OUR STORY
Hey, I'm Hailey
Former communications manager turned growth strategist.
I am on a mission to help purpose-driven organizations build clear marketing strategies and smart automation systems so they can grow their reach and build lasting change—without burning out their teams.
How it all started in 2012
My journey started with a bicycle
In university, I joined a grassroots bike club called The Bike Root—a DIY space where people fixed bikes and found community.
I saw a gap so I stepped in—writing newsletters, designing posters, running events, and shaping the group’s voice.
I volunteered for three years, not realizing at the time that I was laying the foundation for my career—and discovering a passion for purpose-driven communication.
a 90-day journey in 2017
I biked across Canada
Along the way, I met with community bike shops across Canada and saw how small, volunteer-led groups like The Bike Root were creating real impact.
Through grassroots communication, they were organizing neighborhoods, influencing policy, and advocating for safer infrastructure—proving that even small efforts can drive system-level change.
a trend started in 2018
Always the first communications lead
That belief carried into my role as the first-ever communications hire for the County of St. Paul, where I helped shape the municipality’s voice, launch a new website, rebrand, and build resident trust from the ground up.
I later became the first communications lead at the Municipal Climate Change Action Centre, launching environmental programs and grants province-wide. With limited resources, I led a full rebrand, website overhaul, and built out marketing systems—including email, social media, media relations, and analytics.
The results? A scalable brand, revived engagement (30% email click-throughs, 4% year-over-year open rate growth), and stronger outreach tools that helped municipalities access funding and act on climate.
But even with this success, at this point, I started to see a common thread in every role:
There was incredible work happening behind the scenes
But little strategy and structure in place to communicate it well
And more often than not, one person was left holding it all together
That person was usually only me.
On the road to burnout in 2022
Being stretched thin is just part of the job...right?
At the time, I thought being stretched thin was just part of working in a mission-driven space. But as the sole Communications Manager at Alberta Ecotrust Foundation, I saw the signs of burnout across my team.
So I built a focused marketing strategy and led a multichannel fundraising campaign, combining segmented emails with digital ads and streamlined messaging.
The payoff? A 112% increase in new donors and a 56% boost in total donations.
By simplifying outreach and clarifying impact, we set the stage for stronger engagement and sustainable growth.
Over the edge in 2024
Overwhelm doesn't have to be the norm
When I became the Marketing & Communications Product Strategist at E Source, I expected things to be different. But even in large energy companies and utilities, the same patterns persisted: scattered marketing, siloed teams, and mounting pressure.
To improve renewal rates and client satisfaction, I led strategy, content, and research for multiple services—overhauling sales decks, newsletters, and email campaigns. The results spoke volumes:
102%
Product renewal rate year-over-year
95%
Average client satisfaction score
30%
Average email click-through rate
$3 million
Increase in renewal sales across the portfolio
the turning point in 2024
That's why I started Echoroot
I left a stable career at E Source because I’d seen enough. I wanted to help in a deeper, more meaningful way.
Echoroot exists for the founders, marketing leads, and small-but-mighty teams at nonprofits, community organizations, and businesses—those trying to grow without burning out.
I created the R.O.O.T Method to do just that.
Looking beyond 2025
The R.O.O.T Method is a mindset
After years of being a one-person team juggling websites, newsletters, fundraising, and program launches—I knew there had to be a better way.
Now, I’m a strategist and a thought partner for those who want clarity, calm, and systems that actually work.
At Echoroot, I’m helping shape a new culture—where growth doesn’t have to mean burnout.
Because growth shouldn’t feel chaotic. Marketing shouldn’t feel overwhelming. And you shouldn’t have to do it all alone.
That's why I help purpose-driven teams simplify their systems, clarify their message, and build a strategy that works with your capacity—not against it.
Learn more about the R.O.OT. Method and how we can help.
how we've helped others
Real Clients.
Real Results.
Explore our case studies that see the results we’ve helped mission-driven clients achieve. These stories show what happens when great missions meet smart strategy and simple systems.
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