I’m a designer with a strategic mindset & a hands on approach. I lead teams, design products, and build systems that scale.
Some recent work.
CIBC Redesign boosting conversions by 217% & cutting delivery time by 25%.
Bond Loyalty The State of Loyalty turning research into a story
Scotia Rewards delivering 3 prototypes & 30+ user insights.
CIBC Loyalty Design driving +28% engagement & +18% product adoption.
Aveda Pure Pro an online education platform for artists & salon owners.
Me to We Impact Rewards loyalty strategy rooted in social good.
I’ve worked with banks, startups, global brands, and loyalty programs to design experiences people actually want to use and that are good for business too. I care about the little details, the big picture, and the people doing the work.
What it’s like to work with me
I lead with calm and clarity, especially when things get messy. I bring structure to the chaos, ask the right questions, and help teams stay focused on what matters most.
I’m a designer at heart. I care deeply about the craft, and I stay close to the work, whether that means refining a flow, testing a prototype, or jumping in to help unblock a teammate. I don’t just set direction; I build alongside the team when it counts.
I collaborate closely with product, engineering, and executive teams to align on strategy—and make sure we’ve scoped the right work with the right people.
I’m comfortable resourcing projects, estimating effort, and making smart tradeoffs when timelines shift.
I care about clarity, intention, and the experience of the people doing the work. I try to create space for others to grow, while making the process feel better for the team, the users, and the business.
I mentor designers to grow their skills, gain confidence, and uncover new opportunities to lead.
I ask questions like, "What’s the human problem we’re solving for?" and use that to guide focus and decision-making.
I use research, data, and empathy to shape work that’s useful, usable, and meaningful.
I have a strong sense of what great design looks and feels like. I use that to help teams push the craft and raise the bar.
I stay curious, eyes wide open, always looking for the small moments that become a catalyst to better ideas.
I take the work seriously, but not myself. I believe design should be thoughtful, collaborative, and occasionally involve snacks.
Also, I tell dad jokes. A lot of them. I think they are funny.
A few things I am proud of.
Integrated AI into Design & Workflows
Brought generative AI into research and prototyping. Boosted experimentation speed and sparked new ways of working.
Enterprise-Wide WCAG Compliance
Embedded accessibility standards into systems and delivery. Raised the bar across teams and platforms..
Trusted Advisor to Senior Stakeholders
Partnered with VPs and C-suite to shape experience strategy, push design maturity, and drive smarter decisions across the org.
Launched an Enterprise Design System
Created and scaled the True North Design System, now used by 30+ squads and credited with reducing dev time by 25%.