We are software builders, service providers, and local search optimization aficionados.

We solve local search problems for enterprises, agencies, and small businesses.

This is Whitespark

Jill Davies-Shaw

Vice President, Operations

Jill has been working behind the scenes at Whitespark since the beginning, working in many roles across the various departments. With a Psychology major and English minor from the University of Alberta, a background in banking and pharmaceutical sales, and a knack for event planning, Jill brings a range of expertise to the Whitespark team from strategy planning, to sales processes, to finance and HR support. When she isn’t multi-tasking to keep it all going, Jill can be found catching up on her book club read, doing pilates, cooking feasts for friends and family from her vast cookbook collection, obsessing over art, listening to Prince, and spending time with her two favourites, her husband and their little spitfire ginger daughter.

Lora Yordanova

Google Business Profile Specialist

Lora has been a freelance contractor since 2011 and has worked with a number of companies, leaders in their respective business niches. She has a background in health care and IT, and has been happily involved in Local SEO for the past 7 years. When the laptop lid is closed, she enjoys nature while trekking, biking and camping in the wild.

Troy Pavlek

Director of Software

Troy is a long-time web developer who has been putting out pages on the internet since he first made a home for his zafara on Neopets. He loves experimenting with new design and architectural patterns to make his code as readable and succinct as it can be. In his spare time, he hosts an award-winning podcast about municipal politics in Edmonton.

Martin Ivanov

Senior Citations Manager

Martin has been helping companies in various fields with data entry and web research since 2010. His devotion and experience in a number of projects has brought him longstanding relationships with people from different bodies of a company’s organization. He loves football and watching his favorite team Real Madrid with friends is his most preferred hobby.

Nick Pierno

Director of Product

Nick’s been helping his clients win at digital marketing since 2008. He’s always intent on getting more conversions from organic/local search and Adwords. He also loves to build and improve websites, and is a big fan of WordPress. When he’s not SEOing the internets, Nick is probably hanging out with his wife/family/cat, playing video games, listening to audio-books, or working on his project car.

Hava Hadzhiibryam

Google Business Profile Specialist Team Lead

Hava has a degree in Literary Studies and held a variety of positions in various locations until she found her place in the marketing field.

In her free time she enjoys reading, writing, and wandering about aimlessly.

Allie Margeson

Director of SEO & Fun Captain

Allie joined Whitespark in 2018. She’s been helping small business owners get the most bang for their marketing bucks since 2014. Allie loves the opportunities and challenges of local search marketing. She has a knack for helping busy entrepreneurs, business owners and marketing managers understand the value of local search efforts, without all the jargon.

When she’s not working, Allie is planning a party or watching The Office with her husband.

Jessica Reynolds

Client Services Manager

Jessica has been in the customer service industry for over 10 years and is passionate about problem solving. She enjoys spending time with her family, swimming, and taking on different crafty projects. When she is not chasing her two kids around, or planning adventures, she is busy watching and re-watching Friends.

Dimitri Trofimuk


Dimitri wrote his first line of code at the young age of 8. Ever since then web design and development has been one of his passions. He is currently in the Computing Science program at the University of Alberta. On the side, he is known for his love of all things aviation.

Simona Marinov

Citation Specialist

Simona has a Master’s degree in Law. Before she discovered her keen interest in Local SEO and joined the Whitespark team, she worked as a legal counselor.
Her interests are many and vary from website development to studying dead languages such as Latin.

When there are no computers or books around, she likes to stare at the night sky and think about the mysteries of the universe.

Sydney MacKay

SEO Strategist

Sydney has a passion for local SEO and specializes in social media management, content creation, and graphic design.

She is a self-proclaimed nerd for digital spaces and takes pride in building community and making content that connects to an audience. She is a strong advocate for the local business community and works tirelessly to get more eyes on their small biz and increase conversions.

She graduated from NAIT with a diploma in Marketing and Advertising in 2017 and has been working in the industry since 2015.

When she isn’t staying up-to-date with the latest social trends, you can find her scrolling through Twitter or checking out the most recent dystopian sci-fi series to hit Netflix.

Zlatina Kostadinova

Citation Specialist

Zlatina has a Master’s degree in Public Finance. Before she started working for Whitespark she had been working in the e-commerce industry. In her spare time, she enjoys spending time with friends, reading and watching movies.

Tomas Acuna

Lead Strategist

Back in 2015, Tomas was studying communications before taking some time to see the world. After traveling to multiple countries and working odd jobs to fund his travels, Tomas decided digital marketing would be a great career fit, and joined the Whitespark team.

In his off-hours, Tomas is usually searching out and listening to new music, bouldering at his favourite rock climbing gym, or enjoying craft beer/cocktails with friends.

Deni Aleksandrova

Citation Specialist

Deni has a background in Communications and Online Marketing, holding a Master’s degree in Advertising and Media Communication from the University of Economics Bulgaria, Varna. If she had to describe herself in 3 words, they would be optimistic, emotional, and friendly. She’s hardworking, ambitious, and positive in every aspect. In her leisure time the three things she loves the most are: 1. Traveling – travel as an escape from daily routine. Having future trips already planned brings her joy and gives her something to look forward to; 2. Dancing – Bulgarian folk dances are her passion and she’s a dance in one of the biggest clubs for folk dances in Varna; 3. Driving my car – I really love driving and listening to music in my car. It gives me a feeling of happiness and if I have to be honest, I often take the long way to my destination 🙂 My life motto is – You only live once, but if you do it right, once is enough!

Danny Dineva

Citation Specialist

Danny has a bachelor’s degree in Computer Sciences from the Technical University of Varna. In her free time you can find her reading, taking walks in nature, and exploring the world through travelling.

Tessa Hughes

Lead Strategist

Tessa has a background as a freelance graphic designer and has also worked in e-commerce and marketing. Having owned several small businesses herself, she is passionate about helping entrepreneurs grow their businesses and take it to the next level. In her spare time, you can find her obsessing over design details with her husband and slowly fixing up their mid-century dream home.

Jody Carver

Client Services Associate

Jody has a passion for working hard and has dedicated much of her professional life to customer service. She stays busy outside of work with her three boys, who keep her on her toes. Whenever the opportunity arises Jody loves getting outside, whether it be hiking, biking or kayaking.

Delon Rajphangthong

SEO Team Lead

After completing a degree in Applied Linguistics at the University of Victoria in 2018, Delon decided to live in Japan to do some soul searching. While reflecting on his next course of action, he discovered a deep desire to engage in the synthesis of technology and humanity. Upon returning to Canada in 2020, he decided to use his ability to help others succeed in digital marketing; where he can assist businesses in reaching their goals.

Off the clock, Delon is all about getting outside and immersing himself in nature, enjoying a glass of wine, and/or getting lost in Spotify’s algorithm to find new music to listen to.

Tsenka Vushkova-Rumenova

Citation Specialist

Tsenka has a Bachelor’s degree in Telecommunications form the Technical University of Varna and a Master’s degree in Public Finance from the University of Economics in Varna. She has been working in the field of Local SEO since 2012, specializing in citation building in particular. When she is not busy building and cleaning up citations, she can be found playing with her son, reading, or going for long walks and bike rides with her husband.

Hristo Hadzhyiski

Citation Specialist

Hristo has an International Marketing degree and he has always been fascinated by technology. He started working in the SEO during my university and his passion for the field has continued to grow. He loves to learn about new technologies, hardware and software innovations, and developments in local SEO. When he’s not immersed in the world of search engine optimization, he can be found on the football field as a professional referee in the first league. In his free time, he loves running outdoors, playing squash, PlayStation or watching movies.

Diana Sharkova

Citation Specialist

Diana has a Bachelor’s degree in Management and a Master’s degree in Sales Management and Merchandising from the University of Economics in Varna. In her spare time she likes listening to music, hanging out with friends, reading, watching movies and reality TV shows. She loves extreme adventures and travelling. To date, the most extreme she has tried is bungee jumping. Her favourite quote to ponder is: “You may be disappointed if you fail, but you are doomed if you do not try”.

Ana Manoilova

Citation Specialist

Ana has a bachelor’s degree in Economics of Trade from the University of Economics in Varna. She has been working in the field of Citation Building since 2012. Ana is easy going, positive and empathetic. She loves spending time with friends outdoors, going for hikes in the mountains, riding her bicycle around town, or cozying up with a cup of coffee and good company in a local café. “A blessing in disguise” is the motto she lives by.

Stoyan Stoyanov

Citation Specialist

Stoyan graduated from the Academy of Economics in Svishtov with a Bachelor’s degree in Marketing and a Master’s degree in Financial Management. He finds citation building engaging and stimulating, and loves growing his local SEO knowledge. In his free time he prefer spending my free time with my friends and I love playing sports.

Elmira Doncheva

Citation Specialist

Elmira has a bachelor’s degree in International Economic Relations from University of Economics in Varna. She is currently studying remotely at SoftUni Creative for a professional diploma as a Creative Specialist. In her free time she enjoys reading books, taking long walks with her dog in nature, and spending time with friends.

Alicia Varty

Lead Strategist

Alicia has experience in marketing, planning special events, and e-commerce. She loves helping grow businesses, create systems and expand with excellence. In her free time she plans renovations to her home, spends time with friends and family, and explores local restaurants/bakeries/coffee shops.

Qiannan Zhang

SEO Strategist

Before joining Whitespark, Qiannan worked in various roles in the hospitality and customer service industries catering to her love of comestibles and affinity for communication. When she’s not busy helping local businesses manage their local SEO, she’s helping grow the online presence of her family’s business PCTRUST Computers. Qiannan derives fulfilment from helping others to the best of her ability and from self-cultivation. She loves movies, music, languages, travel and yoga but most of all, she has an insatiable sweet tooth. PS: Qiannan is pronounced “shenan” as in shenanigans, her childhood nickname, but she promises that she is not trouble.

Milen Milanov

Citation Specialist

Milen has been working in local SEO for 8 years. He has a degree in Egyptology and a couple of published books under his belt. When not in his office chair, you will probably find him hiking, volunteering at archaeological excavations, or writing.

Virginia Georgieva

Citation Specialist

Virginia has a bachelor’s degree in Marketing. She’s worked in various marketing, sales, and telecommunication roles. In her free time she enjoys hiking, walking with her daughter, and reading. She loves reading literary classics, one of her favourite books is Pride and Prejudice.

Daya Todorova

Citation Specialist

After earning a bachelor’s degree in Marketing, Daya entered the world of Digital Marketing by completing a professional training program at Softuni Digital. One of her many strengths is the ability to create engaging and creative content. Daya is very energetic, pragmatic, and full of emotions. Her everyday passions are cars, computer games, sports, and nature trips. Her guiding maxim is “The feeling deep inside you is the leading key.”

Adriana Naydenova

Citation Specialist

Adriana studied Film Production in London, but somehow ended up falling in love with SEO and marketing. She has been working in digital marketing for the last 3 years. When she is not in front of the computer, you can find her in the gym, hanging out with friends, watching movies, TV shows, and basketball games. Go Warriors!

Graydon Hall


Graydon originally got his BSc in Mechanical Engineering, but went back to school for his Masters in Software Engineering when he discovered how much he loved web development. When he is not furiously coding at Whitespark, he enjoys getting outdoors, and watching football, hockey, and Formula 1.

Eba Chikuni

Google Business Profile Strategist

Eba is a passionate and creative fourth-year BBA Marketing student at NAIT. With her ability to create captivating content and explore innovative strategies, Eba has a proven track record of engaging audiences in the digital realm. Eba’s culinary skills and experimental approach to cooking showcase her creativity and her passion for dance demonstrates her commitment to self-expression, discipline, and dedication. Eba’s fascination with Korean dramas highlights her appreciation for different cultures and storytelling techniques, showcasing her open-mindedness and ability to connect with diverse audiences.

Deni Petkova

Google Business Profile Specialist

Deni lived in various countries around the world. She immersed herself in digital marketing but also dipped her toes in graphic design and web development. Her relentless curiosity and drive inspire her continuous learning. At the core, she is passionate about helping businesses grow and succeed.

In her spare time, Deni enjoys learning new languages, singing, painting and travelling.

Kyle Acuna

Google Business Profile Strategist

Kyle has a diploma in Digital Media & IT – Business Analysis from NAIT. Before joining Whitespark, Kyle worked in the health/wellness industry which exposed him to businesses running their own practices such as physiotherapists, personal trainers, chiropractors, acupuncturists, and more. Upon graduating, Kyle developed a keen interest in understanding how to help businesses improve their processes more efficiently. In his free time, you can find him playing with his two havanese furballs, spending time with friends and family, or getting lost into the depths of the Youtube rabbit hole.

Britany Tran

Google Business Profile Strategist

Britany has a Bachelor’s Degree in International Business and is well-versed with various industries in the commerce sector. Her commitment to excellence is unwavering, and she stays at the forefront of industry trends to provide exceptional service. She finds personal fulfillment and joy in witnessing her clients’ achievements and goes above and beyond to ensure their success. In her spare time, Britany enjoys writing music and exploring mapped-out adventures, trying out new food in the city.


It’s a toque not a beanie, eh?

Coffee Fanatics

179 Cups this week

  • Darren is playing: Beirut

  • Deni is playing: Late Night Vibes Playlist

  • Graydon is playing: Dua Lip - Future Nostalgia

  • Zlatina is playing: Infinity Ink - Infinity

  • Jessica is playing: LANCO - Hallelujah Nights

  • Milen is playing: Nick Cave & The Bad Seeds

  • Alicia is playing: HONNE

  • Hava is playing: Andre Bird

  • Martin is playing: Purple Disco Machine

  • Troy is playing: T-Swift ALL DAY EVERY DAY

  • Tomas is playing: Eighty One by Yppah

  • Allie is playing: Lauren Daigle

  • Nick is playing: Portugal. The Man

  • Krisi is playing: Sleeping at last

  • Dimitri is playing: Ed Sheeran - Divide

  • Elizabeth is playing: Jeff Buckley - Grace

  • Ana is playing: Jessie Ware - Spotlight

  • Jeff is playing: Parquet Courts

  • Tessa is playing: 90's Hits on Spotify

  • Delon is playing: CHROMATICS - You're No Good

  • Dimitar is playing: The Barr Brothers

  • Lora is playing: Françoise Hardy

  • Jessie is playing: Molly Burch

  • Hristo is playing: Moby

  • Qiannan is playing: Tinashe - 333

Music Lovers

High Fivers

  • Zlatina is Loving:
    How I Met Your Mother

  • Tessa is Loving:
    Restored by the Fords

  • Nick is Loving:
    This pig

  • Dimitri is Loving:
    Peyto Lake in Lake Louise

  • Hristo is Loving:
    Forgotten Empires

  • Virginia is Loving:
    Hiking Rila mountain

  • Daya is Loving:
    The Witcher

  • Tomas is Loving:
    Planet Earth II

  • Martin is Loving:

  • Qiannan is Loving:
    Clinisoothe+ Skin Purifier

  • Alicia is Loving:
    Salted Caramel Macaron's

  • Jessica is Loving:
    Gilmore Girls

  • Graydon is Loving:
    ESPN Fantasy Focus Football Podcast

  • Hava is Loving:
    Oh the Places you Won't Go

  • Jessie is Loving:
    On Being Podcast

  • Ana is Loving:
    Emily in Paris

  • Nyagoslav is Loving:
    Leon the Professional

  • Troy is Loving:
    Koo Koo Kanga Roo: The Triangle of Success

  • Lora is Loving:
    Montenegro Mountains

  • Elizabeth is Loving:
    Harry Potter

  • Jeff is Loving:
    Hydraulic Press Channel

  • Allie is Loving:
    PC White Mac & Cheese

  • Delon is Loving:
    Darknet Diaries Podcast

  • Krisi is Loving:
    Historical Reenactments and Folklore Festivals

  • Dimitar is Loving:
    The School of Life