I learned to lead on low-budget film sets, where everyone had three jobs and money was always tight. One lesson stuck. When the producer, the person responsible for the whole shoot, puts everything down to go feed the crew, it tells the room that no task is beneath you if it clears the way for the team.
A lot of my job in tech is still getting the pizza. Sometimes that means running a meeting so the team can actually think. Sometimes it's guarding people's time, or clearing a roadblock nobody else wants to touch. I try to be honest about what I know and what I don't.
Fulfill, Assist,
and AI.
I lead product design across a few of Loblaw Digital's customer and colleague domains. The work serves both sides: the millions of people who shop with us, and the office, store, and customer service teams who make it happen.
Delivery, pickup, and the tools behind them
Service design for how orders get filled. The customer experience, and the tools that help colleagues actually do it.
Human and AI customer support
Mixing people and AI so help shows up faster, feels more human, and still holds together when volume spikes.
Generative AI for colleagues
Putting generative AI into the tools colleagues use every day, carefully, and only where it actually helps.
From online grocery
to the whole company.
When I joined Loblaw Digital, a lot of online grocery was still being figured out. The work kept growing from there. Some of what the team built:
We built the tools stores fill orders with.
It started from nothing. An operations portal that lets stores manage their orders and operators run their stores, plus a picking service teams could rely on to fill orders quickly and accurately. It's still the backbone of how fulfillment works.
Then the pandemic made us scale fast.
Online demand went exponential almost overnight. The team built a delivery service in a hurry and kept grocery moving across the country. Once it held, we turned it into a fulfillment service that runs across all of our e-commerce sites, beyond grocery.
Now, putting AI in the right hands.
Lately a lot of the work is AI. We're building tools that help teams across the company do their jobs, from supply chain and our merchants to the people who run and support our stores.
From film set
to design org.
The two careers connect in ways I didn't plan for.
Co-Founder & Filmmaker, Landed Entertainments
Helped run an independent production company with a few others for two decades. I directed, produced, and did whatever the day called for. It's where I figured out that the team makes the movie, not any one person.
Customer Experience & UX, Indigo
I worked from the front line up to managing customer experience, then into UX research and design. We rebuilt the site to be responsive and retired m.indigo.ca, brought mobile tooling into stores for shelf upkeep, cycle counts, and returns, and designed the tooling and customer kiosk for Indigo's first US store. This is where caring about customers turned into a craft.
Designer to Lead, Loblaw Digital (Fulfillment)
Started as the only designer in fulfillment. Grew to Lead, ran Ways of Working groups and Town Halls across the org. The team built the systems behind e-commerce during the pandemic surge.
Director of Product Design, Loblaw Digital
Two director runs so far. First across Shoppers Drug Mart, Joe Fresh, and Digital Health, where we launched a new Joe Fresh app and brought Buy Online, Pick Up In-Store to Shoppers. Now Fulfill, Assist, and Enterprise AI.
I made films first.
Before product design, I spent twenty years making independent films. Writing, directing, producing, and learning to lead the hard way. The “get the pizza” idea came straight off those sets. Here are a few I'm still proud of:
Street Meet
If I Only Had a Name
Fake Nice
Happy to talk shop,
teams, or movies.
When I'm not working I'm hanging out with my wife and our dog, curling, or tinkering on a side project nobody asked for.
