Meet Serif

Ariel Hudnall is a sought after marketing consultant whose innovative strategies push the boundaries of our industry. Known for her intuitive approach and exceptional results, Ariel also holds a Master of Publishing from Simon Fraser University, where she teaches digital marketing as an instructor. She is on the board for the Canadian Book Club Awards, and over the last ten years, has worked (or volunteered) in the industry as a beta and slush reader, developmental and acquisitions editor, book designer, advertiser, publicist, and marketing strategist. She lives in the Cariboo region of BC, the unceded lands of the Nazko, Lhtako Dene, and Carrier-Tŝilhqot’in Peoples.

Zoe Grams is a strategist, entrepreneur and writer whose work spans the intersection of storytelling and politics. In addition to founding Serif, she is founder of Flux Strategy: a communications agency that supports organisations in the fields of social, environmental, health and economic justice, and co-founder of Upstart & Crow: a not-for-profit creative studio and literary incubator funded by a series of independent bookstores. She gives regular talks and workshops on communications, and has held numerous Chair or Advisory roles for social justice and publishing non-profits. Born and raised in Scotland, Zoe holds an MA(Hons) in Philosophy from The University of Glasgow and an MSc and Excellence Prize in Politics and Communication from the London School of Economics.

Serena Lopez holds a BA in Journalism from Toronto Metropolitan University (TMU), with a minor in Politics, and has extensive experience in reporting, multimedia content creation, and editorial work, with a focus on amplifying underrepresented voices. Her work has been featured in The Dance Current, CTV News, and CP24. Prior to Serif, she was a copy editor and paginator for the Opinion and Arts and Books sections for The Globe and Mail paper and a section editor at TMU’s The Eyeopener, where she also supported digital content strategy. In 2023, she was awarded the Black Journalism Fellowship by the Canadian Journalism Foundation, working with the digital teams at CTV News National and CP24. She is based in Tiohtià:ke/Montréal on the traditional territories of the Kanien’kehá:ka (Mohawk) and Anishinaabeg peoples.

Nicole Magas has more than a decade of professional experience in publicity, news and literary media spaces. She has been providing Serif clients with exceptional book publicity and marketing services for five years. She brings to the Serif team a Bachelor of Arts with Distinction in Honours Sociology from Simon Fraser University, as well as a Minor in World Literature and a certificate in Social Justice. She is also a member of the Canadian Book Club Awards Advisory Board. She is passionate about books as cultural objects and gateways to new ideas and perspectives, and can be found in the middle of a book stack, immersed in her next favourite read.

Rachel Sentes has a BA in English and Film and brings a dynamic portfolio of expertise to Serif, backed by over 25 years in the book industry. As a seasoned publicist, literary agent, acquisitions editor and developmental editor, she has worked extensively with both independent and traditional authors and publishers. She takes particular pride in the strong relationships she has cultivated within the celebrity outreach sphere across Canada and the U.S. Her writing has appeared in more than 40 publications, reflecting her deep commitment to storytelling, advocacy, and industry insight. A passionate champion of social justice and animal welfare, Rachel currently resides in Guelph, Ontario, with her husband, a literary agent.

Lohit Jagwani has spent much of the last decade working at the intersection of content creation, journalism and communications. As a journalist, he published for Dentsu, LiveMint, and News Corp. Prior to ZG Stories, he worked at Penguin Random House (PRH) as a Commissioning Editor and Rights Manager, where he focused on creating compelling content and managing marketing communications of his projects. In five years with Penguin, he discovered several debut authors and published many national bestsellers, of which two were shortlisted for prestigious national awards.