Over the past 15+ years, I’ve built and led high-performing creative teams across editorial, entertainment, and global brands, from National Geographic to Showtime, TIFF to Hudson’s Bay, frog to Air Canada enRoute.

Most recently, I led the brand transformation of Good Sam and Wildsam, uniting two distinct voices post-acquisition under one shared vision. We evolved Good Sam from a roadside service into a road life brand, with an identity rooted in freedom, belonging, and the open road. At Wildsam, we reimagined a cult travel series into a multi-platform cultural brand, launching new digital experiences, redesigning the magazine, and growing a community of curious explorers.

Before that, I was Head of Content and Creative at Hudson’s Bay, where we repositioned a legacy retailer with ideas that earned attention, including Bay x Raptors. At TIFF, I founded the in-house studio, producing original campaigns and partnerships like TIFF x Apple and Instagram’s Short Film Festival.

I like to build platforms and creative systems that connect emotionally, scale intelligently, and leave a mark. My work is driven by one belief: brands don’t need more content, they need more meaning.

I’m based in Toronto. Dual citizen. Former rugby player. Mom. Still believe good design can change everything.

On a typical day, you’ll find me capturing random moments on my phone and posting them here.

jody.sugrue@gmail.com