The Story Behind Activate
I founded Activate Coaching and Consulting to support leaders and teams doing meaningful work in complex environments. The kind of work where strategy matters, people matter, and the pace rarely slows down. My role is to help you create clarity, build trust, and follow through on what matters, without losing your values in the process.
A brief introduction
I’m Shaneef Karmali (he/him), a leadership and team coach, organizational development consultant, and entrepreneur. My coaching is shaped by two truths I’ve learned across leadership roles and coaching rooms: clarity is a leadership advantage, especially when everything feels urgent, and strong teams are built through honest conversations, clean agreements, and consistent repair when things get strained. Activate exists to help leaders and teams strengthen those muscles.
Why I do this work
I’ve spent over two decades in roles where people, performance, and pressure intersect. Hospitality and retail taught me what it looks like to lead when the work is real-time, the margins are tight, and relationships can make or break the day. That experience is why my coaching is practical and constraint-aware. It focuses on what will actually shift outcomes in the way you make decisions, communicate, and work together. It’s also why I care about leadership that lasts: steadier nervous systems, better conversations, and cultures that can hold growth.
The lens I bring
My approach blends organizational development, systemic team coaching, emotional intelligence, and vertical development. In practice, that means we pay attention to the individual, the relationships, and the system.
The individual
How you lead, respond under pressure, make decisions, and stay aligned with your values.
The relationships
How conversations happen, how conflict is handled, what is spoken, and what stays unspoken.
The system
Structures, roles, incentives, handoffs, and the patterns shaping behaviour.
I also bring a multicultural lens shaped by living and working across different countries and contexts. It keeps me attentive to power, identity, belonging, and how culture influences communication and leadership norms.
How I work
Coaching works best when it’s both reflective and action oriented. Most engagements follow a simple rhythm:
Discover
Design
Deliver
Embed
We clarify context, goals, constraints, and what the system is signalling.
We co-create an approach that fits your reality, not an ideal scenario.
We work with practical tools, honest reflection, and real conversations.
We translate insight into habits, agreements, and ways of working that hold over time.
You can expect sessions that are focused, human, and thoughtful. We will move at a pace that supports learning and follow-through.
Tools and frameworks, in service of your goals
Depending on the engagement, I may integrate:
EQ-i 2.0® and EQ360® (emotional intelligence)
Vertical development reflection practices
Systemic team coaching tools and team diagnostics
Conflict navigation and communication tools
Change leadership and alignment frameworks
"Tools support the work. They do not replace it."
Professional grounding
I’m an ICF-accredited coach and an Organizational Coaching Educator with UBC’s Certified Organizational Coaching program. I also hold practitioner certifications that support emotionally intelligent leadership and development-focused coaching.
If you’re looking for therapy or clinical support, I will help you find the right pathway. My work sits firmly in coaching and organizational development, with clear ethical boundaries.
Beyond Activate
I am also a co-owner and Director of Sales at Plantd Skincare, a values-driven Canadian brand built around ethical sourcing, beneficial ingredients, and thoughtful packaging choices that reduce unnecessary plastic. Being in the operator seat keeps my coaching honest. It strengthens how I think about stakeholders, customer experience, trade-offs, and the reality of building something that lasts.
Who I work with
Activate is a strong fit for:
Founder-led and scaling organizations
Mission-driven and not-for-profit organizations
Senior leaders and executives
Leadership teams navigating growth, change, or complexity
Coaches who want practical support building their practice with integrity (Coach Practice Studio)
If you’re unsure whether coaching or consulting is the right fit, a Discovery Call is the best starting point.
A few things I value in this work
Integrity
Clear agreements, honest communication, and follow-through
Care
Human-first leadership that respects people and reality
Courage
Naming what’s happening and working with it directly
Curiosity
Staying open, especially in moments of tension
Equity and inclusion
Attention to voice, power, belonging, and lived experience
Who's Behind the "We"?
Trusted partners who bring depth, insight, and complementary expertise.
We don't outsource. We co-create.
While every project is led by Activate, I don't do this work alone. I collaborate with a trusted network of coaches, consultants, and facilitators — each carefully partnered with to meet the scope, scale, and strategic needs of your organization.
When you work with Activate, you gain a partner who knows when to bring in additional perspective, and how to ensure that collaboration enhances your outcomes, not complicate them.
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Entrepreneurial Leadership Coach
Shobna Kannusammy B.Eng, PCC, COC (she/her)
Shobna is an entrepreneurial leadership coach and small business consultant, with a unique background as an engineer turned pastry chef. With over two decades of experience in diverse professional environments, she excels in building successful teams, networks, and charitable organizations. Drawing from her rich experiences across different countries and cultures, Shobna offers a unique perspective that fosters deep and meaningful engagements with her clients. Shobna is a UBC Certified Organizational Coach an ACC-designated coach with the International Coaching Federation (ICF). She is also a certified EQ-i 2.0 + EQ360 practitioner, skilled at recognizing and valuing individual strengths in group settings. As an entrepreneur, she takes pride in her iconic bakery in downtown Vancouver and her role as a nationally recognized judge on Food Network Canada. In her downtime, Shobna enjoys dancing, cooking for intimate dinners, dabbling in art with her son, and collecting stationery. She is dedicated to philanthropy, serving as a board member for multiple charitable organizations. Shobna’s coaching process focusses on partnership, insight, and clarity, empowering her clients to pursue their ambitions with self-empowerment, courage, and vulnerability.
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JEDI Strategist and Organizational Coach
Dr. Rachael E. Sullivan, PhD, COC (she/her)
Rachael is an Equity & Diversity Strategist and Organizational Coach with exceptional adaptability, connectedness, empathy, ideation, and strategic thinking. Using her training in Sociology, Rachael understands human relationships and connections as interdependent systems. She brings a calm and centred approach to Equity, Diversity, and Inclusion (EDI) work, capitalizing on building rapport and deep listening to ensure EDI principles work within local contexts. Building on critical reflection and systems thinking. Rachael’s approach involves identifying immediate opportunities for ‘quick wins’ and also locating high leverage points within a system to ensure EDI practices are incorporated throughout. In addition to her work as an Equity & Diversity Strategist, Rachael is an experienced Organizational Coach. She skilfully addresses conflicts within a system, allowing opposing vies to be expressed. Using Deep Democracy facilitation, Rachael can support the processing of ineffective interpersonal dynamics to strengthen team dynamics and decision-making processes. Rachael is committed to putting principles before personalities, both when working with groups and individuals. Her collaborative approach empowers individuals to set and achieve their goals, while meeting them where they are in their journey.
Leadership & Performance Coach
Siobhann Williamson, M.Sc, PCC, COC (she/her)
Siobhann is the Founder of Firecracker Coaching, bringing a vibrant and energetic approach to personal and professional development. An ACC credentialed member of the International Coaching Federation (ICF), Siobhann adheres to the highest ethical standards. Her relational coaching style creates a safe space for clients to overcome obstacles and achieve their goals. With a strong background in sales and extensive experience in the Medical Technology industry, Siobhann holds a BPHE from the University of Toronto, an MSc from the University of Alberta, and a Certificate in Organizational Coaching from UBC. She is also certified in EQ-i 2.0 and EQ360 assessments for leadership development. Siobhann helps leaders and future leaders develop critical skills, increase their impact, and achieve their full potential. She has partnered with former high-performance athletes to apply key learnings and habits to professional performance, focusing on mental, emotional, physical, and spiritual aspects of high performance. A lifelong learner and physical activity enthusiast, Siobhann recently added 1:1 Coaching Outdoors to her services. Firecracker Coaching reflects the dynamic energy exchanged in collaboration with highly motivated professionals.
Design & Branding Specialist
Jemima Bliss (she/her)
Jemima is a seasoned design and branding specialist with extensive experience in transforming creative visions into tangible results. With a robust background in design and marketing, Jemima excels at helping businesses craft compelling brand identities and effectively communicate their value propositions. Her expertise spans various industries, including retail, real estate, and digital media, making her a versatile asset to any team looking to enhance their brand presence. Jemima's approach combines strategic thinking with a deep understanding of market trends, enabling her to deliver innovative solutions that resonate with target audiences. Whether it’s through visual branding, marketing campaigns, or digital content creation, Jemima brings a wealth of knowledge and a creative edge to every project she undertakes. Her passion for design and commitment to excellence make her an invaluable partner for any organization looking to build and grow their brand.