Stephanie Jackman is a co-owner of metalomania.ca and a director of local investing yyc. On june 25, 2025, she was interviewed by raissa espiritu as part of local invesitng yyc’s series on its board of directors.

Raissa: How do you balance business, marketing, and social change? You work at the nexus of these three areas. Tell us more about how you found your way into this area of work??

Stephanie: When I first started my career in traditional marketing, I was working at a large multinational ad agency, but found the work unfulfilling—“it didn’t feed the soul.” I wanted to contribute to businesses and products that made the world better, or at least find a better way to tell the story of the positive impact created. This led me into brand strategy—not just visual identity but rethinking how businesses could put their relationship with customers and communities at the center of growth. From there, I became increasingly interested in purpose as a driver of business and social change. I see business, marketing, and social change not as separate pillars but a single interconnected pathway that has shaped my entire career.

Raissa: Was there a pivotal moment that pushed you fully into purpose-driven work?

Steph: At first, it was gradual—moving from advertising toward brand planning with a social purpose angle. But five years into my career, burnout hit hard. Working 120-hour weeks in marketing left me completely drained, and I realized that “incremental purpose” wasn’t enough. It’s then that I decided to immerse myself in work that was 100% impact-oriented. That leap was the genesis of Respect for the Earth and All People (REAP) Business Association, which was a social enterprise I founded to connect and grow locally-owned businesses that serve people and planet. I ran it for 15 years, growing it to a community of 150 organizations across Southern Alberta before it merged with Thrive. It continues as Be Local YYC under the stewardship of Momentum. Creating that social enterprise and building impact programming for local businesses was the beginning of the purpose-driven journey I’ve continued for more than 20 years.

Raissa: If you weren’t doing this work, what would you be doing?

Stephanie: I really couldn’t picture anything else, to be honest. I would describe my work as a “calling”— challenging and frustrating at times, but also deeply fulfilling. What excites me is the lexibility of purpose: it can show up in countless ways. For a long time, it looked like running a local business network; now, it includes my family’s e-commerce venture and reimagining the cultural role of band T-shirts. Even something as unexpected as merchandise design can become a vehicle for social change when viewed through a purpose lens.

Raissa: Purpose really is portable-and can show up wherever you take it. Even in T-shirts! Let’s learn a little more about you. What’s your favorite dessert?

Stephanie: Without hesitation: crème brûlée. I love the moment of cracking through the caramelized sugar into the creamy custard. While I’m a purist at heart, I also enjoy innovative takes like Earl Grey and salted caramel versions.

Raissa: Where were you born and raised?

Stephanie: I was born and raised in Calgary, and aside from leaving for school, have always been rooted in the city. My deep connection to place and family ties keep me anchored here.