Umar Ghumman
Digital Experience Strategist.
Scroll down
500M+ Sales
•
5X Conversion Lift
•
North American delivery
•
52+ Awards
•
40+ Enterprise Websites
•
500M+ Sales • 5X Conversion Lift • North American delivery • 52+ Awards • 40+ Enterprise Websites •
About Me
I am a strategy leader who turns positioning into websites and go-to-market systems that drive growth.
My work spans brand strategy, experience design, behaviour change, and conversion thinking, with deep hands-on scope across experience vision, content strategy, information architecture, UX direction, and creative and design direction, working closely with product, design, and engineering teams to bring it to life.
My experience includes healthcare, automotive, CPG, SaaS, insurance, and non-profit across Canada and the U.S.
I’ve held senior digital strategy roles at VML, Publicis, and Stagwell, partnering with CMOs, VPs, and founders. My work has been recognised by the Webby Awards and the Canadian Marketing Association, and featured in Forbes, The Globe and Mail, and The Wall Street Journal.
I write for industry publications including WARC and Campaign Magazine, and my work has appeared in an industry book on strategy and creativity.
I hold an MBA in Marketing, with executive education in strategy, design, and foresight from Rotman School of Management and the University of Houston.
How I Think
The best brands start with a clear point of view.
That point of view should shape the digital experience, not just the advertising.
When positioning, experience design, and go-to-market systems work together, the result is a connected engine that drives demand, conversion, and long-term trust.
keep scrolling
FEATURED AND PUBLISHED IN
•
Campaign
•
WARC
•
FastCo
•
WSJ
•
Globe and Mail
• Campaign • WARC • FastCo • WSJ • Globe and Mail
Vertical and Brand Experience
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)
Automotive
Mercedes-Benz, Sprinter, Yamaha Motors, Volkswagen, Mazda
Technology, Telco, Services, SaaS
LG, Rogers, Getty Images, iStock, The Weather Network, Ten Thousand Coffees, Microsoft, Jabil
Gaming
Ubisoft, Nintendo
Retail and QSR
The Home Depot, Tim Hortons, McCafé, Jack in the Box, Panda Express, Whataburger
Apparel, Fashion, and Beauty
Ssense, Rudsak, ALDO, Tommy Hilfiger, Adidas, KAO (Biore, Jergens, John Frieda)
Financial Services
TD Bank, BMO, Ally Bank, MD Financial, PayPal, Capital One, HSBC, Picton, Vexxit, Lussier Insurance
Government and Crown Corporations
City of Toronto, Canada Post, OLG
Energy and Utilities
Shell, ConEdison
Healthcare
The Ottawa Hospital
Non-Profit and Advocacy
UNICEF, FAST, Dairy Farmers of Canada, CHFA
Travel and Tourism
WestJet, Porter, Tourism Australia
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)
keep scrolling
EXPERTISE
Research & Insights
•
Positioning & Messaging
•
Digital Experience Strategy
•
CRM Strategy & Journeys
•
Facilitation and training
•
Research & Insights • Positioning & Messaging • Digital Experience Strategy • CRM Strategy & Journeys • Facilitation and training •
How to Work With Me
I work with organizations and leadership teams in four ways.
1. Digital experience strategy
Positioning and Messaging, UX research, experience vision, information architecture, content strategy, and conversion strategy for websites, products and platforms.
2. CRM strategy and journeys
Lifecycle journeys, messaging, triggers, and programs that connect back to the websites and products.
3. Go-to-market and activation
Go-to-market planning, communications and campaign strategy, and channel activation that connects positioning, website content, and CRM.
4. Facilitation and Teaching
Design thinking workshops, leadership sessions, training programs, and structured foresight exercises that help teams align, decide, and move forward.
Let’s talk.
Speaking, Teaching, and Thought Leadership
I’ve spoken at conferences, universities, and brand summits on digital strategy, AI, and customer experience.
Selected talks include Collision Conference, Ad Club of Toronto, University of Toronto Rotman School of Management, TD Bank, and Toronto Metropolitan University.
As an educator, I’ve taught strategy and experience design at Miami Ad School, where I also served as Fractional Director of Marketing and Program Director for their Strategy Bootcamp. I’ve guest lectured at Humber College, Seneca, and the Rotman School of Management, and serve on the Program Advisory Committee for Humber’s Advertising Program.
I’ve designed courses for the Interactive Advertising Bureau, and have 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.
keep scrolling