I am a strategy leader who turns positioning into websites and go-to-market systems that drive growth.

My work spans brand strategy, experience design, behaviour change, and conversion thinking, with deep hands-on scope across experience vision, content strategy, information architecture, UX direction, and creative and design direction, working closely with product, design, and engineering teams to bring it to life.

My experience includes healthcare, automotive, CPG, SaaS, insurance, and non-profit across Canada and the U.S.

I’ve held senior digital strategy roles at VML, Publicis, and Stagwell, partnering with CMOs, VPs, and founders. My work has been recognised by the Webby Awards and the Canadian Marketing Association, and featured in Forbes, The Globe and Mail, and The Wall Street Journal.

I write for industry publications including WARC and Campaign Magazine, and my work has appeared in an industry book on strategy and creativity.

I hold an MBA in Marketing, with executive education in strategy, design, and foresight from Rotman School of Management and the University of Houston.

How I Think

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The best brands start with a clear point of view. That point of view should shape the digital experience, not just the advertising.

When positioning, experience design, and go-to-market systems work together, the result is a connected engine that creates demand and drives conversion.

Selected Brand Experience

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CPG: Coca-Cola, Häagen-Dazs, Kit Kat, Danone, Red Bull, Kruger Products, Jamieson

Automotive: Mercedes-Benz, Yamaha, Volkswagen, Mazda

Technology: Microsoft, LG, Rogers

Retail: The Home Depot, Adidas, Shell, Tim Hortons

Financial Services: TD, PayPal, Capital One

Healthcare: The Ottawa Hospital

Public and Non-Profit: UNICEF, City of Toronto, Canada Post

Gaming: Ubisoft

Speaking, Teaching, and Thought Leadership

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I’ve spoken at conferences, universities, and brand summits on digital strategy, AI, and CX.

Selected talks include Collision Conference, Ad Club of Toronto, University of Toronto Rotman School of Management, TD Bank, and Toronto Metropolitan University.

As an educator, I’ve taught strategy and experience design at Miami Ad School, where I also served as Fractional Director of Marketing and Program Director for their Strategy Bootcamp. I’ve guest lectured at Humber College, Seneca, and the Rotman School of Management, and serve on the Program Advisory Committee for Humber’s Advertising Program.

I’ve designed courses for the Interactive Advertising Bureau, and have served as a jury member for the Effies, CMAs, and Strategy Awards.

I currently sit on the board of Jack.org, a nonprofit advocating for mental health systems designed with and for young people.

How to Work With Me

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I work with organizations and leadership teams in four ways.

1. Digital experience strategy

Positioning and Messaging, UX research, experience vision, information architecture, content strategy, and conversion strategy for websites, products and platforms.

2. CRM strategy and journeys

Lifecycle journeys, messaging, triggers, and programs that connect back to the websites and products.

3. Go-to-market and activation

Go-to-market planning, communications and campaign strategy, and channel activation that connects positioning, website content, and CRM.

4. Facilitation and Teaching

Design thinking workshops, leadership sessions, training programs, and structured foresight exercises that help teams align, decide, and move forward.