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.
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
A seasoned reputation professional, Krista holds dear key principles including systems change, digital ID for everyone, governance models in the digital age and building an inclusive digital economy.
As Imperative Impact's Principal and Lead Culture & Reputations Architect, 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.
With more than 25 years of experience and a background that has taken her across sectors, industries, and timezones, Krista brings together diverse stakeholders in conversation and collaboration toward a better future. She has worked with global organisations including SingularityU Canada, the Government of Canada, Scotiabank, The MasterCard Foundation, and Aimia, among others.
Krista convenes the conversations that matter for communities across Canada and around the world by bringing an informed perspective to every project she approaches and building and leading teams to support cross-sector communities interested in making an impact.
Krista holds a Bachelor’s Degree in Social Studies from the University of Ottawa and is also a Fellow of the Institute of Canadian Bankers, a Graduate level certification administered in collaboration with Dalhousie University. A lifelong learner, Krista has also completed executive education programs through Harvard, IDEO, Catalyst, Ryerson and Singularity University in the areas of design thinking, diversity and inclusion, food security, and exponential technologies.
Committed to supporting communities at home and abroad, she 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 forImpact 2030 and provides pro bono support to social profits focussed on skills-based giving, inclusion, and mentoring. A former Big Sister, she previously sat on the Boards of Breakfast for Learning, the Ottawa School Breakfast Program and Canadian Aid For South Sudan.
A business communications and marketing professional, Hannah knows that careful and strategic planning can yield impactful results.
As Communications Manager, Hannah is responsible for developing communications strategies and managing client accounts. On a mission to increase the visibility of her clients and bolster their brand image, she is focused on leading projects and providing strategic direction to the rest of the team.
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.Her passion for shaping consumer behaviour led 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. Subsequent time spent building and executing on the investor relationship management plan for Brookfield Asset Management’s Infrastrastructure Group expanded her knowledge of communications tactics and goals for a diverse and international array of clients.
A seasoned marketing professional with a background in business, she has a passion for undertaking meaningful work with innovative organizations that are making a positive mark on the world.
Hannah holds a Bachelor of Commerce with honours from Queen’s School of Business, with a Certificate in Social Impact.
Outside of the office, she 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.
Luvy, a community engagement and communications professional, believes that a good reputation starts with building a great culture, and a strong community.
Luvy is responsible for building and maintaining community connections. On a mission to ensure that all communities are thoughtfully engaged in order to drive greater inclusion, diversity and impact, she is focused on supporting the diverse and influential networks of our clients.
Born and raised in Ottawa, Luvy has a love for Canadian politics, and previously worked for the Federal Government at Public Services and Procurement Canada on the Phoenix file. Growing up in a trilingual household, Luvy quickly developed an affinity for different cultures and customs, and hopes to bring a unique perspective to the team and to all projects.
After joining the Imperative Impact team upon moving to Toronto, she soon realized that her love of politics and government was rooted in one simple notion: doing good for the greater community.
Luvy holds a Bachelor's Degree in Public Relations with honours from the University of Ottawa and Algonquin College.
In her spare time, she enjoys practicing her cooking skills. An avid Classpass user, she is a regular at barre and spin classes.
A platform expert with a strong focus on the user experience, Sarah knows that creating a strong reputation begins with identifying the needs of the audience. From there, you can create an awesome user-centred experience.
Responsible for leading the team learning experience on new platforms, Sarah is focused on implementing efficient processes across teams in platform usage, and excels in shaping experiences that are meaningful, streamlined and tailormade for the user.
Sarah has experience working in office administration in the healthcare sector, as well as community building and event planning at University of Toronto’s Multifaith Centre.
Interested in how people can make an impact through thoughtful and intentional collaboration, 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.
Sarah holds a Bachelor's degree in English from the University of Toronto, as well as a certificate in User Experience (UX) Design from BrainStation.
With a background in tutoring and coaching, Sarah has a passion for education, and is always on the hunt for ways to learn new skills such as playing the ukulele or the basics of HTML. Outside of work, you can find her on stage, or in a music video. With a passion for music, she believes that expression in its truest form is exercised in the arts, and enjoys collaborating in music projects and singing in an a capella choir.
A community builder and digital communications professional, Lauren is an expert at creating tailored digital content for diverse clients and developing human-centred engagement strategies for communities in-person and online.
Working on special projects with Imperative Impact, she develops strategy and executes on communications that align with brand voice and client goals while integrating with the broader ecosystem. She is focused on enabling clients to share their stories and connect with audiences in distinct, current and authentic ways.
Lauren 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 and Seneca College.
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. Lauren holds a Bachelor of Arts in Communication Studies from Wilfrid Laurier University, as well as a SSHRC-supported Master of Arts degree in Experimental Digital Media from the University of Waterloo. In her spare time, Lauren enjoys travelling, reading and tending to her garden.