For as long as I can remember, I've been drawn to the intersection of logic and creativity. As a child, I found joy in the structured worlds of math and science, but my true passion came alive when I used the artistic side of my brain. Whether I was building intricate LEGO structures, sketching with a pencil, or crafting with wood in my dad's shop, I was always searching for ways to blend the rational with the imaginative.
This natural curiosity led me to design, though it wasn’t the path I originally set out on. My initial aspirations were rooted in 3D modelling, but I quickly discovered a deep affinity for design and visual communications. Over the years, I immersed myself in traditional media, working on everything from billboards and radio ads to television spots, DVDs, and print.
As the digital world evolved, so did my career. I transitioned into web design and development in the infancy stages of responsive design (circa 2009), honing my skills and expanding my creative horizons. After eight years of grinding early mornings, and late nights as a creative and interactive director in advertising and marketing agencies, a change was necessary. So a decade ago, I made a shift into software design. It was here that I found my stride, building and leading a team of over twenty product designers at Jobber, where I established and led the discipline of product design.
Two years ago, I chose to return to my roots as an individual contributor, taking on the role of principal designer. In this position, I continue to push the boundaries of design, blending the rational and creative in new and exciting ways.
Couldn't do it without them, and do it all for them.
design values
When everyone agrees, creative thinking stagnates. Diverse opinions and perspectives are what elevate execution from good to great.
Efficiency empowers you to tackle big challenges. By quickly handling smaller, repetitive tasks, you free up time and energy for more significant endeavors.
The destination matters more than the journey. People and processes may differ, but as long as the outcome is positive, the path taken can be unique.
In times of uncertainty, prioritize speed. Whether facing unclear problems or solutions, swiftly reducing uncertainty allows you to later focus on quality.
It's easier to add than to take away. Start with the simplest form and iterate by adding only what's necessary—often, you'll find that less is more for both users and the business.
Great leaders have strong opinions and are willing to validate them. They express their views confidently but remain humble enough to learn and adapt when proven wrong.
seventeen years Summed up
Jobber
Principal Designer
Led the resolution of complex, systemic UX challenges across the product ecosystem, aligning with the 2025 North Star and platform vision.
Consolidated mobile and web design systems and launched a research advisory council to integrate user insights into the design process.
Delivered a comprehensive UI and design language redesign, while also driving key projects like the list view overhaul and organization-wide system simplification.
Shaped product automations and the product-led expansion design system to enhance efficiency and support future growth.
Provided interim leadership for a team of 25 designers, ensuring continued progress during a critical phase without a dedicated leader.
Senior Manager, Product Design
Crafted and delivered strategic visions that helped shape product and company strategy, and influenced multiple defining objectives.
Led major product innovations and UX enhancements, including the redesign of the mobile app, calendar interface, and consistent patterns, driving significant improvements in user experience and engagement.
Elevated operational excellence, by standardizing practices, streamlining design processes, and scaling design operations, including transitioning to remote work and integrating new research tools.
Developed and mentored a high-performing design team, growing design leadership, managing career levels across disciplines, and ensuring strategic alignment and team cohesion.
Manager, Product Design
Pioneered foundational processes and frameworks as a founding member of a cross-functional-leadership-team, including the 3 questions framework, which shifted the product team's focus from features to problem-solving.
Led major product innovations such as the Client Hub, transforming how consumers experience Jobber, and introduced Work Requests, a central place to collect all incoming work.
Designed and implemented scalable systems for layout and templates in Jobber's web product, along with a journey-based and transactional email system, enhancing consistency and efficiency across teams.
Structured and standardized key practices, including sprint reviews, 360 feedback, and IC levels systems for Design and Engineering, driving transparency, feedback culture, and equitable evaluation.
Managed design the entire design team during periods of transition, including building the Growth Design discipline, and creating onboarding processes to support scaling and growth.
Design Lead
Hired as the second designer and quickly delivered a major overhaul of getjobber.com within six weeks, establishing the foundation for the company's design language.
Started managing the design team in January 2015, and initiated Jobber’s first design system, which laid the groundwork for the design language that shaped Jobber products for the next 7 years.
Established and evolved Jobber’s design maturity, integrating product and market design teams, which drove a systematic approach to consistent user experiences.
Led significant projects including the unlocking the mobile web channel, Howdy (an internal tool for team engagement), and the original design and build of the mobile app.
Drove structural changes in front-end development, eliminating duplication in CSS and creating a scalable system based on the new design system.
Starburst Creative
Interactive Director
At Starburst (now known as FKA), I focused on advancing my digital career while contributing to the company’s growth from a small team to over 10 skilled professionals. I led the design, pitch, and development of numerous large interactive projects and played a key role in hiring and mentoring less experienced designers. Embracing new challenges, I transitioned to a startup environment, taking a calculated risk to tackle fresh opportunities and obstacles.
Donovon Creative
Art Director/Creative Lead
Oversaw art and creative direction for several prominent Edmonton-based brands, including Edmonton Public Libraries, Edmonton International Airport, Alberta Volunteer Fire Fighters, Stollery Children's Hospital, Churchill Square, and Tix on the Square. Managed creative resources, planning, and hiring, effectively leading the department in the absence of a full-time Creative Director.
Media-Masters
Creative Director
Laid the foundation for my design career by immersing myself in various design disciplines, including traditional graphic and web design, web development, video production, and outdoor advertising. Gained extensive experience by leading creative and technical execution on numerous projects, tackling both familiar and unfamiliar aspects of design.