Meet the Team
Michelle Simms
CEO
Michelle Simms served the technology startup community in Newfoundland and Labrador for more than two decades through Genesis, Memorial University’s high-growth, technology innovation hub. Michelle joined Genesis in 2002 and took the helm as President and CEO in 2016. She has had a lifelong passion for entrepreneurship and has excelled at growing, strengthening and diversifying the technology sector of the province.
Michelle’s passion for startups and innovation has led to her involvement with several national organizations. She is a past member of the board of directors for Genesis, the Centres of Excellence of Next Generation Networks (CENGN), Oceans Advance and Canadian Association of Business Incubators.
Throughout her time with Genesis, Michelle has served on dozens of advisory committees both through Memorial University and the community. In 2020 and again in 2021, Michelle was recognized by Atlantic Business Magazine as one of the Top 50 CEO’s in Atlantic Canada. She was also named among the Top 25 Most Powerful Women in Atlantic Canada in 2021 by Atlantic Business Magazine.
Michelle holds a Bachelor of Business Administration (BBA) from Memorial University. She has completed the Queen’s Executive Leadership program, holds a certificate in Business Incubator Management from iNBIA and she has obtained her ICD.D designation by completing the Director’s Education Program at Saint Mary’s University.
Jennifer Button
Director of Corporate Services
Jennifer Button is a seasoned finance professional with over 15 years of providing sound financial advice to both private and public companies. Jennifer has held positions such as CFO, Controller and Director of Finance with companies in sectors such as oil & gas, mining, and private enterprise. She is a graduate of Memorial University’s Bachelor of Commerce and Master of Business Administration programs where she was awarded the Advisory Board MBA Award for Excellence and is a Fellow of the School of Graduate Studies. Jennifer is a graduate of York University’s Master of Tax Law (LLM) from Osgoode Hall Law School. Jennifer is currently the Chair of the Finance Committee for the YMCA of Newfoundland and Labrador, the Treasurer for Chartered Professional Accountants of Newfoundland and Labrador and Director for the Quidi Vidi/Rennie’s River Development Foundation.
In her role as Director of Corporate Services, Ms. Button is responsible for the corporation’s financial reporting and performance, human resource strategies, and information technology. Ms. Button will play an integral role in the development and implementation of innovative operational and fiscal policies, procedures, and practices with a goal of achieving operational effectiveness and efficiencies.
Brian Peach
Director of Economic Growth
As the Director of Economic Growth Brian Peach is brings his wealth of experience to the organization. He is a Professional Engineer, Certified Asset Management Professional, Professional Planner (with the Canadian Institute of Planners), Envision Sustainability Professional, and PhD candidate. As a PhD candidate he is leading a research program in the Department of Civil Engineering at Memorial University of Newfoundland and Labrador related to developing the capabilities of municipalities in Newfoundland and Labrador. His professional career in economic development and municipal government administration in Newfoundland and Labrador has included executive leadership roles such as the Chief Administrative Officer in the Town of Baie Verte, the Chief Administrative Officer of the Town of Pouch Cove, and the Director of Planning and Development in the Town of Portugal Cove St. Philip’s. Brian is also a university instructor and has past experience in renewable energy technology research and working in the offshore oil and gas and mining sectors.
He holds a Certificate in Economic Development from the University of Waterloo and Professional Certificate in Asset Management Planning from the Institute of Public Works Engineering Australasia. Brian also volunteers in several local community organizations and official appointments as a public representative by the Government of Newfoundland and Labrador on Agencies, Boards and Commissions.
Eoin Hickey
Marketing Specialist
Eoin Hickey is a design and marketing professional with over a decade of experience developing content and creative that builds brand visibility and helps organizations communicate clearly across digital and print channels. Since moving to Canada from Ireland in 2010, he has supported local businesses and teams with work that strengthens how a place, community, or initiative is understood.
Throughout his career, Eoin has worked in technology, aerospace, and agency environments, including roles as Art Director at Mysa Smart Thermostats and Marketing Designer at PAL Aerospace. He has supported initiatives that represent local organizations on national and international stages, translating complex offerings into clear stories and polished materials. From campaign assets to larger deliverables on trade show floors, he brings end-to-end ownership - shaping concepts and maintaining brand systems that help teams move quickly without sacrificing quality.
Eoin holds a Bachelor of Arts (BA) in Visual Communications from Limerick Institute of Technology in Ireland as well as expanding his qualifications in type design with Cooper Union in New York City.
Janet Kovich
Executive Assistant
Janet Kovich is an experienced Executive Assistant with more than 2 decades of supporting senior leadership across a range of sectors including financial, tech, provincial government, real estate, construction, aviation, and marine services. In her role with Advantage St. John’s, she provides high-level administrative and coordination support to the leadership team, helping to ensure operations run smoothly in a fast-paced, multi-stakeholder environment.
Throughout her career, Janet has supported executives and Boards of Directors in complex organizational settings, with a focus on coordination, communication, and operational efficiency. She is known for her strong organizational skills, professionalism, and ability to bring structure and clarity to busy environments.
Janet is committed to ongoing professional development and continuous learning. She recently completed training focused on the practical application of artificial intelligence in small and medium-sized businesses and is interested in how emerging tools can support efficiency and decision-making in the workplace.
In addition to her role at Advantage St. John’s, Janet is a licensed Realtor® and Seniors Real Estate Specialist (SRES®). She was also recently, a member of the Steering Committee for the St. Teresa’s Mundy Pond Corporation, contributing to community-focused initiatives.