Elevating Women.
Transforming the Industry.
Our Purpose
WORTH Association is a non-profit society working to advance equity across the visitor economy. We champion self-identifying women and gender diverse people working in recreation, tourism, and hospitality through mentorship, leadership development, advocacy, and community connection. While women represent a significant share of the industry’s workforce, they remain underrepresented in decision-making roles. WORTH exists to change that, equipping women with the tools and networks they need to thrive, and partnering with industry to build a more inclusive and resilient future.
Our industry is a significant employer of girls, women, Indigenous women, new Canadians, and 2SLGBTQIA+ populations. Women working in the Recreation, Tourism, and Hospitality sector continue to experience limited upward mobility, underrepresentation in executive roles, wage disparity, work/life balance challenges, retention challenges, sexual harassment, and seasonal or precarious employment conditions. Many of these industries rely heavily on women as frontline workers, yet few are positioned in leadership or strategic roles. Aligned with the UN Sustainable Development Goals (SDGs), our efforts are part of a larger system-wide shift to dismantle structural barriers and foster gender-inclusive economies.
Our Promise
At WORTH Association we drive positive change by advocating equity, diversity, and inclusion in all aspects of our work. We recognize the unique challenges faced by self-identifying women and individuals across the gender spectrum and are acutely aware of how intersectionality compounds systemic barriers. Our commitment to promoting more equitable industries revolves around nurturing a strong community of belonging. We understand that the Recreation, Tourism, and Hospitality sector is inextricable from the history of colonization. We acknowledge that our industries often disrupt the enduring connections Indigenous peoples have with their ancestral territories. In response, we are wholly committed to advancing reconciliation by fostering meaningful and respectful relationships with Indigenous peoples, organizations, and communities.
Our Work
WORTH Association creates pathways for women to grow, lead, and thrive while shifting the broader industry toward greater equity. Our work spans both individual and systemic impact: we support women directly through mentorship, training, scholarships, and leadership development, and we support the industry by inviting senior leaders and companies to engage in meaningful, collective action. Together, these efforts fuel real systems change while delivering tangible value to participants and partners.
Through mentorship programs, leadership training, scholarship funding, and ongoing professional development, we ensure that women across recreation, tourism, and hospitality have low-to-no-barrier access to the support they need. At the same time, our signature events, research, and advocacy initiatives elevate women’s voices, inform decision-makers, and bring companies into a growing movement for a more equitable future. By investing in WORTH, leaders become part of the cultural and structural change shaping the industry today.
Our Media Features
Our Executive Team
Joanna Jagger she/her
Joanna Jagger is the Executive Director and founder of WORTH Association, a society for women of recreation, tourism and hospitality. WORTH Association was incorporated in 2018 to provide opportunities for mentorship, education and leadership development. Formerly, Joanna was a Convenor and Instructor at Capilano University. She has held leadership roles in sales, catering and human resources at top hospitality brands including Marriott International, Shangri-La Hotels and Sequoia Company of Restaurants. She serves on the Board of BCPavco, supporting the Vancouver Convention Centre and BC Place Stadium. Joanna has a Provincial Instructor’s Diploma from VCC and a Masters in Leadership from Royal Roads University.
Founder & Executive Director
Tash McLeod she/her
As Operations Manager, Tash drives all aspects of organizational operations and strategic project management, leading and executing the successful delivery of programs and key initiatives that educate, elevate, and engage women across recreation, tourism, and hospitality. She also serves as Event Producer for Yes Shef, overseeing the strategic vision, creative direction, event management, programming, and production from concept to execution.
Before entering the nonprofit sector, Tash spent over two decades in hospitality, working alongside the country's premier talent at JOEY Eau Claire and Vin Room in Calgary, and Hawksworth, Vij’s, The Rosewood Hotel Georgia, and Ancora Waterfront Dining in Vancouver. A hospitalitarian at heart, those experiences shaped her approach to leadership: authentic, people-first, service-driven, and grounded in excellence.
She holds a Bachelor of Arts in Gender Studies from the University of Lethbridge and a Graduate Certificate in Evaluation from the University of Victoria’s School of Public Administration. She is a trained researcher, evaluator, data analyst, and practitioner of feminist and anti-racist methodologies.
Operations Manager
Shobna Kannusamy she/her
Shobna Kannusamy is the Founder and Principal Coach at Soirette Connections. As a Certified Leadership and Organizational Coach, she is dedicated to guiding her clients in discovering authentic leadership rooted in their values, strengths, and purpose. Shobna leverages her creative, analytical, and entrepreneurial expertise with a vision-focused mindset and agility in navigating change to empower her clients, enabling them to unlock their leadership potential and thrive in their community. She currently serves clients and their teams across the globe.
As a multi-immigrant, she has the privilege of viewing the world through various lenses of culture and dynamics which informs her work as a coach, and as a mother. She finds immense fulfillment in executing her business through her purpose, working with entrepreneurs in their Leadership Development.
Mentorship Program (Volunteer) & Consultant
Paige Petriw she/her
Paige Petriw is a marketing, communications, and events professional with a passion for building meaningful connections through storytelling, community engagement, and purpose-driven experiences.
Over the past 15 years, her career has taken her across the private, public, and non-profit sectors, where she has helped brands and organizations grow by building strategic partnerships, leading thoughtful marketing initiatives, and creating opportunities for people to connect. As the founder of an award-winning events and marketing agency, she has partnered with organizations to translate their vision into experiences that engage audiences and inspire action.
She is passionate about championing women's leadership, amplifying diverse voices, and creating spaces where people feel seen, supported, and empowered to succeed. Through her role at WORTH, Paige is proud to help grow a community where belonging, mentorship, and opportunity flourish.
Marketing & Partnerships Manager
Nicole Don-Carolis she/her
Nicole is an accomplished event professional with more than 15 years of experience creating exceptional experiences that bring people together. Known for her calm leadership, exceptional organization, and thoughtful attention to detail, she thrives on managing complex logistics while ensuring every event feels seamless, engaging, and memorable.
A graduate of Hospitality Management, Nicole began her career in luxury hospitality before moving into event management at the Westin Bayshore Vancouver, where she played a key role in supporting events during the 2010 Olympic Winter Games. She later managed high-profile events at the Vancouver Marriott Downtown before joining an award-winning events and marketing agency, where she led the planning and execution of conferences, fundraising galas, corporate events, and community initiatives for organizations across British Columbia.
Through her role at WORTH, Nicole is proud to create impactful experiences that foster connection, celebrate women's leadership, and strengthen the hospitality community.
Event Manager
Our Board of Directors
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Marion Harper Treskin
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Mathé Grenier
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Puneet Kochar - On Leave
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Teresa Ryder
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Shirley Quinn
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Genevieve Huneault
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Lynn Chappell
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Nadia Demers
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Shelley McArthur Everett
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Erin Legge