Brand builder. Big-moment marketer. Lover of great creative.

I led Canada’s marketing for FIFA World Cup 2026, was CMO of Destination Ontario and Director of Marketing for the Ontario government. Twenty years of brand strategy, integrated campaigns and partnerships, and turning big ideas into work people remember.

FIFA World Cup 2026

Bringing the World’s Game Home: FIFA World Cup 2026™ in Canada

FIFA World Cup 2026 was the first World Cup shared by three nations, and the first men’s World Cup ever played on Canadian soil. The challenge was making it feel like Canada’s own while staying in step with a global brand, partners in Mexico, the US and Zurich, and our two Host Cities. Together, we set out to turn a global event into a national moment, one that would reach well beyond the stadiums.

So we built milestones Canadians could feel: 500 Days to Go, 1 Year to Go and 100 Days to Go, alongside poster launches, mascots, events and merchandise launches. We also created Canada Celebrates, a national watch-party program that brought the tournament to communities across the country.

  • 1.7 million attendees at Canadian matches and events

  • #2 in the world for tournament ticket purchases

  • 30.5 million Canadians watched, including 6.4 million for the final, with per-game audiences up 50% on Qatar 2022

Destination Ontario

From Standstill to Recovery: Marketing Ontario Through COVID-19

What do you do when the industry you market stops overnight?

When I joined Destination Ontario in 2017, the job was to grow Ontario’s share of travellers from Canada, the US and around the world. Then COVID-19 closed borders and brought tourism to a standstill. The work became something bigger: helping an entire industry find its way back.

We rebuilt how Ontario markets itself. We brought the website, content, marketing technology and data in-house, worked more closely with tourism operators, and aimed every investment at the markets most likely to travel again - starting at home in Ontario.

  • 2 million+ incremental visitors and $400 million+ in incremental visitor spending in 2023–24

  • Referral leads to Ontario tourism operators grew from 4 million to over 13 million

  • $3 million+ saved a year by bringing our systems in-house

Government of Ontario

From Policy to People: Public Messaging at Scale

How do you get 14 million people to care about climate change? Or rethink what it means to be a bystander? Or put down their phone at the wheel?

That was the challenge at the Ontario government. We were speaking to one of the most diverse populations in the world, on everything from health to highways and pensions to the Pan Am Games. Our job was to turn policy into something people could understand, believe in and act on. We set out to make government marketing as strategic, measurable and creative as the best brands in the country.

We put it to work:

  • #WhoWillYouHelp went viral, won awards and shifted attitudes about bystander intervention in sexual violence by 20 points

  • The Pan Am Games spot was ranked in the top 5 of YouTube search results with an 88% lift in brand recall

  • A texting-and-driving campaign built on behavioural insights reached 74% unaided recall among young drivers.

In 2015, Ontario was shortlisted for Marketing Magazine’s Marketer of the Year, the first time the Ontario government had been in the running.

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