Career
Product designer.
Creative director.
Design leader.
I’m a Principal Product Designer and Creative Director with 20+ years across enterprise product design, UX, visual design, brand and advertising — and 13+ years leading the teams that do that work.
Today I lead product design and UX for MCIM, enterprise asset management software used by major global financial institutions and data center operators managing more than 2 million critical infrastructure assets. Before that I spent fifteen years in agency and in-house creative leadership — as Executive Creative Director at Blink, Chief Creative Officer at Vicimus and Dashboard, and Associate Creative Director at Grey Canada — making work recognized by Cannes Lions, One Show, the Cassies and 50+ other national and international awards.
That combination is the point: the craft, storytelling and audience insight of advertising, applied to complex products, research and design systems.
Leadership & Design Snapshot
- 20+ years across product design, UX, visual design, digital, brand and creative leadership
- 13+ years of executive and department leadership
- 2M+ critical infrastructure assets managed in the enterprise software I design
- 8 of the world’s top 10 banks and major global data center operators supported
- 150+ automotive dealership organizations across Canada on SaaS platforms I led
- 50+ national and international awards including Cannes Lions, One Show Silver Pencils and a Cassies Grand Prix
- Top 15 Art Directors in Canada Strategy Creative Report Card (#9 in 2014, #15 in 2015)
- AI-native practice daily hands-on design and prototyping with Claude Code, Claude Design and Figma Make
Core Expertise
- Product & Experience Design
- Product design
- UX strategy
- Interaction design
- Information architecture
- User flows
- UI & visual design
- Enterprise workflows
- Prototyping
- Creative Direction & Brand
- Creative direction
- Brand strategy
- Integrated campaigns
- Art direction
- Concepting
- Storytelling
- Film & video direction
- Illustration
- Design Leadership
- Design direction
- Standards & critique
- Mentorship
- Team development
- DesignOps
- Cross-functional and executive stakeholder leadership
- Discovery & Research
- Product discovery
- Customer interviews
- Usability testing
- Journey mapping
- Heuristic evaluation
- Requirements workshops
- Jobs-to-be-done
- Design Systems & Technology
- Figma libraries
- Design tokens
- Salesforce SLDS / SLDS2
- React component libraries
- Design governance
- Accessibility / WCAG
- AI & Emerging Practice
- Claude Code
- Claude Design
- Claude CoWork
- Figma Make
- AI-assisted prototyping
- AI design audits
- Human + AI experiences
Professional Experience
- Principal Product Designer · Mar 2025 – present
MCIM by Fulcrum Collaborations
Lead end-to-end product design, UX strategy, research and design systems for enterprise asset management, maintenance operations, compliance workflows and AI-enabled solutions. Built enterprise design libraries on Salesforce SLDS / SLDS2, a custom MCIM React design system, and AI-assisted workflows connecting design standards, components, documentation and GitHub. - Creative Director · Apr 2023 – Feb 2025
MCIM by Fulcrum Collaborations
Joined with an 80% product / 20% brand remit: led product design and UX across complex enterprise workflows, established design processes and standards, and directed the company-wide brand evolution and corporate website redesign. - Executive Creative Director · Nov 2021 – Apr 2023
Blink Creative Agency
Led agency-wide creative vision, design direction and operations across brand, digital, UX and integrated work, leading and mentoring multidisciplinary teams of up to 10. - Chief Creative Officer · Mar 2019 – Oct 2021
VP, Creative Strategy · Mar 2018 – Mar 2019
Vicimus (Automotive SaaS)
Led product design, product marketing, brand and customer experience for SaaS products used by 150+ dealerships — including the Bumper and Glovebox redesigns and the Odometer and RMS launches. - Chief Creative Officer · Mar 2015 – Mar 2017
Dashboard (acquired by Vicimus)
Rebuilt the creative department into a product design, digital experience and B2B marketing organization as the company moved from agency to SaaS. - Associate Creative Director & Digital UX Lead · Dec 2012 – Mar 2015
Senior Art Director · Apr 2010 – Dec 2012
Grey Canada
Led award-winning integrated campaigns and digital experiences for Guinness, GSK, HSBC, Missing Children Society of Canada and Post Cereals; helped Grey earn ADCC Agency of the Year. - Art Director & Designer · 2002 – 2010
Dashboard, Little Green Tree & freelance
Branding, advertising, digital UX, websites, illustration and art direction for major national brands.
Selected Clients
Toyota Canada · Nissan Canada · Guinness · Hellmann’s · GSK · BlackBerry · Scotiabank · Target Canada · Acura · Lexus · Bombay Sapphire · H&R Block · Wrigley · Vaseline · Playtex · LCBO · Corus · Home Hardware · Post Cereals · Sensodyne · Pronamel · Abreva · AXE
Products I’ve worked on (partial list)
Blu Ivy (HR SaaS), Bumper(AutoSaaS), Glovebox (AutoSaaS), iWorkyWorky (prototype), MCIM (Enterprise Data Center SaaS), Odometer (IT SaaS), OnlineKars (Auction Platform) QQuote (AutoSaaS), RMS (AutoSaaS)
Charitable Clients Supported
Special Olympics, The Salvation Army, World Society For Protection of Animals, Missing Children Society of Canada, Ovarian Cancer Canada, Variety Children’s Charity.