Our Mission and Values
We know that social media can feel overwhelming. That’s why we focus on creating tailored strategies based on where you are now and where you want to go, using the tools you already have to get the results you actually need.
We work with business owners who care deeply about their brand, their voice, and the communities they serve. You've built something meaningful, and our job is to help you share it in a way that feels honest, aligned, and doable.
With years of experience and a passion for simplifying marketing, we’re here to help you take confident action, understand what works (and what doesn’t), and show up online with a strategy that feels like you.
About the Team
Erika Dowell
CEO + Business Coach
Founded by Erika Dowell, a seasoned entrepreneur and marketing-savvy accountant, Signal Operations brings a strategic lens to small business growth. With over a decade of experience in finance and operations, Erika understands how to translate data into action—and how to build marketing strategies rooted in reality, not guesswork.
Erika is also a Xero Gold Partner and Eastern Canada Regional Xero Ambassador, working closely with Xero’s internal teams to stay ahead of industry shifts and bring cutting-edge tools to our clients.
Emrys De Sousa
COO + Director of Marketing
As Chief Operating Officer, Emrys leads with clarity, empathy, and vision. Their marketing approach is equal parts analytical and human: data-driven strategies paired with storytelling that resonates. Whether it’s refining a brand’s voice, optimizing campaigns, or building out systems that support long-term growth, Emrys ensures every piece of the puzzle connects.
A strong advocate for inclusive, equity-centred workplaces, Emrys also brings lived experience and leadership in creating spaces where authenticity drives connection—and where brands can show up with integrity, not just intention.
Caleigh Walker
Operations Assistant
Caleigh Walker is an Operations Assistant who thrives on keeping things organized and running like clockwork.
With over 10 years of experience across education, wellness, and corporate spaces, she’s handled everything from coordinating projects and planning events to managing schedules and fine-tuning processes.
Caleigh is all about the details, loves solving problems, and brings a calm, can-do energy to every team she’s part of.