Wendy Baldin: Building a Career That Maps Back to Purpose

When Wendy Baldin tells people she works in GIS—Geographic Information Systems—she knows what’s coming: the blank stares, the confused smiles. But to Wendy, GIS isn’t just a computer program. It’s a tool that helps us understand the world and make it better.

“GIS really enables people to be able to more easily see, analyze and understand patterns, relationships and trends,”

It’s how cities know where to plant trees, reroute buses, and prepare for emergencies. For Wendy, it’s always been about that human connection—how people interact with the world around them.

Her fascination began in sixth grade, where a passionate teacher brought geography to life. “I recreated a topologically correct map of Australia out of flour dough,” she recalls, laughing. “It just brought geography alive, and that’s something that will always stick with me.”

That early spark became a career—and a calling. Wendy studied Environmental Studies at the University of Waterloo and soon found herself on a path that combined public service, private consulting, and conservation. But regardless of sector, one thing stayed constant: her drive to help others understand the power of data.

“I’ve spent most of my time being passionate about speaking and showcasing to anyone who will listen to me about GIS,” she says. “People don’t know what they don’t know—but they’re generally open and willing to learn.”

Wendy doesn’t just talk about passion—she turns it into action. Whether decorating her entire office for GIS Day or mentoring junior colleagues, she meets people where they are, with humor and humility. “I action my passion with humor, friendliness, and helpfulness,” she explains. “I’ve done incredibly silly things to promote GIS. But it starts conversations.”

She’s also a dedicated leader, helping build a geospatial team rooted in collaboration and trust. “Being a manager is about control,” she says. “But being a leader? That’s about influence, motivation, and enabling others.” For Wendy, leading means lifting others up—even if it means stepping out of the spotlight.

But the road hasn’t always been easy. Wendy has faced skepticism—people who saw GIS as just another tech tool or, worse, lumped it under IT entirely.

“Some of the biggest challenges I’ve faced have been fighting for GIS to have its rightful place at the decision-making table,”

Her response? Relentless advocacy—making data relatable, demonstrating real-world impact, and being persistently helpful, even if it meant fixing someone’s keyboard first.

Through it all, Wendy has remained grounded. She’s not in this for recognition. “I don’t like to be in the spotlight,” she says. “I love to build up the team and give others the opportunity to shine.” Whether she’s mentoring young professionals through BeSpatial Ontario or empowering colleagues to take the lead on a new project, her humility sets the tone for a team that’s both skilled and kind.

If you’ve ever felt invisible in a system too complex to navigate, Wendy’s story is a reminder: behind every map, every bus route, every open dataset, there’s someone like her—making cities smarter, more inclusive, and more human.