Meet the Team Behind MasterPoint

Together, our team brings decades of financial services experience in branding, creative strategy, design and communications, helping advisory teams build distinctive brands and maintain continuity through every client touchoint.

KELLY MAXWELL

Brand Strategist & Coach

Kelly joined The Personal Coach in 2011, taking on a key role in managing ongoing marketing initiatives and content development. Her creativity, strong writing skills and attention to detail quickly made her an integral part of the team and contributed significantly to her professional growth within the company.

Since 2022, Kelly has led the MasterPoint Branding Program, helping advisory teams uncover what makes their business unique and bring that identity to life across their brand, marketing materials and client TouchPoints. She is passionate about creating meaningful content that feels authentic, engaging and aligned with each team’s vision and goals.

Whether developing a new brand, crafting website content or supporting digital campaigns and communications, Kelly’s focus is always on creating clear, compelling messaging that helps businesses connect more meaningfully with their audience. Her genuine care for clients, combined with her creative and strategic mindset, continues to inspire strong relationships and impactful results.

ROCHELLE RAE

Creative Brand Strategist

Rochelle helps advisory teams translate strategic direction into meaningful brand experiences that clients recognize, remember and trust.

With more than 25 years of experience, Rochelle works collaboratively with the MasterPoint team to uncover what makes each advisory business distinctive and bring that clarity to life. She aligns every client-facing expression of the brand - from online presence an presentations to print materials and communications - creating authentic, cohesive experiences that reflect the business and strengthen its brand.

Known for listening closely, asking thoughtful questions and uncovering opportunities often overlooked, Rochelle brings together creativity and strategy to help advisory teams express their brand with greater clarity, confidence and consistency.

HEATHER AMLIN

TouchPoint Project Manager

Heather plays an integral role in guiding advisors through both brand development and TouchPoint implementation as Project Manager for the MasterPoint Branding Program. She helps ensure each stage of the process runs smoothly, from early planning and creative coordination to final execution.

Working closely with advisors and their teams, Heather supports the development of customized TouchPoint plans that align with each business’s goals, ideal client profile and overall brand experience. Her thoughtful coordination helps keep projects clear, collaborative and efficiently managed across every stage of implementation.

With experience in the financial services industry dating back to 2000, including running a successful investment and insurance practice, Heather brings a deep understanding of the advisor environment and client experience. Since joining The Personal Coach in 2018, she has combined that knowledge with her strong organizational skills and passion for helping advisors grow.

Known for her calm, steady approach and attention to detail, Heather helps advisors feel confident throughout the branding and marketing process. Her supportive nature and project oversight help bring each brand to life thoughtfully and consistently across every TouchPoint.

KIM POULIN

Client Interview Specialist

Kim began her career with Manulife Financial in Waterloo, Ontario, as a Brokerage Assistant in 1989.

She joined The Personal Coach in 2005 and has since become a trusted guide to many advisors across the country. Known for her openness, honesty, and supportive coaching style, Kim helps advisory teams communicate more effectively, reduce stress, and move forward with greater clarity and confidence. Her focus is always on helping advisors achieve success in a way that feels both sustainable and rewarding.

Within the MasterPoint Branding Program, Kim specializes in client interviews. She excels at connecting with an advisor’s top clients to uncover the true value of the advisor-client relationship and then articulates that impact in a way that brings the advisor’s brand to life.