DELIVERED EXCLUSIVELY BY
THE PERSONAL COACH
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
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Kelly joined The Personal Coach in 2011, taking on the responsibility of managing all ongoing marketing initiatives. With her exceptional skills in creative thinking and content writing, she quickly became an invaluable asset to the company. Her attention to detail and meticulousness in every task she undertakes have played a significant role in her professional growth.​​
​Since 2022, Kelly has led the MasterPoint Branding Program. In this role, she assists advisors and their teams in discovering their unique brand and implementing it effectively across various marketing materials and TouchPoints. Kelly's genuine care for her clients shines through when she witnesses their excitement and enthusiasm for the untapped branding and marketing opportunities that lie ahead.​​
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Whether she’s developing a new brand, crafting compelling website content, or supporting newsletters and digital campaigns, Kelly's focus is always on creating captivating content. She possesses a natural talent for uncovering the distinctive qualities that make each advisory team special and effectively communicating those qualities with clarity and impact.
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Kelly's dedication to her work and her clients is evident in her unwavering commitment to delivering exceptional results. Her passion for branding and marketing is not only evident — it’s contagious, inspiring those around her to embrace fresh possibilities.
Heather Amlin
Brand & TouchPoint Project Manager
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As Project Manager for the MasterPoint Branding Program and TouchPoints, Heather plays an integral role in guiding advisors through both brand development and implementation. She ensures each stage of the process runs smoothly, from early planning to final execution.
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Working closely with advisors and their teams, Heather helps develop a customized TouchPoint Plan that aligns with their ideal client profile and business goals. Her thoughtful coordination ensures that every step of the process — from creative direction and supplier management to compliance and timelines — is clear, collaborative, and efficient.
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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. Since joining The Personal Coach in 2018, she has combined that experience with her strong organizational skills and passion for helping advisors grow.
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Known for her attention to detail and calm, steady approach, Heather is a trusted guide through the branding and marketing process. With her oversight, advisors can feel confident knowing their brand is being brought to life thoughtfully — and that each TouchPoint is designed to connect with their audience and support long-term success.
Rochelle Rae
Creative Communication Strategist
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Rochelle brings over 20 years of marketing expertise and next-level creative thinking to the MasterPoint Branding Program. She takes the time to truly understand each client’s brand and plays a key role in managing their TouchPoint strategies ensuring every brand element is cohesive, purposeful, and impactful.
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She has developed and implemented smart, results-driven marketing strategies for clients across a wide range of industries in Canada, building strong relationships with clients, suppliers, and creative teams along the way.
Dedicated to her craft, Rochelle is renowned for developing clever concepts that are fresh and original in the market. She understands the nuances and complexities of the advisory industry and strategically devises marketing materials that are both engaging and effective. ​
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Rochelle rises to every challenge with a finely honed skill set, an eagle eye for detail and a collaborative nature. Her creative ingenuity and business acumen inevitably hit the mark, ensure a smooth process, and help clients soar.
Kim Poulin
Client Interview Specialist
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Kim began her career with Manulife Financial in Waterloo, Ontario, as a Brokerage Assistant in 1989.
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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.
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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.
