Chief Executive Officer
- Strategic initiatives
- viaSport spokesperson
- Partner relations
- Sport development
- Coaching and leadership
As Chief Executive Officer for viaSport, Sheila is working with partners across sport, health, education and community to lead a united approach for a healthy, active British Columbia where sport inspires a field of possibilities for all.
Sheila brings close to 20 years of experience helping organizations transform, both as a consultant and as an executive of the global technology company. Committed to community service, Sheila has also served on several non-profit boards and committees, and in 2011, completed one term as a Trustee for the Board of Education. Through her career, she has helped build high performing organizations that put people first. In addition to accolades from Achievers, Glassdoor and Best in Biz, she was also recognized as a 2014 YWCA Women of Distinction nominee for her ability to drive innovation and strategic direction.
Sheila graduated from the University of British Columbia with a Bachelor of Arts and a Bachelor of Education, and is also a certified Executive Coach.778-655-1745
Caitlin Pentifallo Gadd
Director, Strategic Investment
- Investment Review Business Lead
- Evaluation Matrix Development, Implementation, and Analysis
- Research Design and Methodology
Caitlin holds a PhD in the sociology of sport mega-events from the University of British Columbia. Her doctoral research focused on the impact of urban development projects affiliated with the 2010 Winter Olympic Games. Caitlin's areas of expertise include indicator-based evaluations, policy analysis and attribution, and social impact assessment. She is a frequent presenter at academic conferences and published author in peer-reviewed journals and books.
Once a collegiate level athlete in field hockey and water polo, Caitlin now enjoys open water swimming, playing softball and beach volleyball, and skiing. Caitlin also holds a BA in political science and economics from Middlebury College in Middlebury, VT.778-655-1757
- Financial reporting & budget development
- Implementation of financial policy
- Payroll and benefits
Lovell has worked in accounting and finance roles for over twenty years. He has a Bachelor’s degree in Financial Accounting from Goa University, and is a Chartered Professional Accountant (CPA) and Chartered Certified Accountant (ACCA). Although he grew up playing soccer, his favourite pastimes are watching hockey and cheering for the Vancouver Canucks.778-655-1747
- Assists with various grant life-cycles
- Program reporting & administration
Scott holds a Masters Degree in Sport Administration and Technology from the International Academy of Sport Science and Technology in Lausanne, Switzerland as well as a Communications Degree from SFU. He has worked in amateur sport for over 5 years, most recently as the Long Track Program Coordinator for Speed Skating Canada. In his spare time Scott enjoys playing hockey, snowboarding and wakeboarding.778-655-1756
Manager, IT/Business Intelligence
- Information systems management
- Database and reporting lead
- Business intelligence and analytics
D’arcy completed his MBA, with a specialization in Technology and Innovation, at Ryerson University. His areas of expertise include financial forecasting, performance analysis, and business process reengineering. D’arcy captained the first Canadian team to ever place at the Society of American Baseball Research Diamond Dollars Analytics Case Competition and his writing on sports, games, and history has been published in magazines, on websites, and in academic journals.
D’arcy grew up playing baseball, volleyball and basketball but now focuses his love for athletics into winning as many fantasy hockey and basketball pools as possible. He also holds a BA in history with a minor in film from Dalhousie University and is currently enrolled in the UCLA Television Writing program.778-655-1751
Analyst, Strategic Investment
- Research design, data collection and analysis
- Strategic development, reporting and assessment
- Bridging connections across BC sport sector
Shawna holds a Master’s degree in Kinesiology from the University of British Columbia, and focused her research on the sustainability policies and partnerships of the London 2012 Olympic Games. Her areas of expertise include critical sport studies, qualitative research methodology, sport mega-event policy analysis, and public relations. Shawna’s approach is research-centered, solutions-oriented, and laser focused on positive change.
Formerly a nationally competitive soccer player and dancer, Shawna now participates in more joint-friendly activities like yoga and cycling. Originally from Saskatchewan, she spends a lot of her time reveling at the beauty of BC in the trails and on the beach. Shawna also holds a Bachelor in Kinesiology from the University of British Columbia and has worked with athletes across the lifespan, from age 5 to 95.778-655-1760
Business Operations Coordinator
Anna holds a Masters in Sports Management, with a focus on Grassroots and Strategic Sport Development, from Ulster University in Ireland. She gained valuable experience working as a Sport Development Officer for the university, specializing in public relations, strategic sport development, and performance planning.
Anna was a member of the Canadian Women's National Field Hockey team before earning her Bachelor of Arts degree in Communications and Entrepreneurship from Wake Forest University, captaining the NCAA varsity Field Hockey team. When not in the office she can be found exploring the trails in beautiful BC!778.655.1755
Director, Communications & Engagement
- Communication and engagement strategy
- Government relations
- public and media relations
- Social media
- Website content management
Michelle is a veteran marketing and communications professional, with over 20 years of broad-ranging experience in the corporate, non-profit, and independent consulting environments. Most notably, Michelle spent 15 years with Intrawest Corporation in a variety of leadership roles at both its head office and three of its resorts, culminating in her final role as Vice President, Revenue Management. She holds a Master in Business Administration from the University of Western Ontario’s Ivey School of Business and a Bachelor of Arts in International Relations from UBC.
As an avid athlete, Michelle enjoys competing in half marathons and skiing and hiking with friends and family. She also spends a great deal of time watching her sons participate in a variety of sports, including hockey, soccer, baseball, squash, and cross-country, as well as volunteering to support their teams.778-655-1774
Manager, Community Engagement & Brand
- Community engagement & activation
- Brand management & engagement
- Communications lead on Provincial Physical Literacy Advisory Group
- Content & digital strategy
- BC Communications Task Team member
Over her 12-year communications & marketing career, Kelly carved a niche interest and expertise in sport related programs, which led to working with several 2010 Winter Olympic Games sponsors and consulting for brands such as Adidas, Lululemon, International Triathlon Union (ITU), Rick Hansen Foundation, and Ironman Foundation. Most recently Kelly managed a sports marketing portfolio that included overseeing athlete & ambassador engagement & sport partnerships with brands such as Ironman, Ride to Conquer Cancer, BC Bike Race, Got Chocolate Milk, Newton Running, and the New York Marathon.
A life-long BC resident, Kelly has a degree in Communications, certificate in Marketing, and is currently completing a certificate in Digital Media Marketing from Duke University. Throughout her youth, Kelly was an avid winter sport lover, competitive show-jumper, and played a number of team sports, resulting in a life-long love of sport and staying active. Today, Kelly regularly participates in running & cycling events and loves to embrace all of BC’s glorious outdoor adventures such as snowboarding, paddle boarding, hiking, and kayaking. In her spare time, Kelly is a certified yoga instructor and is currently pursuing volunteer yoga for those suffering from trauma & injury.
Kelly is an ardent animal lover, volunteering as Marketing & Communications lead for Vancouver-based advocacy group Elephanatics.778-655-1759
Communications Specialist, Web & Design
- Internal brand and style management
- Creation of viaSport graphic collateral
- Website updates & content development
- Social media contributor
Isabelle graduated from the University of British Columbia with a Bachelor’s degree in Kinesiology. She is also working toward a certificate in advertising and design. isabelle has worked in the amateur sport sector with a number of organizations that include ProMOTION Plus, Action Schools! BC, Sport BC and KidSport BC. Isabelle has been playing sports ever since she was a child, but soccer was the one that she couldn’t let go of. If she doesn’t have her head stuck in a good book, you can find her out on the soccer pitch with her team.778-655-1750
- Social media contributor
- Newsroom and website contributor
- viaSport Media promotor
Lisa is a graduate from the University of British Columbia with a Bachelor’s degree in Marketing and a minor in Psychology. She has been involved with the UBC Intramurals and Recreation program to promote active living to students through sport and physical activity. In her free time, you can find her playing Ultimate Frisbee aka. chasing plastic, finding new trails to hike, or lifting weights at the gym.
Sport Development / Coaching
Director, Sport Development
- Inclusion and accessibility
- Coaching and leadership
- Provincial sport organization (PSO) and disability sport organization (DSO) services
Acting Director, Sport Services
- PSO services
- Safe Sport
- Dispute Resolution
Prior to viaSport, Heather worked with Curl BC for five years as high performance and competitions manager. She led many program development initiatives supporting amateur athletes through the Long-Term Athlete Development pathway.
Heather is a graduate of Brock University with a bachelor’s degree in Sport Management. She is also a Level 3 NCCP curling coach and enjoys yoga, swimming, curling, and softball.778.655.1749
Manager, Coaching & Officiating
- Coach education (NCCP) across BC
- PSO support for coaching initiatives
- Canadian Sport for Life (CS4L)
- Physical Literacy
- Staff liaison - Coaches Advisory Group
Since moving to British Columbia in 2009, Eric has become quite familiar with the sport system by working for VANOC, University of the Fraser Valley Athletics and PacificSport Fraser Valley. Eric was the driving force behind the Abbotsford BC: Successful Alignment with Canadian Sport for Life and Physical Literacy in a Recreation Environment resource. He also sits on the Board of Directors for the Coaching Association of Canada.
Eric Sinker is a graduate of Brock University with a Bachelor Degree in Sport Management (Honours). He is also a Master Learning Facilitator for NCCP Fundamental Movement Skills and has been coaching youth baseball for 10 years. Outside of work, Eric is an avid baseball fan, and enjoys road trips and adventures with his fiancé and dog, while embracing the Active for Life stage.778-655-1748
Manager, Inclusion & Sport for Life
- Gender Equity
A retired four-time Paralympian in swimming, Elisabeth has also worked in both the Ontario and British Columbia sport sectors. She was part of the VANOC team that hosted the 2010 Winter Olympic and Paralympic Games. In 2012, Elisabeth led Team Canada as Asst. Chef de Mission for the London Paralympic Games, and in 2015, as Chef de Mission for Team Canada at the TORONTO 2015 Parapan Am Games.
Elisabeth has a Bachelor of Physical Education with honours from Brock University. She began her Masters of Occupational Therapy at McMaster, before her career changed paths. Elisabeth is also a certified spinning instructor.
When not working in sport you’ll find Elisabeth being active hiking, running, swimming or cycling with her family.778.655.1762
Coaching and Sport Coordinator
- Manage coach education (NCCP) across BC
- Coordinate coaching initiatives and events
- Communications contributor for coaching-specific initiatives
- Coach Mentorship programs
Robyn Hughes is a graduate of Royal Roads University with a Bachelor Degree in Communications and from Camosun College with a Sport Management diploma. Before joining viaSport, she worked for the Vancouver Canucks, and back in her hometown of Victoria, she was a committee member for the Victoria Goddess Run. Growing up, Robyn dabbled in a variety of sports but now has found her passion in running. She also enjoys hiking and recreational fitness classes.778.655.1752
- Managing and coordinating the Master Learning Faciitator Exchange program
Kate's career focus has been on coach education and training, and is currently working towards a PhD in Kinesiology/Education with the University of New Brunswick. Coaching gymnastics for 20 years, and co-owning Fraser Valley Rhythmic Gymnastics, her interest in building BC's coaches extends to delivering NCCP programs for both gymnastics and multi-sport. Kate has worked in the sport industry for over 10 years, in sport administration, competition organization, multi-sport Games organization, committee participation, and much involvement in Special Olympics. Kate wants to help connect coaches and Coach Developers, and empower them to utilize the resources viaSport and the Coaching Association of Canada have to offer, so we can ensure positive experiences in sport are had by all children and adults who engage.604-845-1413