As one of Canada’s largest airlines, WestJet’s mission is to enrich the lives of everyone in WestJet’s world.

• Provide enterprise-level design oversight of Product Design, UX Writing, and UX Research, ensuring alignment with corporate priorities and delivery timelines.
• Lead design estimation, intake, and planning for critical initiatives, improving predictability and cross-team coordination.
• Act as a design authority for Product, Technology, and Marketing, translating business needs into actionable design direction.
• Establish and evolve design governance and frameworks that enable teams to deliver effectively.
• Drive consistency and efficiency through continued stewardship of the design system.
• Mentor senior designers through influence-based leadership, elevating craft and decision-making.

• Managed a team of UX/UI designers across a diverse portfolio, including web, commerce, mobile applications, e-mail, and airport applications (kiosk/seat back).
• Built and operationalized a design practice grounded in agile and design thinking, strengthening partnerships with Product and Development.
• Directed day-to-day design delivery across projects, balancing quality, timelines, and business goals.
• Founded and scaled WestJet’s design system, “Arrival,” improving consistency and delivery speed.
• Advanced team performance through individualized growth plans, coaching, and career development.
• Managed agency-supported initiatives with feedback and approvals.
• Managed agencies, budgets, contracts, and procurement to deliver high-quality outcomes.

• Founding designer in the creation of the UX/UI team, establishing the design practices, workflows, and standards for all digital initiatives.
• Designed user-centred solutions across the digital ecosystem, including westjet.com, digital check-in, and vacation booking platforms.
• Partnered with business and technology teams as a design thinking and accessibility advocate.
• Optimized experiences through experimentation and A/B testing using Adobe Target.

• Authored and designed for westjet.com to support digital marketing initiatives/campaigns.