Highlights
As one of the first 10 people hired at Critical Mass, built a strong design practice and served as Creative Lead for some of the world’s best-known brands across all sectors.
Served as Creative Director and design lead for Rogers’ CRM business, recruiting and cultivating the team and reinventing processes to deliver over 100 concurrent CRM jobs weekly without missing a deadline.
Delivered meaningful, interactive creative installations and digital media to promote Reconciliation and the response to the Missing and Murdered Indigenous Women initiative.
At every opportunity, built strong, positive, and collaborative teams, inspiring colleagues to do their best work and feel great about it.
Experience
Associate Creative Director at BIMM
May 2022 - April 2025
May 2022 - April 2025
Reporting into BIMM’s Executive Creative Director, provided senior design leadership all CRM work for Rogers residential, business, mobile and brand, including strategy, people leadership, process, and brand execution. As a core member of the Senior Leadership Team, set the creative and strategic annual goals and helped shape the overall organization’s culture.
From scratch, built and managed a team of 10 high-performing designers, writers, and production artists over the initial 6 month period, and mentored/upskilled to ensure engagement, performance, and continued career growth of the team, with a 95% retention rate over 2 years.
Introduced and implemented Figma, replacing a static design process in Photoshop, creating a 40% efficiency and enabling designers to deliver creative mockups to the client for every single project, ultimately increasing client satisfaction in the finished work.
Managed over 100 concurrent jobs with 100% deadline accuracy, while simultaneously integrating a new look and feel, in partnership with Sid Lee.
Transformed the production process to reduce turnaround time by 1/3 while increasing quality and accuracy.
Researched, piloted, and implemented new AI tools to improve ideation, mockups, and reduce time sourcing stock images.
Led pitch work to expand business with existing clients, including Home Hardware and Heart & Stroke Foundation. With Audi Red, turned a prototype of a custom MLS “Theme” for in-car lighting into a full suite of work for BIMM and getting noted in Forbes for the brand’s creative execution at the 2024 All Star game.
Senior Art Director at Home Trust
May 2021 - May 2022
May 2021 - May 2022
Accountable for all aspects of creative design for Home Trust and Oaken brands, with a focus on B2B and B2C, as well as internal brand campaigns.
Leading small team of internal designers, copywriters and freelance specialists, delivered over 50 individual integrated marketing campaigns, including digital banners, CRM, web, and video.
Extended and enhanced both brands through conceptual and creative execution, piloting new approaches to gain broker and consumer visibility.
Worked closely with C-level executives on critical projects, including annual reporting, to ensure communications were visually appealing, dynamic, and on-brand.
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
Focused on Aeroplan and partner loyalty programs, led team of designers and copywriters to deliver multi-channel brand campaigns and promotions intended to keep Aeroplan products top of wallet.
Designed and won pitch, delivering the groundbreaking “Gift and Receive” campaign for CIBC’s Aerogold Visa, that integrated SMS to gamify holiday season spending and consumer progress to bonus miles. The approach exceeded all tracked metrics and SMS integration became standard from this point forward.
Over a period of 4 weeks, delivered an ambitious “Winter Bundle” campaign for Aeroplan, involving over 230 email variations, 2 separate look and feels, A-B testing, and close partnership with the development team in Montreal, resulting in one of Aeroplan’s most highly engaged campaigns.
Created in-airport and seatback promotional cards, which were distributed on every Air Canada and Rouge flight, internationally.
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, delivered the strategy, design and production for Ontario Government programs, to the public and internally.
For the launch of Ontario’s Truth and Reconciliation response, and working with an Indigenous sculptor and illustrator, I led development of an interactive art installation that traveled across the province to seek individual commitments to Reconciliation. The online adaptation received over 700 submissions within the first month.
Accountable for all creative and production aspects of “Walking Together: Ontario’s Long-Term Strategy to End Violence Against Indigenous Women”, including sourcing vendors, photography, print, and digital execution.
Other Relevant Experience
Senior Digital Designer at Bell Media
Led team of designers for web, streaming video apps, mobile content, posters, and traditional media advertising.
Led team of designers for web, streaming video apps, mobile content, posters, and traditional media advertising.
Senior Art Director / Designer at Momentum and Maritz
Managed roster of internal and freelance designers for clients including Mercedes-Benz, American Express, and Scotiabank Scene+. Delivered print, web, email, mobile, and promotional product design.
Managed roster of internal and freelance designers for clients including Mercedes-Benz, American Express, and Scotiabank Scene+. Delivered print, web, email, mobile, and promotional product design.
Founder and Owner of Make One Yarn Studio
Designed, opened, and managed retail business with annual sales over $500k and clients across North America. Accountable for every aspect of physical space design, brand, and eCommerce. Grew business to include subscription boxes, conferences, courses, and community-building events.
Designed, opened, and managed retail business with annual sales over $500k and clients across North America. Accountable for every aspect of physical space design, brand, and eCommerce. Grew business to include subscription boxes, conferences, courses, and community-building events.
Senior Art Director at Critical Mass
As one of the first designers hired, led major projects for prominent brands, including Hyatt, Andersen Windows, and Kaiser Permanente. Led teams as large as 11, including IA, content, and technology, working directly with the client’s senior executives to ensure delivery of award-winning creative.
As one of the first designers hired, led major projects for prominent brands, including Hyatt, Andersen Windows, and Kaiser Permanente. Led teams as large as 11, including IA, content, and technology, working directly with the client’s senior executives to ensure delivery of award-winning creative.
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.