I'm Kristina McMaster, MBA. I've spent my career inside operations that had to work: public-sector technology, solar, construction and field service. I know what it takes when growth outpaces the way a business runs.
I started on the sales floor, so I understand what the front of a business needs from the back of it. I work with your team, vendors and customers before changing anything. The goal is a system people trust, not another report.
I use AI like any other tool: where it earns its place, with a person checking what matters. Today, I bring that hands-on perspective to growing companies through Casa McMaster. I laugh a lot. It helps.
I've spent my career inside operations that had to work: public-sector technology, solar, construction and field service. For seven years I was inside the Canadian business of a Frankfurt-listed technology company, the last three running it as General Manager, with the P&L, a seat on the Canadian board and the registered President and Director role for the legal entity.
The business sold equipment, the software behind it as a service, and the crews to install and keep it running, on multi-year fixed-price contracts with cities. Twelve people became forty-seven. Eight million became twenty. Delays and mistakes carried penalties, so I learned to run it tight.
I started on the sales floor, so I know what the front of a business needs from the back of it. I work with your team, your vendors and your customers before I change anything, because a system only holds when the people running it trust the person who built it. And I use AI the way I use any tool: where it earns its place, with a person checking what matters.
Directed a road-safety network rollout across three provinces
Three changes, up close.
Productivity / Prior employment
12 to 25 site visits per day
Doubled what a field team covers in a day
Impact
25 sites a day. 99% of inventory losses gone, and a $100K-a-year loss reversed.
Where it stood
Technicians covered 12 sites a day, and inventory was going missing.
What I did
Digitized work orders, camera logs and site surveys, tracked inventory end to end and fixed the contractor rate on the costliest repair.
What changed
25 sites a day. 99% of inventory losses gone, and a $100K-a-year loss reversed.
Win and deliver / Prior employment
$16.2M
Won a City of Toronto contract, then delivered it under budget
Impact
The program doubled from 149 to 298 locations, $100K under budget, and the contract became the one 18 Ontario municipalities buy through.
Where it stood
In 2020 Toronto tendered the expansion of its red light camera program.
What I did
Led the proposal, then ran the installation through COVID supply shortages.
What changed
The program doubled from 149 to 298 locations, $100K under budget, and the contract became the one 18 Ontario municipalities buy through.
Revenue / Prior employment
$8M to $20M
Grew yearly revenue from $8M to $20M
Impact
Every 2025 bid won, $34M in new contracts. The P&L came in at or better than plan in 2024 and 2025.
Where it stood
A business built on a single Ontario contract.
What I did
Senior client executive on the Toronto, Brampton and Newfoundland and Labrador programs; co-led every 2025 Ontario bid; presented the quarterly forecast to North American and German leadership.
What changed
Every 2025 bid won, $34M in new contracts. The P&L came in at or better than plan in 2024 and 2025.
Six pieces of work from nearly seven years leading the Canadian business of a Frankfurt-listed technology company. Each one says where things stood, what I did and what changed.
Win and deliver / Prior employment
$16.2M
Won a City of Toronto contract, then delivered it under budget
Where it stood
In 2020 Toronto tendered the expansion of its red light camera program.
What I did
Led the proposal, then ran the installation through COVID supply shortages.
What changed
The program doubled from 149 to 298 locations, $100K under budget, and the contract became the one 18 Ontario municipalities buy through.
Systems / Prior employment
$250K to $0
Took contract penalties from $250K a year to zero
Where it stood
Contracts carried penalties for missed deadlines and downtime, and nobody could say which clauses were biting.
What I did
Checked every site against its contract in 90 days, then built the work-order, quality-check and alerting system so deadlines were tracked by a system, not memory.
What changed
$50K in year one, and zero every year since 2021. About $1.5M in penalties avoided.
People / Prior employment
12 to 50
Grew a team from 12 to 50 and they stayed
Where it stood
A 12-person team where every decision ran through the general manager.
What I did
Built the project office, field service, software and IT, electrical and HR functions, promoted all four managers from within, and wrote a technician career ladder tied to service levels.
What changed
Engagement rose from 55% to 90%. Five people left by choice in nearly seven years, and three came back.
Scale / Prior employment
150 to 1,100+
Directed a road-safety network rollout across three provinces
Where it stood
One Ontario program and a team of 12.
What I did
Built the project office, rollout playbook, and survey and quality procedures, then directed deployment across Ontario, Newfoundland and Labrador and Western Canada.
What changed
500 sites in one twelve-month stretch with zero liquidated damages. The City of Brampton called it the company's fastest deployment worldwide.
Productivity / Prior employment
12 to 25 site visits per day
Doubled what a field team covers in a day
Where it stood
Technicians covered 12 sites a day, and inventory was going missing.
What I did
Digitized work orders, camera logs and site surveys, tracked inventory end to end and fixed the contractor rate on the costliest repair.
What changed
25 sites a day. 99% of inventory losses gone, and a $100K-a-year loss reversed.
Revenue / Prior employment
$8M to $20M
Grew yearly revenue from $8M to $20M
Where it stood
A business built on a single Ontario contract.
What I did
Senior client executive on the Toronto, Brampton and Newfoundland and Labrador programs; co-led every 2025 Ontario bid; presented the quarterly forecast to North American and German leadership.
What changed
Every 2025 bid won, $34M in new contracts. The P&L came in at or better than plan in 2024 and 2025.
Selected executive results
Yearly revenue of the Canadian business I led, at or better than plan in 2024 and 2025
$8M to $20M
People across five functions, every manager promoted from within
12 to 50
Contract penalties a year, zero since 2021: about $1.5M kept
$250K to $0
Sites installed and running across three provinces in two years
150 to 1,100+
Sites a day per technician, after moving work orders from paper to phones
12 to 25
Contracts won and delivered, including $34M in 2025
$90M+
A year in operating savings from supplier negotiations and tighter cost controls
~$200K
City of Toronto, 2020 · City of Brampton, 2024. Ask me about any of these numbers, and about the ones that didn't go to plan.
MBA, Smith School of Business, Queen's University
HR Law certificate, Osgoode Hall
English; conversational French
Ottawa–Gatineau
Let's talk
What's eating up your time?
The tasks that keep piling up. The processes that never quite work. The things you keep meaning to fix. Tell me what's slowing your business down, and let's talk about what could be easier.
Ottawa–Gatineau · Working with businesses across Canada
