About Me
I graduated from McMaster University with a Masters degree in Neuroscience and a co-op MBA. After evaluating the different paths available for a scientist gone corporate, I was immediately drawn to the complex problem solving and variety of experiences available in consulting. In my second co-op term, I landed a role in a tech accelerator at PwC Canada. Leveraging the coding skills built during my MSc, my primary focus became data analytics. By the end of my term, I secured a full-time role on the Data Analytics team, and finished the remainder of my MBA degree part-time.
Very shortly into my tenure at PwC Canada, I met another Mac Psychology alum, Melaina Vinski, who was pioneering PwC’s Behavioural Insights practice with a small group of collaborators from the global network. After working with her on a few projects, I became her first full-time collaborator at PwC Canada. During our five years together, we delivered dozens of multidisciplinary projects with other consulting teams and grew the practice to a team of five full-time consultants and generated millions in yearly revenue.
I’m very proud of what we were able to achieve as an applied behavioural science team in consulting, but ultimately I decided against pursuing the partnership, and I left to explore where else behavioural science could be applied most effectively (more on that below). I was drawn to behavioural science by a deep curiosity about how I could make sense of human behaviour, and I've built my career around translating those insights into practical solutions that work.
Always curious, always learning. Let's connect.
I believe that behavioural science is best applied in two ways…
As a targeted problem solving tool. Often the problems we face can be narrowed down to a specific behaviour. Customers drop off at specific points for no obvious reason. They postpone key decisions or miss important information that would help them get more value from what you provide. You can use behavioural science to build experiments with measurable outcomes that get to the root of these kinds of problems and inform how you can improve performance.
As a strategic foundation. A behaviour based strategy is one that starts with the behaviours that drive value for the organization at the core. From there, we define how we can make that behaviour more appealing, easier to perform, and more rewarding. Using a deep and scientifically informed understanding of what motivates customers to start performing (and keep performing) these behaviours, organizations can use behavioural science to create a long-term competitive advantage.