Experience
Associate Creative Director at BIMM
May 2022 - April 2025
Associate Creative Director at BIMM
May 2022 - April 2025
Reporting into BIMM’s Executive Creative Director, I provided senior design leadership for the Rogers account. I hired and built a team of 10, executing on all CRM work for Rogers residential, business, mobile, and brand. Partnered with Rogers’ mass agency to integrate a new look and feel into all our products. Led creative ideation and execution for pitch work for new clients and expanded business.
Transformed the production process to reduce turnaround time by 1/3 while increasing quality. Introduced and implemented Figma modules to replace a static design process in Photoshop that reduced routine design time by 40%, allowing our team to deliver creative mockups to the client for every single project, significantly increasing client satisfaction. Managed over 100 concurrent jobs with 100% deadline accuracy, while keeping morale high and the team highly engaged, with a 95% retention rate. As a member of BIMM’s executive leadership team, I set the creative and strategic annual goals for the Rogers team, and helped shape the overall organizational culture.
In addition to Rogers, I provided creative direction and execution on brands including Audi, Home Hardware, and Heart & Stroke Foundation.
In addition to Rogers, I provided creative direction and execution on brands including Audi, Home Hardware, and Heart & Stroke Foundation.
I also led the design team's work to explore how AI tools such as Midjourney, Ideogram, and Firefly, could enable better, faster, and more strategic delivery.
Senior Art Director at Home Trust
May 2021 - May 2022
May 2021 - May 2022
Designed and evolved the Home Trust and Oaken brands through email, video, and web campaigns. Established branding and style guides for B2B and B2C messaging. Directed video on multiple campaigns with diverse target audiences and products. Developed conceptual options for extended campaigns, and worked closely with senior executives on decision-making and execution.
Senior Art Director at Air Canada and Aimia / Aeroplan
December 2014 - January 2016, October 2016 - June 2020
December 2014 - January 2016, October 2016 - June 2020
Focusing on Aeroplan’s email marketing strategy, I delivered high-quality creative concepts and designs to support Air Canada, retail, banking and other partner loyalty campaigns. I consulted with internal clients to ensure concepts balanced multiple brands and fulfilled the strategic vision. I also designed and delivered web banners, print and experiential design campaigns to keep Aeroplan products top of wallet. I balanced multiple constraints and feedback sources, including business, technology, and external clients. I optimized the creative team’s approach within the organization, focusing on working smarter and faster, while exceeding quality expectations.
Team Lead, Digital at the Ministry of Indigenous Relationships and Reconciliation, Government of Ontario
January 2016 - October 2016 (Contract)
January 2016 - October 2016 (Contract)
Leading a team of 3 digital specialists, I delivered the strategy, design, and production of digital communications to promote Ministry programs, both to the public and internally. Most prominently, I led digital work around the government’s public commitment to Reconciliation with Indigenous peoples and the initiative to end violence against Indigenous women.
Senior Digital Designer at Bell Media
February 2014 - December 2014
February 2014 - December 2014
Led team of designers to produce concepts and original designs for web, streaming video apps, mobile content, posters and other advertising. Advised the UX and development teams on best practices for user experience for mobile, tablet, and web. Presented prototypes and completed work to senior management team. Ensured all work produced by team aligned with established Bell, CTV, and television show brands.
Freelance Art Director
September 2013 - February 2014
September 2013 - February 2014
Created original designs for CRM, web, mobile, and branding for multiple companies, including Shoppers Drug Mart and Maritz.
Art Director at Momentum / OnX
June 2011 - September 2013
June 2011 - September 2013
Managed a team of designers to deliver creative designs for Fortune 500 clients, including Shoppers Drug Mart, Mazda, Ford, Mercedes-Benz, American Express, and Toshiba. Connected local team with the remote head office to collaborate on requirements and timelines. Art directed print, web, email and mobile projects, on tight time frames and low budgets.
Senior Visual Designer at Maritz Canada
January 2010 - June 2011
January 2010 - June 2011
Worked on a wide variety of print, event, email, and web projects for clients including Ford, ScotiaBank, Scene, RIM, and Cineplex. Worked closely with the art and creative directors to produce produce working les from ats, original pitch designs, variations for proposals, and other tasks. Frequently involved in designs for promotional items, vehicle wraps, tents, backdrops, and giveaways for major events, including the Auto Show.
Founder and Owner of Make One Yarn Studio
January 2005 - January 2009
January 2005 - January 2009
Realized a life-long dream and opened a retail business, rooted in my love for crafting and the arts, and a desire to create a community for knitters, crocheters, weavers and spinners. I designed a physical space and a brand centred on community; comfortable couches, bright work spaces, and hot tea and coffee on tap. I led purchasing, hiring, staff development, and securing a roster of top-notch teachers, both local and “knitterati”, to keep our clients engaged and learning. I designed and launched a successful e-Commerce platform, shipping world-wide. I grew our network of partners to include some of the most prominent knitters, and organized three annual conferences in the Canadian Rockies, with attendees flying in from all over North America.
Senior Art Director at Critical Mass
January 1998 - October 2004
January 1998 - October 2004
As the 30th person hired, I led major design projects for prominent brands including Proctor & Gamble, Hyatt Hotels, Mercedes-Benz, Andersen Windows and Kaiser Permanente. I led teams as large as 11, including IA, UX, Content, and Technology departments to ensure the provided solution met all user and business needs. I worked directly with the client, often on-site in the US and remotely, to produce world-class, award-winning creative material, including web, logo design, print, photo and video. I directed shoots, and managed outside vendors to ensure high-quality, innovative work, delivered on time and on budget.
Software and Practices
Adobe Creative Suite products, including Photoshop, Illustrator, InDesign on Mac and PC platforms. Figma. Office, Keynote, Jira, Asana, Wrike. Sketch, Flexitive.
AI tools including Midjourney, ChatGPT, Firefly and Ideogram
Experienced in user research and leading in Agile environments.
Good understanding of current platform trends for mobile and responsive web and how they impact design. Comfortable working with technology departments on software solutions and execution. Experience leading QA techniques and procedures.