Our Approach

Zg [zee-gee] stories
works at the intersection of storytelling and social, environmental and economic justice.

Our work stems from one central tenet: exceptional storytelling matters.

Stories are a deeply human way of communicating, artforms that give meaning to billions across generations. And stories shape our world and our futures—especially during times of crisis.

We champion stories for their own sake, and use stories for the sake of others.

We ensure important narratives are honed, discovered and widely appreciated.


  • Care about substance, quality and possibility.
  • Immerse ourselves in storytelling.
  • Collaborate with organizations dedicated to sharing stories that create a more interesting, more creative, more just, more joyful, more sustainable world.

With our clients we:

  • Balance ambitious vision with attention to detail.
  • Build trusting, warm, results-driven relationships.
  • Combine decades of experience with
    cutting-edge techniques to produce marketing and advocacy campaigns that work.


Through our model we have helped major independent publishers rapidly increase their sales; conceived award-winning sustainability campaigns; expanded online communities; launched new brands for social transformation; built audiences for progressive media outlets;
sold out tickets to esteemed literary festivals; mentored emerging poets, authors and publishing professionals;  shared stories for environmental justice; and launched hundreds of books.    

Find out more about how we work

Our Team

Zoe Grams (she/her)


Strategy / Relationships / Writing

Zoe Grams is an entrepreneur and writer. Her roles include founder of ZG Stories; founder of Good Stories, a decentralized communications initiative; co-founder and curator of Upstart & Crow Literary Arts Studio; and co-chair of WISH Drop-In Centre Society, the largest sex worker advocacy organization in Canada. Her work has been featured in publications across Canada, as has her writing. Born and raised in Scotland, Zoe holds an M.A. in Philosophy from The University of Glasgow. She now lives on a small island in the Pacific Ocean on unceded Tla-oh-qui-aht territory when not in Vancouver or elsewhere. She is passionate about supporting structures that enable all people to have the resources and autonomy required to create a fulfilling life in their own vision.

Ariel Hudnall (she/her)

Managing Director

Strategy / Online Marketing / Team Building

Ariel Hudnall is an experienced marketing specialist with an extensive background in publicity, marketing and strategic communications for small to mid-sized publishers and indie authors. She holds a Masters of Publishing from Simon Fraser University and a BA in Japanese Language and Culture from UC Berkeley. Prior to joining Zg Stories, Ariel worked with award-winning culture magazine Kyoto Journal as a consultant, and as a workshop facilitator and editor for indie authors. An avid traveler, she has lived in Louisiana, California, Kyoto, and across BC.

Serena Lopez (she/her)

Digital Marketing Coordinator

Copywriting / Social Media / Community

Serena Lopez is a writer and multimedia content creator based in Toronto, Ontario. She holds a BA Journalism from Toronto Metropolitan University with a minor in Politics. Her writing focuses on amplifying stories from underrepresented voices and has been published in various publications including The Dance Current, CTV News and CP24. Prior to Zg Stories, Serena was granted a Black Journalism Fellowship courtesy of the Canadian Journalism Foundation in 2022 where she worked on the CTV News National and CP24 teams as a digital reporter. When she is not reading or writing, you can find her watching the latest independent film release at her local theatre.

Nicole Magas (she/her)

Publicity Manager

Public Relations / Author Consulting / Events

Nicole Magas holds a BA in Sociology from Simon Fraser University, with a minor in World Literature. During her studies she worked as a section editor for the university’s independent newspaper, The Peak. Prior to university, she lived and traveled throughout Asia studying language and martial arts. Merging her passion for writing and storytelling with her values of social and economic justice, Nicole endorses the power of the written word as a means of sharing and experiencing a diversity of perspectives and ways of being and knowing.

Rachel Sentes (she/her)


Public Relations / Author Consulting / Media Strategy

Rachel Sentes was born in Colchester, England and is an experienced book industry specialist with over 25 years serving indie and traditional authors in the capacity of publicist, developmental editor, ghost-writer, acquisitions editor, and literary agent. She also has some claim to fame as a singer, preschool teacher, veterinary receptionist, and meeting celebrities. Rachel’s work as a writer has been featured in over 40 publications and she’s a powerful advocate for animal welfare and social justice. She is a geek who loves Comic cons and horror movies and novels and currently lives in Ontario, Canada with her literary agent husband and her office buddy Yuki, a snoring and farting bulldog mix.

Lohit Jagwani (he/him)

Publicity Consultant

Public Relations / Author Consulting / Media Strategy

Lohit Jagwani has spent much of the last decade working at the intersection of content creation, journalism and communications. As a journalist, he published for Dentsu, LiveMint, and News Corp. Prior to ZG Stories, he worked at Penguin Random House (PRH) as a Commissioning Editor and Rights Manager, where he focused on creating compelling content and managing marketing communications of his projects. In five years with Penguin, he discovered several debut authors and published many national bestsellers, of which two were shortlisted for prestigious national awards.

Sanna Wani (she/her)

Marketing Associate

Copywriting / Advertising / Social Media / Research

Sanna Wani is a poet in Toronto. She holds a Masters in Anthropology from the University of Toronto and is the author of My Grief, the Sun (House of Anansi Press, 2022), the winner of the 2023 Trillium Award for Poetry. She specializes in a community-oriented and relational approach to publicity, marketing and event-planning. She has worked with various publishers, magazines and organizations across Turtle Island including Copper Canyon Press, CKX, Fernwood Publishing, The Seventh Wave and Xpace Cultural Centre. Her writing has been published by TimeHazlitt, Brick, Poem-A-Day and more. She is a member of the anti-imperialist Daybreak Poets Collective.

We’re Hiring!

Author Consultant

Author Consulting / Online Strategy / Platform Audits

We’re Hiring!

Graphic Designer

Digital & Print Design / Branding / Websites

Reach out to jobs@zgstories.com to learn more.

Our Ethos

Zg Stories is a certified B-Corporation: one of 5,000+ organizations across the globe verified as supporting the global movement for an inclusive, equitable and regenerative economy. We’re also part of the 1% for Planet community.

We are committed to a business model that supports shared, sustainable prosperity for all.

We do this by:

    • Ensuring living wages and competitive salaries for all our employees.
    • Donating at least 1% of our revenue to environmental and environmental justice
    • Donating a further portion of our income to other charities.
    • Prioritizing local-to-us suppliers that are
      women-owned and
      BIPOC-owned businesses.
    • Supporting NGOs with in-kind mentorship and support.
    • Practicing our work with kindness, honesty and care.