What interested you in the work of the Manitoba Women’s Enterprise Centre (MWEC) and how long have you worked there?
Maxine: I have been working at MWEC for just over two years and I really enjoy how the role encompasses my favourite parts of my work history. I was an entrepreneur myself, starting and growing a business in a non-traditional industry as a partner in a locksmith company. Then, I shifted my focus to supporting businesses across a variety of sectors as CFO of The Winnipeg Chamber of Commerce. I was also involved in humanitarian and development project work as the COO of Canadian Lutheran World Relief, where we elevated women and girls out of poverty and provided them with the necessary tools to be self-sufficient.
What does your role as CEO entail?
Maxine: From a broad perspective, my role as CEO is to provide leadership and direction toward the achievement of MWEC’s philosophy, mission, strategy and objectives. That’s a very CEO response. Looking at it with a lens that is more reflective of me as a person, my role entails creating an environment where our staff, clients, partners, and board are proud of the work we are doing together.
How does your organization support entrepreneurs in our province?
Maxine: We are in the business of supporting self-identifying women, non-binary, and gender-diverse individuals from a variety of backgrounds and cultures. We work closely with other agencies throughout the province who strive to serve a similar demographic, through advising, lending, mentoring and networking opportunities. Our core services include free one-on-one business advising, training workshops and mentoring, networking events, and financing, where we provide loans up to $150K. In the last year, we developed and have been branding our tagline “ToGetHer Stronger.” This tagline is our sole focus and decision-making filter; if an activity doesn’t make her stronger, it doesn’t make the list.
How important is representation in your decision-making?
Maxine: Representation is a key determining factor for MWEC as a non-profit serving under-represented clients. Our community of self-identifying women includes new Canadians, Indigenous peoples, people of colour, individuals with disabilities, gender-diverse individuals, people who reside in rural and northern Manitoba, and others who need support and guidance in launching and growing their businesses. We engage with entrepreneurs from a wide cross-section of cultures and from all business sectors. For me, personally, representation in decision-making is very important. I would never profess to know everything, nor be the person in the room with all the answers. I prefer a collaborative approach, especially concerning strategic decision-making.
Does the Manitoba Women’s Enterprise Centre have any unique programs that people are often not aware of?
Maxine: It has been my experience that people are surprised by the scale and variety of entrepreneurs that MWEC supports in Manitoba, both through our advising and lending portfolio. Thirty years ago, on October 7, 1994, MWEC was launched—the first of four provincial women’s enterprise initiatives funded by PrairiesCan (formerly Western Economic Diversification Canada). Our clients build businesses in every sector imaginable, and they come to us with great ideas, inspired enthusiasm, and boundless energy to achieve their goals. People who have connected with the Centre know the special relationships we forge with our clients and partners, and that learning and networking opportunities are numerous. Our ToGetHer Stronger Business Breakfasts have grown tremendously in the last couple of years with attendance typically topping 100 guests. Another exceptional program we’ve developed over the last several years, Strength in Community Workshops (SCW), has recently received funding from Innovation, Science and Economic Development Canada to take it national and we are delivering it across seven provinces.
How do you apply your knowledge as a CPA in your current role?
Maxine: I apply my CPA perspective and knowledge to most of my work. I remember during my coursework the words “best use of a dollar” came up regularly. I analyze and make many of my decisions based on that simple phrase. As CEO, there is a crucial role to play in shaping the organization’s financial health, governance, and strategic decisions. My CPA lens is key when looking at financial stewardship, budgeting and financial planning, risk management, governance and compliance. Additionally, given the scope of our work and who we serve, my background has benefitted the level of advising, training, and loan assessment we can provide for our clients to build sustainable businesses. Lastly, CPA Manitoba’s professional development courses provide a variety of topics on leadership, which have enhanced my ability to lead and build cohesive teams.
Are there any ways that you contribute to the community outside of your workplace?
Maxine: My sons are now young adults, but when they were still children my spouse coached them for many years and in multiple sports. I assisted wherever I could to help manage the teams and be there for the teammates whose parents were unable to join us when we travelled to tournaments. Once my sons were young adults, I started to volunteer on several boards. Currently, I am a board director and Finance & Audit Committee Chair for the Women’s Enterprise Organizations of Canada, and I am also a board director and member of the Finance Committee for CentreVenture Development Corporation. Recently, I was honoured to accept a request to be a mentor for a CPA candidate.
Do you have any advice for people looking to become CPAs?
Maxine: You are never too old to start. I received my CPA designation many years after graduating from university, while I was raising a family. It wasn’t easy…but nothing worthwhile ever is. My inspiration for this came from my mom who spent 14 years completing her degree while raising her family. I always advise those who are considering the CPA program to not hesitate; it will open many doors and will change people’s perception of your abilities in a positive way. When I started putting the CPA letters behind my work signature, even though I had been with the organization and in my role for many years, the dialogue changed. Immediately, I noticed how others saw me as an expert. I had one instructor say during the CPA program, that the difference between someone who does accounting, and a professional accountant, is that a CPA’s knowledge has been tested.
International Women’s Day is approaching on March 8. What does this day mean to you and your organization?
Maxine: International Women’s Day is a celebratory day to honour the remarkable achievements, resilience, and contributions of women. On this day we amplify their voices and stand united in the fight for gender equality. It’s a day to challenge stereotypes, dismantle barriers and create a more inclusive world. To me, International Women’s Day represents solidarity and the unwavering belief that a gender-equal world is an achievable reality. It’s a day to lift each other up, celebrate diversity, and make sure every woman’s voice is heard.
Here at the Manitoba Women’s Enterprise Centre, we celebrate the progress but also recognize the work that remains. International Women’s Day reminds us that our collective efforts matter. Throughout history, we honour the trailblazers and pay homage to those women who paved the way, defied norms and changed history. It goes back to our raison d’être—ToGetHer Stronger. Through our collective efforts, we inspire future generations to dream big, take appropriate risks in launching and growing their businesses, and identify and break through the barriers holding them back.
On December 12, 2023, the Manitoba Women’s Enterprise Centre launched the first-ever report specifically focused on Women’s Entrepreneurship in Manitoba. View the report for key insights.
To learn more about the Manitoba Women’s Enterprise Centre, visit their website.