Meet the Branding Team

waterloo, ontario, branding, branding coach, business, small business, financial advisor, business coach,
Image by John Schnobrich

Kelly Maxwell

Brand & Marketing Specialist

Since 2011, I have supported the MasterPoint Branding Program by developing compelling content for clients' branding and marketing TouchPoints. I graduated from Wilfrid Laurier University with an honours degree in Business Administration. My passion has always been marketing as I find it the most exciting aspect of business. 

I help our clients with implementing their own digital marketing strategy and marketing materials. Whether it is designing and writing text for a website or working on newsletters, e-campaigns, social media, videos or blogs – it is all about the compelling content! An advisor's marketing message is an important part of their business and I excel where attention to detail is essential.

In my spare time, I love being outdoors - especially relaxing on a dock in cottage country. I enjoy hot yoga as well as spending time with my husband, daughter Aubrey, son Parker and dog Riley. I’m a music lover of many genres and enjoy attending concerts.


Heather Amlin

TouchPoint Coach & Project Manager

I’m the TouchPoint Coach for the MasterPoint program. Once an advisor has completed the MasterPoint program to build a solid brand foundation,  I step in to help advisors launch and implement their brand. Together, I work with advisors to develop a Touchpoint Plan (marketing tactics list) to determine what are the most effective Touchpoints based on the advisors' ideal client profiles and their business objectives. I collaborate with our creative team, suppliers, compliance and project manage all of the advisors TouchPoints to help them grow their business.


I started in the financial services business in 2000 with a highly successful investment and insurance practice by managing back office efficiencies and their marketing strategy.  I joined The Personal Coach team in 2018 and work along-side Fortunato, the founder of MasterPoint, to support our client brand and TouchPoint initiatives.


In my free time I enjoy relaxing at my cottage on Lake Huron, being outdoors, and reading.


Kim Poulin

Client Interview Specialist

I began my career with Manulife Financial in Waterloo, Ontario as a Brokerage Assistant in 1989. 


In 2005, I joined The Personal Coach. My advisor clients value my openness, honesty, coaching methods and enjoy the results that they get from my coaching process. It is especially rewarding for me to get advisory teams openly and effectively communicating. Helping advisors achieve success with less stress, more focus, and more confidence is always my main goal.

My specialty within MasterPoint is client interviews. I love connecting with an advisor's best clients to undercover and articulate what the advisor does best and how they've had a positive impact in their clients' lives.