Award-winning marketing, digital and content strategist

About me

I'm a Toronto-based strategist with 20+ years across journalism, content marketing, and content design — building digital experiences for national broadcasters, financial brands, and the people who actually use them.

Today I run Trustfall, a studio that helps small businesses sound like themselves and ship work that earns trust. I also write Human+AI, a Substack on AI literacy for working professionals.

Services

Brand strategy

Website design & build

Content strategy

Social & email

Editorial & storytelling

AI enablement

Content design × Trust

Scotiabank conversational assistant

The brief

Chat was Scotiabank's #1 requested mobile feature. The team needed an assistant that could handle high-stakes tasks like password resets and credit card disputes — without eroding user trust or running afoul of legal, compliance, and accessibility.

The execution

As lead content designer, I authored 25+ flows, built a reusable conversation system, and aligned five review teams. Result: 85% of inquiries resolved without escalation and a 30% drop in contact-centre volume. Recognized with a 2023 Digital Transformation Award.

Design system × Governance

Scotia Digital Style Guide

The brief

Product, comms, and ops teams across Scotiabank were each writing in their own voice. CTAs conflicted, tone drifted, and every project burned cycles re-litigating the basics.

The execution

I built the Scotia Digital Style Guide — a centralized library of CTAs, tone principles, and UI patterns — and stood up a Content Community of Practice across five business lines to keep it alive. Faster production, fewer rewrites, one voice.

CBC Music × Sun Life

Sarah McLachlan's School of Music

The brief

Sun Life wanted a sponsorship that meant something. CBC Music had an audience but needed a story worth telling. The opportunity: connect a beloved Canadian artist to underserved kids who were being gifted donated musical instruments.

The execution

I led the content for a multi-platform campaign — website, video series, and branded content rolled out through CBC's national music outlets. The work won a 2016 SMCC Sponsorship Marketing Award.

Awards

Digital Transformation Award IT World Canada (2023)

Best of the Best Award Scotiabank (2022)

Employee Communications Award Ragan (2022)

Sponsorship Marketing Award SMCC (2016)

W³ Websites: Entertainment W3 Awards (2011)

Talk to me

hello@trustfall.ca

Based in Toronto, available universe wide.