01

I HELP BRANDS EARN TRUST, NOT DEMAND IT

There’s a version of digital strategy that treats people like problems to be solved — hesitation to overcome, objections to neutralise, friction to remove at any cost. I’ve never been interested in that version.

What interests me is the moment just before a decision. The pause. The subtle weighing of risk, identity, and trust that happens before someone says yes — or simply walks away.

Understanding that moment, and designing for it honestly, is what Maven is built around.

What interests me is the moment just before a decision. The pause. The subtle weighing of risk, identity, and trust that happens before someone says yes — or simply walks away. Understanding that moment, and designing for it honestly, is what Maven is built around.

Deloitte's research finds that trusted companies outperform their peers by up to 400%. That's not a coincidence. It's what happens when customers feel confident rather than pressured.

02

the work

Most brands lose customers not because their offer isn’t good, but because something in the experience gets in the way. A page that’s hard to follow. Words that don’t quite land. A moment where doubt crept in, and nobody thought to address it.

That’s what I look at. I work across three things: how your website feels to use, what your words are actually communicating, and why people behave the way they do when they’re deciding whether to trust you. Separately, each one helps. Together, they show you the complete picture of why customers say yes — and why they sometimes don’t.

I specialise in emotionally complex decisions. The kind where someone isn’t just evaluating a product or service — they’re weighing whether they trust you with something that matters to them. Their money. Their time. Their sense of self. These decisions don’t fail because of too many clicks. They fail because of unresolved doubt.

My job is to find that doubt, understand it, and help you respond to it honestly — so the right customers feel clear, confident, and ready to say yes.

03

why women-focused brands?

I believe in a future shaped by women’s voices, leadership, and agency. That’s not a marketing position, it’s a conviction that has shaped the direction of my work.

Women-centred brands are navigating something specific. Their customers think carefully before they commit. They’re weighing more than price or features — they want to know if they can trust you, if you understand them, and if you’ll still be worth it in the long run. They notice when something feels off. And if they feel rushed, misled, or talked down to, they walk away. Brands that understand this and let it guide their decisions create something more durable than a single sale. They create loyalty.

I believe women-focused brands have a real opportunity to lead the way in building more honest, respectful, and human digital experiences. That’s the work I want to be part of.

I believe in a future shaped by women’s voices, leadership, and agency. That’s not a marketing position, it’s a conviction that has shaped the direction of my work.

In Canada, women account for 75 to 80% of consumer spending — roughly $1.2 trillion annually, according to BDC. That's not a niche. That's the market. And yet most digital experiences still aren't designed with them in mind.

04

where i come from

I began my career in Toronto as a copywriter — working on brands like Tangerine and Tim Hortons. After relocating to Calgary, I worked across healthcare, retail, and consumer goods, with organizations including WestJet and Rocky Mountain Soap Company — everything from large national brands to smaller independent businesses.

Over time, my focus shifted toward something that felt more meaningful than writing persuasive copy. I wanted to think more deeply about the words I was putting in front of people. To consider how someone would actually think, feel, and make sense of what they were reading. That curiosity led me toward a more digital practice, one where I could pair that empathy with real data, and see what was actually working and what wasn’t. It’s also what drew me to UX writing — the craft of getting the exact right words into the exact right moment of someone’s experience, so they feel guided rather than sold to. What I found was that I’d always been thinking this way. The strategic lens, the pattern-spotting, the instinct to look beneath the surface, had been there throughout my career. Maven is where it all finally came together.

I’m known for asking thoughtful questions, spotting what’s really getting in the way, and helping teams see their digital presence through the eyes of the people they’re trying to reach. Empathy is at the core of everything I do, not as a buzzword, but as a practical tool for making better decisions.

I began my career in Toronto as a copywriter, working across finance, travel, and consumer brands. After relocating to Calgary, I worked with organisations across healthcare, retail, and consumer goods — from large national brands to smaller independent businesses.

Over time my focus shifted toward something that felt more meaningful than writing persuasive copy. I wanted to think more deeply about the words I was putting in front of people. To consider how someone would actually think, feel, and make sense of what they were reading.

Harvard Business Review said it plainly: women drive the world economy. And yet Boston Consulting Group found that the majority felt vastly underserved by the brands trying to reach them. That gap is where my focus sharpened — and eventually where Maven came from.

I'm known for asking thoughtful questions, spotting what's really getting in the way, and helping teams see their digital presence through the eyes of the people they're trying to reach. Empathy is at the core of everything I do — not as a buzzword, but as a practical tool for making better decisions.

05

what i stand for

Honesty over urgency.

I don’t help brands manufacture urgency or engineer pressure. If someone needs time to decide, that’s not a problem to be fixed; it’s information to be respected.

Clarity as a form of care.

Making something easy to understand is one of the most respectful things you can do for another person. I take that seriously in everything I recommend.

Trust as a long-term investment.

A customer who feels confident saying yes rather than being pressured into it comes back, refers others, and stays. That’s the business case for doing this right.