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(About) Craft at the core. Strategy at scale. Zero fluff — since '06.

(About) Craft at the core. Strategy at scale. Zero fluff — since '06.

(About) Craft at the core. Strategy at scale. Zero fluff — since '06.

I help organizations navigate design complexity—setting creative vision, mentoring multidisciplinary teams, and shipping digital experiences that leave a lasting cultural mark.

I help organizations navigate design complexity—setting creative vision, mentoring multidisciplinary teams, and shipping digital experiences that leave a lasting cultural mark.

I lead design execution for major Google product launches across the Google Store, retail, and CRM, steering cross-functional teams for key Pixel and Nest hardware releases while partnering with leadership to evolve the Google Store design system.

I lead design execution for major Google product launches across the Google Store, retail, and CRM, steering cross-functional teams for key Pixel and Nest hardware releases while partnering with leadership to evolve the Google Store design system.

Previously, I spent over two decades in agency leadership across Toronto and San Francisco. As Design Director at Engine Digital, I directed e-commerce platforms, scaled the team, and led the global digital redesign for Blueair. As Associate Design Director at Huge, I spearheaded design systems for WestJet, ATB, and the University of Ottawa, alongside digital products like Nike’s runner app. Earlier, as Founding Designer at Coupgon, I drove early product strategy and built the design team from the ground up.

Previously, I spent over two decades in agency leadership across Toronto and San Francisco. As Design Director at Engine Digital, I directed e-commerce platforms, scaled the team, and led the global digital redesign for Blueair. As Associate Design Director at Huge, I spearheaded design systems for WestJet, ATB, and the University of Ottawa, alongside digital products like Nike’s runner app. Earlier, as Founding Designer at Coupgon, I drove early product strategy and built the design team from the ground up.

My background spans art direction, teaching design systems, and formal training from OCAD University and Sheridan College. By blending hands-on creative craft with systemic strategy, I help world-class brands scale and evolve

My background spans art direction, teaching design systems, and formal training from OCAD University and Sheridan College. By blending hands-on creative craft with systemic strategy, I help world-class brands scale and evolve

Brand Achievement
Brand Achievement

Areas of expertise

Areas of expertise

Direction & craft

Direction & craft

I lead the creative vision from concept to launch, ensuring strategic alignment with brand objectives and crafting compelling narratives that resonate with the audience.

I lead the creative vision from concept to launch, ensuring strategic alignment with brand objectives and crafting compelling narratives that resonate with the audience.

My hands-on leadership style involves guiding the team toward effective solutions and leaning into the work when necessary.

My hands-on leadership style involves guiding the team toward effective solutions and leaning into the work when necessary.

I prioritize accessible design by blending user needs, brand, and technology to create truly user-centric experiences. It's all about creating something amazing that people actually want to use and can use.

I prioritize accessible design by blending user needs, brand, and technology to create truly user-centric experiences. It's all about creating something amazing that people actually want to use and can use.

Leadership & culture

I inspire design teams to push boundaries by sharing my knowledge, challenging norms, and asking 'what if', creating a safe space for experimentation.

I inspire design teams to push boundaries by sharing my knowledge, challenging norms, and asking 'what if', creating a safe space for experimentation.

I foster design team growth through constructive critiques, personalized one-on-ones, and inspo sessions, helping designers level up and feel supported.

I foster design team growth through constructive critiques, personalized one-on-ones, and inspo sessions, helping designers level up and feel supported.

As a designer by heart, I'm driven by exploration, experimentation, and innovation. I embrace risk, trust my instincts, and enjoy creating what's next.

As a designer by heart, I'm driven by exploration, experimentation, and innovation. I embrace risk, trust my instincts, and enjoy creating what's next.

Strategy & vision

I partner closely with stakeholders to translate business objectives into impactful design solutions. It starts with digging deep to understand what's important and what the audience needs.

I build bridges between disciplines, fostering collaborative environments that unlock creative problem-solving. I believe the best solutions come from bringing diverse perspectives together.

My experience in business-driven environments, combined with a craft focused career, allows me to effectively balance creative vision with practical execution.

History

History

Google

Engine

Huge

Creative Lead

Currently

Directing experience design and digital storytelling for Google Store hardware launches and retail campaigns.

Creative Lead

Currently

Directing experience design and digital storytelling for Google Store hardware launches and retail campaigns.

Design Director

2020

Scaled design discipline across enterprise accounts through multidisciplinary team leadership, robust design systems, and rigorous craft excellence.

Design Director

2020

Scaled design discipline across enterprise accounts through multidisciplinary team leadership, robust design systems, and rigorous craft excellence.

Asso. Design Director

2016

Crafting high-fidelity digital experiences at a global scale.

Asso. Design Director

2016

Crafting high-fidelity digital experiences at a global scale.