Michael Steele


As the CEO, my job is to set the vision & strategy, then make sure everyone else has what they need to execute.

I started Flywheel on the side while teaching digital marketing at a local tech school, after hearing from students and partners how much of a need there was for a more technical, transparent approach to digital marketing. Flywheel quickly became my focus as we grew. Before that, I founded and sold The Good Stuff, and before that, worked in SF on the growth team for a SaaS startup.

For fun: I obsessively play & watch basketball, play video games, read, and talk about growth on LinkedIn.
Favourite brands I’ve worked on: Virgin Trains, Vans, Lighthouse Labs, DUER

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Liz Nuttall

Managing Director

As Flywheel’s Managing Director, I working with all the ‘spokes’ to help connect what might otherwise be more siloed and make sure everything is working together towards our clients’ goals. I have varied experience in marketing and operations, with a focus on strategy, non-technical SEO, and digital advertising. 

For fun: I love to camp, hike, listen to podcasts, and do yoga!

Favourite brands I’ve Worked On: Cactus Club Cafe, DU/ER, Lighthouse Labs, You Move Me, and Silver Hills Bakery.

Natasha Burtenshaw-deVries

Director, Organic Growth

As an SEO Strategist, I’m a big believer in holistic SEO and love working on all aspects of it from content writing to technical optimizations. At the end of the day, rankings don’t matter if you don’t nail the search intent or user experience.

For fun: I’m a big soccer fan, an avid sailor, and a big music person. I play trombone in a local orchestra and also play the violin. 

Favourite brands I’ve worked on: ActivePro Nursing & Home Care Inc., KeepRite Refrigeration,
Vista Condos on Charlton, Voyago.

Sebastian Montenegro

Sr. Paid Growth Strategist

As Flywheel’s Growth Strategist, I am responsible for optimizing the conversion flow of a handful of clients, starting with their paid ads on social platforms and Google to their landing pages and their email automations. My goal is to ensure that each brand is telling a consistent story to prospective and existing customers throughout the entire journey.

For fun: I am a keen soccer enthusiast. I follow all the big leagues, particularly La Liga, since I am a die-hard Real Madrid fan. I also curate and share Spotify playlists!

Favourite brand I’ve worked on: Good Inside

Azra Kassam

Sr. Content Lead

As Content Lead, I own the content strategy for our clients. This includes ideating and executing on all things digital content from planning, creation, analytics, and streamlining processes where needed. Because I’m a total extrovert, I enjoy collaborative environments and find my best ideas come from brainstorming with others. Once it’s time to execute though, I’ll buckle down and get it done with no distractions.

For fun: I try and stay as active as possible! I lift weights, run, and kickbox. Because I also have an insane sweet tooth, I spend a lot of time in the kitchen attempting to create healthier versions of my favourite desserts. 

Favourite brands I’ve worked on: Luxy Hair, ResolveCBD

Alan Shoucair

Director, Growth & Analytics

My role at Flywheel is everything growth related! Whether it’s paid advertising, conversion rate optimization or automations, I’m here to help our clients, prospects and team members to scale up their positive results.


For fun: I like to play soccer, tennis, cycling, skiing, photography and music.


Favourite brands I’ve worked with: Adidas, The Macallan, Jagermeister & RBC GranFondo Whistler

Scott Whitley

Director, Paid Growth

All my life, I wanted to be a lawyer. I went to school for 7 years and I worked at a big, unfulfilling law firm for 2 years.

I was making great $$ but it wasn’t my cup of tea. So I quit September 2019 to pursue my own entrepreneurial projects. Which led me to my love of digital marketing.

For fun: Hang with my dog, read (business stuff or high fantasy), write kids books, move my body, and seek out side quests.

Favourite brands I’ve worked on: My own! Rü Supply Co, Shower Thoughts, LAB Water Kefir

Kate Clarridge

People & Culture Lead

As the People and Culture Lead I do a little bit of everything to support the Flywheel Team. This includes recruiting, performance management, growth programs, retreat planning, coaching and more. I have my Masters Degree in Organizational Psychology and love to nerd out topics related to mindfulness, emotional intelligence, happiness + well being.


For fun, I like to bring people together and create unique experiences. I’m kind of like a permanent camp counselor and I’ve been known to plan house crawls, curling bonspiels and epic Georgian Bay camping trips. I like to get out to nature whenever possible and otherwise I enjoy checking out new restaurants, breweries and art events around my home city of Toronto!

Haris Anjum

Sr. SEO Strategist

As an SEO Strategist, I enjoy doing my part to help businesses and websites grow their online presence. I consider all aspects of search engine optimization to be relevant for organic growth and I’m a big supporter of holistic SEO practices. I believe the future is online and I want to help clients secure their place on the internet!


For Fun: I love watching movies, binging TV shows, playing video games, and exploring the great outdoors. I’m also a big Raptors fan! #WeTheNorth

Abigail Ogun

Paid Growth Strategist

As a Paid Growth Strategist, I assist Paid Growth leads in developing full scope ad campaigns from planning, writing, and strategizing, to reporting. I originally did my undergrad in Law and Society at the University of Calgary with Law school being the end goal. However, during my 3rd year of my undergrad, I realized that I wasn’t going to be happy or fulfilled as a Lawyer so after graduating, I focused on content creation, where I deepened my love for social media and developed an interest in digital marketing.


For fun, I create content surrounding my life and travel to new destinations. Having lived on 3 continents; Africa (Nigeria), Europe (The Netherlands) and North America (Canada), I put my foot down after moving to Calgary and refused to move. However, after going through a pandemic and visiting Spain last year, my wanderlust was renewed and now I don’t think I ever want to stop travelling.

Sydney Kennedy

SEO Strategist

As an SEO Strategist, I am responsible for supporting SEO projects, including on-page technical analysis, keyword research & implementation, content strategy, link building outreach, and general website management.


For fun, I love travelling, listening to music, and escape rooms with friends!

Simon Leduc

Sr. Paid Growth Lead

I create sophisticated growth strategies for our clients — through full-scope campaigns and creating conversions across multiple channels. I believe in a holistic approach, scaling sustainably while communicating your brand story.


For fun: Anything outdoors, from backcountry skiing, mountain biking and surfing. But teaching my kids those activities is what I like the most.


Favourite brands I’ve worked on: Burton, BN3TH, Fable, The Five Minute Journal.

Ashley Cockwell

Senior SEO Growth Lead

As a Sr. SEO Growth Lead at Flywheel, I’m here to support the team and clients with organic growth. I love crafting holistic SEO strategies and gaining a deep understanding of the uniqueness of my clients’ businesses, to deliver high-quality, targeted results.


For fun, I love travelling, cooking new meals, paddleboarding, and spending time with friends & family!

Aziz Dhaouadi

Marketing Analytics

My role at Flywheel revolves around data analysis to better identify opportunities and drive better decision making for the relevant stakeholders. It also involves building the right analytics tool to empower teams unlock insights from their data and take ownership of their storytelling.


For fun:I like to play tennis, alot. My favourite player is Roger Federer. I also enjoy reading scientific papers (mostly related to computer science or physics), and enjoy programming.


Favourite Brands I’ve Worked On: Lighthouse Labs, Good Inside

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