Advantage St. John’s amplifies economic growth in Newfoundland and Labrador’s Capital Region. We do this by leading the regional economic development strategy and selling the Capital Region as a place to do business.

Formed through a partnership of the municipalities of Conception Bay South, Paradise and St. John’s, Advantage St. John’s offers resources, programs and guidance for businesses to thrive in the Capital Region. The organization maintains the Region’s value proposition, sharing it broadly with key stakeholders locally and abroad and works with all local partners to develop and execute the regional economic development strategy. Focused on attracting new businesses, investment and talent to the Capital Region, Advantage St. John’s also targets technology, oceans, aerospace, defence and energy sectors. They are prime sectors in the Region strategically positioned to grow.

Newfoundland and Labrador’s Capital Region boasts the highest proportion of educated residents per capita in the Country. The talent is innovative, highly creative and loyal. Uniquely situated between North America and Europe, the NL Capital Region is the ideal destination for scaling companies looking to break into new markets.

The Region maintains two ice-free ports, an international airport, one-of-a-kind harsh environment, cold water ocean technology research facilities, a Top 5 National Research University (by Research Dollars received) and much more. Over 90% of the electricity used to power this region comes from clean, hydroelectric sources.

The regions’ rich history is complimented with almost 350 kms of coastal hiking trails to explore, a vibrant and eclectic downtown along with a walking/biking trailway, connecting communities throughout the Region and the Province.

Our Team

Michelle Simms
CEO

Michelle Simms served the technology startup community in Newfoundland and Labrador for more than two decades through Genesis, Memorial University’s high-growth, technology innovation hub. Michelle joined Genesis in 2002 and took the helm as President and CEO in 2016. She has had a lifelong passion for entrepreneurship and has excelled at growing, strengthening and diversifying the technology sector of the province.

Michelle’s passion for startups and innovation has led to her involvement with several national organizations. She is a past member of the board of directors for Genesis, the Centres of Excellence of Next Generation Networks (CENGN), Oceans Advance and Canadian Association of Business Incubators.

Throughout her time with Genesis, Michelle has served on dozens of advisory committees both through Memorial University and the community. In 2020 and again in 2021, Michelle was recognized by Atlantic Business Magazine as one of the Top 50 CEO’s in Atlantic Canada. She was also named among the Top 25 Most Powerful Women in Atlantic Canada in 2021 by Atlantic Business Magazine.

Michelle holds a Bachelor of Business Administration (BBA) from Memorial University. She has completed the Queen’s Executive Leadership program, holds a certificate in Business Incubator Management from iNBIA and she has obtained her ICD.D designation by completing the Director’s Education Program at Saint Mary’s University.

Jennifer Button
Director of Corporate Services

Jennifer Button is a seasoned finance professional with over 15 years of providing sound financial advice to both private and public companies. Jennifer has held positions such as CFO, Controller and Director of Finance with companies in sectors such as oil & gas, mining, and private enterprise. She is a graduate of Memorial University’s Bachelor of Commerce and Master of Business Administration programs where she was awarded the Advisory Board MBA Award for Excellence and is a Fellow of the School of Graduate Studies. Jennifer is a graduate of York University’s Master of Tax Law (LLM) from Osgoode Hall Law School. Jennifer is currently the Chair of the Finance Committee for the YMCA of Newfoundland and Labrador, the Treasurer for Chartered Professional Accountants of Newfoundland and Labrador and Director for the Quidi Vidi/Rennie’s River Development Foundation.

In her role as Director of Corporate Services, Ms. Button is responsible for the corporation’s financial reporting and performance, human resource strategies, and information technology. Ms. Button will play an integral role in the development and implementation of innovative operational and fiscal policies, procedures, and practices with a goal of achieving operational effectiveness and efficiencies.

Brittany Kavanagh
Administrative Coordinator

Brittany Kavanagh is an experienced Administrative Professional with over a decade of expertise in various administrative roles. She excels in reception, administration, records management, payroll, invoicing, and HR functions.

Brittany has supported large-scale construction projects and contributed significantly as an Executive Assistant. She holds university education from
Memorial University of Newfoundland and Labrador, majoring in History with a minor in Comparative Religious Studies.

Brittany is also actively involved in volunteer work, having served on the executive boards of local organizations. She is excited about the new and exciting opportunities to come with Advantage St. John’s.

Brian Peach
Director of Economic Growth

As the new Director of Economic Growth Brian is bringing his wealth of experience to the organization. He is a Professional Engineer, Certified Asset Management Professional, Professional Planner (with the Canadian Institute of Planners), Envision Sustainability Professional, and PhD candidate. As a PhD candidate he is leading a research program in the Department of Civil Engineering at Memorial University of Newfoundland and Labrador related to developing the capabilities of municipalities in Newfoundland and Labrador. His professional career in economic development and municipal government administration in Newfoundland and Labrador has included executive leadership roles such as the Chief Administrative Officer in the Town of Baie Verte, the Chief Administrative Officer of the Town of Pouch Cove, and the Director of Planning and Development in the Town of Portugal Cove St. Philip’s. Brian is also a university instructor and has past experience in renewable energy technology research and working in the offshore oil and gas and mining sectors.

He holds a Certificate in Economic Development from the University of Waterloo and Professional Certificate in Asset Management Planning from the Institute of Public Works Engineering Australasia. Brian also volunteers in several local community organizations and official appointments as a public representative by the Government of Newfoundland and Labrador on Agencies, Boards and Commissions.

Allison Crawford
Marketing & Communications Manager

Allison is a dynamic marketing and communications leader with over 20 years of experience in developing and executing successful marketing campaigns and strategies. She has a proven ability to drive brand visibility, engage audiences, and grow revenue through innovative campaigns across traditional media, social media, content marketing, SEO, and email marketing.

Skilled at leading cross-functional teams, building strong client relationships, and managing end-to-end marketing projects Allison is known for creating compelling content and strategies that resonate with diverse audiences. She’s passionate about using data-driven insights to optimize communication efforts and deliver measurable results.

Allison is excited about all the opportunities Advantage St. John’s will open for the region, and is grateful for the chance to showcase a place that is truly HOME.

Meet the Board

  • Jocelyn Perry- Chair

    Jocelyn Perry is the Executive Vice President and Chief Financial Officer of Fortis Inc., with a distinguished career in the utility sector, including 13 years at Newfoundland Power in various executive roles. She has extensive board experience, currently serving on the boards of Shorefast, UNS Energy, and ITC Holdings, and has previously chaired the Health Care Foundation. Advantage St. John's Inc. welcomes her expertise and passion for the region.

  • Mayor Danny Breen

    Danny Breen is the 15th and current Mayor of St. John's, Newfoundland and Labrador, having been first elected in 2017 and acclaimed for a second term in 2021. Before becoming mayor, he served on the St. John's City Council representing Ward 1 from 2009 to 2017. Mayor Breen holds a Bachelor of Arts degree in political science from Memorial University of Newfoundland. He is dedicated to fostering community engagement, enhancing municipal relationships, and ensuring sustainable development for the city.

  • Mayor Dan Bobbett

    Dan Bobbett is the Mayor of Paradise, Newfoundland and Labrador, having been re-elected in September 2017 after first being elected in 2013. Prior to his mayoral role, he served as a councillor for eight years. Mayor Bobbett is also currently employed as a Biomedical Engineering Technologist with Eastern Health, and he is an active community volunteer and advocate.

  • Mayor Darrin Bent

    Darrin Bent is the Mayor of Conception Bay South, Newfoundland and Labrador, having been elected in 2021 after serving as a Ward 1 Councillor. With a background in electronics and electrical engineering technology, Bent has focused on infrastructure investment and commercial growth during his tenure. He is committed to enhancing community facilities and ensuring sustainable development for the town. Mayor Bent's leadership aims to foster a safe, inclusive, and economically vibrant community

  • Carey Bonnell

    Carey Bonnell, VP of Sustainability & Engagement at Ocean Choice International, has a diverse background in marine science and fisheries management. His career spans roles in government, academia, and industry, making significant contributions to the sustainability of the seafood sector.

  • Cathy Duke

    Cathy Duke, recently retired CEO of Destination St. John’s, has over 13 years of leadership in tourism and extensive experience in economic development. She has held key positions in both the public and private sectors, contributing significantly to the growth and promotion of the St. John’s region.

  • Jim Keating

    Jim Keating, CEO of the Oil & Gas Corporation of Newfoundland and Labrador, brings over 30 years of experience in the oil and gas industry. He has been pivotal in advancing the province’s offshore resources and has held significant roles in both non-renewable and renewable energy sectors.

  • Paul Sparkes

    Paul Sparkes is a seasoned business leader and entrepreneur with over 25 years of experience in media, finance, and government. He has held senior roles in both the private sector and government, and currently advises growth companies through his firm, Otterbury Holdings Inc.

  • Lynn Sullivan

    Lynn Sullivan is an entrepreneur, lawyer, and CPA with extensive experience in retail, wholesale distribution, and commercial food manufacturing. She has held senior leadership roles across various sectors and is a dedicated community leader, currently serving as President of the Canadian Bar Association’s Newfoundland & Labrador branch.