We are the disruptive hustlers, the stylish rebels, the data-driven dreamers, and the starry-eyed strategists.

We are Reformation.

We are the disruptive hustlers, the stylish rebels, the data-driven dreamers, and the starry-eyed strategists.

We are Reformation.

We are the disruptive hustlers, the stylish rebels, the data-driven dreamers, and the starry-eyed strategists.

We are Reformation.

We are the disruptive hustlers, the stylish rebels, the data-driven dreamers, and the starry-eyed strategists.

We are Reformation.

Meet our Team

We live for stories that move us and brands that beckon for a closer look. We live to challenge the status quo by refusing to settle for “good enough”. Together we’ll find the best audience for your message and show them how irresistible your brand is.

Reformation has been crafting irresistible brand stories and influencing with integrity since 2012. Our experienced team brings a wealth of knowledge and a collective vision: we believe that effectively telling a brand’s story is what takes a company from good to truly exceptional.

Meet our Team

We live for stories that move us and brands that beckon for a closer look. We live to challenge the status quo by refusing to settle for “good enough”. Together we’ll find the best audience for your message and show them how irresistible your brand is.

Reformation has been crafting irresistible brand stories and influencing with integrity since 2012. Our experienced team brings a wealth of knowledge and a collective vision: we believe that effectively telling a brand’s story is what takes a company from good to truly exceptional.

Meet our Team

We live for stories that move us and brands that beckon for a closer look. We live to challenge the status quo by refusing to settle for “good enough”. Together we’ll find the best audience for your message and show them how irresistible your brand is.

Reformation has been crafting irresistible brand stories and influencing with integrity since 2012. Our experienced team brings a wealth of knowledge and a collective vision: we believe that effectively telling a brand’s story is what takes a company from good to truly exceptional.

Meet our Team

We live for stories that move us and brands that beckon for a closer look. We live to challenge the status quo by refusing to settle for “good enough”. Together we’ll find the best audience for your message and show them how irresistible your brand is.

Reformation has been crafting irresistible brand stories and influencing with integrity since 2012. Our experienced team brings a wealth of knowledge and a collective vision: we believe that effectively telling a brand’s story is what takes a company from good to truly exceptional.

Most importantly: we’re the last modern public relations collective you’ll ever need to call.
Most importantly: we’re the last modern brand strategy collective you’ll ever need to call.

Amanda
Haines

Principal + Head of Creative

An empathetic force of nature, Amanda Haines is the creative heart of Reformation. The product of artistic-vision-meets-pragmatism, Amanda is a charismatic chameleon with a warm smile and an infectious laugh that commands attention. Couple that creativity with a fierce female spirit, “let’s-do-this” attitude, and intuition in spades, and you have the recipe for the epitome of an entrepreneur — although she’ll say it was all an accident.

A visionary force to be reckoned with, Amanda has dedicated herself to crafting brand stories for more than a decade, working with brands from Gap Inc. and Michael Kors, to Earls Kitchen + Bar, to PAPYRUS and Hudson’s Bay Company, to name a few. That same devotion had lead Amanda to pair her passion for public relations with higher education, where she currently serves as an instructor and advisory board member for the Public Relations Certificate Program at Simon Fraser University. She has also taught seminars and courses at Langara College and John Casablancas Institute, respectively, and revels in coaching, cheerleading, and driving her team to personal and professional success.

When she’s not in the office or the classroom, you’ll find her on the North Shore with her puggle (that’s half-beagle, half-pug, all attitude) Dexter, teaching him a trick or two, like how to give hugs — hey, you can take the teacher out of the classroom but… well, you know the rest.

Amanda
Haines

Principal + Head of Creative

An empathetic force of nature, Amanda Haines is the creative heart of Reformation. The product of artistic-vision-meets-pragmatism, Amanda is a charismatic chameleon with a warm smile and an infectious laugh that commands attention. Couple that creativity with a fierce female spirit, “let’s-do-this” attitude, and intuition in spades, and you have the recipe for the epitome of an entrepreneur — although she’ll say it was all an accident.

A visionary force to be reckoned with, Amanda has dedicated herself to crafting brand stories for more than a decade, working with brands from Gap Inc. and Michael Kors, to Early Kitchen + Bar, to PAPYRUS and Hudson’s Bay Company, to name a few. That same devotion had lead Amanda to pair her passion for public relations with higher education, where she currently serves as an instructor and advisory board member for the Public Relations Certificate Program at Simon Fraser University. She has also taught seminars and courses at Langara College and John Casablancas Institute, respectively, and revels in coaching, cheerleading, and driving her team to personal and professional success.

When she’s not in the office or the classroom, you’ll find her on the North Shore with her puggle (that’s half-beagle, half-pug, all attitude) Dexter, teaching him a trick or two, like how to give hugs — hey, you can take the teacher out of the classroom but… well, you know the rest.

Amanda
Haines

Principal + Head of Creative

An empathetic force of nature, Amanda Haines is the creative heart of Reformation. The product of artistic-vision-meets-pragmatism, Amanda is a charismatic chameleon with a warm smile and an infectious laugh that commands attention. Couple that creativity with a fierce female spirit, “let’s-do-this” attitude, and intuition in spades, and you have the recipe for the epitome of an entrepreneur — although she’ll say it was all an accident.

A visionary force to be reckoned with, Amanda has dedicated herself to crafting brand stories for more than a decade, working with brands from Gap Inc. and Michael Kors, to Earls Kitchen + Bar, to PAPYRUS and Hudson’s Bay Company, to name a few. That same devotion had lead Amanda to pair her passion for public relations with higher education, where she currently serves as an instructor and advisory board member for the Public Relations Certificate Program at Simon Fraser University. She has also taught seminars and courses at Langara College and John Casablancas Institute, respectively, and revels in coaching, cheerleading, and driving her team to personal and professional success.

When she’s not in the office or the classroom, you’ll find her on the North Shore with her puggle (that’s half-beagle, half-pug, all attitude) Dexter, teaching him a trick or two, like how to give hugs — hey, you can take the teacher out of the classroom but… well, you know the rest.

Pam
McMeekin

Account Director

When Pam McMeekin speaks, people listen. A genuine nurturer with a measured, thoughtful approach to everything she does, Pam applies that same TLC and attentiveness to her work, ensuring each and every account in her care finds reason to smile throughout the course of a Reformation collaboration.

Despite her Ontario roots, Pam is quintessential west coast: laid-back, approachable, and friendly, with an ambitious edge — think beach-loving sun-chaser with way better hair. Her lifelong desire to learn and explore landed her in countless countries, including a two-year stint living in Australia and New Zealand. Today, she continues to live in an ever-present state of wanderlust, hoping to visit as many countries as she can in her lifetime.

Pam
McMeekin

Account Manager

When Pam McMeekin speaks, people listen. A genuine nurturer with a measured, thoughtful approach to everything she does, Pam applies that same TLC and attentiveness to her work, ensuring each and every account in her care finds reason to smile throughout the course of a Reformation collaboration.

Despite her Ontario roots, Pam is quintessential west coast: laid-back, approachable, and friendly, with an ambitious edge — think beach-loving sun-chaser with way better hair. Her lifelong desire to learn and explore landed her in countless countries, including a two-year stint living in Australia and New Zealand. Today, she continues to live in an ever-present state of wanderlust, hoping to visit as many countries as she can in her lifetime.

Pam
McMeekin

Account Director

When Pam McMeekin speaks, people listen. A genuine nurturer with a measured, thoughtful approach to everything she does, Pam applies that same TLC and attentiveness to her work, ensuring each and every account in her care finds reason to smile throughout the course of a Reformation collaboration.

Despite her Ontario roots, Pam is quintessential west coast: laid-back, approachable, and friendly, with an ambitious edge — think beach-loving sun-chaser with way better hair. Her lifelong desire to learn and explore landed her in countless countries, including a two-year stint living in Australia and New Zealand. Today, she continues to live in an ever-present state of wanderlust, hoping to visit as many countries as she can in her lifetime.

Mallory
Oudendag

Account Lead & Market Associate, Calgary/Okanagan

Mallory Oudendag treats her work with the same attentive introspection and contagious, fun-loving attitude that she grew up around. One to never take life too seriously, she’s a lively, effervescent spirit under pressure with a stellar sense of humour. Along with her carefree nature, this jetsetting blonde brings major guts and gusto to the projects she leads — all while acting as Reformation’s in-house expert on the Calgary and Okanagan markets, where she spends the majority of her time.

Creative, considerate, and expressive, Mallory takes pride in showing others just how incredible they are whenever and wherever possible. She’s a diehard romantic with the inspired spirit of Martha Stewart (with identical perfectionism to boot), and not to mention a budding photographer who loves stepping in behind the camera — can you say multi-talented, multi-tasker? Martha would be proud.

Mallory
Oudendag

Account Lead & Market Associate, Calgary/Okanagan

Mallory Oudendag treats her work with the same attentive introspection and contagious, fun-loving attitude that she grew up around. One to never take life too seriously, she’s a lively, effervescent spirit under pressure with a stellar sense of humour. Along with her carefree nature, this jetsetting blonde brings major guts and gusto to the projects she leads — all while acting as Reformation’s in-house expert on the Calgary and Okanagan markets, where she spends the majority of her time.

Creative, considerate, and expressive, Mallory takes pride in showing others just how incredible they are whenever and wherever possible. She’s a diehard romantic with the inspired spirit of Martha Stewart (with identical perfectionism to boot), and not to mention a budding photographer who loves stepping in behind the camera — can you say multi-talented, multi-tasker? Martha would be proud.

Mallory
Oudendag

Account Lead & Market Associate, Calgary/Okanagan

Mallory Oudendag treats her work with the same attentive introspection and contagious, fun-loving attitude that she grew up around. One to never take life too seriously, she’s a lively, effervescent spirit under pressure with a stellar sense of humour. Along with her carefree nature, this jetsetting blonde brings major guts and gusto to the projects she leads — all while acting as Reformation’s in-house expert on the Calgary and Okanagan markets, where she spends the majority of her time.

Creative, considerate, and expressive, Mallory takes pride in showing others just how incredible they are whenever and wherever possible. She’s a diehard romantic with the inspired spirit of Martha Stewart (with identical perfectionism to boot), and not to mention a budding photographer who loves stepping in behind the camera — can you say multi-talented, multi-tasker? Martha would be proud.

Krystal
Wiggins

Account Lead

A natural planner and ‘doer’ with an impeccably organized to-do list (and cute stationery to match), Krystal Wiggins believes that hard work gets you everywhere and that building authentic relationships are the key to success – professionally and personally. Coupled with her “can-do” attitude, these core values are at the root of every project she leads at Reformation.

As someone who appreciates work-life balance, Krystal thrives on creative storytelling for her clients just as much as she craves the next adventure with her family. Never one to say “no” to anything at least once – if she’s not glued to her phone or laptop during the work week – you’ll probably find Krystal busy planning the next items to cross off of her extensive bucket list. She’s already checked off a summer spent backpacking through Europe after graduating from Simon Fraser University, bungee jumping in Whistler, and an open water scuba diving certification from Thailand. What’s next for this fearless go-getter? A hike through the Inca Trail to Machu Picchu.

Krystal
Wiggins

Account Lead

A natural planner and ‘doer’ with an impeccably organized to-do list (and cute stationery to match), Krystal Wiggins believes that hard work gets you everywhere and that building authentic relationships are the key to success – professionally and personally. Coupled with her “can-do” attitude, these core values are at the root of every project she leads at Reformation.

As someone who appreciates work-life balance, Krystal thrives on creative storytelling for her clients just as much as she craves the next adventure with her family. Never one to say “no” to anything at least once – if she’s not glued to her phone or laptop during the work week – you’ll probably find Krystal busy planning the next items to cross off of her extensive bucket list. She’s already checked off a summer spent backpacking through Europe after graduating from Simon Fraser University, bungee jumping in Whistler, and an open water scuba diving certification from Thailand. What’s next for this fearless go-getter? A hike through the Inca Trail to Machu Picchu.

Georgia
Dueck

Account Lead

A big believer in supporting her team members, Georgia Dueck is Reformation’s go-to gal and personal cheerleader for all projects, big and small. An observant learner with tack-sharp attention to detail, her aspirations to be the next Olivia Pope lead her to the University of Boston’s public relations program, where Scandal’s real life lead female character inspiration Judy Smith attended.

When she’s not looking up cute animal memes or hustling in the world of PR, you can find Georgia in the trendiest studios testing out the latest fitness crazes — ask her to show you a few screaming yoga faces, a guaranteed laugh. As a fun, spirited member of the team, her easy-going nature and driven attitude means she approaches every task with a smile on her face.

Georgia
Dueck

Account Coordinator

A big believer in supporting her team members, Georgia Dueck is Reformation’s go-to gal and personal cheerleader for all projects, big and small. An observant learner with tack-sharp attention to detail, her aspirations to be the next Olivia Pope lead her to the University of Boston’s public relations program, where Scandal’s real life lead female character inspiration Judy Smith attended.

When she’s not looking up cute animal memes or hustling in the world of PR, you can find Georgia in the trendiest studios testing out the latest fitness crazes — ask her to show you a few screaming yoga faces, a guaranteed laugh. As a fun, spirited member of the team, her easy-going nature and driven attitude means she approaches every task with a smile on her face.

Georgia
Dueck

Account Lead

A big believer in supporting her team members, Georgia Dueck is Reformation’s go-to gal and personal cheerleader for all projects, big and small. An observant learner with tack-sharp attention to detail, her aspirations to be the next Olivia Pope lead her to the University of Boston’s public relations program, where Scandal’s real life lead female character inspiration Judy Smith attended.

When she’s not looking up cute animal memes or hustling in the world of PR, you can find Georgia in the trendiest studios testing out the latest fitness crazes — ask her to show you a few screaming yoga faces, a guaranteed laugh. As a fun, spirited member of the team, her easy-going nature and driven attitude means she approaches every task with a smile on her face.

Samantha
McMeekin

Market Associate, Toronto

Ambitious, creative, and always colourful, Samantha McMeekin brings an unorthodox edge to her work with Reformation. Don’t let her bright and bubbly personality fool you–Samantha will do whatever it takes to get the job done (just ask her sister, Reformation account director Pam).

An Ontario native who lives in the trendy west end of Toronto, Ontario, Samantha feeds on her surroundings and the city’s thriving art and music scene. Coupled with a diploma in Artist Management from Harris Institute, Samantha’s educational background in arts and contemporary studies has prepared her well for her role as Reformation’s in-market expert on all things Toronto. When she’s not promoting up-and-coming electronic music artists, you can find Samantha perfecting her moves in the dance studio or sampling eats from one of the city’s hottest new eateries.

Samantha
McMeekin

Market Associate, Toronto

Ambitious, creative, and always colourful, Samantha McMeekin brings an unorthodox edge to her work with Reformation. Don’t let her bright and bubbly personality fool you–Samantha will do whatever it takes to get the job done (just ask her sister, Reformation account director Pam).

An Ontario native who lives in the trendy west end of Toronto, Ontario, Samantha feeds on her surroundings and the city’s thriving art and music scene. Coupled with a diploma in Artist Management from Harris Institute, Samantha’s educational background in arts and contemporary studies has prepared her well for her role as Reformation’s in-market expert on all things Toronto. When she’s not promoting up-and-coming electronic music artists, you can find Samantha perfecting her moves in the dance studio or sampling eats from one of the city’s hottest new eateries.

Olivia
Pilip

Market Associate, Edmonton

For Olivia Pilip, there are only two certainties in life: the confidence that comes with a great pair of heels, and the thrill of a fabulous new project. With over a decade of experience in the sales and marketing industry, Olivia brings Reformation a wealth of knowledge and insight into the Edmonton market, where she lives full-time.

As a go-getter whose finger is constantly on the pulse of the city, Olivia can often be found checking out the newest eateries in Edmonton – that is, when she isn’t on mom duty with her two sons. In addition to her dedication to career and family, giving back to the community is of the utmost importance to Olivia. She is an active volunteer for various events and organizations, including her dual role as director on the board of Kids Up Front Edmonton and event chair for its annual Denim & Dice fundraiser.

Olivia
Pilip

Market Associate, Edmonton

For Olivia Pilip, there are only two certainties in life: the confidence that comes with a great pair of heels, and the thrill of a fabulous new project. With over a decade of experience in the sales and marketing industry, Olivia brings Reformation a wealth of knowledge and insight into the Edmonton market, where she lives full-time.

As a go-getter whose finger is constantly on the pulse of the city, Olivia can often be found checking out the newest eateries in Edmonton – that is, when she isn’t on mom duty with her two sons. In addition to her dedication to career and family, giving back to the community is of the utmost importance to Olivia. She is an active volunteer for various events and organizations, including her dual role as director on the board of Kids Up Front Edmonton and event chair for its annual Denim & Dice fundraiser.

Olivia
Pilip

Market Associate, Edmonton

For Olivia Pilip, there are only two certainties in life: the confidence that comes with a great pair of heels, and the thrill of a fabulous new project. With over a decade of experience in the sales and marketing industry, Olivia brings Reformation a wealth of knowledge and insight into the Edmonton market, where she lives full-time.

As a go-getter whose finger is constantly on the pulse of the city, Olivia can often be found checking out the newest eateries in Edmonton – that is, when she isn’t on mom duty with her two sons. In addition to her dedication to career and family, giving back to the community is of the utmost importance to Olivia. She is an active volunteer for various events and organizations, including her dual role as director on the board of Kids Up Front Edmonton and event chair for its annual Denim & Dice fundraiser.

Since 2012, we’ve crafted irresistible brand stories for our clients.
We want to tell yours next.

Our unique, intuitive process combines our years of research and experience with up-to-the-minute market insight. We listen to your brand’s story — your roots, your optimistic present, your future — and design meaningful strategy for your company’s public relations.

We’re ready
Since 2012, we’ve crafted irresistible brand stories for our clients.
We want to tell yours next.

Our unique, intuitive process combines our years of research and experience with up-to-the-minute market insight. We listen to your brand’s story — your roots, your optimistic present, your future — and design meaningful strategy for your company’s public relations.

We’re ready