File // 2026 Portfolio

Role // Design & Product Leader

Based // Toronto, ON

Design that moves business.

[01] Design leader with 25 years in digital — the last decade leading product design at scale across loyalty, fintech, and ecommerce. I'm at my best when design needs to earn its seat at the table: replatforming legacy products, building systems that don't yet exist, turning skeptical executive teams into design advocates.

Recently architected an AI-powered next-best-action engine and led a 9-product replatform that drove a 4% revenue lift and cut partner site launches from 8 weeks to 2 days.

25+

Years
shipping

Products
replatformed

+48%

Mobile conversion
(flagship product)

● Design Leadership / Product Strategy / Design Systems / UX Research / Data Visualization / Design Thinking / AI & ML / Information Architecture / Mentorship / Design Leadership / Product Strategy / Design Systems / UX Research / Data Visualization / Design Thinking / AI & ML / Information Architecture / Mentorship /

01 / How I work

I don't ship pixels.
I enable design impact.

P.01 Leadership

Designers who outgrow me.

Team development is a passion, not a line item. I've formally instructed at George Brown, guiding new designers into their careers — and I bring that same mentorship lens into every team I lead. Career paths, hiring frameworks, a culture that actually sticks.

P.02 Data + AI

Driven by insight, not opinion.

I combine human-centered design with data visualization and analytics to create intuitive, insight-driven experiences. Recent work includes architecting an AI-powered next-best-action engine that drove lifetime customer value — design leading innovation, not just supporting it.

P.03 Collaboration

Bridging the departments that matter.

I work closely with PM, Engineering, Data Science, Sales, and Marketing — treating design as business strategy, not decoration. The best outcomes come from the messiest rooms, and I'm comfortable in those rooms.

02 / Case studies

Selected
work.

03 / featured projects

FILE / 01

Scaling design impact at a global loyalty platform

Points (a Plusgrade company) Director of Product Design Apr 2021 – Jan 2025

Led the replatforming and end-to-end redesign of the entire Points product line — 9 products serving partners across the global loyalty industry. Built a multi-brand, multi-language design system from scratch, architected shared components (global checkout, confirmation flows, an AI-powered next-best-action engine), and drove cross-functional collaboration between Marketing, Client Services, Data Science, Design, and Technology. Scaled the team from 1 to 5 while mentoring the broader production team. Transformed design from service function into strategic partner.

Points design system documentation — Accelerator button component with states, props, and text styles

First-time
buyer conv.

−95%

Partner launch
(2–8 wks → 1–2 days)

FILE / 02

Building merchandising excellence at scale

Diff Agency Director of Experience Design 2019–2021

Led a team of 9 designers and data scientists building award-winning ecommerce experiences for top-tier brands. I introduced the APEX Merchandising Framework and aligned the team to Baymard Institute's ecommerce best practices, transforming inconsistent client outcomes into a repeatable system. Built a multi-brand design system that cut production time by 40%. The framework became Diff's competitive differentiator.

OCS product card design variants — six iterations tested for cannabis product listings

−40%

Production time
(multi-brand system)

+30%

Avg. user
engagement

+20%

Avg. conversion
rate lift

Designers
upskilled

SUB / 02.1

A featured project from Diff

Rethinking discovery for Ontario Cannabis Store

OCS × Diff Product listing redesign Award-winning

Product listing pages typically rely on imagery for selection — but in cannabis, distinguishing products by picture alone is nearly impossible. Consumer research surfaced the real decision factors: THC content, CBD content, lineage (sativa, indica, hybrid), and price. We developed and tested six card variants, elevating the data users actually needed to the forefront of every listing.

Live Ontario Cannabis Store product listing page showing the redesigned cards in production

+62%

Add-to-cart
from PLP

2×

UX Awards
(Excellence + Distinction)

FILE / 03

Making the Global Slavery Index universally understood

Walkfree × Grassriots 2018 Data visualization

The Global Slavery Index contains data on 167 countries — prevalence, government response, vulnerability, population enslaved. The challenge: make it legible to both policy experts and lay audiences, across every device. We leaned on colour, size, and progressive disclosure to condense dense tables into something scannable, sortable, and shareable. The site became a reference for journalists and policymakers alike.

Walkfree Global Slavery Index — country data dashboard with prevalence rankings and government response scores

500+

Global media
references

Anthem

Award winner
(2024)

03 / Career arc

Twenty-five
years, one craft.

1998 / to now

2025 — Now

Design Leadership Advisory

OuditUX

Advising design and product teams on systems thinking, replatforming, and AI-augmented workflows. Selectively engaging with leadership opportunities.
2021 — 2025

Director of Product Design

Points (a Plusgrade company)

Led replatforming of 9 products. Built multi-brand design system, AI-powered next-best-action engine, and cross-functional practice. Net revenue +4%, mobile conversion +48%.
2019 — 2021

Director of Experience Design

Diff Agency

Led team of 9 designers and data scientists. Built APEX merchandising framework and multi-brand design system. Production time −40%, average client conversion +20%.
2017 — 2019

Associate Director, UX

LoyaltyOne (AIR MILES)

Doubled the design team and built the program's first design system. Led the AIR MILES website replatform; bonus offers redesign drove member offer usage +4%.
2016 — 2017

Lead Designer / IA [consultant]

Scotiabank · League Inc.

Rebuilt Scotia iTRADE online account application; completion rate +40%. Led League's redesign for employers and providers; acquisition +9%, qualified leads +24%.
2014 — 2016

Director of Digital Strategy & UX

Grassriots Inc.

Developed digital strategies for top-tier NGOs including Walkfree (Global Slavery Index). Pioneered recurring-payment donation flows; average donation +15%.
2011 — 2014

Director of Product & Design

Manifest Communications

Owned digital delivery for clients including Government of Canada, Rideau Hall, Manulife, Rogers, and Alberta Health Services. Built and scaled a flexible freelance team for end-to-end production.
2010 — 2011

Director of Interactive Media

InVivo Communications

Led a team of 9 building mobile apps, games, and simulations for pharmaceutical clients including Pfizer, Novartis, and Boehringer Ingelheim. Launched several mobile pilot programs.
2009 — 2010

Senior Interactive Project Manager

Armstrong Partnership

Managed a team of 5 delivering websites and social campaigns for Merial, Post Cereal, Kraft, MasterCard, and TD Bank. Project budgets ranged $40K–$350K.
2007 — 2009

Senior Interactive Project Manager

Spider Marketing Solutions

Built the interactive practice from scratch. Launched large-scale websites for Special K, Kashi, Silk, and Energizer. Project budgets ranged $70K–$950K.
2005 — 2007

Technical Director

STC (Scott Thornley + Company)

Led senior front-end and back-end development across web projects. Initiated the agency's shift from static HTML to dynamic delivery (ASP.NET, PHP).
2000 — 2005

Senior Webmaster

TMX Equicom

Built custom web applications including project management tools, HR modules, and internal forums. Implemented production methodology that cut development timelines significantly.
1998 — 2000

Web Developer

IITI

First role in digital. Built websites end-to-end during the early commercial web era.

// Industry depth
Years exceed career length — agency roles delivered work across multiple verticals simultaneously.

Agency

16 yrs

Healthcare

11 yrs

Ecommerce

8 yrs

Fintech

6 yrs

Loyalty

6 yrs

OFF /
HOURS

04 / Off the clock

Creatively
prolific.

Design doesn't switch off at 6pm. I make things constantly — with paint, with wood, with strings. It's where the pattern recognition stays sharp.

// Art

Painter and photographer. My work tends toward nature and the outdoors — it's where I think best.
// Music

Multi-instrumentalist — guitar, drums, ukulele, voice. Currently in a clasic rock coverband band called Stone's Throw
// Building

Dedicated DIYer. I love designing and building unique things that add value to my house.