Meet your BWA Team

The Better Way Alliance is a small and mighty group creating opportunities for business owners to tell their stories about creating better employment.

Aaron Binder

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Focusing On: Member & Government Outreach, Communications, Roadtrippin’

Aaron is a long-time business owner (Go Tours Canada & Segway of Ontario) and entrepreneur across multiple industries. His political experience spans multiple political parties and 2 years as President of Corktown Toronto.

A passionate environmental and Micromobility champion, Aaron brings a wealth of hands-on experience to the BWA Team.

Liliana Camacho

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Focusing On: Research, Policy, Partnership Outreach

Liliana is dedicated to sustainable environmental and business practices. She brings a deep understanding of global economy and modern market approaches to the BWA, along with hands-on knowledge from years as a Sustainability Consultant. As the BWA’s resident economist, Liliana manages the BWA’s research projects and development of member-facing materials. She likes thinking deeply about the role of business owners in developing strong local markets that provide economic opportunity for all and keep people and the planet healthy.  

Jessica Carpinone

Membership Growth Manager
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Focusing On: National Membership Growth, Storytelling 

Jess is a well-known Ottawa Entrepreneur.  Her business, Bread By Us, is renowned for their Focaccia and industry leading employment practices.  Her years of experience as a community organizer (and original BWA Member!) are helping shape the next chapter of the Better Way Alliance. 

The work we do

The Better Way Alliance is dedicated to improving the future of work for everyone.  Our Members are business leaders in every industry who deeply believe our workers are our greatest assets.

The BWA Team works closely with government agencies, political parties, business owners, and business groups.  Through discussion, meetings, and statistical analysis, we’re developing a long-term business case for ethical employment.

When workers are paid well and offered benefits, businesses reap the rewards of more sales, longer-term employment, and a strong resilient team that will go to bat for that enterprise.

Our advocacy extends to one of the biggest issues facing businesses in Canada and Ontario – unpredictable and volatile commercial rent prices.  Traditional market-based thinking around this industry is starting to fail as property ownership becomes more monopolized by a smaller group of people.  Visit to find out more about our campaign.