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Ariel White | Fractional CMO

@arielwhite.cmo

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👩🏻‍💻 Fractional Marketing Services
📈 Strategy • Messaging • Growth Systems
☕️ Helping founders design simple, clear marketing that drives results

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when @aprilhicke asked me to host @try.toast’s infamous Men in Tech panel at @startupcanada tour’s Victoria stop, I jumped at the chance to flip the script and ask some of the most senior male founders in our city the very questions women in tech have been fielding for years.

a few things we learned:

• Rob Fraser has about 17 more steps in his beauty routine than I do.
• Mike Anderson sometimes gets taken “too seriously” when pitching investors.
• Owen Madrick thought being asked about his experience as a male founder was “absurd.”

interesting 🤔

there’s humour in the role reversal, but there’s a reason these questions get a reaction. asking men personal, gender-stereotypical questions that have nothing to do with their expertise or innovation highlights just how ridiculous, and unfortunately familiar, these conversations can be for women.

a huge thank you to my panelist pals for being such good sports. 😂

i’m friends with some pretty cool guys in our industry, so my favourite part was hearing them share about allyship and what it looks like to lead by example and champion women on their teams and beyond. 💖🍞 taken in Victoria, British Columbia by @arielwhite.cmo

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2 days ago

Home from DEFSEC Atlantic in Halifax, where I spent the week representing Alacrity Canada and connecting with companies and potential partners for our defense and dual-use readiness program, ARC Lab.

I went in wanting to meet smaller companies exploring the defence market and gauge where our program could help. As the week went on, I found myself thinking just as much about the relationships around those companies: who could share experience, make a useful introduction, or become a potential collaborator.

Between conversations with government programs and other accelerators, getting to spend some quality time with folks on the innovation side of Tier 1 and 2 companies, and meeting smaller businesses we could potentially support through our program, I’m coming back to my desk full of exciting pathways to continue to grow this program across Canada and expand our impact.

Thank you to everyone who shared their time, made an introduction, or welcomed me into a conversation. East Coast hospitality is a real thing (and yes, the lobster lives up to its reputation)!

#canadiandefense #canadianinnovation @defsecatlantic @alacritycanada taken in Halifax Convention Centre by @arielwhite.cmo

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7 days ago

I’m so thrilled to be moderating the @try.toast Men in Tech panel at the Startup Canada Tour in Victoria on September 29!

I have three complimentary General Admission passes available 👀 First three to claim them get in free so DM me!

After those are gone, use ARIEL30 for 30% off your ticket.

Register here: https://bit.ly/startup-canada-tour-victoria

#StartupCanadaTour #VictoriaBC #Entrepreneurship by @arielwhite.cmo

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a month ago

A shoot months in the making to promote some huge announcements for my clients coming this fall. It was such a dream to work with the most talented @mhnecha to bring this vision to life, and capture this all-female team of detectives and private investigators sharing about the work they were doing to change the way we gather evidence to build defensible cases here in Canada.

I can’t wait to share more of what we created together.

Filmography: @mhnecha
Creative Concepts and Direction: @arielwhite.cmo taken in Vancouver, British Columbia by @arielwhite.cmo

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2 months ago

friday routines ☕️ by @arielwhite.cmo

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5 months ago

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3 years ago

snaps from the @try.toast supper club - what a perfect way to wrap @websummit Vancouver 🥂

the biggest thank you to @aprilhicke @nicoleshokoples and @bennettjoneslaw for hosting, @zoepawlak for the oracle card, @diamondsedgephotography for snapping these candid moments (bless 💕), and to everyone at the table for a beautiful evening 🫶🏼 taken in Vancouver, British Columbia by @arielwhite.cmo

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5 months ago

that’s a wrap on my first @websummit vancouver!

getting to meet three of my clients from van and toronto for the first time IRL was so cool this week, everyone looks so much better in 3D!

getting some quality time in with my team at @alacritycanada was the best - especially with so many of our ARC lab participants on the floor. we have more than 50 companies online to learn about the defense and dual use space, so getting that quality 1:1 time to learn more about what they’re building and how we can support them was invaluable.

and to cap the week, watching my bestie @aprilhicke in her element onstage and at the @try.toast events was my favourite. it’s not often I get to see her in action. at the toast supper club during intros, one of the women started off by saying “I’m not sure if I belong at this table, but…”, and without missing a beat the woman beside her (a complete stranger) said, “yes you do”. that entire room full of women who will make eachother believe in themselves in spite of themselves is one room of many that reflects a powerful culture built by the audacity to ask “why the hell not us?” - this little toast thing has gotten wildly out of control in the best way.

my colleagues were not kidding when they said to pace myself - I’m leaving this week feeling inspired, exhausted, a little peopled out, but mostly grateful for a week well spent.

until next year! by @arielwhite.cmo

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5 months ago

a dinner with eight new gal pals who were doing cool things to elevate women in our community

the planting of a seed that would grow into a big idea to combine forces

10 months of ideating and planning and slashing and burning and refining and organizing

at least 47 nights being ruthlessly awaken by thoughts of overcapacity rooms and sudden realizations of of unanswered emails or unchecked to-dos

to execute a full day summit with three workshops, five speakers, two performances, and a fun little soirée to celebrate international women’s day

@heathervanmunster there is absolutely no way you are a mere mortal - the level of consideration and care and detail that went into planning this event (while working full time, momming two sporty boys, facilitating workshops, and attending university) has me so grateful to be your copilot.

@ccomptxn your eye for design, social media prowess, and uncanny ability to take my (completely incoherent at times) brain dumps and turn them into something worth sharing helped us build the buzz we needed to find sponsorship, promote this event, and sell out in less than three days.

@clairityc7 your attention to detail and thoughtful consideration of all angles, viewpoints, and outside the box ideation created meaning out of every mess - thank you for being so skilled at bringing us all down to earth and reminding us to breathe

@assifrommali your seemingly never ending energy, ability to captivate a crowd, fearless, bold, diplomatic and empathetic approach to navigating any topic (even the tough ones), made you the only choice as our emcee - you absolutely made the day

@tlcsummers you bravely facilitated your workshop solo and inspired those in our community to pledge their actionable steps toward more equity and inclusion in their workplaces and communities - I can’t wait to revisit this topic with you in a few short weeks!

@jmrogal is a newly minted web designer - add that to the list! thank you for facilitating an incredible workshop and inspiring us to consider the lollipop moments that showcased our own and others’ leadership, reminding us all to unlock our potential.

we are @womenontherise.ca 💜 taken in KWENCH by @arielwhite.cmo

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3 years ago

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5 months ago

Tired of feeling guilty every time you eat something “off plan”?

You’re not alone, and you’re not doing anything wrong.

Food should fuel you and bring you joy.
Let’s make it simple again ❤️

Book your discovery call today at buildwellness.ca (link in bio!)

intuitive eating, dietitian, victoria bc, fuel like an athlete, build wellness, the movement initiative by @arielwhite.cmo

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a year ago

interrupting the photos of me looking like a badass in the gym with some photos of me looking like a badass onstage. in truth, I look way more badass on instagram and linkedin than I actually am IRL but don’t tell anybody 😉

standing onstage at this year’s @wnorthconnect conference at the @fswhistler as the closing MC to introduce the pecha kucha speakers was honestly the coolest experience. I’m a writer both by passion and trade, and spend a lot of time writing and editing scripts, keynotes, interviews, and copy for other people, but speaking onstage and being on camera is a little uncomfy for me.

one of my stretch goals last year was to do more public speaking and lean into that discomfort - since, I’ve given six talks on trauma informed leadership, facilitated two WNORTH forums for marcomm experts, hosted a IWD event, was a guest on a podcast, hosted a course on business writing and finally, was invited to speak onstage at this international conference.

I told a story about how when I was surfing a couple of years ago with @bitchesandbarrels I had this moment in the sunset with the girls getting perfect wave after perfect wave and I felt this sudden surge of overwhelming happiness and awareness of just how beautiful the moment was - I coined it a tiny explosion of gratitude, which is actually included in the title of the book I’m writing (🤐).

in the midst of feeling a little awkward with the lights and 250 sets of eyes on me, the stark awareness that my feet and mouth do not move well in unison, and the wishing I had worn a damn belt - I took a moment to pause and take in the gratitude, for the fact that I was up there in the first place, but also for the women and men who have championed me, mentored me, sponsored me, and put me forward for opportunities such as these, for believing in my experience, expertise, and insights, and for giving me a platform to share them with others.

this month, I’m hosting our WNORTH Victoria summer event on July 25th, followed by our two year anniversary event on Sept 19 facilitated by @danielle.awarelyleadership and sponsored by @urbansystems - visit wnorthconnect.com to register. 🤍 by @arielwhite.cmo

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2 years ago