Man in beige tuque, grey wool coat, walking next to woman with green jacket, long brown hair, smiling. In background, two tall building along a waterfront, a couple of boats docked in a small marina

What Drives Us

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.

  • To help business owners breathe new life into their marketing strategies, tactics, and efforts

  • Marketing is more than just numbers; it’s about connection and understanding again

    We envision a world where business owners keep their marketing human and heart-centred, prioritizing connection and community in their processes, systems, and communication inward and outward.

  • We empower business owners to cut through the superficial noise and reconnect with their audience, themselves, and their business to promote trust and authority in their spaces, online and in their communities

  • Integrity, authenticity, curiosity, and trust shape the way we work. These aren't just words; they’re the foundation of everything we build.

    Our values, when used as an acronym, spell “I ACT”, as we are rooted in action, whether for our clients, ourselves, or our communities.

Woman in green jacket and man in grey jacket walking with backs turned to camera along a paved path, a grey clouded sky above them

About the Team

Erika (long, brown hair, pale complexion, wearing muted sage green t-shirt, black work pants, black strapped sandals), sitting on small wooden bridge in zen garden, smiling, head turned up slightly to the sky

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.

Erika Dowell

Kendra (light brown wavy hair, pale complexion, wearing brown coat, with a large line-patterned scarf over top), smiling with teeth showing at camera, tall leaf-fallen trees in background, sun shining as backlighting

Operations Assistant

Kendra joined the team in October 2025 and contributes to every part of the business from bookkeeping to marketing. She brings a wealth of knowledge from other roles and is ready to tackle any project!

Kendra is based in Edmonton, Alberta.

Kendra Maud