I co-founded Trapeze Media, a leading digital agency in Canada, alongside Miles Nadal and Rob Balfour. During our tenure, we tackled diverse projects, occasionally ruffling feathers along the way. Our portfolio included digital advertising and website development for major US film studios, as well as product innovation, including a patented solution for Disney. We also worked with renowned brands such as Kraft, Procter & Gamble, and PBS. Eventually, Trapeze was acquired by the MDC family and merged with Union (now Doner North), where I served as a partner overseeing innovation.

For over 13 years, I led Design Expo for Microsoft Research in Redmond, collaborating with  Curtis Wong, Bill Buxton, and Lili Cheng. Our initiative seeded design schools globally, challenging them to solve problems and showcase the best solutions at the Faculty Summit in Redmond.

Subsequently, I held positions as Senior VP ECD at Proximity Canada and BBDO, where I spearheaded the growth of brands such as Rogers and Mercedes, and worked on campaigns for Quaker and Pepsi. Later, as Vice President Creative at Jackman Reinvents, I established the connected communications practice, overseeing transformations for brands like Caesars Entertainment, Value Village, and Staples across Canada and the US.

Following a hiatus during the Covid pandemic, I assumed the role of President at Array of Stars (AOS), refocusing the company's efforts to emerge stronger post-Covid as a hub for intellectual property generation rather than solely a production entity. Since my tenure at AOS, I've been actively engaged in advisory and development roles at Aether Labs, a research and CX studio collaborating with clients such as Gore, Luxottica, and L'Oreal, primarily focusing on AI and GPT-driven product innovation.