About Me.

How did a 22-year-old baby strategy consultant turn into a design and marketing connoisseur? My career path is a bit twisty. Let me explain. Back in feverdream days of butterfly clips and dresses over jeans, you would have found me hunched over the floor building Knex robots and discovering the advent of social media with my dad. Little did I know, those would be the sparks that lit the fire for my unrelenting passion for user-centered marketing and design. 
 

I grew up, developed a way better fashion sense, and before I knew it, I had turned down the analytical career path. I studied Economics, I worked as a Financial Analyst for the Canadian Government, and I became a strategy consultant out of university. But, as I plunged into the world of consulting, something was missing. The problems I was tasked with solving weren't relatable, and I couldn't see how the multi-year growth strategies I developed would benefit the little guy. You wouldn't notice it unless you were looking, but I was a unicorn among horses. No, really; when everyone else on the project team cared about pulling the carts, I wanted to add rainbows. My "eureka moment" came when I was tasked with designing and a website for a client and promoting it at AWS, and I got my first taste of tackling problems with a creative mindset and a user-centered vision. While I did have experience in social marketing already, I didn't have any formal education in UX design, so I taught myself the full stack of product design skills, and I saw the project through from end-to-end. And, boy did it pay off. Fast forward 3 years of leading design projects and teams, and earning a UX Design Specialization, I was asked back by that very first client to craft their long-term product and business marketing vision. Today, I specialize in all things product — management, design, and marketing. I also cofounded a non-profit organization, where I manage our social media marketing, event-planning, and business partnerships.
 

Over the last decade, power has shifted from businesses to consumers, and the companies that surf the waves of disruption best are those that focus on building customer value. Shaping a future where businesses thrive when users benefit is what drives me. I'm a designer, a storyteller, and a strategist, and I'm using my toolkit to solve problems that go beyond pure business value by using my UX methodologies and marketing experience as tools so that the roadmaps we design are paths users actually want to be on.