Armstrong & Associates offers a variety of services to help organizations be more productive and to assist individuals progress in their personal and professional lives. Our business backgrounds marry with our talents, which benefit clients from B.C. to N.S., as we inspire them to live their dreams and encourage people to take action. We thrive in a range of roles from Coach and HR Advisor to Change Agent.  

Coaching, HR for business

"There is no scarcity of opportunity to make a living at what you love; there's only scarcity of resolve to make it happen."

– Wayne Dyer, Author and Motivational Speaker

Designing HR and business solutions we help you to achieve your specific goals and produce measurable results whether your company is in a start-up, growth or strategic re-alignment phase.  Some recent examples include:


  • Reducing employee turnover by 33-50% for Canadian and International organizations.  With the creation of employee retention programs, improved employee relations, and sound recruitment practices our clients saved hundreds of thousands in turnover costs and retained their crucial knowledge base; 

  • Saving $500,000 in annual search firm expenditures after establishing a candidate referral program for a client;

  • 20% productivity improvement after implementing a new performance management system and corporate goal setting process.


Learn more about our services. 

Our Team

Each of our Associates has more than 12 years experience in their field of Coaching, Human Resources or Strategic Planning in addition to certifications in their area of expertise.

Joanne Melanson, Director, Professional Services (HR), manages project delivery, and develops human resources infrastructure, programs and processes to help clients achieve organizational excellence.

Read about Joanne here

Laurie Armstrong, Coach
Meet Laurie Armstrong, President & Head Success Coach

Laurie founded Armstrong & Associates in 2003 with a team of experts dedicated to clients' success. 


As a highly regarded Solutions-Focused Coach and award-winning HR Executive, Laurie helps business clients and individuals achieve their vision and personal goals.  


Laurie offers more than 20 years of Human Resources, Coaching and business experience delivering strategy, best practices and solutions that transform organizations and people's lives. 


She has held senior positions in diverse organizations, where she supported Canadian and international operations, exceeding corporate objectives resulting in efficiencies and return on investment.


Learn more in her bio.