I lead growth at a US-based marketing agency as well help service businesses across North America generate more leads, close more deals, and scale sustainably.

At Optimized Marketing, I began life as a CRO expert and Client Advocate before quickly becoming the person responsible for:

- Driving expansion into new verticals 
- Designing lead gen frameworks that turn traffic into customers 
- Launching scalable CRM infrastructure (both in-house and for clients)
- Representing the agency publicly at major national conferences and vendor events
- Building internal systems that improve follow-up, client success, and brand stickiness
- Identifying 'gaps' and areas for growth - then creating the systems to make growth a reality

Before that, I built my career in high-stakes construction dispute resolution — being part of teams resolving complex, high-pressure claims where strategic thinking and sharp communication were essential. That background trained me to listen deeply, move fast, and keep people aligned when the stakes are high.

I’ve also launched and sold a restaurant brand from scratch in Hong Kong - the world's most competitive F&B market - with no outside funding or safety net. 

That business taught me the hard-earned lessons that only a business owner can understand as I brought to life something that was previously missing from the local market. 

It was lessons learned from growth that pulled me into marketing—and grounded my approach in commercial reality.

What I bring:

- Strategic thinking with a bias for clarity and momentum
- Deep expertise in CRO, lead generation, and system design
- A founder’s mindset—driven by results, not vanity metrics

If you're growing something ambitious and want a strategic partner who gets the whole picture — connect with me.

Rob Barratt

Experiencing a restructure and losing my job - not just once, but twice - was the best thing that happened to me. It forced me to hit the "pause button", reflect, and evaluate. I gained a deeper understanding of what work truly gave me energy, the type of organization I wanted to work for whose values aligned with my own, and what my non-negotiables were so I could ensure they would be honoured by my next employer. I reinvented myself - twice - and at age 46 I finally realized coaching (and owning my own business) was what I wanted to do when I grew up.

My experiences inspired me to write the award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose. 

As one of Ottawa's Top career coaches in 2024 and 2020, I believe every person deserves to do work that energizes them, for a company that believes what they believe in, and with leaders who will support and motivate them. This is my "why". Both career transition and leadership development uniquely excite and energize me! Because people tend to leave leaders (not jobs), these two topic areas often intersect. 

Are you ready to land a job that energizes you? Or develop your skills to lead a team that thrives?  I can help you:

-  gain clarity on what's important to you, then develop and share your “career story” to transition to new industries or roles

- create a job search strategy involving a mix of online searches, reaching out to recruiters and initiating networking conversations

- confidently prepare for your next interview

- transition from individual contributor to strategic leader

- navigate the challenges of building connection and belonging with hybrid teams

- integrate coaching approaches into your leadership.....

.....and more!

I am an ICF-certified Integral Professional Coach™ and Certified Career Development Professional (CCDP®) who offers coaching virtually or in person, and can facilitate workshops on a broad range of topics.  I have worked with clients at various levels in federal and municipal government, high-tech, not-for-profit, financial services, retail, hospitality and sports.

Clients have said they value my ability to give them hope – to help them find a way out of the fog, and build their confidence and clarity on a path forward. I create a safe and comfortable environment that helps people relax and talk openly, and ask thought-provoking questions to encourage curiosity.

Wondering how I can help? Please visit https://mschafercoaching.ca or email michelle@mschafercoaching.ca to start the conversation.

Michelle Schafer

Cultivating Career Growth is officially part of the Telfer School of Management at the University of Ottawa's resource centre!

And this moment makes me particularly proud - as my oldest son is a student at University of Ottawa. 

My book has the potential to help a variety of audiences. 

Jobseekers who have experienced the pain of job loss and thrust into a job search. 

Individuals who are no longer energized by their work and are feeling stuck finding something new (and not sure where to start).

And now - MBA students!

Why was my book included?

The school appreciated how it combined actionable job-search strategies with an understanding of the human experience behind looking for work - the emotional rollercoaster it can bring, the unfortunate power of limiting beliefs, and the need for self-care throughout the journey. 

And - the practical reflection questions and real-life client stories deepened the significance.

Thank you Vickie Lemire for evaluating and approving my book for inclusion!  I love how it can be used to support students as they navigate their early career steps.

Photo credit: Me (on a decidedly warmer day in June when we first discussed the possibility of including my book in their resource centre - today, it feels like -25 with windchill!)
_______________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

Your job search doesn't need maximum effort each day. 

(Surprised by this?)

My morning always starts with movement.  Three times per week, I run. 

I usually run one street, then walk around the corner.

Run. Walk. Run. Walk.

That’s my rhythm most days.

But earlier this week, I ran three streets before I paused.

Not because I pushed through.

Not because I told myself I “should.”

But because I had the energy - and I decided to use it. 

A job search has its own rhythm too:

✅ Apply for a job. Pause.

✅ Network with a contact over coffee. Pause.

✅ Interview preparation. Pause.

✅ Follow up. Pause.

Some days, doing one small thing is a win.

And other days, you’ve got momentum, and you can do more than you expected.

The key isn’t pushing to the limit and working on your job search 9 to 5.

The key is listening to your body, and learning how to ride the energy when it shows up.

If you’re in job search mode, here are a few ways to “run three streets” when you’ve got the energy:

🏃‍♀️  Reach out to 3 people instead of 1

🏃‍♀️  Apply to 2 roles instead of scrolling for 45 minutes

🏃‍♀️  Book the coffee chat you’ve been putting off

🏃‍♀️  Update one section of your resume/LinkedIn that you keep avoiding

🏃‍♀️  Prep 1 STAR story (instead of none) for your next interview

And on the days when you’re tired?

Walk around the corner.

Rest. Reset.

Do one small step and call it progress.

Because consistency isn’t about doing the most every day.

It’s about keeping yourself moving forward in a way you can sustain.

What helps you recognize when it’s a “run day”, and when it’s a “walk day”?

Happy Friday!

Photo credit: Me (from Wednesday's run.  Fun fact - I'm training for a winter triathlon - an 8km skate, 5km run and 6km cross-country ski.  February 1 is the big day.  What was I thinking? 😆 )
_______________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

What's one thing you're grateful for today?

Even in tough times, there's always something to appreciate.

Job loss is tough. The search can feel discouraging and soul-sucking at times.

But even in uncertainty, moments of progress - big and small - deserve to be recognized.

Look closely - those moments are there.

👏 Maybe you had a great conversation with a former colleague about a potential opportunity.

 👏 Maybe you updated your resume with achievements that truly reflect your skills and results. 

👏 Maybe you reached out to a friend and asked them just to listen.

👏 Maybe you simply showed up today, did some work, and kept going.

Take a moment to notice those wins.

Gratitude doesn’t make the challenges disappear.

But it shifts our focus, reminding us that even now, good things are happening.

Good things keep happening even in times of heaviness and frustration.

Today, I'm grateful the Rideau Canal Skateway in Ottawa is open, after warm weather and rain closed it the previous week.

(Likely as you are reading this, I'll be out enjoying my 15km morning skate!)

The ice was in rough shape earlier in the week, but I didn't care. I was just happy to be back out there again, enjoying a skate with the sun on my face.

(Yesterday, the ice was the best it's been all season! A truly grateful moment!)

👉  What’s one thing you’re grateful for today? Drop it in the comments!
__________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

I was never a Formula One fan. 

But the Netflix series Drive To Survive changed that. 

(I've been obsessed all over again by this series as I'm now watching season 7). 

The documentary provides a behind-the-scenes look at the drivers and races of the Formula One World Championship.

The competition. The cutthroat negotiations. The backstabbing among drivers (yes, even drivers on the same team). The high-stakes finances.

But one episode in particular has stayed with me.

Man On Fire.

This episode (season 3, ep. 9) chronicles Romain Grosjean's catastrophic crash at the 2020 Bahrain Grand Prix.

As his family watched in horror, Grosjean's car slammed into a wall and burst into flames. For an excruciating 2 min and 45 seconds, his family thought he was dead.

And then he walked away from the burning vehicle.

Listening to his wife talk about what was going through her mind during those minutes is heart-wrenching.

Which is why Grosjean decided to walk away from Formula One. He couldn't think about putting his family through that stress again – to have them suffer through another crash.

Grosjean had a literal "crash and burn" moment that caused him to pivot his career and transition to other forms of motorsport.

If you are looking at making a career change, perhaps you've had your own "crash and burn" moment.

🔥 A project that failed, with no support to learn from the experience.

🔥 A feeling of dread that arises every Monday as you gear up for a new work week.

🔥 A conflict of values with your leader, and the organization you work with.

Romain Grosjean changed career streams prompted by a catastrophic event. 

You don't need to wait for things to get really bad before making a change.

Here are 3 questions you can ask yourself to help you decide if it’s time to stay – or time to go:

❓ What work gives you energy? Is what you are doing now feeding that energy - or taking that energy away?

❓ What's most important to you – in a company, a leader, a team you work with? Is where you are now meeting that criteria?

❓What are your non-negotiables (dealbreakers)? Are these being honoured today?

What can you do for yourself now – before things get really bad?

You have choices. There are options. You are not stuck. Take this time to think and plan.

The right career move often comes from a conversation, not a job board.

Who’s one person you could reach out to this week to explore possibilities? (check out Chapter 7 in my book to learn how).

Photo credit: Pum Ranaroja (Unsplash)
_______________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

Get ready - now.

That was my main message in yesterday's CBC/Radio-Canada interview with Alan Neal on All In A Day. 

We talked about steps to take if you are with the Government of Canada and have received a workforce adjustment (WFA) notice. 

How you can move from a "wait and see" approach to an action-oriented path forward. 

Here are the highlights:

➡️  How to ground yourself in moments of panic

➡️  5 key questions to reflect on before you explore new possibilities

➡️  The importance of having a career target and leveraging your network to research opportunities

➡️  Things to consider as you update and enhance your marketing assets (resume and LinkedIn)

....and more.

You can listen to the full 7-minute episode here: https://lnkd.in/epA4YqzU 

Did you receive a WFA and are wondering where to go from here? 

Reach out - I can help.

You don't have to navigate this transition alone.

Consider sharing this post with someone you know who received a WFA notice. They can likely use the guidance and support.

Photo credit: Me (yesterday's sunrise during my skate on the world's largest rink, the Rideau Canal in Ottawa.  There are brighter days ahead beyond these uncertain times). 
_______________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

Have you received a workforce adjustment (WFA) notice from the Government of Canada?

You are likely wondering what to do in this time of uncertainty. 

I'll be joining Alan Neal on CBC/Radio-Canada All In A Day today at 5:20pm to discuss practical, actionable strategies that will help you take steps forward, instead of waiting to see what happens with your job. 

You can find the show here: https://lnkd.in/ekQCwrPH 

Know someone who has been affected and could use a plan? Please share with them and encourage them to tune in.

______________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

Throwback Thursday! (and the message is practically timeless)

In August 2024, I joined Mac Prichard “Find Your Dream Job” podcast to talk about something that quietly derails a lot of job searches.

Limiting beliefs about networking.

This episode has been downloaded nearly 4,500 times, and I’m not surprised,  because I often hear about these roadblocks from clients:

❌ “People are too busy.”

❌ “I can’t reach out to someone senior.”

❌ “I don’t have a network.”

❌ “Networking isn’t working for me.”

Networking isn’t schmoozing.

And it isn't selling. 

It’s research through conversation.

It’s learning what’s out there, what’s possible, and what fits for you - through real conversations. 

Mac and I discuss 3 ways to make networking feel easier (and actually work):

✅ Stop assuming people are too busy: Most people want to help - they just need a clear ask.  Try: “Could I ask you 2–3 questions about your path into this field?”

✅ Reach beyond the people you already know: Your next opportunity likely isn’t sitting inside your inner circle. Start one step out: a friend of a friend, a former colleague’s contact, a shared LinkedIn connection. Look through your network - not at it.

✅ If someone doesn’t reply, it doesn't mean networking “doesn’t work.” It usually means they missed the message, or life got busy. Or - there was no clear ask in the message. Follow up once, then move on.

Remember this: If you only apply online, you’re missing a big part of the job market.

And if you let a limiting belief stop you from reaching out, you stay stuck longer than you need to.

You can find the full episode here: https://lnkd.in/eZrF9jcR 

Thank you again, Mac, for welcoming me to your show! You are a kind and generous host.

If networking makes you nervous, frustrated, or anxious, then you’ll love Chapter 7 of my book, “If You Don’t Ask, You Don’t Get.”

It’s packed with practical strategies to help you reach out, build relationships, and open doors without feeling awkward.

What’s the biggest belief that gets in the way of your networking - and what would open up for you if you challenged it?
____________

💪 I can help you find work that energizes you for a company that believes what you believe. I've had to do this myself - several times!

🔔 Want to see more from me? Follow me, visit my profile and ring the bell!

📚 Check out my award-winning, #1 best-selling book, Cultivating Career Growth: Navigating Transitions with Purpose: https://lnkd.in/e56A8X97

🔍 My Career Focus Framework can connect you with the clarity you need: https://lnkd.in/gnnTbPnt

taplio

The Battle

Rob Barratt

Michelle Schafer

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taplio

The Battle

Rob Barratt

Michelle Schafer

Followers

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Michelle Schafer's LinkedIn Performance

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