Extreme Reach powers the global creative economy, operating as trusted advisors at the core of two adjacent ecosystems - Advertising and Entertainment. I was responsible for building out XR Extreme Reach's shared services capabilities and ensuring an optimal operational profile across the entire enterprise. With a focused attention on scaling global Centers of Excellence and introducing automation solutions, I was able to deliver millions of dollars in operational efficiencies. In addition to spearheading XR's operational transformation, I was focused on the introduction and acceleration of innovations that improved the scaled offering globally and leverage my strength in strategic planning, executions, and client partnerships to raise XR's profile and create growth opportunities for the business.

As CEO of Craft within the IPG network, I led 23 global production studios focused on innovative solutions for leading brands. At Craft, we were driven by a mission: to deliver unmatched creative production across owned, earned, and paid marketing channels. During my CEO tenure, I steered the company toward a future-focused path through cutting-edge technology and global operational standards. This optimized resource use and introduced "right-shoring," greatly improving business performance.Collaborating closely with clients, I prioritized tailored production strategies aligned with their unique needs. Our approach, acknowledging each client's uniqueness, ensured exceptional outcomes and satisfaction.Innovation fueled us daily at Craft. We explored new frontiers, embraced virtual production, leveraged AI, and adopted sustainability. Our relentless pursuit consistently elevated industry standards.I was committed to growing existing client relationships and acquiring new partners. I fostered a culture of high collaboration within our team and with partner agencies, believing that seamless collaboration uncovers the best paths to success.

As COO, I orchestrated resources across Craft's global studios, bringing top-notch ideas to life for global brands. By optimizing people, processes, and technology, I boosted margin performance across all metrics. A key focus was realigning the structure to meet global and local client needs, amidst a transformative period in production. This shift embraced digital-first production and task automation, enhancing efficiency and profitability.

At McCann Worldgroup Canada, I oversaw the growth and management of diverse agencies across disciplines like brand, relationship marketing, healthcare, shopper & experiential, and production. My role empowered each agency to excel independently while fostering collaboration for tailored solutions. We supported renowned clients like L'Oreal, Royal Canadian Mint, GM and Petro Canada, achieving substantial margin growth, nearly doubling performance. Our team navigated the pandemic challenges, showcasing resilience and adaptability.

In my role as Chief Client Officer, I led engagements with current and potential clients, collaboratively addressing the complexities of contemporary digital, video, and print production. My focus encompassed enhancing efficiency, effectiveness, and campaign visibility. Before assuming the CCO position, I served as Managing Director for Craft North America, responsible for overseeing operations across McCann Worldgroup's production facilities throughout the region.My tenure as CCO yielded consistent high client satisfaction scores and the establishment of pivotal relationships crucial for the future of Craft's business. My efforts were dedicated to creating strong foundations that would shape the business's trajectory moving forward.

I was relocated to New York from London to join the leadership team spearheading the global ExxonMobil pitch. Bringing together McCann agencies from over 15 markets around the world, we developed an integrated communications proposition for the Corporate, Fuels and Motor Oils divisions of ExxonMobil.

During my time at McCann London, I spearheaded integrated support for ExxonMobil and Intel throughout the Europe, Middle East, and Africa (EMEA) region. I orchestrated collaborations among independent agencies spanning advertising, digital, experiential, media, and PR to deliver cohesive marketing and communication initiatives. Notably, I initiated the groundwork for decoupled production models in Europe, a precursor to the global establishment of Craft Worldwide.

At Teletext, I undertook the challenge of rejuvenating an analogue TV brand. My role extended beyond halting simply Teletext's decline; I introduced former users to new digital TV services, like satellite, cable, and terrestrial broadcasting, and online services like teletextholidays.co.uk.With over 17.5 million weekly users seeking news, information, and holiday deals, Teletext was a national fixture. During my tenure, I launched new flight and accommodation offerings on the website and established the Teletext Holidays satellite TV channel. These efforts modernized the platform and expanded its reach in evolving digital landscapes.

At DLKW, an award-winning, independent full-service marketing agency for top UK brands, I led the integration of communication efforts for multiple clients, such as Fleming Asset Management, Axa, Birmingham Midshires, and Teletext. My role as an "integration specialist" was pivotal in expanding the agency's offerings beyond traditional advertising. I introduced retention and acquisition strategies that seamlessly complemented advertising campaigns, creating a more holistic approach to client engagement. This approach aimed to enhance client outcomes by effectively aligning various aspects of marketing and communication.

At BFS, then the second largest advertising agency in western Canada, I held a dual role managing advertising and direct marketing accounts. My responsibilities spanned campaigns for prominent clients like the British Columbia Lottery Corporation, Hong Kong Bank of Canada (HSBC), Yellowpages, and BC Telecom. Notably, these campaigns consistently surpassed established targets, demonstrating the efficacy of the strategies implemented. My tenure at BFS was characterized by successful collaboration and delivering exceptional results for regional and national clients.

My career began at MF Communications, a compact full-service marketing agency catering to Toronto's high-profile clients. I initially worked as a PR executive but quickly transitioned into advertising. A significant highlight was my pivotal role in the launch of Casino Rama, then Canada's second-largest gaming casino, with an internationally acclaimed campaign.During this formative phase, I also contributed to various client accounts, including Famous Players Theatres, Converse, and the iconic CN Tower. This early experience offered a dynamic platform to contribute to diverse campaigns and develop skills across PR and advertising, laying a strong foundation for my professional journey.