Selected Work

Strategy, platforms, campaigns, and workshops that delivered measurable growth.

Multiple electronic devices displaying Mazda cars and the Webby Awards logo.

Mazda

Rebuilt the digital buying journey from Build & Price through browsing to dealer lead capture, driving a 5x lift in conversions, built on Optimizely with Salesforce integration.

Website & Content Strategy

Two digital screens displaying Microsoft security reports and articles, with titles about cybersecurity and defense reports, on a white background.

Microsoft

Built an engagement platform and content system for CIO audiences to drive repeat visits and deeper interaction, increasing engagement by 327%.

Website & Content Strategy

Screenshots of three different online store pages from Amazon, Shopify, and UNICEF, showing product listings, a hair product, and a child donation campaign, respectively.

Built commerce platforms across Amazon, Shopify, Adobe, and Drupal, turning brand into high-performing digital storefronts. Crafted experiences for John Frieda, Bioré, Adidas, Dairy Farmers, and UNICEF, delivering up to 3X conversion.

Website Strategy & Content

Commerce Experiences

A collage of Coca-Cola branding images including people enjoying Coca-Cola drinks at various events and locations, Coca-Cola products, promotional displays, and logos.

Coca-Cola U.S.

Developed Gen Z activation ideas across national launches and live moments, turning Coca-Cola’s brand into culturally relevant experiences that drove demand. Initiatives spanned Coke Studio, American Dream Mall, Jack in the Box, Panda Express, Marriott, Six Flags parks, and national campus programs.

Go-to-market & Activation

A digital collage featuring various advertisements and product images, including hair care products, beverages, travel scenes, fitness, and entertainment content.

Launched a social first (and later AI-enabled) studio for go-to-market activities improving brand health and conversions across key journeys for Campari, KAO, Danone, Treasury Wine Estates, Audible and more.

Go-to-market & Activation

Propello Studio

Multiple smartphone screens displaying various webpage layouts with images and text, arranged in a collage.

Getty Images

Built CRM journeys and lifecycle messaging to improve retention and repeat engagement, strengthening ongoing customer value for iStock and Getty Brand.

CRM Strategy & Journeys

A computer website showing research at The Ottawa Hospital with sections on research grants, researchers, labs, core facilities, and facts about the hospital.

The Ottawa Hospital

Redesigned a complex hospital platform to make care information easier to find and act on, improving key decision tasks and engagement.

Website Strategy & Content

The image shows multiple electronic devices including laptops and smartphones displaying the Kruger Products brand and various paper tissue product pages, with a background of logos for brands like Bonterra, Cashmere, Purex, Scotties, Sponge Towels, and White Cloud.

Kruger Products

Modernized a multi-brand digital ecosystem and connected web and CRM journeys, increasing newsletter sign-ups and contest participation. Also revamped Intranet and B2B platfrom.

Website Strategy & Content, CRM Strategy & Journeys

Multiple overlapping web pages or screens related to automotive and manufacturing industries, featuring images of cars, people working in laboratories, and industry solutions.

Modernized a global B2B platform to improve lead capture and reposition the $34 Billion business as a solutions partner, lifting lead quality.

Website Strategy & Content

Jabil

Collection of digital advertisements and webpages for Lussier Insurance, featuring various insurance services, promotional offers, and images of people, including a woman with curly hair, a woman in a suit, and others, displayed on screens and promotional materials.

Lussier Insurance

Repositioned and rebuilt a legacy insurance website into a clearer digital-first platform with stronger conversion paths, increasing inbound leads by 22%.

Website Strategy & Content

Multiple electronic devices displaying the website of Dairy Farmers of Canada, emphasizing sustainability and Canadian dairy products.

Dairy Farmers of Canada

Unified 50+ sites into one platform serving consumers, educators, HCPs, and corporate audiences, driving engagement (230%+) and newsletter growth(90%+)

Website Strategy & Content, CRM Strategy & Journeys, Go-to-market & Activation

Screenshot of a website on various devices showing legal and financial solutions, with a focus on stress-free management and professional support.

Repositioned and launched a financial and legal marketplace with a clear product strategy, brand identity, and end-to-end user experience, helping secure early-stage funding and validate the platform direction.

Website Strategy & Content

Vexxit

Flyer for Miami Ad School showcasing a classroom scene with an instructor and students, and a panel of industry professionals.

Miami Ad School

Built and led strategy bootcamp curriculum and workshops for 8 years, training emerging talent for agencies, brands, and startups. Taught core strategy skills through hands-on briefs and real-world industry practice.

Facilitation & Teaching

A man holding a microphone and a piece of paper or card, standing in front of a board filled with colorful sticky notes during a presentation or workshop.

Facilitation & Workshops

Facilitated foresight, design thinking, and CX workshops that aligned teams on priorities, next steps, and clear plans. Delivered for organisations including Shell, Metso, Ubisoft, Kruger and City of Toronto.

Facilitation & Teaching

What Clients Say

  • "Umar led a highly structured and creative session that aligned our teams quickly and clearly. We left with a shared direction and a practical app roadmap to move forward."

    — Head of Product and CX, Energy Company

  • "Umar and his team quickly understood the complexity of our organization and translated it into a clear, practical digital strategy. The redesign truly support our patients, staff, and research community."

    — Chief Marketing Officer, Healthcare Organization

  • "Having a partner who shares the brand vision and can push it into action is what makes this come to life. The work delivered 35% lower CPMs and helped us hit sales targets ahead of schedule."

    — Brand Director, Global Consumer Brand

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