STRATEGY + SOUL
ABOUT SHARYN
Transformation, from the inside out.
A brand that has lost its way. A team struggling to move forward. A leader trying to bring people with them. A business that has outgrown its identity.
A person who has outgrown theirs.
I’ve spent more than two decades working in transformation, and I’ve become fascinated by what sits underneath it: how people think, what they believe, how identity shapes behaviour, why we resist change - and what actually helps us move.
That’s the territory FireFreq works in.
Sharyn Byrne
Founder
EXECUTIVE ROOTS
Executive leadership.
Real-world transformation.
Before creating FireFreq, I built a 23-year career in marketing and leadership across the public sector - most recently as Vice President of Brand, Digital & Product Marketing at Metrolinx.
I led a 65-person multidisciplinary function with a 12-person leadership team across brand, digital, product marketing and creative. My work spanned major brand transformation, customer experience, the first broader public sector multi-cultural marketing strategy, innovation and some of Canada’s most visible public-facing transportation brands.
Earlier in my career, I worked in Ontario’s Cabinet Office, leading advertising, communications, a Canadian government's first multi-cultural marketing strategy, issues management and high-profile priorities at the centre of government.
Across those roles, I’ve led through organizational change, adminstration changes, managed agency and creative partnerships, launched campaigns, products and digital experiences, and built brands and services used by millions of people.
VP, Brand, Digital &
Product Marketing
2017-2026 I Toronto, Canada
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Led a 65-person department and 12-person leadership team.
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Owned brand, digital, product marketing, content and advertising creative.
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Led brand strategy and marketing across PRESTO, GO Transit, UP Express, Metrolinx
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Drove customer experience, digital transformation and major marketing modernization.
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Built customer-first brands and experiences used by millions.
Senior Marketing Manager
2005-2017 I Toronto, Canada
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Senior advertising, communications and issues-management experience at the centre of government.
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Advised on high-profile communications
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Managed complex and high-risk communications files and policies
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Built alignment across ministries, agencies and stakeholders.
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Worked in an environment where reputation, public trust, political context and rapid decision-making all mattered.
23 YEARS
marketing, communications & transformation leadership
13+ YEARS
leading people
leaders
65 PEOPLE
led across multiple disciplines and functions
92%
employee engagement in my department
40+
national & international awards
judge for 3 awards programs
THE APPROACH
Strategy. Science. Soul.
All working together.
Brand strategy. Behavioural science. Leadership. Psychology. Organizational transformation. Coaching. Ancient wisdom. Because brands have identities. Organizations have patterns. Leaders have blind spots. And people have stories about who they are, and what’s possible.
Every now and then, we outgrow the version of ourselves, our teams or our businesses that got us here.
Different problems. Different tools. Same underlying question:
What needs to shift for something new to become possible?
I don't start with a methodology. I start with what isn't working. Then I use the tools that help us understand why - strategy, behavioural science, psychology-informed coaching, leadership practice and, where appropriate, deeper reflective work.
EDUCATION &
EXECUTIVE DEVELOPMENT
PROFESSIONAL
BACKGROUND
TRAINING &
CERTIFICATIONS
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BA Human Development - Dublin City University
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Post-Graduate Public Relations - PRII
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Executive Leadership Development — Schulich School of Business
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Additional study in behavioural economics, behavioural science, psychology & neuroscience
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Executive leadership
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Brand & organizational transformation
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Behaviour change
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Culture & customer experience
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Strategic facilitation & coaching
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ICF-Certified Coach (credentialling)
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Master Energy Healer— Usui & Celtic Reiki System
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Master Numerologist
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Ongoing study in conscious leadership, psychology, neuroscience and human behaviour