I’m a creative leader with a track record of building brands people want to belong to. I partner with teams to move fast, think strategically, and deliver work that connects emotionally, culturally, and commercially.
Head of Brand Creative & Social. Community Builder. Culture Shaper. Board Member. Dual Citizen. Coffee Enthusiast.
Head of Brand Creative & Social. Community Builder. Culture Shaper. Board Member. Dual Citizen. Coffee Enthusiast.
Wildsam
Role → Head of Brand Creative & Social Guides for the modern explorer.
I led Wildsam’s evolution from a niche print brand into a storytelling platform at the intersection of travel, culture, and place.
We launched a new visual identity, built a new website, and introduced a redesigned magazine (300k subscribers), while rolling out a social strategy that grew reach to 2.4M. Through brand campaigns, partnerships (Fujifilm, Peak Design), and community activations, we expanded Wildsam’s cultural footprint and audience without losing its soul.
[Brand work coming soon.]
Role → Head of Brand Creative & Social Studio From roadside service to road life brand.
After Good Sam acquired Wildsam, I stepped up to lead both brand creative teams, uniting two distinct voices under one vision.
I built and led an in-house studio that evolved Good Sam from service-driven to community-powered. We launched integrated campaigns, refreshed the identity, and expanded social reach. The result: a shift from transactional to lifestyle brand, driving 118% growth in impressions and a 33% revenue lift through storytelling at scale.
Role → DVP Content and Creative Where Canadian streetwear meets purpose.
This wasn’t just a collection. It was a cultural drop.
I led the team behind this capsule collaboration, uniting Hudson’s Bay, the NBA, and the Toronto Raptors under one vision. From campaign concept to street-level launch, we built a platform that fused fashion with community impact, delivering a 12pt lift in awareness and laying the foundation for a multi-year partnership.
Role → DVP Content & Creative
A 352-year-old brand, reimagined for a new generation.
I helped reframe Hudston’s Bay from department store to a hub for life, stye and culture. This included building a 30-person creative studio, delivering a full rebrand with a new visual system across digital and in-store, and launching the Raptors x NBA capsule collection. The result: stronger cultural relevance, increased shopping consideration, and new partnership growth.
Role → Chief Content + Creative Officer
Stories that travel.
I led Toronto and Montreal teams to transform Air Canada’s in-flight magazine into a global travel media brand in six months. We launched a new editorial strategy, visual identity, and cross-platform content ecosystem, partnering with icons like Simu Liu and Chanel. Restocks increased, partnerships expanded, and enRoute became a tastemaker at 30,000 feet, and beyond.
Role → Head of the Brand Studio From festival to year-round film movement.
I pitched and secured $2M in board funding to build and lead TIFF’s first in-house Digital Studio, transforming the organization from an annual event into a year-round storytelling platform. We launched a rebrand, scaled original content, introduced VR exhibitions, and led award-winning campaigns. Global engagement grew by 116%, surpassing Sundance and Cannes, and establishing TIFF as a space for film lovers worldwide.
Role → Creative Director, Digital The field trip, not the classroom.
I was brought in to transform National Geographic from a yellow-spined legacy into an immersive, modern media brand. We launched platforms like The Living Archive, PROOF, and FOUND, spotlighting visual journalism and broadening cultural relevance. Time-on-site jumped to 15 minutes. Awards followed. More importantly, we revived a sense of wonder and awe on a global scale.
Role → Creative Director From cable powerhouse to streaming contender.
I led the creative strategy and design of Showtime Anytime, bringing the brand into the streaming era with bold storytelling and intuitive UX. We reimagined Showtime’s DNA with a platform that broke earnings records, won awards, and became the network’s fastest-growing digital product post-launch. The “Brace Yourself” rebrand unified Showtime’s cable and digital experience, cementing its position as a streaming force.