What is the Mandorla Effect
The Mandorla is the power zone where sales and marketing truly unite. Strategy meets execution. Plans turn into action. That’s when real, measurable growth happens—no fluff. It’s about alignment, clarity, and unstoppable momentum. When these forces combine, businesses don’t just grow—they scale with purpose. Revenue rises. Customers connect. Your brand stands out. This isn’t talk—it’s how driven businesses excel. The Mandorla Effect turns vision into results. Growth demands action—and so does your marketing and sales.
Who We Are
Alicia Pilon
Co-Founder
Growing up, some of my best memories were tagging along with my dad on his trips to the picturesque South Shore of Nova Scotia. I watched him in action at sales meetings, business lunches, and especially at the local home shows—working the floor and connecting with everyone who came through the doors. Those early experiences sparked my fascination with business, people, and the art of building relationships.
​
Later, when both of my parents became small business owners, I witnessed firsthand the grit and determination it takes to build something from the ground up. I saw the challenges, the sacrifices, and the relentless pursuit of a bigger vision—a legacy. That entrepreneurial spirit became a central part of who I am.
​
After earning my degree in Business Management, I dove headfirst into the world of sales, drawn by the limitless possibilities it offered. Over the years, I’ve worn many hats—working in direct sales, B2C, B2B, and even government contracts, covering all levels of the supply chain. I’ve learned to trust my instincts, take calculated risks, and thrive in environments where performance drives results—even when that meant supporting my family on 100% commission.
​
My passion for continuous learning and growth has been a guiding force throughout my career. With more than 20 years invested in personal and leadership development, I’ve developed a keen eye for identifying opportunities to improve processes and implement systems that drive results. Most recently, I earned my Life Coaching certification from 100X EDGE, adding a new dimension to how I support clients.
​
As a co-founder of Mandorla Effect, I’m excited to combine my love for people and business ownership to help others create their own legacies. Whether you’re looking to grow your business, develop your leadership skills, or navigate change, I’m here to support you every step of the way.
Tracy Roidi
Co-Founder
From a young age, I’ve always had a knack for creating small businesses. Whether it was running lemonade stands, putting on plays, making seasonal crafts, or baking treats, I loved every moment of it. I was the kid leading the charge, recruiting others to join in the fun.
I found joy in organizing events and collaborating with others, managing everything from start to finish. Whether it was planning a neighbourhood parade, or volunteering to help younger kids at school, I was always eager to jump in.
With a natural confidence and drive, I knew I wanted to start my own business one day, even if I wasn’t quite sure what that looked like. My passion for business and people guided my education and career path.
Thanks to my dad’s love for technology, I grew up surrounded by the latest gadgets, which led me to kick off my career in the tech industry with companies like Ericsson, Sony (Mobile), and Hikvision. Along the way, I naturally gravitated toward marketing, as it allowed me to blend my creativity with my organizational skills. I’ve held key marketing roles, leading teams, managing partners, and collaborating with colleagues around the world. In my last corporate gig, I built a marketing department from the ground up. All of this experience has rounded out my expertise across various aspects of marketing.
​
My expertise spans integrated marketing strategies, strategic communication planning, project and event management, performance analysis, and PR & media relations.
After two decades in the corporate world, I finally made the leap to pursue my dream of owning a business. I’m eager to share the knowledge I’ve gained and help small businesses thrive. As a co-founder of Mandorla Effect, my goal is to empower entrepreneurs with the tools and strategies they need to succeed, fostering their growth and creativity along the way. I’m excited to collaborate with motivated individuals who are ready to take their ventures to the next level!
Our Mission
We help technical service providers scale smart, earn more, and free up time for what matters most — at work and beyond.
