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About Female

The A Effect — A for Ambition — is an initiative whose goal is to propel female ambition. We assist women and support companies with one aim in mind: contribute to creating a more equal world.

We are Feminist Idealists

In 2015, Isabelle Hudon approached our small team to talk about a sad reality : women accounted for only 25% of executive committee members of companies in Quebec. We decided to do everything we could to change that.

Aware that we could use the power of content to contribute to making a change, we created a socially-engaged web platform to feature female executives in Quebec and share valuable advice with women. These executives would become our leaders, our roles models, our strongest allies. The A Effect came into being.

Soon after, a meeting with specialists in behavioural change allowed us to make our project even more compelling, by creating a new way of offering training to professional women and female managers. Motivated by our mission, we approached business leaders in France, Switzerland, and the United States, and realized that our initial observations had universal resonance. Our content and training programs are now being offered in English and in French, all over the world. For us, the future is fair and equal. In any case, we are doing everything we possibly can to change the course of history.

Mission Level Up Ambition

The glass ceiling is not for us! Each woman rising through the ranks and developing her talent enriches herself, her company, and society in unprecedented ways.

We believe that the world should be just, equal, and prosperous. We also believe that to achieve this, women must be able to express their ambition and take their rightful place. By helping companies offer women the ideal environment in which to thrive, we are proudly contributing to creating a world where diversity and equality are the norm.

This is why we created The A Effect, an initiative that aims to propel women’s professional engagement and support companies toward workplace equality. Through our professional training programs, we mobilize corporate communities and help women position themselves in business. By presenting inspiring leaders from a variety of backgrounds, we offer a new perspective on female ambition and concrete tools adapted to the realities of professional women and managers.

Tournage en studio d'un atelier virtuel de L'effet A
Femme noire qui parle devant public
Dessous du tournage d'un événement virtuel
Événement du Défi Leadership en présentiel
Plusieurs femmes riant ensembles

Ambition means revealing your potential. To yourself and to the world.


From Science to Training




Combine Introspection and Action

Self-reflection activities, weekly challenges... To better assert their ambition and leadership, participants are guided in the adoption of good introspective practices. With increased awareness of themselves and their objectives, they become better equipped to position themselves for career impact.




Connect with a Variety of Leaders as Sources of Inspiration

Being exposed to various successful business leaders makes it easier for participants to see themselves in a leadership role and adopt a more ambitious mindset within their organization. Acquiring new behaviours is encouraged through sharing advice and experience, including privileged access to The A Effect leaders.




Learn with a Network of Women

Discussion and feedback between participants fosters the creation of a learning network that supports continued development in addition to encouraging experimentation and surpassing oneself. Mutual assistance – between women from various backgrounds and corporate environments – allows participants to benefit from many different approaches and viewpoints.




Reap the Benefits of Micro-Learning Techniques

Research in neuroeducation has shown that repetition of information at regular intervals improves learning and fosters better integration of behaviours. This is why the Ambition Challenge content is divided into small sections and reiterated in varied ways throughout the 100-day program.

Individual Challengeicon

Individual Challenge

Individual Challengeicon

Grow by Setting an Individual Challenge

Participants are encouraged to take concrete action by setting themselves a professional challenge to take on during their 100-day program.


We Are The A Effect

We are strategists, experience designers and behavioural change specialists who have fine-tuned knowledge of the mindset of professionals and managers.
We are women and men who share the ambition of creating a fairer, more equal labour market.
John  L'effet A

John Gallagher

Partner - President
Isabelle Marquis, Associée

Isabelle Marquis

Partner - Executive director
Simon Painchaud, Directeur Recherche et développement, L'effet A

Simon Painchaud

Partner - Research and development
Anne Josée Simard, Directrice des opérations, L'effet A

Anne-Josée Simard

Partner - Director of Operations
Photo de Marie-Astrid Chabot, productrice à L'effet A

Marie-Astrid Chabot

Olivia Beaulieu, Productrice, L'effet A

Olivia Beaulieu

Production Director
Karine Kay Limage, Directrice développement des affaires, L'effet A

Karine Kay Limage

Director of Business Development and Customer Success
Natasha Krummen, DIrectrice relation clients, L'effet A

Natasha Krummen

Director of Customer Success - Canada
Marilène Garceau, Directrice service-conseil, L'effet A

Marilène Garceau

Director - Europe
Rodica Roșu Fridez, Directrice service-conseil, L'effet A

Rodica Rosu Fridez

Director, Customer Success - Europe
Ludivine Petitjean, Conseillère relation clients, L'effet A

Ludivine Petitjean

Director, Customer Service
Gaëlle Villeneuve, Coordonatrice vente, L'effet A

Gaëlle Villeneuve

Project Manager
Nathalie Adjogble

Nathalie Adjogble

Community and Costumer Service Coordinator
Martine Rhéaume, Directrice des nouveaux programme, L'effet A

Martine Rhéaume

Director of programs
Louise Heintz, Coordonatrice de projet, L'effet A

Louise Heintz

Programs coordinator
L'équipe de L'effet A / The A Effect

Mariève Jalette

Project coordinator
Lisa Hoerr, Responsable de l'expérience communauté, L'effet A

Lisa Hoerr

Community Manager
Gabrielle Valevicius

Gabrielle Valevicius

Project Manager

Communauté L’ambition n’a pas de frontière

L’effet A, c’est plus de 40 000 femmes et allié.e.s de tous les milieux d’affaires qui forment une communauté internationale tissée serrée. C’est aussi plus de 50 organisations qui propulsent la carrière de leurs employées en les invitant à suivre nos formations. L’effet A, c’est finalement quelque 3 500 diplômées qui assument leur ambition. Elles sont nos ambassadrices.

Découvrez les ambassadrices

Photo de JHanan Faska
Photo ambassadrice
Ambassadrice Mélanie Lavoie