TBWA\Canada
TBWA\Canada
TBWA\Canada is part of the global TBWA collective, a top-tier creative network known for disruptive thinking and integrated brand storytelling. The Canadian team spans strategy, creative, digital, and production disciplines, delivering national campaigns and always-on content for major brands. The work environment demands clarity, speed, collaboration, and high operational maturity.
Director – Resourcing and Program Management
August 2022 – Present
My Role
As Director of Resourcing & Program Management, I was responsible for designing, implementing, and governing the systems that keep a modern creative agency running smoothly. I supported project prioritization, resource planning, workflow design, AI integration, and operational reporting across creative, strategy, account, and digital disciplines.
The Challenge
When I joined TBWA, the agency was scaling rapidly across accounts, production streams, and creative disciplines. With growth came an urgent need for clearer prioritization, more dependable delivery systems, and a national resourcing strategy that could support creative excellence without overloading the team. Operational consistency needed to improve across offices while still protecting the speed and agility expected at a creative agency.
Key Contributions
Built agency-wide program management practices including intake workflows, prioritization models, effort/impact scoring, and campaign roadmapping.
These systems improved visibility, reduced scope drift, and aligned teams around clear priorities.
Implemented standardized delivery frameworks such as SOPs, QA phases, approval steps, and post-mortem structures — elevating consistency across offices and improving on-time delivery.
Led national resourcing for a 27-person creative team, forecasting capacity, balancing workloads, and improving utilization accuracy across creative, production, and strategy functions.
Introduced and deployed AI-integrated processes, supporting project management, creative development, and planning workflows.
Served on the North American AI Steering Committee, helping define adoption standards, training protocols, and success metrics for the entire region.
Developed forecasting and operational reporting models that improved decision-making for leadership and improved planning across departments.
Strengthened cross-team collaboration by bridging account, strategy, digital, creative, and production teams through shared processes and operational alignment.
Highlighted Projects
AI Steering Committee – North America
Helped shape the agency’s AI strategy, standards, operating models, and use cases across the region.
National PM Transformation
Designed and rolled out a unified program management framework used across multiple teams and major accounts.
Creative Team Resourcing Model
Built a forecasting and capacity planning system for a national creative department, improving predictability and efficiency.
Campaign Intake & Scoring System
Created an intake process with effort/impact scoring, improving prioritization and reducing bottlenecks.
Impact & Outcomes
Improved forecast accuracy, enabling better capacity planning and reduced team overload.
Increased cross-team throughput by optimizing workflow and reducing points of friction between departments.
Enhanced on-time delivery through standardized processes and clearer accountability frameworks.
Accelerated AI adoption within the agency, improving creative iteration speed and administrative efficiency.
Supported leadership decision-making through new reporting models and resource visibility tools.