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2BDetermined Inc. is a career management firm that helps professionals and executives identify and achieve their career goals via targeted coaching services.

As a "virtual" firm we provide services across Canada and globally. Please call us at 705.293.0492 for a complimentary discussion of your career needs and aspirations or use the form on the right to contact us.

133 Birch St
Collingwood, ON, L9Y 2V4


2BDetermined is a career management firm that helps professionals and executives identify and achieve their career goals via targeted coaching services.


2BDetermined is a professional services firm that provides coaching and consulting across a breadth of industries and sectors. We help individual and organizational clients increase personal and professional effectiveness and satisfaction, harness innovation and boost overall performance.

Day Merrill & Michael Locey

Day Merrill & Michael Locey

2BDetermined has three practice areas:

  • Coaching for Individuals provide guidance in areas such as career choice, job search, career transition, workplace effectiveness and coaching support for work and life challenges.
  • Coaching for Organizations comprise a range of human capital management services including organizational change and transition; team building, communications and conflict resolution; performance management; leadership development and coaching for individual contributors, managers/supervisors, teams and executives.
  • Coaching for Innovation supports entrepreneurs, small business owners/partners and managers/executives achieve key business objectives via organizational strategies that increase efficiency, productivity, quality, competitiveness and market share as well products, processes and services that better serve their customers and clients.
Day Merrill

Day Merrill, M.A.

Founding Partner & Career/Executive Coach

Day Merrill is a career services professional with expertise in coaching, training and consulting. Day founded 2BDetermined Inc. to help individuals, teams and organizations increase workplace effectiveness and satisfaction.

Prior to 2BDetermined, Day worked for a number of human capital management firms in Canada and the U.S., serving as Regional Practice Head for the Performance Optimization division of Thomson Learning, Vice President of Specialty Services for DBM Canada, Career Services Manager at a Canadian non-profit and Manager of Career Services for Citibank in New York. Day co-founded a career services firm in New York and served as Associate Director of the MBA program at New York University’s Stern School of Business. Her first career was secondary school teacher/administrator.

Day holds a B.A. from Connecticut College, a Master of Arts from Wesleyan University and is a graduate of Coach U’s professional coaching program. She is active in the International Coach Federation, the Association of Career Professionals and the Human Resources Professional Association, teaching Organizational Behaviour in the CHRP program. Day is a certified InsideOut Development Coach, a 360º Debriefer for the Thomson Reuters leadership program and serves as Career Coach for the Executive MBA program at Western University’s Ivey Business School.

Michael Locey

Michael Locey, M.Ed.

Managing Partner & Entrepreneurial Coach

Michael Locey is a business coach and consultant with over 30 years of experience working with entrepreneurs, business owners and executives in Canada and the U.S. He specializes in supporting new ventures and small businesses, coaching entrepreneurial through start-up and early stage growth. He also works with executives, helping them effectively meet challenges, make sound decisions and set strategy.

Michael holds a B.S. in Physics from the Massachusetts Institute of Technology a Master’s in Planning & Organizational Development from Harvard University and is trained in the InsideOut Development GROW coaching model.

In addition to working with his own clients, Michael serves as the Entrepreneurial Coach for the Executive MBA program at Western University’s Ivey Business School. He has previously held positions with Innovation Associates, Michael Hammer & Company and the Center for Policy Alternatives at M.I.T.

Derek Smith

Derek Smith

Senior Career Coach

Derek Smith has been helping employment seekers prepare for the job market and reach their professional goals for over 12 years. He has worked in variety of settings including corporate, not-for-profit and university settings. He is known for excelling at one-to-one consultations, group workshops, web site articles, on-line consulting, and webinars. Derek is known as the story teller and one of his goals is to help others see their stories and how to share them with employers successfully.

Certified in several career assessments and having conducted over 1,000 interpretations Derek has gained the understanding to help others see themselves in a whole new way. Whether its career direction, career confirmation, job search, employer engagement or career management, Derek is someone who will listen, problem solve and help his clients move into their next stage of successful career development.

Jennifer Dimitroff

Jennifer Dimitroff

Interview Coach

Jennifer Dimitroff is a Human Resources Consultant with over 25 years of professional experience spanning executive search, recruiting, training, coaching and counselling. The range of industries she has served includes Technology, Health Care, Financial Services, Manufacturing and the Not-for-profit and government sectors. Her clients have included H.J. Heinz, Olivetti Canada, Bayer, the Toronto District School Board, COSTI and Hummingbird Communications.

A former recruiter, Jennifer has extensive experience coaching individuals at all levels and functions from all industries and sectors on interviewing effectively. As the 2BDetermined Interview Coach, Jennifer educates clients on different types of interviews and how to prepare for them, developing a personalized interview preparation plan and conducting a videotaped practice interview with feedback and suggestions for improvement.

Jennifer holds a B.Sc. from the University of Toronto and has been active in the Human Resources Professional Association. In addition to her work with 2BDetermined clients, Jennifer is an Associate with the Executive MBA program of the Western University’s Ivey Business School, sharing her expertise with individuals at all organizational levels as she coaches them through the interviewing process.

Lina Duque

Lina Duque, MBA

Social Media Coach

Lina Duque is a marketing and social media strategist with expertise consulting with individuals, entrepreneurs and small businesses. She has demonstrated success helping professionals and executives from a variety of industries use social media for career advancement, including optimizing their LinkedIn profile to attract recruiters and build a network in their area of expertise.

Lina has over 10 years of experience at top-ranking firms and holds an Executive MBA from the Ivey Business School. She is a regular speaker on social media and personal branding and has presented to diverse audiences, including the International Association of Business Communicators, Rotman School of Management and Ivey Business School. She currently sits on the board of the Ivey Alumni Association–Toronto as Director of Marketing. Lina is also an advisor with the Digital Media Zone business incubator at Ryerson University. Her writing has appeared on and in the Globe and Mail’s Careers section.