Free Former · Skin Mode · Toronto, ON

• Lead discovery and positioning for two pre-launch Toronto businesses, using competitor audits and founder interviews to define target customer, value proposition and launch scope.
• Own each launch roadmap from pre-launch through opening: prioritize brand, web and social work against fixed dates and make scope trade-offs with founders.
• Plan and run go-to-market (social strategy, content calendars, landing pages, pre-sale offers) with a reusable design system.

Empire Life · Toronto, ON

• Led end-to-end design for Group Benefits and Group Retirement Savings products, partnering with business, project management and engineering to ship 5+ digital solutions used by 100,000+ people.
• Redesigned digital benefits enrolment: cut registration to 8 minutes, grew Optional Critical Illness purchases 63% and coverage taken without medical evidence 18%, with 6,000+ users in month one and a 4.7/5 rating.
• Built a company-wide design system and delivered 4 enterprise portals for web and mobile, backed by journey maps, personas, workshops, usability testing and accessibility reviews.
• Designed automated claims processing (under 1 minute for non-flagged claims) and self-serve registration (under 10 minutes), cutting manual back-office work.
• Product owner for the Empire Life Mobile app (20,000+ users): ran the backlog, sprints and testing; led competitive analysis and journey audits with Sales and Customer Service for the claims redesign.

Empire Life · Toronto, ON

• Launched Ely, a bilingual (English/French) advisor chatbot that cut customer service requests 30% and grew chat usage 140% and successful chats 340% year over year.
• Analyzed 1,000+ customer interactions and 4 years of call, chat and email data to build a support-trends dashboard (Google Data Studio) and 500+ chatbot conversation paths, refined through A/B tests.

Master of Information, UX Design

University of Toronto · Team Dari (AI patient intake tool) won the International Entrepreneurship Bootcamp

Bachelor of Commerce

Smith School of Business, Queen’s University · Certificate in Entrepreneurship, Innovation and Creativity