Name *


Or use our mailing address at: 87 Avenue Road, P.O. Box 83539, Toronto, ON, M5R 3R9

our team

In partnership with the scientists, researchers and educators involved in our programs and research, our team members at Firefly are committed to supporting the path of discovery.

heather fraser


A seasoned business strategist, brand-marketing expert, and longtime entrepreneur and educator, Heather is a global thought leader in Business Design.   As the Founder of Firefly, Heather brings passion, drive and inspiration to lighting a new path to brain health. Heather co-founded Rotman DesignWorks with Roger Martin in 2005 and served as Executive Director of DesignWorks through 2012. She has cultivated Business Design as a discipline, delivered student curriculum, and led innovation programs for over 3000 executives. She advises leading organizations on how to advance their business through innovation, including teams from Procter & Gamble, Nestle, Pfizer, General Electric, Target, and VF Corporation.

Prior to Rotman DesignWorks, Heather built a 25-year bank of experience in leadership positions at Procter & Gamble, Ogilvy & Mather and TAXI Advertising & Design, contributing to over 100 brands’ success through insight and innovation. She has a balanced and pragmatic view of the infusion of design principles and practices into business, that has been captured in her new book. Heather is passionately committed to integrating the disciplines of business and design, and spreading Business Design education and practice globally as a keynote speaker, educator and business advisor.

In 2012 Heather founded Vuka Innovation to expand this work beyond the academic realm. As the driving force behind Vuka, she ensures that client and partner teams push their thinking and realize their full capacity in business innovation. She continues to be active in public education as Adjunct Professor, researcher and Business Design Expert in residence at the Rotman School of Management.

sharon zillmer


Sharon brings care, focus and a great collaborative approach to the day to day management of the Foundation. She was instrumental to the implementation of our Bright Lights in the Lab program as well as the Toronto Brain Bee and continues to manage these programs. Sharon joined Firefly in 2010 after 18 years in the field of advertising (most recently as Vice President at tattoo direct + digital), excited by the opportunity to  make use of her experience and savvy in championing a new cause.

Her personal connection to the cause – her mother had Alzheimer’s Disease  –  inspires her commitment to helping Firefly fund research and develop programs with a mission to prolong brain health.

board of directors

Heather Fraser, Founder

Willy Kruh, Treasurer/Director

Dr. Mike Evans, Director