WHO DOES IT

Joanna Track

Joanna is the lead strategist, bringing best-in-class marketing solutions to clients. With her extensive experience as an entrepreneur she is able to support clients holistically, providing insights and direction on the bigger picture, from people and culture, to financial modelling and operations, all in support of their business goals. A self- proclaimed “email nerd,” this email aficionado never misses a chance to remind clients that newsletters still offer the best ROI in the biz.

Prior to relaunching Good Eggs, Joanna held the role of vice president at Venturepark Voice, a division of Arlene Dickinson’s business growth ecosystem. Before joining Venturepark, Joanna was the co-founder of Newsworthy Co. Inc., a content development agency, and the founder and executive publisher of The Bullet, a popular daily news digest. Both businesses were acquired by Arlene in early 2021.

Yet her entrepreneurial pursuits did not start there. It all began with sweetspot.ca, a digital publication that was the first of its kind in Canada, where Joanna (and later, a team of 30+) shared the latest lifestyle trends with women across Canada. Sweetspot.ca was eventually acquired by Rogers Communications. That was followed by Eluxe, an e-commerce destination that married editorial and product into a one-stop shop for inspiration and style.

In addition to building businesses, Joanna shares her experience with entrepreneurship, branding and publishing through speaking and media engagements, and spent time teaching digital marketing at York University.

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Samantha Speisman

Sam is the social savvy queen of content, developing and leading strategies with a keen eye for creative. While overseeing the day-to-day marketing campaigns for clients, she never misses a TikTok trend or a typo. Sam also ensures that every egg in our nest is a good one, recruiting and managing the internal team and roster of freelancers, delivering a seamless experience for every client and the high-performing content that will grow their brand and business.

Before joining Good Eggs, Sam worked as the head of social media at Believeco, an international full-service marketing agency, where she helped businesses of all sizes elevate their social media presence.

Before joining Believeco, she founded Newsworthy Co. and built The Bullet alongside Joanna. And before that, she oversaw content development at some of Canada’s largest media companies, including Rogers Media and Shaw Media (now Corus Entertainment). She’s taught social media at Centennial College, conducted several content development courses for partners and clients, and overseen countless website redesigns and brand redevelopments.

She started her career at Joanna’s first company, sweetspot.ca, which she helped grow into one of the most popular and well-respected media outlets in the country.

Named one of The Peak’s Emerging Leaders in 2022, Sam has dedicated her career to driving change in the marketing industry and having a positive impact on the people she works with.

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THE GOOD EGGS TEAM

MERCEDES BARNES

DIRECTOR, SOCIAL MEDIA STRATEGY

Mercedes doesn’t just follow trends, she forecasts them. With nearly a decade of experience and a loyal online following of her own, she has an instinctive sense for what works (and what flops) on social. Her content is authentic, strategic, relatable, and scroll-stopping. If it’s on your feed and it made you pause, there’s a good chance she had a hand in it.

ALEX QUARESMA

DIRECTOR, DIGITAL STRATEGY

Alex sees the whole chessboard. She connects audience insight to revenue impact, building omni-channel strategies that don’t just engage, they convert. She blends art and science like it’s no big deal. (Spoiler: it is.) She’s passionate about telling compelling stories at the right moment in a user’s journey, and has delivered more than $35M+ in annual revenue.

ASHTON FAULKNER

CREATIVE LEAD

Ashton’s superpower? Turning abstract ideas into compelling, creative content that moves people and metrics. With a background in social media and media buying, she’s equal parts strategy and sparkle. Whether it’s a brand refresh or a TikTok brainstorm, Ashton brings the ✨energy✨ (and then some).

MIA SHULMAN

COPY LEAD

Mia turns big ideas into bold brand stories. With years of experience leading content at iconic Canadian media brands, she brings a sharp editorial eye, strategic thinking, and a deep love of great storytelling to every project. She’s overseen content strategies for brands like HGTV Canada and Food Network Canada, managed large content projects for national brands, and developed editorial and marketing copy for companies across a wide range of industries.

RILEY VON NIESSEN

CONTENT DIRECTOR

With 10 years of experience in various copywriting and content strategy roles, Riley finds the words that work. Whether it's web copy, email flows, or full brand stories, she blends creativity with clarity, making brands sound like themselves, only better. She also plays a big role in developing brand strategies.

ELLEN SMITH

CONTENT MANAGER

Ellen keeps the trains running and is the calm under (creative) fire. She turns complex timelines into seamless workflows and makes sure every project gets delivered with polish and precision. She’s a seasoned content manager and copywriter with years of experience in digital marketing, editorial, and brand storytelling.