Hello. I’m Umar. I’m a Strategist and currently the CXSO of NewBrains, a digital growth studio focused on helping brands grow through CX. I am also the Creative Director and Applied Futurist at TM Studio™, a creative practise.

About Me

I’ve shaped platforms, websites, campaigns, and experiences for brands like Coca-Cola, Microsoft, Mercedes-Benz, TD Bank, UNICEF, and Nestlé across Canada, the US, and global markets. My work has been recognized by Cannes Lions, Webbys, and CMAs and featured in Forbes, WSJ, TechCrunch, and The Globe and Mail.

I’ve held senior strategy roles across leading agencies in North America and startups, including serving as Chief Experience Strategy Officer at VML, the world’s largest creative network. I hold an MBA in Marketing and have pursued continuing education and executive training at the Rotman School of Management and the University of Houston—investing in both the discipline and evolution of my craft.

I work with small businesses, brands, organizations, and non-profits to help them win creatively, commercially, and culturally.

What I Believe

The world needs more creativity.
Creativity that expresses a point of view.
That moves culture.
That builds commercial success.
That makes something unforgettable.

These are Trademark-worthy ideas. TM ideas™.

A TM idea™ is one that’s unique, rooted, and built with intention. It’s a concept. A system. Not every idea earns the mark. I make the ones that do.

Not every perspective becomes a TM idea™. Some just live on my Substack.

Selected Clients and Brand Experience

Financial Services
TD Bank, BMO, Ally Bank, MD Financial, PayPal, Capital One, HSBC, Picton Mahoney, Vexxit, Lussier Insurance

Consumer Packaged Goods (CPG)
Coca-Cola, Fanta, Glaceau Vitaminwater, Doritos, McCormick, Billy Bee, Clubhouse, Haagen-Dazs, Kit Kat, Smarties, Skinny Cow, Stouffer’s Bistro, Ritz, Triscuit, Coppertone, Danone, Activia, Redbull, Kruger Products (Cashmere, Purex, Scotties, Bonterra, Sponge Towels, B2B)

Government and Crown Corporations
City of Toronto, Canada Post, OLG

Technology, Telco, Services, SaaS
LG, Rogers, Sonos, Getty Images, iStock, The Weather Network, Ten Thousand Coffees, Microsoft, Jabil

Energy and Utilities
Shell, ConEdison

Healthcare
The Ottawa Hospital

Non-Profit and Advocacy
UNICEF, FAST, Dairy Farmers of Canada, CHFA

Apparel, Fashion, and Beauty
Ssense, Rudsak, ALDO, Tommy Hilfiger, Adidas, KAO (Biore, Jergens, John Frieda)

Automotive
Mercedes-Benz, Sprinter, Yamaha Motors, Volkswagen, Mazda

Retail and QSR
The Home Depot, Tim Hortons, McCafé

Travel and Tourism
WestJet, Porter, Tourism Australia

Gaming and Entertainment
Ubisoft, Nintendo

Manufacturing and B2B
Metso, InMode

Alcohol and Beverage
Treasury Wine Estates (19 Crimes, Wolf Blass, Lindeman’s, Beringer, Matua, Castello di Gabiano, Stag’s Leap), Campari Group (Grand Marnier, SKYY Vodka, Baron Samedi Rum, Appleton Estate)

Speaking, Teaching, and Thought Leadership

I’ve spoken at global conferences, universities, and internal brand summits on topics including the digital marketing, future of design, AI, storytelling, creativity, and customer experience.

Selected talks and appearances include:

  • Collision Conference – What Creative Industries Can Teach Us About AI

  • Ad Club of Toronto (with Google and Spotify) – The Future of Digital Media

  • University of Toronto, Rotman – How to Get the Job You Want

  • TD Bank – What We Can Learn from Amazon

  • Toronto Metropolitan University – The Future of Marketing

As an educator, I’ve taught strategy and CX at Miami Ad School and served as Program Director for their Strategy Bootcamp. I’ve also designed courses for IAB Canada and served as a jury member for the Effies, CMAs, and Strategy Awards.

I’m passionate about expanding access to education, creativity and youth mental health. I also currently sit on the board of Jack.org, a non-profit advocating for the mental health system and needs of young people.

How to Work With Me

I collaborate with brands, founders, organizations, and future-focused teams on:

  • Keynotes, panels, and creative talks

  • Digital, CX and platform strategy

  • Strategic provocations and ideation sessions

  • Cultural content and thought leadership

If you want to spark something original or you’re looking for ideas worth existing.

Let’s talk.