Hi! I’m Joanna
a creator, strategist, coach, and mom with over a decade of experience in content creation, social media, brand strategy, and digital marketing. I help creators, founders, and businesses build their online presence, strengthen their brand, and create new opportunities through a blend of coaching, storytelling, and social media support.
Hi! I’m Joanna
a creator, strategist, coach, and mom of five with over a decade of experience in content creation, social media, brand strategy, and digital marketing. I help creators, founders, and businesses build their online presence, strengthen their brand, and create new opportunities through a blend of coaching, storytelling, and social media support.
Nesting Story has always been about real life
I created Nesting Story in 2013 as a place to document and process my own life… the beauty, the mess, the questions… and over time, it became something much bigger: a globally recognized lifestyle and parenting platform, a long-running YouTube channel, and a community rooted in honesty rather than perfection.
At its core, Nesting Story has always been about real life.
Not the polished version. The lived one.
And that hasn’t changed.
How Nesting Story Began
When I started Nesting Story, I had two young children and had just left my interior design job to launch a design and mural painting business. The blog lived quietly on my website… a creative outlet, nothing more.
Then, later that year, I found out I was pregnant with surprise twins.
That pregnancy was hard… physically, mentally, emotionally. I spent most days on the sofa, a pillow between my knees, parenting my older kids while craving connection and reassurance that I wasn’t alone.
I searched endlessly for honest stories from other mothers of multiples. I devoured blogs. I wanted the details… the truth.
I promised myself that once the dust settled, I would tell my story too.
When Honesty Changed Everything
After my twins were born in 2014, I relaunched Nesting Story as a personal blog.
By 2015, with four kids under six, I started sharing what life really looked like… no filters. One post in particular, “What four kids (including twins) has done to my body and my confidence,” went viral and opened conversations about postpartum bodies I never expected to be part of.
Suddenly, Nesting Story wasn’t just a blog. It was a conversation. A permission slip.
I began being interviewed and featured by outlets like Cosmopolitan, People, Today Show, and major Canadian networks. What resonated wasn’t aspiration… it was honesty.
As My Life Changed, Nesting Story Change With It
What began as a personal blog grew into a global platform as I navigated motherhood, career shifts, identity changes, and reinvention in real time. As my children grew, so did the content… expanding into YouTube, lifestyle, wellness, home, and identity, and eventually becoming my full-time work. In 2017, Nesting Story was named a YouTube Creator on the Rise, but behind the milestones was the same question I kept asking myself over and over: How do you build a life that actually works for the season you’re in?
That question became personal in a deeper way in 2019, when my marriage ended and I found myself rebuilding as a single mom of four. I stepped back publicly, focused on my kids, and quietly figured out how to put the pieces back together. Like so many women, I was navigating grief, responsibility, career pressure, and identity… all at once.
In 2021, my kids and I moved to Burlington, Ontario for a fresh start. That same year, my now-husband Ben and I co-founded The Water Cooler, a branding and digital marketing company that grew quickly, supporting creators and brands across North America. Later, I served as Head of Talent at a large talent agency, mentoring creators, leading teams, and guiding growth, strategy, and personal branding across platforms.
Along the way, I learned how to build businesses, lead teams, grow brands online, and adapt through many different seasons of life and career. But more importantly, I learned how to build something meaningful in a way that still leaves room for real life alongside it.
Today, I’m a mom of five, a creator, strategist, coach, and (by necessity) a problem solver. I’m in my forties, in a new season, with a blended family, a forever home, and a clearer understanding than ever of the kind of work and life I want to build.
Nesting Story has become the place where everything comes together: storytelling, strategy, coaching, content, business growth, and honest conversations about what it really looks like to build something online.
This chapter is about helping creators, founders, and business owners grow their visibility, strengthen their brand, and create opportunities in a way that feels sustainable, personal, and aligned with the life they actually want to live.
Wherever You’re Starting From
If you’re here, chances are you’re building something… or thinking about taking the leap into something new.
Maybe that means a thinking partner to help the pieces come together. Maybe it means hands-on support to make it happen. Either way, this isn’t just about visibility… it’s about building something that actually fits your life, with support while you do it.