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Designing clarity that performs across product, brand, and marketing

With 15+ years of experience leading UX, brand, and marketing initiatives across industries like tech, finance, tourism, and SaaS, I help teams solve complex problems through systems thinking, user empathy, and creative clarity.

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I lead cross-functional efforts across design, engineering, comms, product, and marketing to build solutions that scale... and resonate.

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UX Certified - Nielsen Norman Group

AODA WCAG Expert

From Creative to Strategic Operator

Over the past year, I’ve gone deep into full-spectrum marketing and AI: leading efforts that improved visibility, organic reach, and campaign alignment across blog, email, product, social, and site. I built internal content systems using a custom brand GPT, advanced AI prompts that resulted in doubling brand visibility in Canada and increased U.S. presence 75x within one year.
 

That zoomed-out perspective made me a sharper designer and a more intentional leader. My work now blends design execution with the systems, insights, and workflows that allow teams to move faster without sacrificing depth.

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How I work

I lead with structure, strategy, and systems but stay grounded in empathy. I collaborate across product, marketing, content, comms, and dev to align creative execution with business objectives.
 

I build brand and UX systems that scale, mentor team members into confident contributors, and bring creative thinking into even the most operational spaces.

I also believe creative leadership isn’t just about directing the work; it’s about reducing friction, building trust, and helping people bring their best thinking forward.

Make & Mentor

My creative philosophy is simple: Make something real. Help someone grow.
 

Whether I’m leading a full UX audit, aligning a campaign across departments, or mentoring junior designers, I focus on uncovering unmet needs: in the product, in the business, and in the people I work with. I design for impact, but I lead through clarity and context.


At Driftscape, I built scalable brand and UX systems while coaching junior talent across design and content. At OMERS and OTPP, I helped internal teams adopt new systems confidently: through onboarding tools, workshops, and collaboration with HR, Legal, and Comms leads.

Selected Work & Highlights

  • OTPP: Rebranded a $247B investor with a modular, accessible system that cut publishing time 40%, sped up content creation by 30%, and improved task flow 20%.

  • OMERS: Led a purpose-driven rebrand that boosted job applicants 20%, reduced asset delivery 30%, and unified design across teams.

  • Driftscape: Directed startup rebrand which doubled Canadian visibility, grew U.S. reach 75x, and improved asset production speed by 50%.

  • Won CPRS Award for Internal Comms Campaign of the Year by creating an interactive “Whodunnit” mystery game that drove record engagement and educated thousands on insider threat risks.

  • Over a dozen of industry recognized awards for Design, UX and Performance.

If you’re working on something complex, messy, or meaningful, let's work together

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