An award-winning brand-obsessed creative leader with a track record of transforming global icons and emerging platforms alike. I like working with teams to move fast, think deeply, and deliver work that connects with humans: emotionally, culturally, and commercially.
Head of Brand Creative & Social. Brand-Obsessed. Community Builder. Board Member. Dual Citizen. Coffee Enthusiast.
Head of Brand Creative & Social. Brand-Obsessed. Community Builder. Board Member. Dual Citizen. Coffee Enthusiast.
Wildsam
Role → Head of Brand Creative & Social Guides for the modern explorer.
I led the creative transformation of Wildsam from a niche print brand into a storytelling platform at the intersection of travel, culture, and place. We launched a new visual identity, new website, launched a redesigned the magazine (300k subscribers), and built out a high-impact social strategy that grew reach to 2.4M. Through brand campaigns, strategic 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.
Following Good Sam’s acquisition of Wildsam, I was elevated to lead both brand creative teams, uniting two distinct brands under one strategic vision.
I built and led an in-house studio to evolve the brand from service-driven to community-powered. We launched integrated campaigns, modernized the identity, and grew social reach across platforms. The result was a shift from transactional to lifestyle, driving 118% growth in impressions and helping boost revenue by 33% through storytelling at scale.
Role → DVP Content and Creative Where Canadian streetwear meets purpose.
This wasn’t just a collection. It was a drop, a cultural signal. I led the cross-functional team behind this capsule collaboration, uniting Hudson’s Bay, the NBA, and the Toronto Raptors. From campaign concept to street-level rollout, we built a platform that fused fashion with community impact, delivering a 12pt lift in awareness and setting 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. That included building up a 30 person creative studio, launching a capsule collection with the Raptors and NBA, and redefining the brand through storytelling, representation, and digital-first design. The result: stronger cultural relevance, increased shopping consideration, and new partnership growth.
Role → Chief Content + Creative Officer
Stories that travel.
I led teams in Toronto and Montreal to reposition Air Canada’s in-flight magazine into a global travel media brand in six months. Launching a new editorial strategy, visual identity, cross-platform content ecosystem, and contributor model parntering with icons like Simu Liu and Chanel. Restocks increased. Partnerships expanded. 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 with the mandate to transform the organization from a once-a-year cultural event into a year-round storytelling platform. We created and scaled original content, VR exhibits, and award-winning campaigns. We grew global engagement by 116%, surpassing Sundance and Cannes, and made TIFF a digital powerhouse for film lovers worldwide.
Role → Creative Director, Digital The field trip, not the classroom.
I was brought on to lead the reinvention of National Geographic, shifting it from yellow-spined legacy to an immersive, modern media brand. The team launched new storytelling platforms like The Living Archive, built PROOF and FOUND to spotlight visual journalism, and increased time-on-site to 15 minutes. This wasn’t just a redesign. It earned multiple industry awards and was a revival of wonder and awe at global scale.
Role → Creative Director From cable powerhouse to streaming contender.
I drove the creative strategy and design of Showtime Anytime, ushering the brand into the streaming era with bold, character-led storytelling and intuitive UX. Our team reimagined Showtime’s DNA through a platform that broke earnings records and won awards for innovation. The “Brace Yourself” rebrand unified Showtime’s cable and digital experience, and Showtime Anytime became the network’s fastest-growing digital product post-launch.