Based in Quebec, Jacob Lajoie brings a strong background in strategic marketing to the front lines of climate advocacy. Jacob focuses on creatively navigating our community networks to expand POW's membership base, driving impact through dynamic events, strategic partnerships, and regional engagement. His passion for the planet is entirely rooted in his love for the wild spaces he explores; when he isn’t at his desk, the avid traveler and natural people-person spends his winters splitboarding through fresh snow and his summers trail running and hiking deep into the mountains.

Jacob is thrilled to leverage his professional expertise to unite outdoor enthusiasts and take collective action to protect our winters for generations to come.

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Amelia is a content creator, community-builder, and lifelong outdoor enthusiast based in the Interior of British Columbia. Surrounded by mountains and changing seasons, she has built a deep connection to the places that shape both her personal life and professional work. When she’s not behind a screen, you’ll find her skiing, mountain biking, hiking, and chasing new adventures with her puppy, Trek.

At POW Canada, Amelia is excited to help grow a passionate, informed community and use storytelling as a tool to inspire climate action and protect the places we love — now and for future generations.

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Eric moved from Sweden to Canada when he was four and quickly fell in love with the outdoors. Growing up with mountains, lakes, and forests all around, nature became his playground. Wanting to help keep that experience alive for future generations, he joined POW Canada to work on something meaningful.

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From competing internationally in freestyle snowboarding to working in marketing for small and big outdoor brands, Anne-Fred has always had sustainability in mind. With years of experience under her belt, she is now dedicated to using her skills and expertise for meaningful work. With her deep connection to nature and her unwavering commitment to protecting it, Anne-Fred is always keen for an adventure. Whether it's touring up the mountains of British Columbia, exploring single tracks on her mountain bike, or catching some mellow waves on the Coast.

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Having grown up in the ski industry in Quebec, Anik has always been a passionate skier. Through the ski industry she was able to take on many exciting professional opportunities, most formidably working as the head of the Whistler Blackcomb Brand Marketing department for over a decade. With a BComm in Strategic Management and Sustainable Development, she has always been driven to create purposeful campaigns and movements using the brand voice for good. Joining POW as the Programs & Marketing Director is truly a dream come true with being able to use her skills and experience to advance climate policy. As a mom of 2 young boys, it is important to her to give them a good example of merging purpose with work and play. She resides in Whistler, BC.

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Arianne is an outdoor enthusiast and a people person. She specializes in marketing and communication with her experience in advertising agencies and the outdoor industry. Deeply concerned about the planet and convinced that the climate crisis can be reversed with people working together, she has been a sustainability advocate for years. Her experience working in the outdoor industry allowed her to influence her team and partners to make a difference on a larger scale through meaningful campaigns and initiatives. She decided to become a vector of change by combining her passion for the environment and her knowledge and experience in marketing to the benefit of POW Canada as the Strategic Partnerships Director.

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Dave is a father, husband and outdoor enthusiast with experience in the business and charitable sectors in Canada. He’s passionate about skiing, environmental stewardship and seeing POW Canada grow to have significant impact on climate policy in Canada.

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Nat Knowles is a climate scientist, wilderness conservationist, and outdoor athlete. Her research focuses on mitigating climate change, managing its inevitable impacts, and using outdoor recreation and tourism for sustainable socio-economic development. She completed a Master of Science on these topics at the University of Oxford and is now a PhD candidate at the University of Waterloo. While currently an avid backcountry adventurer, as a former alpine ski racer she won two NCAA National Championships with the University of Denver, and represented Canada at the World Junior Championships and the World University Games.

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Steph grew up finding fulfillment and inspiration from spending time outdoors across BC. As she got older, she realized she could combine passion and purpose to give back to the places she loves. Steph is grateful for this path to continue at POW Canada; supporting grassroots advocacy movements keeps her motivated through the power of community-led action, where everyone can play a valuable role to ignite change and build a better world for all. Outside of work, she’s exploring the beautiful landscapes of Vancouver Island, from oceanside to mountaintop.

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