Imperative Impact provides clients with the personal connection and attention that comes from working with a boutique firm, while benefiting from access to a global team of expert advisors, partners and suppliers who are the best in the business.
Imperative Impact was founded in 2015 by Krista Pawley.
Krista is a bilingual brand and reputation executive with over 20 years' experience working in 50+ countries in the public, private and social-profit sectors. Krista has held executive positions building, training and leading world-class reputation management, sponsorship, social purpose and public affairs teams within the Government of Canada, the City of Ottawa, Scotiabank, The MasterCard Foundation and Aimia amongst others.
Building from Krista's extensive global network, Imperative Impact's expert partners and advisors include global leaders in digital, social media, community building, employee engagement and organization design.
We also leverage a team of exceptional trusted suppliers ranging from film and video production and writers, to event management and app development.
At Imperative Impact we provide clients with tailored solutions to meet their individual needs - leveraging the best minds and creative talent in the industry to build cultures and reputations with impact.
Krista Pawley Principal and Lead Culture & Reputation Architect
Systems change. The rapid expansion of technology. Digital ID for everyone. Governance models in the digital age. Building an inclusive digital economy. Krista Pawley convenes the conversations that matter for communities across Canada and around the world.
A reputation professional with more than 25 years of experience and a background that has taken her across sectors, industries, and timezones, Krista Pawley brings together diverse stakeholders in conversation and collaboration toward a better future.
Krista has worked with global organisations including SingularityU Canada, the Government of Canada, Scotiabank, The MasterCard Foundation, and Aimia, among others. Now she designs and leads experiences and reputation strategies for leaders working at the intersection of innovation and impact to understand, prepare, and shape a more sustainable future.
Having worked on five continents, in more than 50 countries, Krista brings an informed perspective to every project she approaches, building and leading teams to support cross-sector communities interested in making an impact.
Committed to supporting communities at home and abroad, Krista is an active volunteer and advisor to national and international social-profit organizations. Krista currently sits on the Board of Equitas, is a Canadian Regional Voice Lead for Impact 2030 and provides pro bono support to social profits focussed on skills based giving, inclusion, and mentoring. A former Big Sister, Krista previously sat on the Boards of Breakfast for Learning, the Ottawa School Breakfast Program and Canadian Aid For South Sudan.
Hannah Cowan is a business communications and marketing professional with a passion for undertaking meaningful work with innovative organizations that are making a positive mark on the world.
She is a native of Toronto and holds a Bachelor of Commerce with honours from Queen’s School of Business. During her undergrad she interned with Scotiabank’s corporate affairs team and a digital marketing agency, sparking her interest in corporate social responsibility and customer communications.
Hannah’s passion for shaping consumer perceptions and relationships with brands lead her to pursue advertising at a national agency upon graduation. Here she worked with a variety of brands including H&R Block, Dos Equis, Union Gas, Pet Valu, and Dairy Farmers of Canada, and achieved her International Practitioners of Advertising Certificate.
Armed with strong account management skills, Hannah moved to a leading global infrastructure company to help develop and execute their investor relations and communications strategy. In expanding her corporate experience and financial acumen, Hannah brought a wide range of insights to her position on the Imperative Impact team.
Hannah enjoys being actively involved with her community, serving on the executive for Memory Ball in support of the Alzheimer’s Society of Toronto, and partaking in several intramural sport leagues.
Lauren Rabindranath Special Projects
Lauren Rabindranath is a community builder and digital communications professional based in Toronto, Ontario. She is an expert at creating tailored digital content for diverse clients and developing human-centred engagement strategies for communities in-person and online. With Imperative Impact, she develops strategy and executes on communications that align with brand voice and client goals while integrating with the broader ecosystem. Lauren completed a SSHRC-supported Master of Arts degree in Experimental Digital Media from University of Waterloo. Her research has focused on how digital devices have transformed live events, the environmental impact of ‘immaterial’ online activity, and eCommerce User Experience (UX) design for arts organizations. She also holds a Bachelor of Arts in Communication Studies from Wilfrid Laurier University.
She has a range of professional experience, providing her with a dynamic skillset and appreciation for collaboration. Projects have included roles in B2B and B2C marketing, communications strategy, UI/UX design, higher education, event planning, brand identity, social media, and community development. She has worked with brands including Canadian Automobile Association, Colliers International, Seneca College, Stratford Festival, and Desire2Learn. Lauren is driven to make an impact through her interest in travel, arts and culture, placemaking principles, and innovative equitable development of technology. She is particularly interested in identity formation, (un)learning processes, and how urban planning and the arts can augment digital realities to contribute to wellbeing and community.
Using her varied experience, adaptable writing skills, relationships, speed, and empathy, Lauren enables clients to share their stories and connect with audiences in distinct, current, and authentic ways.
Jamie Wilson Communications and Special Projects Associate
As a member of the Imperative Impact team, Jamie has had the opportunity to be involved in several impactful projects, including work with IdentityNORTH, Singularity University, and DIACC.
Jamie provides support in many essential areas, including partner relations, sponsor recruitment, social media, blog management, speaker interviews, website development, and video development.
With a strong belief in the responsibility to support the community, Jamie is regularly involved in community building events such as the CIBC Run for The Cure and Hockey Helps the Homeless. Jamie also has volunteer experience with Martha’s Table, a non-profit charitable organization that provides low cost nutritious meals to those in need, Nelson Mandela Park Public School, and SKETCH - Working Arts for Street Involved and Homeless Youth.
Jamie continues to take these professional and volunteer experiences as opportunities to grow his own personal impact.
Luvy Hardy is a community engagement and communications professional. Born and raised in Ottawa, Luvy has a love for Canadian politics and government. While pursuing a Bachelors Degree in Public Relations with honours from the University of Ottawa and Algonquin College, Luvy worked for the Federal Government at Public Services and Procurement Canada on the Phoenix file. Ready for a change of pace, she decided to move to Toronto. After joining the Imperative Impact team, she soon realized that her love of politics and government was rooted in one simple notion, doing good for the greater Canadian community. Growing up in a trilingual house hold, Luvy quickly developed an affinity for different cultures and customs. She hopes to bring a unique perspective to the team and to all projects. As the Community and Communications Manager, Luvy supports our clients diverse and influential networks. In addition to ensuring all communities are thoughtfully engaged in order to drive greater inclusion, diversity, and impact.
Sarah is a community builder interested in how people can make an impact through collaboration.
Sarah has experience in office administration in healthcare and event planning at U of T’s Multifaith Centre. She has seen how differences make us stronger and cooperation has no boundaries. Sarah has a commitment to inclusivity and has witnessed how dialogue can help create a better world for everyone.
With a Bachelor in English from U of T and a background in tutoring and coaching, Sarah has a passion for education and sharing her love for learning. She is always looking for ways to learn new things like playing the ukulele or learning the basics of HTML.
Sarah is passionate about music and is involved in an a capella choir where voices echo the potential for collaboration. She believes that expression in its truest form is exercised in the arts. Sarah makes use of all her experience and interests at Imperative Impact to contribute to the success of each new challenge.
Amy is a community builder and digital storyteller with a background in Journalism. After studying Sociology at Mount Allison University in New Brunswick, she returned home to Toronto to pursue her true love of writing. She went on to complete a postgraduate Journalism diploma course from Humber College. During this time, she had internships at Toronto Life and FASHION magazines.
Seeing the shift from print to digital, she attended Toronto’s RED Academy to further her knowledge in Digital Marketing. This small tech-focused school gave her the opportunity to combine her skills into a dynamite combo.
As Communications & Social Media Coordinator at Imperative Impact, she provides support in social media, blogging, website development and email marketing.