About Us

Who is Whitespark?

Whitespark builds tools and provides services that help businesses and agencies with local search. We are software builders, service providers and local search optimization aficionados. When we’re not hunched over our keyboards, you’ll find us laughing at animated gifs, clinking glasses and marveling at beards.


Darren Shaw, Founder/SEO/Developer/Rad Dude

Darren Shaw

President & Founder

Darren has been tinkering with websites and SEO for over sixteen years. He loves local SEO and the local search community, and has had the good fortune to speak at a handful of great conferences like Mozcon, SearchloveSearchFest, and Local University. His primary job is sending email and talking on the phone, but he also directs software development, client work, and customer service. He eats the same thing for breakfast pretty much every day. More about Darren... 

darren@whitespark.ca | Darren's Twitter

Jeff Gordon, Über Developer/Race Car Driver/Rad Dude

Jeff Gordon


Jeff wrote his first piece of HTML in 1996. Since those humble beginnings, he has become a graduate of NAIT's Digital and Interactive Media Design program and has accumulated six years of profession web development experience. Jeff contributes not only the necessary technical skills to the team, but also a strong sense of aesthetics and user experience design.

Jeff is in no way affiliated with that Jeff Gordon, though he does appreciate when you ask.

jeff@whitespark.ca | Jeff's Twitter

Matthew Weiss


Matthew has been a web developer for the past 5 years. Since graduating with a Bsc in Computer Science, Matthew has been working with the University of Alberta and start ups.

Matthew attends conferences each year to keep up to date and in his spare time you might find Matt hacking on his Arduino or Spark Core.


Troy Pavlek


Troy is a long-time web developer who has been putting out pages on the internet since he first made a home for his zafara on Neopets. He loves experimenting with new design and architectural patterns to make his code as readable and succinct as it can be. In his spare time, he's a huge municipal politics junkie, creating a site to track Edmonton councillor voting records and hosting a local podcast focusing on civic politics. In stark contrast to that his other passion is Starcraft 2, you may have seen him hosting Starcraft Jeopardy on the internet.


troy@whitespark.ca | troy' Twitter

Jessie Low

Jessie Low


Jessie is a commerce graduate from the University of Alberta. She loves to ask a million questions and learn the little details that help her excel at whatever she sets out to accomplish.

She is passionate about helping enhance and bring awareness to local businesses through her work as an SEO pro.

jessie@whitespark.ca | Jessie's Twitter

Isha Thompson

Client Services Manager

Isha is a jill-of-all-trades when it comes to the marketing and communications industry. She has a background in journalism, public relations and almost a decade of customer service experience under her belt.

She loves photography, writing, reading, and discussing movies all-day any day. 

isha@whitespark.ca | Isha's Twitter

Nyagoslav Zhekov

Director of Local Search

Nyagoslav has been in the local search industry for the past 3 years, since before he graduated from university. And while he loves doing local SEO, he tries to balance work and personal time.


nyagoslav@whitespark.ca | Jessie's Twitter

Mikel Zaremba

Mikel Zaremba

LocalSpark Project Manager

Mike has been playing with websites and local seo for almost a decade. He loves to find out the inner workings of online tools and then applies that knowledge to help LocalSpark clients achieve better rankings. When Mike is not working or spending time with his family he is aggressively game-planning the return of Glamour Shots and has complied an ebook of over 150 glamour poses (email him for more info if interested).

mikel@whitespark.ca | Mikel's Twitter

Lora Yordanova

Citation Specialist

Lora has been a freelance contractor since 2011 and has worked with a number of companies, leaders in their respective business niches. She has a background in health care and IT, and most recently has been happily involved in Local SEO. When the laptop lid is closed, she enjoys nature while trekking, biking and camping in the wild.


James Dreesen

Citation Specialist

James has been helping small businesses generate more customers, clients, leads and new patients for over 3 years. When he's not behind his duel monitors he loves skiing, golfing, Minnesota sports teams and most of all his Fiance, Kerri.

jamesdreesen@whitespark.ca | james' Twitter

Eduard de Boer

LocalSpark Project Manager

It was around 1993, that Eduard became fascinated by the World Wide Web and its' endless possibilities. Back then he started handcoding websites and immersed in upcoming web technologies, including SEO, reputation management and content marketing in the years thereafter. Now fast forward almost two decades and Eduard is still following his passion: consulting and helping companies to profile themselves better, increasing their (local) visibility, findability and reputation by providing valuable content to improve profits. Eduard is also a certified Google Maps Business Photographer and likes to cook delicious meals in his spare time.


eduard@whitespark.ca | eduard' Twitter

Kremena Zhikova

Citation Specialist

After I graduated as a Bachelor of Applied Science (B.A.Sc.) in Statistics and Econometrics at the University of Economics in 2002, I started working as an accountant in Sofia. After that we moved to Plovdiv and I began work at Kamenitza Brewery, first as a Technical Controller and then as a Financial Analyst. Since 2014 I’ve been working as a freelance contractor and I had worked with number of companies on a variety of projects. I love nature and traveling. With my family we use every minute we have to visit different natural and historical sites in Bulgaria. My other passion is volleyball but unfortunately lately I don't have time for it.



Wes Micholosky

LocalSpark Content & Outreach Manager

Wes has been performing outreach and local seo for the last several years. He was formerly a VIP host for notable celebrities, politicians and athletes. His time spent schmoozing A-listers taught him to be client focused – a perfect fit for LocalSpark. When Wes is not in the office he can be found spending time with his wife, raking pine needles off his acreage, and tinkering with his old Jeep Wrangler.



Martin Ivanov

Citation Specialist

Martin has been helping companies in various fields with data entry and web research since 2010. His devotion and experience in a number of projects has brought him longstanding relationships with people from different bodies of a company’s organization. He loves football and watching his favorite team Real Madrid with friends is his most preferred hobby.