I build brands that become platforms. Creative leadership across storytelling and design systems. The most interesting brands today are built where product, story, and culture intersect.
Travel for the modern explorer.
Wildsam –– Head of Brand Creative & Social Helped shape the voice, identity, and expansion of Wildsam as it grew beyond books into a broader platform for road culture and storytelling.
[Brand work coming soon.]
Good Sam — Head of Brand Creative & Social
I brought Good Sam and Wildsam together under one creative system post-acquisition and built the in-house studio to scale it. Shifted the brand from utility to identity, driving growth across reach, engagement, and revenue.
The Hudson’s Bay –– DVP Content & Creative
I built and led a 30-person studio and introduced a new creative system across the business. Shifted the brand from commerce to culture through partnerships, design and storytelling rooted in Canadian identity.
Air Canada — Chief Content & Creative Officer I led multi-disciplinary teams across Toronto and Montreal to build enRoute into a cross-platform publishing system and position AC as a cultural voice and tastemaker at 30,000 feet and beyond.
TIFF –– Creative Director, Head of the Brand Studio
Secured $2M in funding and built TIFF’s first in-house studio. Established a unified creative system and introduced new formats and partnerships.
National Geographic –– Creative Director, Digital
I led digital innovation and redefined how National Geographic expressed its editorial voice online, translating a 125-year legacy into a storytelling system framed around the field trip not the classroom.