Customer journeys from strategy to delivery

I’m a customer experience leader with 20+ years combining UX, digital marketing, and analytics to solve complex customer and business challenges and drive measurable results.

More about me

Selection of my work

B2B

B2C

Insurance

UX & Marketing Leadership

Leading UX and marketing for Parachute Insurance

Achieving 5x industry average conversions | Munich Re

I led UX and marketing strategy for Parachute, a B2B and B2C digital insurance platform, incorporating paid ads, personalized emails, and co-branded product sites for a low-friction experience.

Read the story

B2B

B2C

Insurance

UX & Marketing Leadership

Leading UX and marketing for Parachute Insurance

Achieving 5x industry average conversions | Munich Re

I led UX and marketing strategy for Parachute, a B2B and B2C digital insurance platform, incorporating paid ads, personalized emails, and co-branded product sites for a low-friction experience.

Read the story

Leading UX and marketing for Parachute Insurance

Achieving 5x industry average conversions | Munich Re

I led UX and marketing strategy for Parachute, a B2B and B2C digital insurance platform, incorporating paid ads, personalized emails, and co-branded product sites for a low-friction experience.

Read the story

B2C

Financial Services

Journey Mapping

Improving teachers' digital retirement journey

Graph of Digital containment %, years: 2020-2025

Boosting self-service by 15% | Ontario Teachers’ Pension Plan

I used multiple data sources to identify pain points along the journey and led targeted improvements across the application, portal, and email touchpoints, increasing self-service containment.

Read the story

B2C

Financial Services

Journey Mapping

Improving teachers' digital retirement journey

Boosting self-service by 15% | Ontario Teachers’ Pension Plan

I used multiple data sources to identify pain points along the journey and led targeted improvements across the application, portal, and email touchpoints, increasing self-service containment.

Read the story

Improving teachers' digital retirement journey

Boosting self-service by 15% | Ontario Teachers’ Pension Plan

I used multiple data sources to identify pain points along the journey and led targeted improvements across the application, portal, and email touchpoints, increasing self-service containment.

Read the story

B2C

Consumer Services

UX Strategy

SEO & Lead Generation

Turning campaigns into leads across 100+ locations

SEO & Lead Generation | Arbor Memorial

I led site architecture, SEO strategy and integrated ad campaigns for a corporate site and 100+ branch locations, directing traffic to landing pages to convert visitors into qualified leads.

Read the story

B2C

Consumer Services

UX Strategy

SEO & Lead Generation

Turning campaigns into leads across 100+ locations

SEO & Lead Generation | Arbor Memorial

I led site architecture, SEO strategy and integrated ad campaigns for a corporate site and 100+ branch locations, directing traffic to landing pages to convert visitors into qualified leads.

Read the story

Turning campaigns into leads across 100+ locations

SEO & Lead Generation | Arbor Memorial

I led site architecture, SEO strategy and integrated ad campaigns for a corporate site and 100+ branch locations, directing traffic to landing pages to convert visitors into qualified leads.

Read the story

Cross-functional Leadership

Vendors

Insurance

Financial Services

Leading cross-functional teams and initiatives

Internal alignment and external partnerships | Munich Re & OTPP

I've led cross-functional teams and brought stakeholders into alignment to deliver online claims functionality, a new design system, and AI-powered research.

Read the story

Cross-functional Leadership

Vendors

Insurance

Financial Services

Leading cross-functional teams and initiatives

Internal alignment and external partnerships | Munich Re & OTPP

I've led cross-functional teams and brought stakeholders into alignment to deliver online claims functionality, a new design system, and AI-powered research.

Read the story

Leading cross-functional teams and initiatives

Internal alignment and external partnerships | Munich Re & OTPP

I've led cross-functional teams and brought stakeholders into alignment to deliver online claims functionality, a new design system, and AI-powered research.

Read the story