The Story Behind the Work

Leadership isn't a solo act. It's a deeply human journey - one shaped by connection, curiosity, and courage. That's why I founded Activate.

The Story

From a single insight to a systemic practice — grounded in reflection, resilience, and real-world leadership

Activate started with a single belief: leadership isn't about having all the answers — it's about asking better questions. Coaching became a way to hold space for those questions, and for the leaders bold enough to sit with them.

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

We don't do one-size-fits-all. 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 practiced in the real world.

Book a Discovery Call

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

Meet Shaneef Karmali (he, him)

Leadership, Systems Thinking & Real-World Experience

I am a leadership and team coach, consultant, and educator with 20+ years of experience scaling multi-million-dollar operations, developing leaders, and shaping inclusive cultures.

Earlier in my career, I oversaw retail operations across North America, leading 25+ stores and 150+ team members. I delivered double-digit growth, improved retention, and built inclusive leadership pipelines while guiding teams through restructures and culture shifts. These experiences taught me that lasting success comes not only from results, but from aligning purpose, people, and performance.

Today, I bring the same philosophy to my work as:

Founder, Activate Coaching and Consulting — partnering with senior leaders and teams though systemic coaching, leadership development, and organizational consulting.

Organizational Coaching Educator, UBC — guiding emerging coaches to integrate ICF Core Competencies into reflective, inclusive practice.

My approach is grounded in systems thinking, emotional intelligence, and vertical development. Whether I'm working with a senior leader, an emerging coach, or a leadership team, my focus is the same: to meet people where they are, listen deeply for what matters most, and co-create a path that blends clarity with measurable, sustainable results.

Co-Owner & Director of Sales, Plantd Skincare — leading with values in a purpose-drive B2B/D2C brand committed to ethical sourcing, regenerative ingredients, and sensory rituals.

Book a Discovery Call

Credentials That Ground My Approach

Rooted in research, shaped by real-world leadership, and trusted by global organizations and top-tier institutions.

Certifications & Professional Training

My coaching is grounded in ICF ethics, systemic team dynamics, and evidence-based tools. These certifications shape how I work with leaders, teams, and organizations:

International Coaching Federation (ICF) - ACC Certified

Recognized globally for ethical, high-impact coaching standards.

UBC Certificate in Organizational Coaching

Rigorous coach training rooted in systems thinking and leadership practice.

EQ-i 2.0 + EQ360 Certified

Licensed to administer emotional intelligence assessments for individuals and team.

Positive Intelligence Coach

Trained in a science-based framework for building mental fitness and resilience.

Certified Practitioner in Systemic Team Coaching

Trained with Peter Hawkins through Renewal Associates to coach real-time team dynamics.

Certified MyWorldView® Practitioner

Credentialed to administer and debrief vertical development profiles for leaders.

Adjunct Faculty, University of British Columbia

Teaching in UBC's Certified Organizational Coaching program.

Working With Activate

What to expect when we partner together.

Every engagement is co-created to meet the unique needs of your organization — but our approach is grounded in consistent rhythm. We slow down to understand what matters most, then move intentionally toward lasting change. Here's how we typically work:

DISCOVER

Understand the System

We begin by listening — to people, data, culture, and context. Through discovery sessions, 1:1's, or assessments, we build a shared understanding of what's showing up beneath the surface.

DESIGN

Shape a thoughtful path

Together, we co-create a tailored approach. Whether it's team coaching, a leadership program, or strategy facilitation — every engagement is designed for real-world application and lasting relevance.

DELIVER

Engage with intention

We meet you where you are. Sessions are interactive, experiential, and evidence-based — grounded in frameworks like Systemic Team Coaching, EQ-i 2.0, Vertical Development, and Positive Intelligence.

EMBED

Sustain the shift

Change sticks when it is integrated in the way people lead, work, and connect. We offer tools, reflection practices, and follow-up support to help your team embed new ways of being.

We bring rigour, warmth, and systems thinking to every engagement — ensuring your people feel supported while your strategy moves forward.

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.

Let's Connect

Excellence through Curiosity

We stay sharp by learning, unlearning, and adapting. Evidence-based practices meet real-world relevance — always in service of impact.

Equity through Belonging

We center equity by honouring context, amplifying diverse voices, and co-designing solutions — with, not just for, our clients and collaborators.

Purpose with Integrity

We align purpose with strategy. Leaders are supported in turning vision into action, while staying grounded in what truly matters.

Connection that Grows Culture

We co-create trust-rich environments where people feel seen, heard, and equipped to lead with courage and clarity.

Who's Behind the "We"?

Trusted partners who bring depth, insight, and complementary expertise.

We don't outsource. We co-create.

While every project is led by Activate, I don't do this work alone. I collaborate with a trusted network of coaches, consultants, and facilitators — each carefully partnered with to meet the scope, scale, and strategic needs of your organization.

When you work with Activate, you gain a partner who knows when to bring in additional perspective, and how to ensure that collaboration enhances your outcomes, not complicate them.

Entrepreneurial Leadership Coach

Shobna Kannusammy B.Eng, PCC, 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.

Leadership & Performance Coach

Siobhann Williamson, M.Sc, PCC, 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.

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.

Book A Discovery Call

Let's have the conversation that moves you forward.

You lead. We partner. Lets shape what comes next — together.