Leading from anywhere: How Virtira makes remarkable work possible across the globe

Long before remote work was mainstream, Virtira was already proving it could be done from anywhere, and few leaders embody the spirit of remote work better than Cynthia Watson, the company’s executive chair. From boardrooms to some of the world’s most remote places, her journey perfectly reflects Virtira’s belief that expertise transcends location.

“She’s worked from over 80 countries,” says Megan Rafuse, Virtira’s Chief Operating Officer. “There’s even a photo of her working at Mount Everest base camp. That image has really come to symbolize what Virtira is all about: trusted experts delivering excellence from anywhere.”

Founded in 2008, what began as a mission to create meaningful, high-impact careers for women and caregivers in small communities across Canada has evolved into a global operation helping clients turn strategy into execution. At its core, Virtira helps cross-functional teams bring big strategies to life.

“We’re like a behind-the-scenes strategic partner who brings order to chaos so clients can stay focused on what matters,” says Christine D. Taiani, VP Business Development at Virtira. “The challenge isn’t vision, its alignment. When teams are busy or siloed, momentum gets lost. We bridge those gaps and keep everything moving, ensuring strategy turns into action.”

A culture of trust & impact

Virtira’s remote-first approach has shaped a culture built on trust, accountability and flexibility.

“We’ve always focused on outcomes, not hours,” says Taiani. “When people have the flexibility to do great work and live their lives, they show up stronger for their teams and for clients.” “Technology has made coordination seamless, but tools only work when you have people who take ownership and deliver,” adds Rafuse. “That’s what makes our model thrive.”

This emphasis on flexibility and accountability is amplified by Virtira’s most-female team. “Many of us are balancing families, community commitments, and careers. That doesn’t hold us back; it makes us resourceful and driven. When people feel supported, they deliver their best work.” Virtira’s commitment to people extends to its clients as well. What truly sets the company apart is its blend of operational excellence, strategic insight and human connection. “We’re resilient, we’re kind and we always find humour in the work,” says Rafuse. “Our clients love that about us, it makes the process not just productive, but enjoyable.”Bringing strategy to lifeVirtira’s In-A-Box services simplify complex initiatives by offering end-to-end, on-demand project management. Their most popular solution, Roadshow In-A-Box, handles everything from logistics and branding to lead capture and post-event reporting. Like that one time the company executed an ambitious project coordinating 38 simultaneous events across the U.S.

“There were multiple teams, two companies, and a lot of opinions,” says Taiani. “We stepped in to handle venue logistics, develop co-branded materials and create a shared playbook. Once everyone had a single direction, collaboration improved immediately. It went from chaos to clarity.”

Beyond supporting their clients and project execution, Virtira is actively engaged with the business community. This year, the company is a community sponsor for the Atlantic Tech Summit on November 19. Be sure to stop by their booth for giveaways, a chance to pick up Cynthia Watson’s book, The Power of Remote, and a few surprises they’re keeping under wraps until the event.

“We love meeting people face-to-face,” says Rafuse. “This year, we’ve expanded the events we attend, from industry-specific conferences to diversity-focused ones. It’s a great way to stay connected and share what we do in person.”

From leading teams across the globe to supporting clients and connecting with communities, Virtira proves that success isn’t just about strategy, it’s about people, trust and collaboration. By blending operational excellence with empathy and flexibility, the company creates partnerships that are both effective and meaningful, showing that when people, process and purpose align, remarkable work can happen from anywhere.