Hello. I’m Umar.

I’m a Product Marketing and Growth Strategist. I help teams connect brand, product, and marketing into systems that drive adoption, retention, and long-term growth.

About Me

I’ve shaped products, platforms, campaigns, and digital experiences for brands like Coca-Cola, Microsoft, Mercedes-Benz, TD Bank, UNICEF, and Nestlé, working across North American and global markets. My work blends product marketing, go-to-market strategy, and systems thinking to help teams scale with clarity and impact. It has been recognized by the Webby Awards, W3, Strategy Awards and the Canadian Marketing Awards, and featured in Forbes, TechCrunch, The Globe and Mail, and The Wall Street Journal.

I’ve held senior roles across agencies and startups, including serving as Head of Experience and Product Strategy at VML, one of the world’s largest creative networks. I’ve advised CMOs, VPs of Marketing, and founders on go-to-market strategy, user journeys, and product adoption. I have taught marketing at Miami Ad School and have judged national creative and effectiveness award shows.

I hold an MBA in Marketing, with executive education in strategy, design, and foresight from Rotman and the University of Houston. My foundation in business, storytelling, and systems gives me an edge in building product experiences that resonate with users and drive meaningful growth.

What I Believe

The best products and companies tell a story.
They express a clear point of view.
They speak to real needs, reflect the culture they live in, and earn their place through clarity, consistency, and relevance.
Great marketing drives understanding, sparks demand, and turns strategy into sustainable growth.
That’s the space I work in, where strategic positioning meets execution, and brand becomes a growth system.

Vertical 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 digital marketing, product innovation, design futures, AI, 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 experience design at Miami Ad School and served as their strategist and Program Director for their Strategy Bootcamp. I’ve also designed courses for Interactive Advertising Bureau and served as a jury member for the Effies, CMAs, and Strategy Awards.

I currently sit on the board of Jack.org, a nonprofit advocating for mental health systems designed with and for young people.

How to Work With Me

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

  • Product marketing strategy and go-to-market planning

  • Feature definition and messaging frameworks

  • Experience design and digital ecosystem architecture

  • Keynotes, creative talks, and strategic workshops

If you're building something ambitious or need sharper systems around what already exists, I can help you clarify, connect, and scale what matters.

Let’s talk.