations.
Kevin holds an Executive MBA in Consulting Leadership from the University of Fredericton and has completed professional development in business ethics, leadership coaching, experiential community development, and corporate reputation and brand management.
Areas of Expertise
Management Consulting, Marketing, Management, Economic Development Strategy Development, Communications, Tourism Development, NGO Development, Experience Curation, Governance, Community Relations, Business Development, Educational Tourism, Destination Development, PMO Development & Marketing, Facilitation, Social Impact Design, Organizational Design, Systems Integration, Workforce Design and Implementation, Leadership Development
Management Consulting, Marketing, Management, Economic Development Strategy Development, Communications, Tourism Development, NGO Development, Experience Curation, Governance, Community Relations, Business Development, Educational Tourism, Destination Development, PMO Development & Marketing, Facilitation, Social Impact Design, Organizational Design, Systems Integration, Workforce Design and Implementation, Leadership Development
Aaron Cruikshank
Associate - Market Intelligence Lead
Associate - Market Intelligence Lead
Aaron is the founder and President of CTRS Market Intelligence, a BC-based consultancy that has spent 25 years helping organizations make better decisions with better evidence. His work spans market intelligence, market research, competitive intelligence, go-to-market strategy, socioeconomic impact analysis, policy research and strategic planning, with a consistent focus on building internal capability that outlasts the engagement.
A core part of Aaron's practice has been working alongside Indigenous communities and nations, including Sts'Ailes, Kwikwetlem, and Katzie, on economic development initiatives. He is a BC Government appointee to the President's Group on Accessible Employment, a Canadian Queer Chamber of Commerce mentor, and leads a certified LGBT+ Business Enterprise.
His client experience includes Crown Corporations, government agencies, private sector entities (from small to enterprise scale) and non-profits. The thread that runs through most engagements is capacity building: helping organizations like regional credit unions, public utilities, and industry associations develop their own research and intelligence functions rather than creating permanent dependency on outside consultants.
Aaron holds a Master of Public Policy from Simon Fraser University and an Executive MBA with a Social Enterprise Leadership specialization from the University of Fredericton. He teaches Market Research for Product Development at the Centre for Digital Media in Vancouver and has his Provincial Instructor's Diploma. He uses Automation and AI extensively in his research and consulting practice, but deliberately and transparently, as a tool to support human judgment, not to replace it.
Areas of Expertise Market research program design and execution (qualitative and quantitative), Strategic planning facilitation and board-level advisory, Socioeconomic impact analysis, Organizational capacity building and internal function design, Stakeholder engagement and consultation design, Indigenous community economic development, Governance, evidence-informed decision-making, and accountability frameworks, Go-to-market strategy, Survey design, fielding, and analysis, Ethical and transparent use of Automation and AI in research and consulting, Instructional design and adult education, Social-purpose consulting, Sector depth: energy/utilities, technology, post-secondary education, public infrastructure, non-profit, industry associations, Indigenous business, natural resources, construction, regulated industries, government
Monica Fitzpatrick
Associate
Associate
With over two decades of professional experience, Monica is an accomplished graphic designer recognized for delivering strategic and impactful visual solutions. Her career spans diverse sectors, including higher education and corporate branding, where she has developed a reputation for producing cohesive, results-driven designs across both digital and print platforms.
Monica's expertise includes brand development, visual identity systems, and marketing collateral. Early in her career, she led creative initiatives at the University of New Brunswick, producing materials that strengthened institutional communications. She later played a key role in establishing the brand identity for a start-up company, shaping its visual presence from concept to launch.
As a Creative Content Strategist, Monica collaborates with clients to create and curate sophisticated, purpose-driven communications that elevate brand presence and engage audiences with clarity and style.
Heather Keats
Associate
Associate
Heather believes that the path to clarity, purpose, and joy begins with the heart.
She is an Organizational Change Professional, Certified Executive Coach (CPCC), and Facilitator with over 25 years of experience across the government and non-profit sectors. She thrives in shifting cultures and large-scale transformation work and at the core of everything she does is a deep commitment to helping people reconnect with themselves.
Heather's coaching is grounded, intuitive, and deeply human. She believes people already hold the answers they're seeking, her role is to help bring those answers forward. She creates space for clients to slow down, get quiet, and listen more deeply, moving beyond overthinking and into the wisdom held in the body, the heart, and a deeper inner knowing.
Her work supports leaders and mid-career professionals navigating transitions, uncertainty, or a sense that something is ready to shift. Heather helps clients explore what is no longer serving, what feels meaningful, and what it might look like to move forward with greater clarity, intention, and courage.
Heather helps people ask the questions that matter: What makes you feel alive? What are you being called toward? Where are you ready to take a risk, or choose differently? What would it mean to fully step into the life you want to create?
She believes that clarity, purpose, and fulfillment are not things we find outside of ourselves, they come from reconnecting with who we truly are. While this work can be challenging, it is also deeply rewarding and entirely possible when we choose to engage with it fully.
In her facilitation work, Heather creates spaces rooted in trust, connection, and authenticity, spaces where people feel invited to show up fully and engage in meaningful ways.
Areas of Expertise
Organizational Change Management, Executive Coaching (CPCC), Leadership Development, Facilitation, Culture Change, Stakeholder Engagement, Strategic Planning, Team Development, Change Leadership, Coaching Through Transition, Building Trust and Relationships, Navigating Complex Change, Team Effectiveness, Program & Project Management, Stakeholder Assessment, Relationship Building, Stakeholder Alignment
Organizational Change Management, Executive Coaching (CPCC), Leadership Development, Facilitation, Culture Change, Stakeholder Engagement, Strategic Planning, Team Development, Change Leadership, Coaching Through Transition, Building Trust and Relationships, Navigating Complex Change, Team Effectiveness, Program & Project Management, Stakeholder Assessment, Relationship Building, Stakeholder Alignment
Amanda LeBlanc
Associate
Associate
A proud New Brunswicker, Amanda brings more than 20 years of diverse experience spanning the government, corporate, university, and entrepreneurial sectors. Her career has centred on helping organizations and leaders communicate with clarity, lead with authenticity, and grow with purpose.
Amanda has held marketing and communications roles with the Government of New Brunswick and the University of New Brunswick, where she managed brand initiatives, public engagement, and creative strategy across multiple departments. Earlier in her career, she worked in sales and business management in the private sector and served as an ESL teacher and substitute teacher, developing a lifelong interest in learning, mentorship, and community impact.
As a self-employed consultant and co-founder of One Smart Advisor, Amanda has helped professionals and creative entrepreneurs build authentic brands, design purpose-driven strategies, and strengthen client relationships through education and marketing innovation. Amanda's coaching and consulting practice combines strategic marketing insights with transformational coaching methods, enabling leaders to move from vision to implementation with confidence and alignment.
Amanda holds a Bachelor of Arts degree in English Literature and Psychology from the University of New Brunswick, as well as certifications in Transformational Coaching and Crisis Intervention. She is recognized for her ability to combine strategic structure with human insight, enabling leaders and organizations to translate purpose into practical, lasting results.
Areas of Expertise
Mentorship, Leadership Coaching, Strategic Marketing, Organizational Capacity Building, Purpose-Driven Strategy, Facilitation, Communications, Program Development, Education, Community Engagement
Mentorship, Leadership Coaching, Strategic Marketing, Organizational Capacity Building, Purpose-Driven Strategy, Facilitation, Communications, Program Development, Education, Community Engagement
Jeff McCarthy
Associate
Associate
Jeff brings over 20 years of leadership experience in New Brunswick's public service, with a career spanning finance, economic development, tourism, provincial parks, emergency management, and health. He concluded his government service as Executive Director of the New Brunswick Health Emergency Operations Centre, where he oversaw provincial response coordination during the Covid-19 pandemic.
He is a Master's degree in Organizational Management and Leadership candidate and is a certified change management practitioner.
Throughout his career, Jeff has been recognized for his ability to lead complex systems, build collaborative partnership networks, and drive innovative solutions that strengthen both organizations and communities.
Areas of Expertise
Operations Management, Policy Development, Organizational Design, Process Improvement, Strategic Planning, Program / Project Coordination, Innovation, Risk Assessment, Change Management, Governance, Strategic Network Management
Operations Management, Policy Development, Organizational Design, Process Improvement, Strategic Planning, Program / Project Coordination, Innovation, Risk Assessment, Change Management, Governance, Strategic Network Management
Maddie Morris
Associate
Associate
Maddie Morris is a time and energy management consultant and speaker who helps leaders and teams leverage their calendars to focus on what matters most and set the conditions for their best work. She believes that when pressure rises, your calendar will either enhance your resilience or compound your stress.
Having worked with top Canadian founders, including leaders from Dragon's Den and the Entrepreneurs' Organization, Maddie has mastered the art of protecting focus and energy to scale under pressure. Drawing from a decade as an executive assistant and Chief of Staff, her own experience with burnout and ADHD, and a knack for designing efficient systems, she teaches how to build momentum with less wasted effort.
Kris Murphy
Associate
Associate
Kris Murphy is a seasoned Senior Technical Writer and Copywriter with 26 years of experience transforming complex information into clear, high-stakes documentation. Throughout her career, she has developed a reputation for exceptional versatility, demonstrating an innate ability to master diverse subject matter—from deep-tech infrastructure to nuanced social initiatives—and translate it into compelling, accessible narratives.
As an associate, Kris brings a "Grounded Architect" approach to client engagements: providing the strategic structure necessary for large-scale projects while maintaining the approachability required for collaborative social programs. She specializes in creating documentation where the stakes are high and clarity is non-negotiable, ensuring that every deliverable serves the organization's mission and its stakeholders with precision.
In her free time, Kris teaches yoga and fitness in her local community, fostering wellness and connection through movement.
Areas of Expertise
High-Stakes Documentation: Expert at navigating complex regulatory, technical, or mission-critical requirements to produce polished, high-accuracy deliverables. Narrative Versatility: A proven track record of adapting tone and style for diverse audiences, including NGOs, government bodies, and social programs. Strategic Copywriting: Crafting brand voices and messaging that resonate with both internal stakeholders and the broader community. Information Architecture: Organizing vast amounts of disparate data into logical, user-centric frameworks. Content Strategy & Management: Skilled in tools like Framer and Medium for hosting and distributing long-form thought leadership. Technical Writing: 26 years of experience in manual creation, process documentation, and simplifying intricate systems. Collaborative Leadership: Extensive experience working alongside SMEs (Subject Matter Experts) to extract and refine essential information. Community Engagement: Leveraging the discipline of a certified instructor to lead and motivate groups toward shared goals.
High-Stakes Documentation: Expert at navigating complex regulatory, technical, or mission-critical requirements to produce polished, high-accuracy deliverables. Narrative Versatility: A proven track record of adapting tone and style for diverse audiences, including NGOs, government bodies, and social programs. Strategic Copywriting: Crafting brand voices and messaging that resonate with both internal stakeholders and the broader community. Information Architecture: Organizing vast amounts of disparate data into logical, user-centric frameworks. Content Strategy & Management: Skilled in tools like Framer and Medium for hosting and distributing long-form thought leadership. Technical Writing: 26 years of experience in manual creation, process documentation, and simplifying intricate systems. Collaborative Leadership: Extensive experience working alongside SMEs (Subject Matter Experts) to extract and refine essential information. Community Engagement: Leveraging the discipline of a certified instructor to lead and motivate groups toward shared goals.
Kadie Smith
Associate
Associate
Kadie is a highly skilled marketing and communications strategist and project manager who specializes in digital marketing, content development, audience curation, and strategic initiatives planning. She has led national campaigns and marketing teams for some of Canada's most notable organizations, including the Canadian Football League (CFL), the Canadian Mental Health Association (CMHA), Destination Greater Victoria, and the Canadian Premier League (CPL).
A proven team leader, Kadie helps turn organization brand and enterprise objectives into winning public-facing campaigns and has helped national organizations better understand their audience through carefully curated strategies and customer analysis.
Alongside a strong resume of marketing strategy experience, Kadie is also a skilled writer and copy editor, frontend website designer, and social media manager, equally comfortable in WordPress and Canva as she is mapping out full campaigns.
She holds a BA in English from the University of Victoria and a postgraduate degree in Sports Journalism from Centennial College in Toronto.
Areas of Expertise
Digital Marketing, Content Development, Audience Curation, Strategic Initiatives Planning, National Campaign Leadership, Marketing Team Leadership, Brand Strategy, Customer Analysis, Copywriting, Copy Editing, Frontend Website Design, Social Media Management, WordPress, Canva, Sports Marketing, Communications Strategy, Project Management
Digital Marketing, Content Development, Audience Curation, Strategic Initiatives Planning, National Campaign Leadership, Marketing Team Leadership, Brand Strategy, Customer Analysis, Copywriting, Copy Editing, Frontend Website Design, Social Media Management, WordPress, Canva, Sports Marketing, Communications Strategy, Project Management
Fran White
Associate - Privacy Lead
Associate - Privacy Lead
Fran is a seasoned public-sector leader with more than 35 years of experience across the Government of New Brunswick, where she became widely recognized as a pioneer in provincial privacy governance. Over her career, she held numerous senior management roles before focusing exclusively on privacy for two decades, ultimately becoming the province's first full-time dedicated privacy professional and a trusted advisor across multiple departments.
As the Department of Health's Chief Privacy Officer, Fran established the department's first privacy office and played a central role in shaping provincial health privacy law. She served as the principal architect of the Personal Health Information Privacy and Access Act (PHIPAA), leading its development and implementation while providing ongoing strategic guidance to departmental leadership. Her expertise has been sought extensively by public, private, and non-profit organizations throughout Atlantic Canada.
Fran supports organizations through consulting work specializing in privacy impact assessments, governance, compliance, best-practice policy development, and organizational training. Her recent engagements include multi-departmental privacy reviews, education-sector training, and ongoing advisory roles for institutions navigating emerging privacy, AI, and information-security challenges.
In addition to her privacy expertise, Fran is a respected human-resources leader. A long-standing member and past president of the Chartered Professionals in Human Resources of New Brunswick, she has contributed at both provincial and national levels, including leadership in professional standards, governance, and the advancement of HR practice in Canada.
Fran holds a BA from Mount Saint Vincent University and an MEd from the University of New Brunswick. She also completed the University of Alberta's Information Access and Protection of Privacy program and earned the CIAPP–Master designation, reflecting her deep commitment to continuous learning and professional excellence.
Interested in working with Purposeworks?
We respectfully acknowledge that Purposeworks' offices are located on the unsurrendered and unceded traditional Wolastoqey (WOOL-US-TOOK-WAY) land. The lands of Wabanaki (WAH-BAH-NAH-KEE) people are recognized in a series of Peace and Friendship Treaties to establish an ongoing relationship of peace, friendship and mutual respect between equal nations. We recognize the Wabanaki who have been the traditional stewards of this land for countless generations, and we pay our respects to their elders past and present. We recognize the enduring presence and contributions of these peoples, who have lived on and cared for this land since time immemorial.
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