Executive Profile: Marissa McTasney

Moxie Trades’ front woman is Marissa McTasney who is also affectionately known as the “Pink Work Boot Lady”.

In the business world, she is known as a woman with moxie, which is the ability to face fear with spirit and courage. She’s known for her no-holds-barred authenticity and love of life.

Marissa is a woman of many dimensions, as illustrated in her now infamous photo, which reads:
I am a Mom, I am a Wife, I am Brilliant, I am Strong, I can Build S#!T

And she does it all while wearing a tutu and pink work boots. She affirms that woman can be both feminine and strong.


The Founder and President of Moxie Trades Ltd. a company that designs, manufactures and distributes safety footwear exclusively for women, McTasney created the iconic “Betsy” Pink Work Boot.

Her personal mantra is: “Dream Big, Think the Impossible, Love Passionately and Give Generously.” bookbutton

With the birth of her children, Carter and Frankie (Francesca) she decided to pursue her mantra and ditched her high heels in her corporate job for work boots in the trades industry. She returned to school to study the skilled trades. As part of the program, certified safety gear like work boots were required; yet she could not find anything remotely comfortable or fashionable.

On the first day of the program, all 22 women bought men’s work boots and this marked Marissa’s “aha moment.” Her entrepreneurial instincts kicked into high gear and she made it her personal mission to fill this gap in the market.

Moxie's anniversary-01

In 2008, Marissa pitched her business on the CBC’s, Dragons’ Den and partnered with oil and gas tycoon, investment banker and philanthropist, W. Brett Wilson.

She has since appeared on several national and regional media outlets including; Cityline, Steven and Chris, CBC’s Made in Canada, CBC’s Sunday Night News, CTV Edmonton and CTV Calgary, SHAW Calgary, Breakfast Television Toronto, BT Edmonton and BT Calgary. Marissa has also been featured in numerous publications including: Style at Home, Canadian Living, Builder’s Architect, Mompreneur, Toronto Sun, Toronto Star, Globe & Mail and the National Post.


Giving back to her community is vital to Marissa. She regularly contributes to local Habitat for Humanity Women Build programs, became one of the Women’s Build ambassadors and has donated over $30,000 in fundraising and product donations. Additionally, she has sent a truckload of boxes full of clothing, work boots, blankets and kids shoes to Haiti. Her family sponsors children with World Vision. Marissa is active member of the Whitby Chamber of Commerce, and she founded and sponsors the annual recognition award: Durham’s Woman of the Year.

In Fall 2014, Marissa was asked to be part of an Expert Panel by the Honourable Minister of Status of Women for the Government of Canada, Kelli Leitch. Other esteemed panel members include: Arlene Dickinson, Carolyn Cross, Ron Close and Sandra Bosela. Status of Women Press Release



Marissa is well aware that her success is not due without the help of trusted mentors, therefore, Marissa is a mentor to countless women in business and is a regular speaker at local and national events across North America. Marissa found her moxie and she wants you to find yours… she’ll dare you!

If you would like more information or would like to book Marissa to speak at an event, please contact us at marissa@moxietrades.com or visit www.marissamctasney.com.

Marissa McTasney in the News:

Huffington Post Canada Huffington Post 
The National CBC Television The Toronto Star
CTV News Article Yahoo News
Metro News Toronto  IPolitics
Morning Star Financial News CBC The National
 CTV News Broadcast MSN News
Global News Rogers TV Durham
CBC Ontario Today What’s Next After The March  
 CTV The Social  CTV Your Morning
 Newswire  Canadian Insider
 TV Durham – After The March

This post is also available in: French