Introducing Katrina C. Foster, Our Newest Board Member!
Katrina Carroll-Foster is the newest member of the Community Futures Howe Sound board. We sat down with her to learn about the experience she brings, what drew her to the role, and the kinds of Sea to Sky businesses she’s excited to support.
Can you share a little about your work history?
“It’s been a varied and entrepreneurial career. I started in Whistler, working in sales for Dual Mountain Programs.”
After several years leading Intrawest’s regional sales program, Katrina moved to Vancouver, where she spent the next 20 years.
“I led a large sales team for an HR startup, oversaw sales and marketing for Opus Hotels in Vancouver, Whistler and Montreal, and spent a year as VP of Marketing Communications at the Rick Hansen Foundation. Eventually, I founded an e-commerce startup, raised an angel round and spent three years building the business. After we closed it, I wanted to stay involved in the entrepreneurial community. I drew on everything I’d learned and started a small agency working with tech companies.”
“For the next 15 years, my business partner and I ran a B2B brand strategy firm. We worked extensively with venture capital firms and organizations that support entrepreneurs. One of our projects was the rebrand of Women’s Enterprise Centre of British Columbia, now known as WeBC. That’s also where I first came across Community Futures.”
“Today, I run Red Thread Strategy, an advisory practice that works with CEOs on market strategy. I’ve also co-founded the Generous AI Society, which creates space for women to have more candid conversations about what AI is actually worth in work and life.”
“I’ve recently co-founded The Lattice, a national collective for experienced women building portfolio careers. Across all of this work, supporting entrepreneurs has been a constant. I also sit on the board of The Forum, a national charity supporting women entrepreneurs.”
How did you find out about Community Futures, and what made you want to get involved?
“I first learned about Community Futures through a project I was doing for WeBC.”
Her work with WeBC and The Forum had given Katrina a view of the funding and support available to entrepreneurs in British Columbia. She also knew our Executive Director, Kate Mulligan, from Kate’s time as the Economic Development Officer with the District of Squamish.
“I’d been thinking more about economic development in smaller communities, particularly as the makeup of our communities changes. There’s a lot of opportunity in that.”
When a position opened on the Community Futures Howe Sound board, it felt like a natural fit.
“I wanted to get involved with a local nonprofit where I could contribute to the place I live while continuing to support entrepreneurs and small business owners.”
What are you excited about for your time on the board at Community Futures?
“I’m excited to help local businesses grow, especially those that run into funding gaps. Traditional banks can’t always provide the capital a business needs. Community Futures can help bridge that gap and give entrepreneurs a stronger chance to build thriving businesses here in the Sea to Sky.”
What do you think Sea to Sky small business owners need the most?
“Access to capital when they need it.”
Katrina notes that some businesses can be harder for traditional lenders to assess. Emerging sectors such as recreation technology may be less familiar to lenders than established industries.
“Food and beverage and agriculture can also be seen as higher risk, yet there’s so much happening here—from innovative food products to distilleries and breweries. We have entrepreneurs with strong ideas and a real commitment to this place. Local funding can help them move forward when a bank can’t.”
She sees particular value in the character-based lending available through Community Futures, which considers the entrepreneur alongside the business.
What do you think is the biggest hurdle for small business owners when contacting Community Futures?
“Some people are so early in the process that they may not even think of themselves as small business owners yet. They’re simply trying to get an idea off the ground.”
“Many also don’t know what support is available. There are funding programs designed for different kinds of businesses and communities, including rural and smaller communities. Knowing where to start can be a hurdle in itself.”
What kind of small businesses would you like to see more of in the Sea to Sky?
“I’d love to see more retailers catering to women. I was disappointed when we lost a couple of wonderful stores in Squamish.”
She would also welcome more food and beverage businesses, particularly those that buy from local growers and keep more of their spending within the region.
“And given my background working with tech entrepreneurs, I think there’s real opportunity here for those businesses too. The Sea to Sky offers an extraordinary lifestyle, while still being close to Vancouver, the airport and, when the time comes, potential investors.”
Do you have any local businesses you particularly admire?
Peak Provisions—“Martha has created something distinctive.”
The Green Olive—“It brings a little taste of Europe to Squamish.”
122 West in Whistler—“Beautifully curated.”
Nootka and Sea Flower and Gift Shop—“I love their flowers and candles.”
Lazy Maisie—“Amazing jewellery. My husband jokes that our Saturday mornings at the market get expensive. I go for tomatoes and come home with a necklace or bracelet.”
Rock the Feather in Whistler—“A favourite of my daughter’s for the feathers she puts in your hair.”
Was there anything else you wanted to touch on?
“One of the reasons I was especially excited to join the board was knowing that Kate had stepped into the Executive Director role. Between her leadership and a board that’s committed to the organization’s success, I’m excited to see what we can do for local businesses.”
Community Futures Howe Sound: Supporting Sea to Sky small business
Katrina joins a board committed to helping Sea to Sky entrepreneurs start and grow their businesses. We’re delighted to welcome her experience and perspective to Community Futures Howe Sound.
