Executive Profile; Marissa McTasney

Marissa is the Pink Work Boot Lady.  In the business world, she is known as a woman with moxie. The meaning of “moxie” is the ability to face fear with spirit and courage.  Marissa’s famous photo and headline reads  “I am a Mom, I am a Wife, I am Brilliant, I am Strong, I can Build S#!T while in a tutu and pink work boots.


She is the founder and President of Moxie Trades Ltd.; a company that designs, manufactures and distributes safety footwear exclusively for women. The company’s first product was the Iconic Pink Work Boot.

Her mantra is “Dream Big, Think the Impossible, Love Passionately and Give Generously.”Book cover

With the birth of her kids, 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 searching high and low she could not find anything that was remotely comfortable or fashionable. On the first day of the program, all twenty two women bought men’s work boots. 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, not a niche as she will clearly argue.

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. Marissa has appeared on several national and regional 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 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.

Marissa 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 with the Whitby Chamber of Commerce and 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 Honorable Minister Dr.Kellie Leitch, Ministry of Status of Women for the Government of Canada. Other panel members include Arlene Dickinson, Carolyn Cross, Ron Close and Sandra Bosela.  Status of Women Canada Press Release

Marissa is inspired by the women she serves through Moxie Trades.  In celebration and honor of these women, Moxie Trades created four annual awards; Durham’s Woman of the Year, Moxiest First Responder, Moxiest Tradeswoman & Moxiest Work Woman.  Additionally, Moxies Monthlies are celebrated online and through prizing of Moxie Trades Gear.

Marissa is a mentor to 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!