Roadmap exists to build relationships and help people, not just do business with other businesses. Get to know a bit about our story and our team.

Our Story

Our story is rooted in where we’re from. While our partners are now spread across Western Canada we’re all small-town Manitobans: Thompson, Morris, Arborg, and Winnipegosis. The friendly, honest, hardworking traits that you would expect from small-town folks are at the core of who we are.

When you get to know our team it makes sense, but at first glance, it’s a story that takes some telling. How we got from where we each started to here certainly wasn’t a straight line.

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Our partners come from a wide background of experience. Start-up founder, international creative director, in-house marketers and agency marketers alike, executive suite members, and that’s just a few of the many positions they’ve held. Over the past 20 years, they’ve worked with all levels of businesses across sectors from manufacturing, and agriculture to national retail businesses and home builders.

Despite the different paths, all the wiggly lines connected back to the roots of small-town Manitoba, and through mutual connections, the vision for something different, something more, formed.

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Through all our experience we believe that the small to medium enterprise sector is often overlooked and underserved. We’ve been in those organizations. We know the value they provide to our economy, their team, and the industries they serve. We wanted to support their growth by providing them with the tools they need for success: branding, marketing, sales, and customer experience services, supported by scalable technology from a trusted advisor.

A complete Roadmap for their business.

Our Team

We care about small to medium-sized businesses because we are one.

Steve Whittington


Steve is Roadmap’s president, business development lead, and customer experience expert. He’s passionate about technology and enabling other entrepreneurs for sustainable growth. With over 25 years of executive experience, extensive board work across retail, manufacturing, startups, and agriculture sectors, he brings a broad base of business experience to the consultation process.

Outside of work, Steve is an avid outdoorsman (his most impressive feat to date has been climbing Mount Everest) a published author, and president of a non-profit daycare.

Connect with Steve on LinkedIn to learn more.

An image of Shannon Hewlko's smiling face

Shannon Hewlko

VP, Head of Strategy & Creative Director

Shannon is Roadmap’s vice president, head of strategy and creative director. As an experienced designer, strategist, and entrepreneur, Shannon brings over a decade of knowledge on the intersection of brand and business growth. Her career started in the advertising world (both agency and in-house) where she spent several years honing her skills. She then moved on to open her own business to provide clients with the customized level of business and brand strategy she felt was missing in the market. Shannon is Roadmap’s integrator and is responsible for human resources, product delivery, client services, and the success of the organization.

In her free time, Shannon enjoys the outdoors, swimming, hiking, biking and running, or working on building a cabin in British Columbia with her partner.

Connect with Shannon on LinkedIn to learn more.

Shayne Serediuk

Director of Technology & Development

Shayne is Roadmap’s director of technology and development and web lead. He’s been in the web industry for over 20 years, first starting as a lead designer for a website and marketing firm, and then branching off to build his own company in 2006. Shayne is passionate about collaborating with clients to build high performing digital solutions to meet their goals.

When not at work you can find Shayne with his wife Julie, and their young daughter, at their cabin on Lake of the Woods and more than likely with a craft beer in hand.

Connect with Shayne on LinkedIn to learn more.

Julie Serediuk

Director of Operations

Julie is one of Roadmap’s founders, lead account manager, and ultimate taskmaster. She started her career in the digital marketing and web design industry in 2003 and co-founded Graphic Intuitions alongside Shayne in 2006. As an experienced business owner and project manager, she prioritizes client relationships above all else and oversees the day to day work on all accounts.

During off-work hours Julie is usually spending time with young daughter Sawyer, chasing after their giant dog Murray, or spending time at the cabin on Lake of the Woods.

Connect with Julie on LinkedIn to learn more.

Nick Verwymeren

Lead Developer

Nick has a strong background in website and app development but is always working to learn new digital skills. Whether it’s a brand new web application or legacy code, he treats each project with the utmost care and attention to detail and often works directly with our clients to ensure that we are building the best product to meet their needs.

When he’s not programming he spends time with his family, teaching them the fine art of meat smoking, espresso-making, and chestnut roasting.

Sharlene Reimer

Account Strategist

With a background in digital marketing, email marketing, SEM, SEO, implementing HubSpot, and project management, Sharlene serves as a trusted advisor for clients. She is authentic, organized, loves a challenge, and works to find creative solutions that are tailored to meet the company's business goals.

Outside of work you can find her walking her pup, making macrame, or sitting around a bonfire.

Jennifer Thompson

Account Director

Jennifer is an award-winning marketer and former journalist, with 14 years in the marketing and communications industries. She’s led in-house marketing teams and worked at agencies, focusing her time on creating strategic marketing plans to drive revenue, inbound digital marketing campaigns and project management. She’s passionate about analytics and helping organizations deliver an exceptional customer experience.

Outside of work, Jennifer enjoys traveling, tap dance lessons, drinking too much coffee, and spending time with her husband and two children watching Disney movies and building Lego sets.

Connect with Jennifer on LinkedIn

Emma Sadonick-Carriere

Social Media & Content Manager

With a background in SEO, online marketing, inbound strategies, and content marketing, Emma brings extensive experience in connecting audiences with solutions and building effective social media strategies for clients. Her passion lies in the storytelling and community aspect of social media, as well as problem-solving to help clients reach and engage their target audience.

Offline, Emma has dabbled in breadmaking and sewing, but prefers outdoor activities like attending music festivals with her partner and two kids, walking the family dog, and evolving from being an accidental plant killer to a determined gardener.

Tanvir Farabi

Digital Marketing Specialist

Tanvir is a digital marketing expert with 6+ years of experience and 10+ leading certifications. He focuses on delivering a 360-degree marketing strategy to ensure our clients get the best return from their ad spends. Tanvir’s expertise in search engine marketing, social media marketing, email marketing and other inbound marketing channels gives us the edge to provide our clients with top-notch service.

When he is not working, Tanvir likes to go to the gym or on a hiking trail. He also enjoys long drives and giving back to the community through volunteering activities.


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What Sets Us Apart

We challenge our partners to think differently about their businesses and pride ourselves in being able to help our clients meet their goals while also learning and enjoying the process along the way. We discover along with our clients, building them up so they become more than they ever thought they could be.

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Being realistic in our approach means we always ask why to figure out what is needed and how we can best solve problems. We take our time to gather a deep understanding of your company and uncover solutions that take your operation to the next level, becoming your trusted advisor along the way.

Seeing your business transformation is what excites us, from maximizing business efficiencies to full digital campaigns. We support, help, and educate with genuine empathy, holding our clients as accountable to their potential as we hold ourselves.

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We practice what we preach and are humble in our approach, but not afraid to showcase the world-class solutions we provide for our clients. We are unafraid to try new things to continually offer the best in class solutions for the small to medium size business sector.

Our purpose is to enhance the communities we live in by supporting and growing this sometimes overlooked set of businesses. We believe in contributing as much as we can to the world around us and Roadmap is the avenue in which we can make the greatest impact — one business and one relationship at a time.

Join The Team

We’re always looking for talented people. If you feel like you’d be a good fit for Roadmap, we want to chat!

Contact Us