Personal brand manager for established ethical female leaders
Based in Vancouver, Canada, I help women who’ve already built brand traction and are ready to scale their impact. I manage the team behind your thought leadership from strategy to execution, so you don’t have to.
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I’m as straight edge as they get, baby.
I’m the daughter of Filipino immigrants to Canada. My parents named me Sandra Joyce, which means joyfully defending mankind. That’s exactly what I’m trying to do in this lifetime.
When I was a child, I loved to read and write stories and poetry. I didn’t know what I wanted to be when I grew up, but I believed in God and saving the planet. I wrongly assumed I’d make a lot of money just because I got good grades in school.
I lived through the transition from landlines to cell phones, fax machines to high-speed wi-fi. I’ve seen the power of technology, but the damage it’s done to people, especially minorities.
After getting my college arts degree, I stumbled into public relations. My intuition constantly nudged me to integrate my values of social impact at work, so I rebranded and ran my agency, Conscious Public Relations Inc., for over a decade. We certified as a B Corp and represented some of Vancouver’s largest public events and socially responsible companies.
I didn’t want to handle people’s social media accounts for the rest of my life, so I closed the agency in 2018, the same year I started a vegan lifestyle and became sober.
I integrated yoga and meditation into my life and mistakenly invested in two culty self-help programs: Executive Success Programs (i.e. NXIVM), and Transcendental Meditation. Now I see red flags from a mile away.
After a few years as a freelance assistant to female leaders, I launched a new business as a copywriter. I used the extra time during the pandemic to study editing and formatting books. I became a ghostwriter, editor, and formatter for authors.
In 2021, I began co-hosting VEG Networking Canada, Canada’s only vegan networking group. In 2022, I published the world’s first (and only) vegan marketing book.
I felt the negative effect of technology firsthand when I lost over half of my revenue to AI. While I am not against AI, I believe it must be in service of all living things. We need to scrutinize every invention through a lens of impact to make sure it’s helping—not harming.
In 2025, I became the writer for A Little Bit Culty, hosted by two NXIVM whistleblowers, one of whom is my long-time client.
If you’re a founder, executive, or leader running a community you’ve built through your work, content, and/or activism, you are the world’s solution.
Some women may look successful and put-together on the outside, but are frantically juggling balls behind the scenes.
As your hype woman, I’ll use all the skills I’ve gained in the last two decades of my professional career. Even though I’ve started businesses, I never wanted to build an empire. My purpose is supporting female leaders so they can grow, thrive, and create positive impact for the rest of us.
You’ve seen all the other powerful women blaze the trail with their work, podcasts, books, and talks: Mel Robbins. Marie Forleo. Brené Brown. Codie Sanchez. Dr. Joy Harden Bradford. Vivian Tu. They didn’t get there alone.
As your executive assistant, content manager, podcast manager, book coach, and publicist, I’ll make your brand machine run like Popeye on spinach so you can do what you do best: show up and share your genius.
Maybe people are telling you to fire your team and use AI. Maybe you’re already using AI to do certain tasks. I’ll manage all the other human stuff AI can’t do yet, and help you leave a legacy through your message and media.
As serious as this sounds, I do like to hang back and kick it with stand-up comedy, live music, vegan food, mahjong (and other games), and travel. ‘Cause life isn’t just about paying bills until we die. I’m also an aunt to three kids, a role I don’t take for granted.
If you jive with my vision of the world and need a values-aligned #1 who gets YOU and can work with you for the next two decades…
With gratitude,
