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Work Experience

TD Canada Trust
Strategic Design Lead

2023 - Present
PwC - Consulting 
Digital Strategy, 
Experienced Manager

2015 - 2022
Target Canada
Performance Improvement Business Partner

2012 - 2015

As a Strategic Design Lead at TD Canada Trust, one of Canada’s top five banks, I lead multidisciplinary teams of Senior UX Designers, Design Researchers, and Strategists to shape end-to-end customer experiences across core banking products and services. My role sits at the intersection of design strategy, user research, and product innovation guiding initiatives that influence enterprise-wide priorities and deliver measurable business and customer value.

I work closely with cross-functional partners in product, technology, and business lines to embed human-centered design into strategic roadmaps, enabling inclusive, insight-driven solutions that improve customer satisfaction, loyalty, and financial outcomes. By aligning design with business objectives, I help position design as a critical driver of value within the bank.​

Key Contributions:

  • Led the development and execution of experience strategies that aligned with TD’s enterprise vision and digital transformation goals

  • Championed customer-centricity through deep research methodologies, including ethnography, longitudinal studies, concept testing, and journey mapping

  • Created actionable future-state customer journeys and service blueprints that informed platform strategies and operational change

  • Identified new service and product opportunities by synthesizing user insights, business needs, and emerging technologies

  • Advocated for inclusive design practices and accessibility standards across design workstreams

  • Partnered with executives and stakeholders across lines of business to prioritize design investments, influence roadmaps, and build organizational buy-in

  • Mentored and grew a diverse design team, fostering a culture of experimentation, critique, and continuous learning

Over eight years at PwC, I advanced through four roles within the Consulting & Deals practice, culminating in a leadership position where I guided multidisciplinary teams through high-stakes transformation initiatives. I worked across banking, financial services, telecommunications, retail, and public sector organizations by applying human-centered design to solve systemic challenges in regulated, high-complexity environments.

I partnered with senior stakeholders to reimagine end-to-end customer and employee journeys, integrating service design, digital strategy, and emerging technologies into actionable roadmaps. My work contributed to the development of scalable design capabilities, innovation strategies, and improved service delivery outcomes across private and public institutions.

Key Contributions:

  • Led enterprise design strategy engagements that improved customer experience and operational efficiency in banking and financial services

  • Applied service design methodologies to create future-state journeys and transformation blueprints, often in regulated contexts requiring accessibility, auditability, and stakeholder alignment

  • Conducted deep research and synthesized insights into scalable solutions that connected user needs with business outcomes

  • Partnered with executives across functions including technology, operations, legal, and compliance to build trust and align design with organizational goals

  • Helped organizations mature their design capabilities by embedding Agile, customer-centric ways of working and fostering a culture of collaboration and continuous improvement

As a member of Target Canada’s Head Office team, I served as a strategic liaison between headquarters and 134 store locations across the country. I focused on improving the guest experience by aligning cross-functional teams including technology, marketing, store operations, and finance. My work supported the rollout of more human-centered services and technologies during Target’s Canadian market entry.

Key Contributions:

  • Designed and executed multi-method research to uncover guest needs, pain points, and behaviors, translating insights into service and technology improvements

  • Led the development of business cases, implementation plans, and agile rollout strategies to support adoption of guest-facing initiatives

  • Conducted business analysis to map workflows and identify opportunities for process optimization across teams

  • Facilitated stakeholder workshops and working groups to align cross-functional teams around guest experience goals

  • Partnered with store teams to test and iterate solutions, ensuring real-world insights informed enterprise strategy

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