I help organizations find and own their voice at moments of change. I’ve led teams as they build what’s next, shaping creative and editorial systems that carry a clear point of view across brand, product, and culture.
In a world optimized for efficiency and scale, the brands that matter are the ones built with clarity and conviction.
Wildsam
Role → Head of Brand Creative & Social Guides for the modern explorer.
I helped drive Wildsam’s evolution from an independent print brand into a storytelling platform at the intersection of travel, culture, and place. We launched a new visual identity, built a new website, redesigned the magazine (300k subscribers) and expanded partnerships with brands like Fujifilm and Peak Design. The work grew audience reach to 2.4M and expanded Wildsam’s cultural relevance while preserving its editorial soul.
[Brand work coming soon.]
Role → Head of Brand Creative & Social From roadside service to road life brand.
During the acquisition, I led the integration of Good Sam and Wildsam, uniting two distinct voices under one vision. I built and scaled an in-house creative studio, launched integrated campaigns, and evolved the creative from service-driven to community-powered. The work repositioned Good Sam as a lifestyle brand rooted in exploration and belonging, driving 118% growth in impressions and a 33% lift in revenue.
Role → DVP Content and Creative Where Canadian streetwear meets purpose.
This wasn’t just a collection, it was a cultural drop. I led the creative direction and launch of the Raptors x Hudson’s Bay capsule collection, uniting sport, fashion, and national identity. We built a fully integrated campaign spanning retail, street-level activations, and digital storytelling. The launch increased awareness by 12 points and established a new model for cultural partnerships at scale.
Role → DVP Content & Creative
A 352-year-old brand, reimagined for a new generation.
I built and led a 30-person creative studio and oversaw a full brand and content transformation across digital, retail, and campaign channels. We reframed Hudson’s Bay from a department store into a cultural platform rooted in style, identity, and community. The work strengthened brand relevance, increased consideration, and established a foundation for new partnerships and long-term growth.
Role → Chief Content + Creative Officer
Stories that travel.
I led editorial, creative, and digital teams across Toronto and Montreal to reinvent enRoute as a cross-platform storytelling brand in six months. We launched a new editorial vision, visual identity, and content ecosystem, partnering with global talent and curated brands. The transformation increased readership, expanded partnerships, and positioned enRoute as a cultural 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 TIFF’s first in-house digital studio. We launched a new brand system, scaled original content, introduced immersive storytelling formats including VR exhibitions, and launched the first Instagram shorts film festival. Global engagement grew 116%, positioning TIFF as a year-round cultural platform and establishing TIFF as a space for film lovers worldwide.
Role → Creative Director, Digital The field trip, not the classroom.
I helped transform National Geographic’s digital presence into an immersive storytelling platform. We launched new editorial products including The Living Archive, PROOF, and FOUND, expanding audience engagement and redefining how visual journalism lived online. Time-on-site increased to 15 minutes, showing that elevating craft and narrative depth could drive both attention and meaning. 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 creative direction and product design for Showtime Anytime, bringing the brand into the streaming era. We built a new digital platform and brand system that unified Showtime’s identity across cable and digital. The product became the network’s fastest-growing platform and helped reposition Showtime as a modern entertainment brand.