The Story Behind the Work

Activate was born from a belief that leadership is not a solo act - it's a deeply human journey by connection, curiosity, and courage.

The Story

From a single insight to a systemic practice.

Activate began with a simple belief - leadership isn't about having all the answers - it's about asking better questions.

What started as a coaching practice has grown into a trusted partner for leadership, team, and culture transformation. Grounded in lived experience and shaped by evidence-based frameworks, our work spans systems, sectors, and identities - always honouring both the individual and the whole.

We don't offer one-size-fits-all solutions. Instead, we meet each client with curiosity, candor, and care - co-creating the conditions for resilience, alignment, and meaningful change.

Leadership is not a solo act. It's a deeply human journey - shaped in relationship, and performed in practice.

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Meet Shaneef Karmali (he/him)

Founder | Systemic Leadership Coach | OD Consultant

I'm deeply curious about what drives people - an what gets in the way. That curiosity has shaped my career across sectors, from leadership coaching to team development to culture-shifting strategy.

I founded Activate to do things differently: to create space for meaningful reflection, courageous conversations, and practical transformations. My approach is rooted in systems thing, coaching psychology, and real-world experience navigating complexity across teams and organizations.

Clients describe me as thoughtful, intuitive, and unafraid to ask the hard questions - always in service of growth.

When I am not coaching room or workshop space, you'll find me near the ocean, working on something creative, or in conversation over a strong masala chai (not chai tea!)

Let's Connect

Credentials & Affiliations

My approach is shaped by diverse training, certifications, and ongoing faculty work with leading institutions.

Leadership isn't static.
It's shaped by who we're in conversation with.

Where are you leading from?

What kind of support - or challenge - would shift your next move?

Curious about Vertical Development? Let's talk!

Why It Matters

70%

of team engagement is driven by the quality of leadership.

Gallup, 2023

86%

of organizations investing in leadership development are better prepared for change .

Deloitte, 2023

72%

of organizations say coaching improved communication, collaboration, and culture.

ICF 2023

Who's Behind the "We"?

Activate is built on collaboration. Behind the "we" is a network of trusted partners - specialists in strategy, team development, culture, operations, facilitation, and brand design. We who work alongside you based on what your journey calls for.

We don't outsource. We co-create.

Whether you need strategic clarity, people systems, or visual story telling, we draw from a diverse team to match the right expertise to the right moment - so your goals are met with insight, integrity, and action.

Finance & Operations Strategist

Andrew Duncan, CPA (he/him)

Andrew is a results-driven Finance and Operations Strategist specializing in process improvements, accounting process automation, and system software conversions. With over 15 years of experience, Andrew has honed his skills in managing complex datasets and collaborating across departments to execute strategic projects, all while maintaining detailed financial oversight. Andrew’s entrepreneurial spirit and strengths in Maximizer, Achiever, Analytical, Learner, and Ideation enable him to continuously challenge the status quo and drive professional growth. His passion for improving efficiencies and creating effective internal controls has been a cornerstone of his success, helping clients ensure accurate financial reporting and informed decision-making. A CPA since 2012, Andrew brings a wealth of experience from the banking industry and extensive audit experience. His ability to streamline processes and reduce costs makes him a valuable resource to clients seeking to enhance their operational efficiency. Outside of his professional life, Andrew enjoys cycling, traveling, and gardening. His dedication to process improvements and automation, coupled with his extensive experience, make him an integral part of the Activate Coaching and Consulting network.

Operations & Human Resources Consultant

Genevieve Van Ginkel, PHR (she/her)

Genevieve is a values-driven Director of Operations and Human Resources at Kindship LLC. With over 20 years of leadership experience in the cosmetics, technology, and logistics industries, she is a customer-centric leader passionate about enhancing client experiences. She holds a PHR certification. Genevieve excels in optimizing operational processes to create seamless experiences for clients and employees, driving organizational profitability. Her commitment to accountability and personal ownership has fostered a legacy of leaders who have advanced to senior roles under her guidance. Her career highlights include leading multi-unit teams, improving employee and client experiences, and increasing profitability. As a District Manager for Public storage, she boosted profits by 14% in one quarter and successfully turned the business around in three months. At Apple, she opened and led Quebec’s first retail shop, managing vendor relations and large-format operations. Fluent in English and French, Genevieve is dedicated to helping people build confidence and achieve success. Based in Gig Harbour, WA, Genevieve enjoys exploring the PNW, playing tennis, biking, travelling and engaging in creative projects. Her passion for paper crafts provides and outlet for her creativity.

Design & Branding Specialist

Jemima Bliss (she/her)

Jemima is a seasoned design and branding specialist with extensive experience in transforming creative visions into tangible results. With a robust background in design and marketing, Jemima excels at helping businesses craft compelling brand identities and effectively communicate their value propositions. Her expertise spans various industries, including retail, real estate, and digital media, making her a versatile asset to any team looking to enhance their brand presence. Jemima's approach combines strategic thinking with a deep understanding of market trends, enabling her to deliver innovative solutions that resonate with target audiences. Whether it’s through visual branding, marketing campaigns, or digital content creation, Jemima brings a wealth of knowledge and a creative edge to every project she undertakes. Her passion for design and commitment to excellence make her an invaluable partner for any organization looking to build and grow their brand.

Leadership & Performance Coach

Siobhann Williamson, M.Sc, ACC, COC (she/her)

Siobhann is the Founder of Firecracker Coaching, bringing a vibrant and energetic approach to personal and professional development. An ACC credentialed member of the International Coaching Federation (ICF), Siobhann adheres to the highest ethical standards. Her relational coaching style creates a safe space for clients to overcome obstacles and achieve their goals. With a strong background in sales and extensive experience in the Medical Technology industry, Siobhann holds a BPHE from the University of Toronto, an MSc from the University of Alberta, and a Certificate in Organizational Coaching from UBC. She is also certified in EQ-i 2.0 and EQ360 assessments for leadership development. Siobhann helps leaders and future leaders develop critical skills, increase their impact, and achieve their full potential. She has partnered with former high-performance athletes to apply key learnings and habits to professional performance, focusing on mental, emotional, physical, and spiritual aspects of high performance. A lifelong learner and physical activity enthusiast, Siobhann recently added 1:1 Coaching Outdoors to her services. Firecracker Coaching reflects the dynamic energy exchanged in collaboration with highly motivated professionals.

Entrepreneurial Leadership Coach

Shobna Kannusammy B.Eng, ACC, COC (she/her)

Shobna is an entrepreneurial leadership coach and small business consultant, with a unique background as an engineer turned pastry chef. With over two decades of experience in diverse professional environments, she excels in building successful teams, networks, and charitable organizations. Drawing from her rich experiences across different countries and cultures, Shobna offers a unique perspective that fosters deep and meaningful engagements with her clients. Shobna is a UBC Certified Organizational Coach an ACC-designated coach with the International Coaching Federation (ICF). She is also a certified EQ-i 2.0 + EQ360 practitioner, skilled at recognizing and valuing individual strengths in group settings. As an entrepreneur, she takes pride in her iconic bakery in downtown Vancouver and her role as a nationally recognized judge on Food Network Canada. In her downtime, Shobna enjoys dancing, cooking for intimate dinners, dabbling in art with her son, and collecting stationery. She is dedicated to philanthropy, serving as a board member for multiple charitable organizations. Shobna’s coaching process focusses on partnership, insight, and clarity, empowering her clients to pursue their ambitions with self-empowerment, courage, and vulnerability.

JEDI Strategist and Organizational Coach

Dr. Rachael E. Sullivan, PhD, COC (she/her)

Rachael is an Equity & Diversity Strategist and Organizational Coach with exceptional adaptability, connectedness, empathy, ideation, and strategic thinking. Using her training in Sociology, Rachael understands human relationships and connections as interdependent systems. She brings a calm and centred approach to Equity, Diversity, and Inclusion (EDI) work, capitalizing on building rapport and deep listening to ensure EDI principles work within local contexts. Building on critical reflection and systems thinking. Rachael’s approach involves identifying immediate opportunities for ‘quick wins’ and also locating high leverage points within a system to ensure EDI practices are incorporated throughout. In addition to her work as an Equity & Diversity Strategist, Rachael is an experienced Organizational Coach. She skilfully addresses conflicts within a system, allowing opposing vies to be expressed. Using Deep Democracy facilitation, Rachael can support the processing of ineffective interpersonal dynamics to strengthen team dynamics and decision-making processes. Rachael is committed to putting principles before personalities, both when working with groups and individuals. Her collaborative approach empowers individuals to set and achieve their goals, while meeting them where they are in their journey.

Explore How We Collaborate

How We'll Work Together

Our work is grounded in clarity, co-creation, and momentum that lasts.

DISCOVER

We begin by understanding your context. Through conversation, reflection, and assessment, we explore your goals, challenges, and what's emerging under the surface.

DESIGN

Together, we co-create the roadmap. Whether it's a team intervention, a leadership coaching arc, or a strategy retreat, everything is tailored to your ecosystem.

DEPLOY

We move into action. Through coaching, facilitation, or consulting, we help you experiment, adapt, and grow in real time - with embedded support.

DELIVER

We ensure impact is measured and sustained. We revisit what matters most, track progress, and leave you with tools, language, and momentum to carry forward.

Why It Works

Every engagement is a collaboration. We meet you where you are, and walk with you from clarity to change.

Our Values
in Action

These aren't just words on a wall. They're principles that guide how we lead, coach and collaborate at Activate.