Meet the Team
Aaron Binder, Director
Aaron (he/him) spends his time talking to business owners, politicians, and media about what’s actually happening with Canada’s small businesses.
As a 4x business owner (currently a partner at Segway of Ontario & Go Tours Canada), he knows what it’s like when your insurance doubles or your rent jumps 20%. When Aaron talks to policymakers, he is often sharing his own and our member's experiences – and pushing for solutions that work for all types of local brick and mortar businesses.
Drop him a line at aaron@betterwayalliance.ca.
Chris Krawczyk, Grassroots Coordinator
Chris Krawczyk (he/him) is an artist and community driven entrepreneur from Toronto, ON. Currently the owner of Little Ghosts Books, a horror focused bookstore and small press in the Trinity Bellwoods neighbourhood, Chris does all of the design for the brand and publishing imprint. He is also a small business mentor, logging over 300hrs with various nonprofit agencies. When he’s not making connections with like-minded small business owners Chris can be found walking his rescue dog or doodling silly little cartoons.
Drop him a line at chris@betterwayalliance.ca
Julia Pennella, Analyst
Julia Pennella (she/her) is a government relations expert, storyteller, and political commentator by trade, joining the BWA team as a Strategic Advisor on political strategy and communications.
She brings a powerhouse mix of political savvy, sharp strategic insight, and compelling storytelling. With years on Parliament Hill, she has advised senior Cabinet Ministers and the Prime Minister’s Office on some of Canada’s most complex, high-impact files—offering a front-row view into how decisions are made at the highest levels.
Across the public, private, and nonprofit sectors, Julia is known as a connector and catalyst—building cross-sector partnerships that bridge government, community, and industry, and turn ideas into action.
She is also the creator and host of #FEMPIRE and Let’s Talk Politics, platforms dedicated to breaking down power, policy, and leadership.
At the core of her work is a clear mission: elevate diverse voices, strengthen communities, support small businesses, and tell stories that move people—and policy—forward.
Drop her a line at julia@betterwayalliance.ca.
Dipesh Shah, Membership Outreach
Dipesh (he/him) was recently the former owner of Canary & Fox, a popular neighbourhood retail store in Toronto’s historic Baby Point neighbourhood.
His career has spanned multiple industries including as a Senior Project Manager in Banking, Market Research, Marketing, Graphic Design, Printing and now, the Non-Profit Sector.
In addition to his role at the Better Way Alliance, Dipesh is a board member of Students 4 Students (a 2024/2026 recipient of the Ingenious+ award), the Intern Project, and too, The Highland Creek Social (a 2026 Volunteer Toronto’s Civic Spark Grant recipient).
Drop him a line at dipesh@betterwayalliance.ca.