Hi. My name is Samantha Estoesta and I’m a community builder.

I (she/her) am a multiple-published poet, a long time #WomenInSTEM advocate and a mother. With an MA in Intercultural Communications and ten years in advocacy, community engagement and digital communications, I centre my efforts on growing communities through reciprocal relationships. When I’m not talking about being a brown female in tech, you can find me pushing my child in a red stroller around Downtown Kitchener or tweeting/instagramming during naptime at @smoestoe.

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A Bit About Samantha

Fancy LinkedIn Lingo:
I blend my academic skills of communications and digital engagement with nearly a decade of experience in both public and private sectors, fuelled by my passion to create communities – online and offline.

In other words, I’ve learned a few things from a few different schools and awesome jobs across the country on how to build and maintain communities – and, more importantly, how to make sure those communities are diverse, inclusive and equitable.

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

  • Ontario Library Association’s 2020 Super Conference, Spotlight Speaker – Career Stream; January 2020
  • True North 2019, Netizens Film Screening and Panel; June 2019
  • Online Violence: Redefining Trolling; May 2019
  • Fluxible: Poetry & Web Dev as Art; September 2018
  • CUTC 2018: INSPIRE; May 2018
  • Microsoft Inclusion Talks; July 2017

I am also lucky enough to speak about political and community-based activism regularly. Some of my speaking engagements include the following:

  • #WomeninPolitics Panel with MPP Laura Mae Lindo; June 2019
  • International Women Day: Activism in the Age of Fascism Panel; March 2019
  • International Women Day: Emotional Labour Workshop; March 2019
  • #ThePeopleUnited: Cyber Activism, Congress of the Arts and Humanities; May 2012

You can find the whole run down of what I’ve been up to on LinkedIn or click here for my most recently updated resume.

NOTABLE Community Engagement Projects

#TDLabLife – Social Strategy & Recruitment Strategy

I created a social media strategy for a TD department, outside of the channels run through Corporate Affairs and Public Affairs, inclusive of Twitter, Instagram and Medium, increasing Twitter followers by 50% within 6 months, and attracted 5000+ students from across the province to apply for co-op positions. 75% of 2000 potential hires referenced our social media presence during the hiring process.

#WeRally2021 — Social Strategy & Community Engagement

Within 3 months, I created and executed a social media and community engagement strategy that included over 10 million impressions and 1 million unique engagements. #WeRally2021 also trended Canada-wide on Twitter twice during the execution of this strategy.

#MandyMadness — Community Engagement

I designed a social media strategy and web platform for Kitchener’s Mandy Bujold to engage with fans back home and across the globe as she competed in Rio during the 2016 Summer Olympics, building a hashtag strategy that was used by CBC, Canadian Tire, CTV and leaders in sport.

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“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.”

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Want help building a community? Send me a message!

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