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THE TEAM
There’s no need to educate us on the financial services industry. We already speak the language. We listen intently and ask the right questions to become experts in your business.
Kelly Maxwell
Brand & Marketing Specialist
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 Communication Strategist
Rochelle brings over 20 years of marketing expertise and creative strategy experience to the MasterPoint Branding Program. She takes the time to truly understand each client’s brand and plays a key role in developing cohesive, impactful TouchPoint strategies that align with their vision, goals and client experience.
Throughout her career, Rochelle has developed and implemented thoughtful marketing strategies for clients across a wide range of industries in Canada, building strong relationships with clients, suppliers and creative teams along the way. Her creativity, collaborative approach and strong attention to detail consistently help bring ideas to life in meaningful and effective ways.
Dedicated to her craft, Rochelle is known for developing fresh, engaging concepts and communication materials that help businesses stand out. Her deep understanding of the advisory industry, combined with her ability to balance creativity and strategy, allows her to create marketing solutions that are both authentic and impactful.
Rochelle approaches every project with professionalism, creativity and care, helping clients feel supported and confident throughout the branding and marketing process.
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.
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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.
