Director, Partner Innovation & Design
May 2021 - Present (1 year)
Working closely with ALUULA's partner brands to assist in the design and manufacture of world class products using ALUULA’s unique composites.
Senior Designer - Equipment
Dec 2017 - Oct 2020 (2 years 10 months)
Joined iconic and much loved MEC Label with an eye on combining the brand’s heritage with a clean design aesthetic and sustainability. Mentored Jr Designers and lead multidisciplinary teams from line plan strategy through to marketing execution.
Outpost Duffle Redesign - Developed BLUESIGN and 100% recycled heavy duty fabric with materials team. Designed unique folded and taped waterproof bathtub construction. The new Duffles have become a signature MEC Label product and being expanded into rolling luggage.
Redesigned the frontcountry tent line. Worked with PLM and Merch to define tent product assortment, creating the new Base Camper tent line in order to attract first timers and families. Tents sold out by July and recieving 5 star ratings.
Projects in process include light & fast day hike hydration packs, travel backpacks, PFD, ultralight chair, school packs and two style of rolling duffle luggage.
Dec 2014 - Nov 2017 (2 years 11 months)
Worked with the Mustang team to define and design the new Mustang Survival brand DNA and recreation product line strategy. Worked closely with in-house engineering, materials team and prototyping lab, moving concepts through iterative cycle of mock ups and prototypes into lab and field testing.
Designed various manual and automatic inﬂatables, foam PFD’s, and a new hybrid foam/inﬂation platform. Consulted on various bags and glove designs.
Designed world class ocean racing apparel and PFD system, working with pro sailors to design a complete outer, mid and baselayer system. The EP sailing line is widely recognized as being the world’s best and was used in the 2017-18 Volvo Ocean Race by the winning Dong Feng team.
Sportboat racing Callan outerwear won 2019 METS DAME Award.
Product Designer, Product Manager, Brand Strategy
Bakoda, RC Sport
Sep 2011 - Jul 2014 (2 years 10 months)
Relaunched the iconic Bakoda brand of snowboard accessories and bags. Responsibe for product design, brand identity, new packaging system, tradeshow booth, retail displays, catalogues, web and printed materials.
Hardgoods Design Intern
Sep 2010 - Dec 2010 (3 months)
Swept floors, organized "the equipment closet" and listened intently. Designed a paddle bag, cycling rain boot covers and silicone roll-top bags.
Account Supervisor, Tribal DDB
Jun 2005 - Dec 2007 (2 years 6 months)
Articulated an updated brand strategy and oversaw creative platform for Mountain Equipment Co-op. Conducted research study, interviewed staff and members. Oversaw execution on the mec.ca, in-store materials, catalogue and advertising creative.
Spearheaded creation of "Second Chance Caveman" as part of milk campaign. Website recieved four industry awards.
Managed the international launch of a new smartphone in the UK, Netherlands, USA and Canada. Unorthodox creative recieved three indsutry awards.
Tribal DDB named Canada's Digital Agency of the Year (2005)
DDB named Canada's most creative agency for 3rd consective year.
Account Manager, Tribal DDB
Mar 2002 - Jun 2005 (3 years 3 months)
Recruited to join new digital division within DDB called Tribal DDB. Built digital business with traditional clients such as TELUS, Sun-Rype and BC Dairy Foundation.
Developed strategy around interactivity for BC Dairy Foudation, leading to creation of a website allowing teens to create their own ads. Recived Gold at the London International Awards.
Developed strategy and worked with design team in the creation of interactive DJ game. Reciecved Bronze Pencil at the One Show Awards.
Mar 2000 - Sep 2002 (2 years 6 months)
Scrappy young account exec working on dot-com accounts. Coordinated creative briefs, target market research, creative development, production, media planning and campaign tracking.