Pitch better enables Canadian entrepreneurs in underrepresented communities to tap into growth opportunities not only in Canada but globally. Through our market research work, programs and services, we equip businesses with resources and tools to grow their business and ensure that entrepreneurs are using research based insights to make data informed business decisions.


Pitch Better's commitment to collecting data is needed to understand and maximize the economic needs of women-led businesses. Through extensive research and analysis, we are committed to finding the answers and bridging the gap for female entrepreneurs across the country.


Pitch Better is building a collective space where Black and equity-seeking women entrepreneurs can dare to dream and access the resources to activate their ideas and participate effectively in the social economy.


INTEGRITY: Pitch Better is a responsible corporate steward and ethical citizen. The health and reputation of our company depends and thrives on trust, integrity, openness and fairness at all levels of the organization.CCESS: Pitch Better holds our Client's interests and needs paramount, building long-term relationships that enrich, enhance and deepen mutual trust, respect, value and success Commitment and Accountability: Our staff are all committed to achieving, recognizing and celebrating success, with full authority and accountability for doing the right thing in the right way, every time

SOCIAL RESPONSIBILITY: Protecting the health, safety, welfare and sustainability of everyone involved in or affected by our operations is central to the way we perform work and conduct ourselves around the world.

MUTUAL SUCCESS: Pitch Better holds our Client's interests and needs paramount, building long-term relationships that enrich, enhance and deepen mutual trust, respect, value and success

COMMITMENT AND ACCOUNTABILITY: Our staff are all committed to achieving, recognizing and celebrating success, with full authority and accountability for doing the right thing in the right way, every time

Our Team

Layla Freig, CPA

Fractional Chief Financial Officer & Operational Advisor

Layla Freig is a Certified Public Accountant with a diverse background spanning business development, startup technology, financial planning, fashion, auditing, and analysis. This varied experience has equipped her with a unique blend of competencies. Freig is an analytical thinker, a goal-driven financial and operational strategist, and a creative problem-solver with strong leadership abilities. As a fractional chief financial officer, she leverages her multifaceted expertise to provide strategic financial guidance and operational oversight to companies on a part-time or project basis. Freig's analytical mindset, coupled with her creative problem-solving skills, allows her to devise innovative solutions to complex financial and operational challenges. Her ability to drive goal-oriented financial and operational strategies makes her an invaluable asset to businesses seeking to optimize their financial performance and streamline their operations. With a proven track record in diverse industries, Freig brings a fresh perspective and a wealth of knowledge to every engagement, helping companies achieve their financial objectives and unlock new growth opportunities.


Financial Expertise

Winnipeg, MB

Agnes Ouko

Program Manager

Agnes Ouko is a dynamic tech professional who thrives on driving innovation in business. With a proven track record in technical program management, localization, operations, and venture analysis, Aggie brings a wealth of expertise to her roles. Currently, she leads the FoundHers Innovation Labs program as a Program Manager at Pitch Better and she also contributes her talents as a TLAP-Associate at CIBC Capital Markets. Aggie's academic foundation, including a B.Sc. in Mathematics from UBC and an M.Sc. in Data Science, Technology, and Innovation from the University of Edinburgh, further solidifies her diverse skill set and passion for pushing technological boundaries.


Technical Program Management

Toronto, ON

Amoye Henry, MBA

Co-Founder, Executive Director

Amoye Henry, MBA is an investment professional focused on scaling unique founders' growth businesses. Named a top 40 under 40 in Investor Relations in 2023, she has supported thousands of funds, startups and impact organizations across four continents. In 2019, she co-founded Pitch Better, conducting Canada's largest study on Black women entrepreneurs, identifying 1500+ businesses, and establishing a fund with Facebook Canada to support Black entrepreneurs during COVID-19. She has built business education programs in emerging markets and has worked with global recognized institutions and corporations such as Ernst & Young, Google, Meta and Mastercard in both advisory and consulting capacities.


Investment Consultant and Global Business Strategist

Toronto, Ontario & London, United Kingdom

Cierra Madore

Board Chair

Cierra is a consultant in Accenture's Strategy practice with experience consulting across banking, communications and technology, retail, private equity, public and nonprofit sectors. She has assisted clients in rethinking business strategy, valuing new opportunities, developing customer experiences, optimizing digital processes, managing integrations, and designing agile operating models. Recognized for applying a human-centric, data-driven approach, Cierra has developed meaningful relationships with client executives as a trusted advisor, delivering value for clients and supported internal asset development. She proudly sits as the Board Chair for Pitch Better Inc.


Consultant at Accenture

Toronto, Ontario & Silicon Valley, California

Mona-Lisa Prosper, LLB, MBA

Board Director

Mona-Lisa is the director of Futurpreneur, Canada’s Black entrepreneur startup program. A lawyer by trade, she also gained experience in entrepreneurship, human resources, and economic development through her diverse career. Very involved in her community, she is the president of the Women’s Young Chamber of Commerce of Quebec and sits on multiple other boards. A proud ambassador of of the importance of inclusive governance, she is also involved with different organizations promoting diversity and, equity and inclusion.


Director, Black Entrepreneurship Program, Futurpreneur

Montreal, Quebec

Natasha Moreira Mooney, MRes

Board Director

Natasha is an experienced researcher and professional who holds a Master of Research in Political Science and Development and is a PhD candidate in Policy and Evaluation. She is fluent in four languages. Her studies and work have allowed her to partake in projects in Europe, Latin America and West Africa. Natasha is currently working as a Senior Policy Analyst for Canada’s Foreign Ministry, leading International Development Policy and Strategies.


International Development, Global Affairs

Gatineau Quebec & Washington DC

Peta-Ann Leon

Director, Partnerships

Peta-Ann Leon is a dedicated technology growth consultant and marketing professional. She is the Founder of Leon Designs Creative Marketing Agency since 2018 where she helps clients achieve success with dedicated communication strategies. Peta is a graduate of Western University with a Bachelor of Arts in Economics & Psychology, she holds a Diploma in Public Relations from Western for her work in strategic communication and loves connecting with others. Peta is passionate about growing high-performance technology solutions and championing entrepreneurship, diversity, and women in tech. She also works with Pitch Better as a Director of Memberships & Partnerships supporting diverse entrepreneurs.


Owner and CEO, Leon Designs

Toronto, Ontario

Sachelle Prosper, MBA


Sachelle has over 20 years of government experience in the areas of corporate governance, policy and program. She has a sound understanding of key government processes including treasury board submissions, memoranda to the cabinet, management, accountability framework, and budgeting. She has significant experience experience working directly with senior management, including providing them with strategic advice on complex issues, as well as managing human and financial resources.


Senior Director, Crown Corporations, Treasury Board Secretariat

Ottawa, Ontario

Adeela Carter

Co-Founder, Advisor

After a decade-long career in criminal law with the Ministry of the Attorney General in the Ontario Court of Justice, Adeela decided to take a leap of faith, leaving her 9-5 to pursue her passion for business and entrepreneurship. She is the founder of The Carter Strategy Group. A global consulting firm that specializes in strategic planning and business development for entrepreneurs, small businesses and corporate clients.

Carter Strategy Group

Toronto, Ontario

Agnes Nkundabagenzi, CMA, CPA

Board Director

Agnes is a Chartered Professional Accountant (CMA, CPA) with over 20 years of experience. She has had the opportunity to work with companies in a variety of industries with diverse cultures and belief systems. Among her key strengths, in addition to education and experience, is an in-depth understanding of entrepreneurial businesses.


AN Controller4hire Services Inc

Vancouver, British Columbia


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