ABOUT SONYA SHOREY:
Sonya Shorey is the President and CEO of Invest Ottawa, Co-Founder of SheBoot, and a passionate champion for Ottawa entrepreneurs and companies driving Canada’s innovation economy. She is an award-winning executive, entrepreneur, and management consultant with more than 25 years of leadership experience spanning the private, public, and non-profit sectors. Known for her ability to unite vision with execution, she has spearheaded over $300 million in public-private investment, helping to fuel growth for founders, firms, and innovation ecosystems in Canada’s capital, across the country, and in global markets.
As a strategist and community leader, Sonya has helped transform Ottawa into an inclusive, global tech, business, and innovation hub. During her tenure as Vice President of Strategy, Marketing, and Communications at Invest Ottawa, she played a pivotal role in designing and launching major initiatives that continue to shape Canada’s entrepreneurial landscape:
- Women Founders and Owners Strategy – creator of the flagship Ladies Who Launch program and International Women’s Month campaign, now entering its 8th year of empowering women entrepreneurs.
- Pan-Ontario ScaleUp Platform – the first program of its kind in Canada, accelerating the growth of scaling firms with the potential to reach $100M in annual revenue.
-
Bayview Yards – Ottawa’s landmark innovation hub and one-stop business acceleration shop.
-
Area X.O – a $54 million R&D complex driving next-gen technologies in smart mobility, defence, aerospace, security, agri-tech, and more.
Beyond Invest Ottawa, Sonya is the Co-Founder of SheBoot, a national non-profit closing the funding gap for women entrepreneurs in tech. Since 2021, SheBoot graduates have secured $45+ million in follow-on investment, strengthening Canada’s innovation economy and levelling the playing field for women founders.
Her career began in technology, with leadership roles at Calian, Nortel Networks, and CMC Microsystems, before founding her own successful consulting firm. There, she supported dozens of accelerators, innovation hubs, and economic development organisations across Canada and internationally with corporate strategy, operational design, and investment readiness.
A proud Carleton University graduate, Sonya brings the same drive for excellence to her governance and volunteer work. She actively serves as a Board Director for SheBoot, the Royal Ottawa Institute of Mental Health Research, Women in Automotive Tech, Mindtrust Leadership for Youth, and Elevate International. She is also a dedicated mentor to the next generation of entrepreneurs and leaders.
Sonya’s impact has been recognized with numerous accolades, including:
- 10 national and international awards for communications excellence.
- 3 awards for entrepreneurial leadership.
- 3 awards for women’s economic empowerment, such as the Women in Cloud Innovative Partnership of the Year Award, the TiECon Canada Award for Outstanding Contribution to Entrepreneurship, and Canada’s Women of Inspiration Economic Empowerment Award.
At her core, Sonya is an eternal learner, collaborator, and community builder. She is deeply committed to fostering a culture of belonging, ensuring that diverse voices and entrepreneurs have the resources, visibility, and opportunities they need to succeed — locally, nationally, and globally.
Q&A WITH SONYA SHOREY:
What is your most valuable possession and why?
My most valuable “possession” isn’t actually thing, it’s the people I love and how they have shaped the person I have become. These are the incredible people who have cultivated so much fortitude, strength, passion and tenacity in me, they have shaped by values and my life path.
I believe everything I am, and whatever I achieve in this life, however you define success, is anchored in the unconditional love my parents gave me. They gave me a foundation I’ve drawn on (and needed) in every season of my life, from feeling like a fish out of water during the early days of my career in very make-dominated engineering environments to sharing our family’s mental‑health story publicly to try and help others working through similar challenges. They celebrated little victories as much (or more) than the big ones, and even more importantly, they supported me through some of the most challenging seasons of my life, the times I felt like a failure, struggled and stumbled. These moments were even more important as they reinforced their love would always be a rock I could count on, no matter what unfolded. This is invaluable, priceless.
I have tried to channel all the strength that has come from the people I love into meaningful action, connection and impact, to give back and support friends and family, the entrepreneurs and companies we are honoured to serve at Invest Ottawa, current and aspiring women and marginalized founders, and so many others. These people all contribute to my life in so many ways, and they continue to shape me as a human, daughter, sister, friend, leader, community champion, all these different parts of me.
I cherish these relationships, as always, they are never one way. They are a beautiful trusted exchange that evolves and strengthens over time, full of mutual giving, learning, joys, heartbreaks and laughter.
And if I had to choose one true possession I cherish, it would be the family ring that I gave to my mom about 10 years before she passed away. There is one birth stone for each of our immediate family members, my mother, my father, my sister Leisha and I. It is never off of my hand. When my mother passed away suddenly and unexpectedly, putting it on helped me feel close to her, to keep her with me always. It went from her hand to mine, a part of her lasting legacy, the loving family she cultivated. It helps me honour her.
My most valuable ‘possession’ isn’t actually a thing, it’s the people I love and how they have shaped the person I have become.
What are your top 3 life lessons and how have they changed your life for the better (in other words, how have you implemented them to better your life)?
Moonshots matter, but they’re built brick-by-brick, step by step, over time. This mindset has grown in me through experience. It’s what helped me co-found SheBoot with Jennifer Francis and Julia Elvidge after a particularly bumpy time in our community and my own world. It taught me that incredible opportunity and impact can emerge beautifully from our most difficult seasons. Together with an amazing and growing community, we built a women-founder investment bootcamp that has evolved into a standalone national non-profit, catalyzing more than $45M in follow-on investment for women entrepreneurs. I could never have imagined being part of something so bold before, it was powered by passion, purpose, and collaboration.
It’s also the same way a tiny spark of an idea one Christmas became International Women’s Week, a movement that has grown into a month-long initiative now heading into its 8th year in 2026. Designed to inspire, equip, and empower women leaders from all walks of life, it’s another example of the magic that happens when vision meets community collaboration.
2) Anchor to your values, particularly when it’s hard.
Values are my North Star. They guide me through tough personal and professional calls. When priorities are many and time is scarce, they help me decide what to say yes to, and what to courageously decline. When decisions are hardest, values matter most. I’ve made many mistakes and stumbled into many learnings, but I strive to anchor my life in my values, the people I love, and those who inspire me to grow, dream, strive, and believe.
3) No one succeeds alone — build your circle and give back.
Champions and allies have changed my life and trajectory. Early mentors at Nortel invited me into rooms I didn’t yet feel ready for, rooms I didn’t think I belonged in. My peers challenge me, encourage me and show up for me. Our clients, founders and companies leaders inspire me, build vision and drive me to strive higher and take more intelligent risks. Community partners collaborate with genuine intent and authenticity, multiplying impact. I’ve had the incredible privilege of working with incredible people across local, national, and global communities. I invest in this beautiful circle intentionally, and I try to be that champion for others, it’s a journey. It is so important to pay it forward, this isn’t just an act of generosity. It’s a powerful legacy that anyone can build, with intention.
What is the most valuable advice you’ve received and how did it set you up to win?
Dig deeply inside yourself to understand where you add unique value, then focus relentlessly on the outcomes and impact you want to achieve, and how you achieve them. The how matters just as much as the what. If we damage trust, cut corners or break people along the way, intentionally or unintentionally, the result is diminished, no matter how impressive it looks on paper.
I first learned this as a young arts grad at Nortel, surrounded by hundreds and hundreds of brilliant engineers. A VP encouraged me to stop worrying about keeping up with the most technical people in the room. They spoke in a language I didn’t recognize, and this was my dream employer. I was fascinated by my tech and I still love it today.
I felt like I was failing every day in a different meeting, and struggling to build relationships. It took time for me to truly learn that I was hired for a different role, and that I could add different value that complemented the engineers and technical leaders I longed to keep pace with.
It was a very challenging first 6 months in this dream company with lots of hidden tears, but slowly, with a few key mentors who truly took time to guide me, I started to find my voice, my courage and belonging. I started to deliver value in ways others started to recognize, and it led to incredible opportunities and promotions I couldn’t believe. I was so grateful.
I am so proud of the initiatives we undertook together, and the impacts we achieved, even though I was just starting my career journey. We went through many dramatic highs and lows at Nortel between 1999 and 2002, massive, rapid growth, and deep loss, restructuring and the eventual dissolution of this great Canadian telecom tech giant). The learning was some of the greatest of my life and I have carried every lesson with me. I was in my mid-20s, and this experience was so formative. It absolutely shaped the human and leader I am and continue to become. And many of the amazing people I met during these first few years are still in my life today. I am very grateful.
One of the big learnings during this period: focus on listening deeply and learning, be curious and unafraid to ask questions, connect dots, and help diverse people align around shared outcomes. I believe this mindset shift led to an invitation to join the VP’s cabinet, accelerated my growth, and planted the seeds of a quiet superpower: convening people to solve big problems together while ensuring they feel valued, recognized, and engaged in authentic ways.
No one succeeds alone — build your circle and give back.
What is the worst advice you’ve received and how did it impact you?
Early in my career, someone told me I didn’t belong in a leadership role in a technical organization, that’s because I wasn’t an engineer, I didn’t have real value to add. For a brief season, I let that belief sink in, despite years of strong performance reviews, industry recognition, and the fact that I was delivering meaningful results. The irony is that I had experienced the complete opposite at Nortel, where VPs and fellow leaders helped me discover my unique value and grow: listening deeply, connecting dots, and aligning brilliant people around shared outcomes. Yet here I was, wrestling with self-doubt, allowing one person’s opinion to erode my confidence and how I saw myself, my abilities and impact. It was crushing.
It was a definite setback, personally and professionally, but also one of the most important learning periods of my life. It taught me to always pause when those moments of doubt creep in, to look at the facts, and to stay anchored in my values and track record, while always remaining humble and open to learning.
It also deepened my empathy for others experiencing imposter syndrome, which we all face at different times in our journey (truth). I am certainly no exception. These moments ebb and flow throughout our lives in big and small ways, but hopefully, we get stronger every day. We can employ the learnings we have acquired. We have new perspectives, people and experiences that shape our thinking. They restore our confidence faster each time doubt creeps in.
My lesson? Never allow someone else’s limitations to define your value, your impact, or your potential. Just because someone can’t (or refuses) to see it, know with everything in you that it’s there and it always will be. No one can take it away, it is always in your hands. Believe in your worth and never give someone the opportunity to tear it down.
This challenging experience led to my accidental entrepreneurial journey and the launch of my own management consulting practice (an incredibly rich and rewarding 17 years journey with some of the most incredible people I have ever met—in my backyard, across Canada and around the world). It would never have happened if I had not gone through this challenge. And all the learnings I acquired during time prepared me to become the CEO of Invest Ottawa. It is a great privilege and honour, and I am incredibly grateful for the opportunity to pursue big dreams, shared vision and collaborate with and for a community I love. Together, I truly believe we are building a capital of global opportunity, shared prosperity, and the economy of our future.
What is the one mistake you regret in life, and why? How would changing it have helped?
Silence in the face of mental‑health pain within my extended family.
Despite growing up in a home that worked in mental health, some struggles in our wider family weren’t talked about soon enough. I’ve said publicly that earlier action might have changed outcomes, including lives. I carry that regret, and I try every day to channel it into action in different ways: serving on the Royal Ottawa’s research board, normalizing conversation at work, and making sure people know where to find help.
Changing that one thing, speaking sooner, could have spared immense suffering. That’s why I’m committed to openness now. It’s never easy but it’s critical, and it’s a responsibility.
Never allow someone else’s limitations to define your value, your impact, or your potential.
When you face a challenge, what’s your method to move past it?
I strive to:
- Pause and ground: Quiet the noise, get the facts (the best information possible), identify the real problem (root cause), assess and understand the breadth of the challenge (what/who it impacts)
- Re‑anchor: What do my values require here? What outcomes and impact are we aiming for (economic, social, environmental)? How long do I have to make a decision? Who do I need to engage? What are the key risks and mitigation strategies (I thrive on anticipating potential risks and how I can prevent or overcome them)
- Convene a brain trust: two to three trusted people who will share authentic, honest perspective, pressure‑test my thinking, help me to see things differently when needed
- Break it down: one page, three options, and a 30‑60‑90‑day action plan to pursue the desired outcome and measure progress.
- Act and iterate when needed: small, visible wins to build momentum, communicate often, and adjust quickly. Don’t wait to have all of the information, especially when time is of the essence.
And I strive to regulate my own energy (a big part of my current learning journey) so I can strive to lead with clarity, care, focus and impact.
Perhaps the most important part of overcoming every challenge, knowing there are people in my life who love and value me, no matter what the challenge, outcome, or stumble may be. I trust deeply in this foundation.
How do you create a work-life balance?
I don’t actually chase “work-life balance”. I strive for work-life harmony (as my friend Heidi calls it), and that’s a lifelong learning journey for me.
I’m deeply passionate about what I do. I love to think big with those around me and create a shared vision or dream and pursue it with everything I’ve got. I love being bold and ambitious and I strive to bring this to everything I do, as a new CEO, Co-Founder, Entrepreneur, Director of many purpose-driven boards, a daughter, sister and friend. And I am very driven by impact, it is so motivating for me (whatever the impact). The more meaningful impact I experience, the more change we create, the more inspired others become, the more it fuels me. It’s incredibly motivating, but it can also make it hard to “switch off.”
For me, harmony comes down to being fully present in the moment. When I’m with my family and friends, those moments are precious and cherished. Time is finite. It is honestly our most precious resource and we can’t get it back.
There are definitely times when I am not fully present, because I am preoccupied or distracted with work, a challenge or opportunity. And rightfully, I’ve been called out by those closest to me for physically being there but mentally somewhere else. They’re right and I am glad they do it because it is an important wakeup call. That feedback pushes me to train myself to disconnect from the demands of work in those moments and give my full attention to the people in front of me. People are the most important in my life and I strive to make sure they always know it.
It’s still a work in progress. Some days I feel victorious and other days I fall short, but I’m intentional about it. For me, it’s not about drawing a perfect line between “work” and “life”; it’s about making sure that wherever I am, I’m truly in it because that’s where the joy, connection, and meaning live.
I don’t actually chase ‘work-life balance’. I strive for work-life harmony, and that’s a lifelong learning journey for me.
What “women” hangups have you been a victim to, that you feel sets women up to fail in their professional career?
The actual or perceived expectation that we need to “do it all” perfectly, all at once.
I think one of the most damaging hangups women inherit is the unspoken rule that we need to be exceptional at everything, work, parenting, relationships, community, self-care, all at the same time, without visible struggle. That’s a recipe for burnout, self-doubt and heartbreak. I strive to prioritize what matters most in the moment, anchor to my values, and let go of any concept of ‘perfection’ because I truly believe it doesn’t exist (even though this is always a force I wrestle with). And even though we would almost always choose to do something perfectly, or make a perfect decision, imperfection is where the greatest learnings are (and often the most meaningful part of our journey). I try to remind myself, and fellow women at every stage of their journey, that we’re not failing if we learn from every experience (especially when it’s hard).
Another hangup is limiting self beliefs, like we can’t do hard things. Women do hard things every single day and in doing those hard things, we inspire and uplift others around us, we help them to know they can do hard things too. And even when they don’t work out the way we thought (because life is not a straight line, it has many twists and turns), we can pick ourselves back up after every stumble and be stronger for it.
The tendency to undervalue our own impact is another point. Many amazing women I know (and I’ve been guilty of this) downplay their accomplishments to avoid seeming boastful. When women minimize our own successes, we make it easier for others to overlook them too. We have to model what it looks like to confidently share impact while still lifting others as we climb.
Are you affected by the Confidence Gap, where studies show that women require confidence as well as competence to succeed in the workplace environment, whereas their male counterparts don’t?
I think confidence is like a river, it ebbs and flows in different ways at different times in our lives. It’s not a constant state (even when it might appear to be and we often don’t know exactly what’s happening under the surface of the water).
From my early years to the present day, I can describe moments where I felt so strong and confident (largely because of the love and support of those around me) and moments where I struggled and nearly walked away because of it. And in those moments, I dig deep to find the courage to move forward with whatever objective I have set….even if they are small steps…every step is meaningful.
One example I will always remember: my first “plan of record” meeting at Nortel. A hundred engineers, very few (if any) women in the room. I left close to tears and questioned whether I belonged in the company, if I had made the wrong career choice and would never succeed, all those self-doubting questions in those few moments.
What changed? Mentors who backed me, coached me, invested in me, and helped me build confidence and credibility (step by step). Small wins stacked into trust, and choosing to use my voice even when I was scared. Today, I still feel nerves in new arenas. I take them as a cue to prepare, partner up, draw on the strength that has been cultivated inside me by so many people and myself, and step in anyway.
Confidence is like a river, it ebbs and flows in different ways at different times in our lives.
What does equality mean to you and is it important?
Equality means access, dignity and opportunity, for everyone. It is an opportunity for everyone, from every walk of life, to pursue and fulfil their dreams and make a meaningful contribution to our world. Every single human can make a difference with intention.
Equity is how we get there: designing systems that recognize different starting lines and remove structural barriers. It looks like pay equity, inclusive procurement, accessible capital, safe workplaces, and representation, authentic opportunity, shared power and decision-making.
I am an incredibly privileged white woman. I do not take this privilege for granted. I know I have a responsibility to support others who have never been given the opportunities I have.
Talent is universal, but access and opportunity is not. Economies, companies, and communities are stronger when everyone can contribute at their full potential. Research demonstrates and reinforces this consistently. Diverse teams perform better. They are more productive. They generate higher profit and return.
In your experience, what types of male allyship do you feel women need to foster at home and at work, to encourage an equitable ecosystem?
Genuine allyship at work and home is authentic, respectful, intentional and collaborative.
At work, sponsorship (not simply mentorship), shared decision-making and power (co‑authoring opportunities, opening doors and networks, sharing credit and spotlight), naming bias in real time, equitable compensation practices.
The most powerful allies I’ve had (and I have been very fortunate to have many), have lifted me up, invested in me and created opportunities I could never have imagined. They put real chips on the table for women when we aren’t in the room and invite us into the room next time. They make value-based decisions consistently, even when it’s hard and build authentic, respectful relationships. They create an opportunity for all voices to be heard, and space for everyone to learn, engage and contribute.
Although I know we have a long way to go as a society (and hundreds of years to achieve true equity at the current pace according to different authorities), I am very grateful for the male allies who have propelled me forward, helped me grow and achieve greater impact.
What would you tell your 18-year-old self, looking back over your life’s experiences?
You are needed. Your light, your voice, your values, your goals, they are not just valid, they are vital. You belong. Dream audaciously. Start now and never stop. Your values are your anchor; protect them and rely on them. Storms won’t last forever. Rough water builds skill, courage and fortitude. Take risks. There is no perfect. There is no failure, only learning. Enjoy the ride. Seize the moment. Create adventure. Chart your own path and don’t settle.
Resilience is a muscle. You build it by using it. Take one more step. And then another. Over time, your persistence will turn into progress and that progress becomes impactful.
Invest in yourself and your circle. Always be grateful. Reach out. And when life breaks your heart, as it will, let people love you back to your feet. You’ll be stronger and kinder at the same time. That’s exactly the kind of leader our world needs. You are enough. And you will achieve great things. You are capable of more than you know. More than you can imagine today. Believe.
What advice would you give to women to help them step into their power?
Know your worth and your non‑negotiables. Write them down, reference them often. Don’t settle. Be brave, think big and be bold, even when it’s hard. Find your tribe, those who share your values, while inspiring and challenging you to grow and learn (eternally). Build a personal board of advisors who will tell you the truth. You can lead from any position. Practice visible leadership—speak, publish, pitch, pursue and achieve. Negotiate like it’s your job. Thrive on tenacity. Collaborate authentically and respectfully. Give back and give even when you have nothing to gain. Invest in your network. And when you get a seat, help build a longer table. Intentionally reach out beyond your circles to include others. Create meaningful opportunities. Your power multiplies when it makes room for others.
Equality means access, dignity and opportunity, for everyone.
Can you share one resource (book, course, mastermind/masterclass, etc.) that you feel all women need to have?
The most powerful resource any woman can have is a trusted circle, even if it starts with one confidant or coach, who sees your potential, challenges you to grow, and reminds you who you are when you forget. Alongside that, I believe in curating a personal library, not just of books, but of experiences, cultures, and voices that expand your perspective. This could be through travel, joining new networks, sharing your expertise on purpose-driven boards, mentoring an aspiring rising star, or intentionally exposing yourself to different industries and communities. For me, the combination of supportive relationships, new opportunities, continuous learning has been the foundation for my growth, resilience, and impact. It has allowed me to translate my passion into many goals that are close to my heart.
What mantra do you live by and how has it impacted your life?
“Dream big. Anchor in your values. Always get back up. Give it everything you’ve got.
It keeps me thinking big and bold (which I love), grounded, and resilient. It’s helped me navigate challenging waters and storms and guided critical career and life decisions. I have shared many of these above—entering tech as an arts grad, becoming an accidental entrepreneur, co-founding SheBoot and International Women’s Week, helping to architect the first pan-Ontario Scaleup Platform of its kind and Area X.O, our R&D complex for next-gen tech, championing mental health (while sharing and working through the struggles of our own family including suicide and debilitating grief from the sudden and unexpected loss of my mom), pursuing DEI as an imperative mission-critical learning journey and saying yes to the CEO role. And on the hard days, after loss, setbacks, or criticism, it reminds me to rise and give it everything I’ve got.
Another key mantra of mine is ‘Collaboration for Impact.’
Which therapies/modalities have helped shape your healing and empowerment journey?
What has been most transformative in my healing and empowerment journey has been nurturing deep, meaningful relationships built on trust, respect, mutual generosity, and unconditional love.
These are the people who see me and love me for who I am, not for my title, my achievements, or the goals I’m chasing, just for me. They are the constants in my life, my anchors, my safe harbour. I cherish them.
Spending time with them, sharing our journeys, celebrating wins, and holding space for each other’s struggles has been more healing than any formal therapy for me. These authentic connections remind me daily of what truly matters: that success means nothing if it comes at the cost of the relationships that bring joy and value to our lives and shape who we become.
Those shared experiences, honest conversations, laughter, quiet moments, shared tears, mutual support, are my foundation. They are real. They fuel my resilience, keep me grounded, help me learn and lead with empathy. They are one of life’s greatest gifts (if not the greatest), and I will work hard to cherish and nurture them for the rest of my life.
To contact or learn more about Sonya Shorey: Invest Ottawa, SheBoot, AreaXO, X, LinkedIn
