From Tokyo to Toronto, Noor Haq’s path into the world of innovation has been anything but conventional and that’s exactly what makes it compelling! Driven by curiosity and a love of people, Noor carved her way into Canada’s startup ecosystem not through a linear path, but by following her instincts, saying yes to new experiences, and trusting in the power of community.
After spending her early twenties abroad, Noor returned to Toronto eager to reconnect and contribute to something meaningful. Her journey began with a year in Tokyo teaching English and managing an art gallery, followed by a year at a communications consulting firm in Istanbul. She then spent nearly four years in London, UK, working in account management at M&C Saatchi, one of the world’s most iconic advertising agencies. It was in London, managing global campaigns focused on social behaviour change, that Noor’s strategic instincts and collaborative leadership style really took shape.
When she returned to Toronto, Noor didn’t yet know what field she wanted to be in, but she knew she wanted to be part of something that made an impact. Through one of those connections, she joined the Toronto Business Development Centre, where she helped build its marketing and communications function from the ground up. It was Noor’s first deep dive into the startup world, and it resonated with her immediately. “That was when I fell in love with the ecosystem,” she says. “There’s this incredible optimism watching people build. I felt so energized by it.”
Her work brought her into contact with ventureLAB’s Sep Assadian and Scott Carpenter, just as the Capital Investment Program was beginning to take shape. Supporting companies raising capital gave Noor a unique window into ventureLAB’s mission and values. But it was the people who left the strongest impression. “I got to know ventureLAB through its people, and that’s what made me want to be part of it.”
Although her first application didn’t result in a role, the connection stuck. Noor went on to work at a small family office, where she built out their investment pipeline and processes for evaluating early-stage startups. “I work best in nebulous spaces,” she says. “Give me a complex, undefined challenge, and I’ll figure out how to crystallize it.”
Then the opportunity came back around. A year later, Jane Gertner, ventureLAB’s Chief Growth Officer, reached out again. Noor joined the team in a partnerships role, then quickly moved into her current position as Director of Marketing and Communications.
“It felt meant to be,” she says. “The people I admired were still there. The culture was still strong. I knew I’d learn a lot. It was the right mission with the right people.”
For Noor, ventureLAB is more than a workplace, it’s a place that reflects her values. “I can’t overstate how important the culture is. I’m so lucky to be surrounded by people I trust, respect, and like. That changes everything,” she says. “This doesn’t feel like work most days, it feels like play, and I get to do it with people I genuinely care about.”
She’s had a hand in nearly every major initiative, from the launch of the Hardware Investor Network to Canada’s G7 presence and ventureLAB’s flagship HardTech event. With a background in both marketing and economics, holding a Master of Arts in Integrated Marketing and Communications and a Master of Science in Economics and Global Value Chains, Noor brings a rare mix of creative and analytical thinking. She understands how businesses operate and how technology can be a lever for national prosperity.
“The only way we succeed as a country is by growing high-performing companies that create high-paying jobs,” she says. “Technology is a vehicle for that future.”
Outside of work, Noor channels her creativity and curiosity into Salon Camden, a modern lecture series she co-hosts with her family, inspired by the Parisian salons of the 17th and 18th centuries. She’s an intentional traveler with a love for cities, architecture, and art and more recently, music. Her latest trip took her to Berlin to explore its UNESCO-recognized techno scene.
Her advice for thriving in the world of innovation is simple but powerful: “Be infinitely curious,” she says. “You have to genuinely want to learn about the companies, the people, and the tech. That’s how you tell meaningful stories and build real support for innovation.”
Today, Noor is not just part of the team, she’s woven into the fabric of ventureLAB’s story. A builder, a culture-shaper, and a champion for founders, she brings strategy, empathy, and energy to every corner of the organization.
“I feel so fortunate. I believe in our mission. I believe in our team. And I get to do something I love every single day.”
