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Work Background
Innodata Inc.Lead Product Designer
Sep. 2023Toronto, Ontario, CanadaResponsible for shaping and executing the design vision for an LLM tooling platform, from concept and prototyping to final delivery, ensuring alignment with business goals and user needs. Overseeing the design strategy for Innodata’s digital tools to deliver cohesive and human-centered design solutions that enhance workflows for prompt engineers, annotators, red teamers, and other key user groups. Initiated two design libraries—‘Innovate’ for new product features and a PowerBI component library—to drive product consistency, establish and streamline cross-team collaboration, expedite prototyping and iteration, and enhance overall quality and accessibility. Working cross-functionally with product managers, engineers, and business leaders to understand project requirements and drive user-centric design solutions that are both practical and visionary. Establishing and refining design processes, tools, and methodologies to ensure efficiency and scalability across projects. Directly contributing to the design process on key projects, including the creation of artifacts such as user personas, journey maps, prototypes, product roadmaps, and wireframes.
BMO Financial GroupSenior Product Designer
Jul. 2022 - Aug. 2023Toronto, Ontario, CanadaLed the discovery, conceptualization, and delivery of features across the Home Buying ecosystem. Drove the development and implementation of an Enterprise Design Library to maintain consistency, efficiency, and functionality across the home buying experience. Worked with cross-functional teams to establish product strategy and feature definition. Designed and led workshops to foster team alignment within HBT and with key stakeholders to facilitate efficient and effective decision-making. Responsible for creating journey maps for the end-to-end experience to recognize critical touchpoints, key interactions, potential pain points, and unmet user needs. Recognized as the recipient of the BMO Digital Experience Design Q2 Spotlight Award (June 2023).
EY Design StudioSenior UX Designer
Nov. 2021 - Jun. 2022Toronto, Ontario, CanadaWorked within an agile environment to conduct and deliver UX research and responsive web designs for a Direct-to-Consumer proof-of-concept product for a large Global Investment Firm. Deliverables included a market research survey, user interviews, competitor prototype testing, wireframes, flow diagrams, persona creation, prototype development, and usability testing. Crafted the design of a DevSecOps product for both internal and external clients and environments.
Akolade StudioOwner, Designer
Sep. 2019 - Nov. 2021Collaborated with clients in the NFT, not-for-profit, retail, and SaaS space to deliver compelling solutions that catered to their unique requirements. Client deliverables included: UX Audits, Personas, User Flow Diagrams, Journey Maps, Service Blueprints, Competitor Research, Usability Tests & Reports, Design Concepts, Prototypes, and Design System Libraries.
Four Seasons Hotels and ResortsProduct Designer - UI/UX
Jul. 2019 - Sep. 2019Toronto, Canada AreaAccountable for turning user research feedback into simple and elegant components that serve business goals; and transforming any problems during A/B testing into designs solutions. Responsible for desktop, tablet, and mobile product design sketches and prototypes in the development of concepts within the Test & Learn stream. Maintained a core focus on designing for diverse groups of people, including international audiences and multi-language localization. Active in A/B and usability testing, along with competitive and consumer research and analysis. Highly engaged during group collaboration sessions, contributing ideas and solutions to transform current product challenges into a seamless digital experience for customers.
Universal Music CanadaAccount Manager - SHED Creative Agency (formerly RISE Branded Entertainment)
Mar. 2015 - Mar. 2016Toronto, Canada AreaManaged a portfolio of accounts in the alcoholic and non-alcoholic beverage categories, fast-casual dining, film, and technology industries. Highly involved with partnership prospecting and ideation to help brands integrate music into their consumer-facing marketing strategies. Designed product mock-ups and prototypes, along with presentations for client pitch meetings. Analyzed demographic data, user engagement, and consumer trends to monitor and recalibrate campaign strategies and opportunities. Analyzed user engagement, consumer trends, and demographic data using Sysomos. Projects included: RBC Change Agents, Mongrel House 2015 & 2016 (official Toronto International Film Festival activation for Mongrel Media), Grocery Foundation Night To Nurture Gala, and Coors Light Mystery Mansion (Calgary, AB), Molson Canadian music download campaign, Tim Hortons Roll Up The Rim.
Universal Music CanadaAssociate Manager - Brand Partnerships, New Business
Nov. 2012 - Mar. 2015Toronto, ONResponsible for the strategic planning and management of a portfolio of projects within the CPG, Retail, Alcohol, Fast Casual, and Telecommunications categories. Oversaw CrushFest, one of the largest "Win To Get In" campaigns in Canada, delivering 31M+ incremental impressions across ASPs, on pack, POS/displays, and advertising; plus Crush Canada social media fan growth of over 59% in 2013 compared to 2012, 77M+ social media impressions, and nearly 22K+ video views (2013). Headlining artists included: Marianas Trench (2012), Austin Mahone (2013), and Hedley (2014). Managed a long-term partnership with Public Mobile in conjunction with the launch of their Siren Music service. Delivered key marketing assets to augment the service and generate brand awareness, including: procurement of artists for public appearances (Priyanka Chopra, New Kids on The Block, Capital Cities), contest flyaway campaigns (10K+ entries), artist support on social media (1.5M+ impressions), media tags (9.9M+ impressions), and $400K+ in earned media value. Responsible for overseeing project P&L's; delivering recap reports presenting campaign metrics and post-ROI analysis. Experience in negotiating deal terms applicable to sponsorship activations, marketing partnerships, artist procurement for public performances and brand alignment.
Universal Music CanadaBrand & Strategy Representative
Dec. 2011 - Nov. 2012Toronto, Canada AreaInitiated and led the first gifting lounge event hosted by a music label in Canada, securing sponsors from a variety of industries and capturing media attention from the likes of: TMZ, Hello! Canada, KISS 92.5FM, Flare, MSN.ca, The National Post, and OK! Magazine (10M+ impressions). Celebrity attendees included: Carly Rae Jepsen, Cody Simpson, SkyBlu (LMFAO), Hedley, PK Subban (NHL), Tyler Seguin (NHL), Munro Chamers, Luke Bylik, Jessica Chambers (Degrassi), and more. Managed a national campaign featuring Justin Bieber in partnership with Ardene that delivered over 50M+ impressions online, 20% sell of in the first week, 50% sell off in the first month, plus an average engagement rate users spent on the app exceeded over 5 minutes. Contributed to the management of projects ranging from $50,000 to $600,000+. Built reports highlighting campaign metrics and post-ROI analysis, targeted towards the needs of senior leaders and to optimize future programs. Managed department finances, payment tracking, and project P&L reports. Increased Universal Music's relationships with 3rd party brands and assisted with ideation to help brands integrate music into their core marketing strategies.
Universal Music CanadaEvent Marketing Representative
Jun. 2008 - Jan. 2012Toronto, ONGenerated $200K+ in sponsorship revenue from initiating campaigns in the retail and CPG industries. Developed and executed promotions for artists including: Eminem, LMFAO, Justin Bieber, Down With Webster, Nickelback, Lady Gaga, and many more. Led consumer focused marketing programs that resulted in media coverage on Breakfast Television, Z103.5, and The National Post; plus an increase in sales and awareness of Universal Music artists. Oversaw the management and execution of numerous in-store performances, autograph signings, and artist "meet n' greets"; including a series of weekly release events and after-parties for album launches at venues around Toronto. Spearheaded the creation of an online marketing team, active in targeting social media platforms with upcoming release and event information, while building dialogue amongst music fans and consumers. Co-managed the Universal Music Canada street team, the Asphalt Regime, a team of 5-10 student volunteers.
Universal Music CanadaCustomer Service Representative
Oct. 2005 - Jun. 2008Toronto, ONFulfilled weekly compliance checks with key sales accounts including: HMV, Wal-Mart, Best Buy, Zellers, Future Shop, Chapters, Indigo, Sunrise Records and Music World. Delivered weekly retail reports highlighting inventory levels, campaign compliance, in-store traffic analysis, and competitive information.
Universal Music CanadaRock Marketing Representative
Jun. 2005 - Jun. 2008Toronto, ONLed a quarterly music sampler program generating over $100K in campus radio avertising contra on an annual basis. Partnered with 3rd party brands to augment the partnership, including: Travel Cuts, Dose.ca and MTV Canada. Managed, developed, and executed promotions for artists including: Rise Against, Protest The Hero, Hawthorne Heights, Beck, and Guns N Roses. Responsible for servicing music to campus radio and press outlets, setting up promotions, tracking radio play, soliciting interviews, managing ad buys, and compiling a weekly radio tracking report. Delivered weekly Nielsen SoundScan reports highlighting key data and thorough analysis pertaining to priority releases, also made recommendations to senior leadership on continuous improvement strategies for lifestyle marketing initiatives. Collaborated with artists, artist management, senior executives, international labels, sales, publicity, radio, and digital teams to develop promotional strategies. Oversaw the creation and development of marketing materials such as posters for street campaigns, in-store signage, web advertisements, and giveaway items for album launch campaigns.
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