© 2023 by Sister Merci inc.



Katie Waterman is an award-winning communications professional and is a leader of insights and integrated media.


Katie has a decade of experience working in Canada’s top agencies leading digital and social strategy for top-tier clients including Infiniti, Nissan, Samsung, and most recently, McDonald’s Canada. As Director on the Planning team at Weber Shandwick, Katie oversaw channel planning and the execution of integrated media programs across the agency’s most elite clients. Campaigns under Katie’s leadership won top industry awards with the agency itself bringing home IABC Canada’s Large PR Agency of the Year two years in a row. Katie earned her MBA from Memorial University and a BSc from McMaster University in Kinesiology with a minor in French Studies.


Katie creates and executes Sister Merci’s vision, goals and initiatives, with a focus on growing the business.



Amanda Wood is a creative leader in constant pursuit of insights-driven ideas.


She's an artist at heart who began her career as an advertiser in 2008 in the automotive space. As an art director, she developed brand and retail level campaigns first for Mazda, then Toyota before leaving the industry for an opportunity in the non-profit space. She joined Just For Laughs in 2012 to launch the world’s first social media-based comedy festival. In 2016 she joined Weber Shandwick and as Associate Creative Director, helping the agency bring home 40+ IABC Ovation and CPRS ACE awards for clients like Canadian Tire, Sport Chek, McDonald’s, and Air Canada, including CPRS ACE’s 2018 Creative Campaign of the Year . She holds a BFA from Queen’s University and a diploma in advertising and graphic design from Humber College.


Amanda leads the creative development and innovation across Sister Merci’s clientele portfolio.



Victoria has significant experience in corporate communications and risk preparedness, having supported clients through change management, legal challenges and reputation management. Victoria developed fully-integrated programs for pharmaceutical and consumer clients before finding her passion for corporate affairs. She has led day-to-day activities and managed integrated projects for a variety of B-to-B and corporate accounts including McDonald’s Canada, Royal Bank of Canada, Bayer CropScience, CropLife Canada and the Air Canada.


Prior to joining Sister Merci, Victoria was responsible for Weber Shandwick’s internal and external communications across the agency's Canadian offices. She led the agency's awards program, oversaw the development and implementation of the agency's national marketing plan, and drove new business generation. 


Victoria holds a Bachelor of Business Management and Organizational Studies with an Honours Specialization in Global Commerce from the University of Western Ontario and an Honours Postgraduate Certificate in Public Relations from Humber College.


Victoria leads Sister Merci's new business development and supports internal operations across the business.



Paul Lawton is a sociologist, brand strategist and cannabis marketing expert with a knack for making brands famous.


As a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge, Paul’s PhD research focused on digital health and the emerging social web. Paul transitioned from academia into the agency world in 2013 as head of digital at Cohn & Wolfe and, more recently, as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians over the last 10 years and has a deep understanding of Canadian culture from years of touring coast to coast. 


Paul leads all research and strategic planning for Sister Merci and our roster of clientele.



Andrea has more than a decade of experience partnering with national and global clients to deliver award-winning campaigns and grow market share. She has developed strategy, channel planning and integrated media programs for Canada’s top brands. Andrea held senior counsel positions for McDonald’s Canada, General Motors, RBC and The Bill and Melinda Gates Foundation.

She specializes in Purpose and Impact work and has lived all over the world developing integrated campaigns for Unilever, Right To Play, The African Union, The MasterCard Foundation, and more.

Andrea has led campaigns to multiple award wins, including a CLIO for her work with The Gates Foundation. She earned her undergraduate degree at The University of Western Ontario and a post-graduate certificate in Economics at the University of Toronto.

At Sister Merci, Andrea fosters and leads client relationships while also focusing on our social responsibility strategy.



Lauren is a communications expert steeped in cannabis culture and industry media. 

Having worked at some of North America’s leading PR agencies, Lauren brings a diverse background of communications expertise for both corporate and consumer lifestyle clients.


Lauren is skilled at building successful initiatives in thought leadership, investor relations, executive positioning, marketing, and media relations. Lauren is especially passionate about identifying the communications and core story objectives of her clients, allowing them to engage with key stakeholders and raise their external profiles.


Prior to Sister Merci, Lauren worked for a global PR firm supporting its corporate and crisis comms practice. Lauren holds a BA in Political Studies from Queen’s University and a Postgraduate Certificate in Public Relations from Humber College.

As head of PR & communications, Lauren leads storytelling for both Sister Merci and our roster of clients.



Steve Headford is a businessman with fifty years of successful venture capital and business experience in both private and public markets.


His experience includes mining exploration and production, international oil and gas, private power and financial services. In the context of sales and marketing expertise, Steve owned an advertising agency in the seventies, launched a youth music and lifestyle magazine with CHUM as partner, launched Canada’s first internet music broadcaster along with two major broadcasters and headed up sales and marketing for Equity Financial Services where the company tripled its client base over a span of eight years. Steve earned a law degree from the University of Toronto and practised law in the early part of his career.


Steve joins Sister Merci as chairman providing mentorship, guidance and oversight across all business operations