Hi. My name is Samantha Estoesta and I help people create equitable experiences.

I (she/her) am a project manager, a long time equity, diversity and inclusion advocate, and a mother. With an MA in Intercultural Communications and over a decade of experience in equity, diversity and inclusion advocacy, community engagement and digital communications, I centre my efforts on creating experiences that elicit a sense of belonging, and growing equitable communities through reciprocal relationships. When I’m not busy helping to create a more equitable world, you can find me walking the trails around Downtown Kitchener with my family.

Panel 1

A Bit About Samantha

Fancy LinkedIn Lingo:
With over a decade of experience in equity, diversity and inclusion advocacy, I blend my communications, community engagement, research, and design thinking facilitation skills to create experiences that elicit a sense of belonging – online and offline – and empower teams to be more equitable in their ideation and decision making, creating lasting culture change.

In other words, I’ve learned a few things from a few different schools and awesome jobs across the country on how to create equitable experiences and engage communities – in particular, how to engage diverse communities in an inclusive and equitable way.

In 2022, I was awarded the prestigious Vision in Action award for my work, the highest individual recognition award at TD. It’s a once in a career award, with 1 in 1000 TD employees receiving it.

I am so incredibly fortunate to speak about equity, diversity and inclusion. Some of my speaking engagements include the following:

  • Fireside Chat with Google’s Annie Jean-Baptiste on equity in product design: TD; November 2021
  • Accessibility as Inclusion in Digital Design: Youth Culture Inc; July 2021
  • Inclusive Design Principles: Youth Culture Inc; December 2020
  • IDPWD 2021 – Inclusive Design Principles: TD; December 2020
  • Ontario Library Association’s 2020 Super Conference, Spotlight Speaker; January 2020
  • True North 2019, Netizens Film Screening and Panel; June 2019
  • #WomeninPolitics Panel with MPP Laura Mae Lindo; June 2019
  • Online Violence: Redefining Trolling; May 2019
  • International Women Day: Activism in the Age of Fascism Panel; March 2019
  • International Women Day: Emotional Labour Workshop; March 2019
  • Fluxible: Poetry & Web Dev as Art; September 2018
  • CUTC 2018: INSPIRE; May 2018
  • Microsoft Inclusion Talks; July 2017
  • #ThePeopleUnited: Cyber Activism, Congress of the Arts and Humanities; May 2012

You can find the whole rundown of what I’ve been up to over the years on LinkedIn or in my most recently updated resume.

Current Spotlight Project:

TD’s Equity Resource Hub

The Equity Resource Hub includes a five-step process that guides teams throughout the development process to not limit potential target audiences because of their own personal and professional experiences. This includes the consideration of aspects of diversity, such as race, gender identity, sexual orientation, and ability in the creation of Inclusive Personas, which are commonly used in design and development. This process helps create more diverse, inclusive, and equitable personas for product and service design and development – from early ideation to later stage production.

Learn more about the Equity Hub and why I believe tools like the Equity Hub help create equitable experiences.

Panel 2


“Samantha Estoesta Williams is an extremely positive role model in the KW community. If you mention her name, it’s likely someone will say they know her and have been positively impacted by one of her many ongoing efforts to foster safety and care for people. In addition to volunteering for a number of organizations, Samantha often volunteers her time as a mediator; helping resolve interpersonal conflicts and promoting social wellbeing. While she continues to uplift and encourage female leadership in others; including donating her time to advance representation of women (especially BIPOC) in municipal/provincial politics, Samantha is a leader, herself; she is looked up to by an incredibly wide circle of people as a person who is active in their social justice efforts. Samantha is there. She is present. She is putting in organizational work, energy and all of her heart into bettering her community.

If there is something being organized that is for bettering the lives of women, queer, trans and non-binary people, local politics, or enhancing KW’s multiculturalism, Samantha is present. If not, she is one of the organizing bodies who put their time, energy, and care into creating the event itself. Samantha attends events and stays in touch with many people and happenings. There are few people as genuinely open, caring, and involved as Samantha.

Her work now with increasing women and girls presence in the science, technology and math fields is particularly inspiring. Samantha is well suited for the work, and I am confident that many young women will see possibilities for themselves that they never did before. This work, along with Samantha’s moving testimonials about the women of colour who have inspired her, stands to make an incredibly positive impact for our KW community at large. Samantha is a leader filled with humility, integrity, and courage to act not just for others, but with others.”

Samantha is as fierce in love as she is in determination. Dedicated to the progress of all women, she stands in the gap for others by being there when needed and going above and beyond to make sure all are included and uplifted in their differences and gifts. A beacon in the tech sector, Samantha continuously affirms that one life can kindle and bring visibility to many others. And her authenticity and commitment to genuine listening is an example for all those engaged in the work of social justice. Samantha is an inspiration.”

Panel 3


Want help creating equitable experiences? Send me a message!

Panel 4 Placeholder