Are you an early stage founder looking for support?

Annabel is here to help with 25+ years of founder, people & culture experience.

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Maple Syrup in Glass Jar

About Me

Hi, I'm Annabel! I'm a Canadian and a Kiwi.


For over 25 years I’ve worked in digital marketing, technology, communications people & culture.


After co-founding my last two technology startups I knew I wanted to dive into work that would help other founders build positive startup cultures.


Nothing makes me happier than seeing founders be successful at supporting their teams!


I live on incredible Vancouver Island, BC after spending years in Australia, Indonesia, New Zealand and California.


Victoria, BC is home and I love it.

How I Can Help

Free Founder Newsletter

Culture Jam: A newsletter for early stage startup founders who need to build a culture from scratch.


Each Sunday get exercises to build a strong and positive culture at your startup.

Action & Accountability

Having trouble completing the Culture Jam exercises?


Do you need friendly accountability?


Apply to join my weekly checkin group, Culture Action, for $500 a month.


Finally get your work done.


Founder Coaching

Have very specific culture challenges to work through?


Want 1:1 coaching to make smarter culture decisions?


Apply for monthly 1:1 coaching calls: 2 calls a month for $1,500.


Booking into early 2023.


Why Me

I understand that founding a start up is bloody complicated.


We’re empathetic humans who long to look after our teams, but we also have priorities, a vision and a responsibility to grow our startup.


It is hard, but it is possible to have a positive culture and a rewarding, successful startup!


I’ve been a partner, mother, leader and entrepreneur for the past 25 years. I know what it takes to build a people-first culture strategy that’s sustainable and fits the startup you want to grow.


I know the effort it takes to build a startup because I’ve done it two times. It’s not easy, but it doesn’t have to be scary.


I’ll help you with tools, systems and approaches that makes your people and culture goals reachable.

Connect With Annabel

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Connect on LinkedIn

Connect with me on LinkedIn

I'm pretty active there - so come join some great culture-first people.

Free Newsletter

My free newsletter, Culture Jam, is for early stage startup founders who need to build a culture from scratch.


Each Sunday get exercises to build a strong and positive culture at your startup.


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Paid Support

If you need accountability to get your Culture Jam exercises done, or you want 1:1 personalized support I have a few paid options.



I am grateful to the lək̓ʷəŋən People of the Esquimalt and Songhees Nations

on whose traditional territories I do my work with founders.