Know Your Worth, Then Raise Your Price.
“Along the way, I discovered that having the right banking advice isn’t just about managing finances—it’s about unlocking new opportunities, making informed decisions, and fueling the growth of your business with confidence.”
Joycelyn David, owner and CEO of AV Communications, shares how redefining her worth transformed both her leadership and one of Canada’s leading multicultural marketing agencies. What began as an “accidental” path to entrepreneurship became a mission to raise standards—for her team, her clients, and an entire industry that often overlooked diverse audiences.
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About the video
Joycelyn David, owner and CEO of AV Communications, opens up about the mindset shift that helped her transform a legacy agency into a premium, purpose-driven leader in multicultural marketing. What started as undervaluing her work evolved into a bold redefinition of value—one rooted in culture, representation, and a commitment to raising the standard.
From rebuilding processes to strengthening her financial foundation with the right advisors, Joycelyn shares the lessons, turning points, and confidence that fueled AV Communications’ growth—and why charging your worth is essential to sustainable, meaningful leadership.
“Working with TD was the first time I felt like a bank understood what I was building. They didn’t just offer us a business account—they helped me make smarter financial decisions. That kind of collaboration makes all the difference.”
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