The long and winding road of my career started in 2001, in Montreal, when I spent a year of undergraduate studies at McGill. With my friend Neil Rogachevsky, I conceived of the idea for Entrepôt, a student magazine of ideas; it launched nationally the following year.

Featuring incredibly earnest and slightly pretentious essays on Bob Dylan, baseball, and the relationship between postmodernism and hip-hop (by yours truly), Entrepôt manifested the three  strands that have braided together to form my career: First, an entrepreneurial instinct. I love to make something from nothing; to bootstrap, and to turn an idea into reality. Second, an aptitude to assemble and coordinate a diverse creative team; to create the scaffolding to enable talented people to work together on something bigger than themselves. And third, a deep love of the craft of writing. Each chapter of my career reflects one, two or all three of these threads.

After graduating, I worked as a magazine editor (at Saturday Night, Toro and enRoute) and freelance journalist. This work enabled me to do so all sorts of memorable things: reviewing runway shows at London fashion week; ice-diving in the Alps; interviewing emerging artists in Shanghai’s dystopian suburbs; floatplane-flying in the Yukon; eating at 30 Amsterdam restaurants in a week; and more. During this time, I had a personal finance column in the Globe & Mail; a men’s style column in Canadian Business; and contributed to a range of other publications, including Monocle, Bon Appétit and Conde Nast Traveler. I also wrote several book reviews for the Globe & Mail and National Post. And an essay I wrote in 2019, “The Life-Changing Magic of Making Do,” was included in the anthology, Best Canadian Essays 2020.

In 2010, I moved to London, where I joined Winkreative, a global design agency, which is a sister company to Monocle magazine. There, I worked on large-scale branding and editorial projects with clients like Hermès, BMW, Porter Airlines and the Government of Thailand. Also in London, I did a brief spell at Vice; I consulted with Google; and I completed a master’s degree in political communication at the London School of Economics, where I won the Best Dissertation Prize for my narrative analysis of the killing of Osama bin Laden.

In 2013, I moved back to Toronto, and joined two friends to build the design studio, Whitman Emorson. It was a fun, deeply edifying, profoundly rewarding experience. At WE, I developed the studio’s sensible, unorthodox and intuitive approach to brand strategy. I oversaw client services and business development, working with organizations like H&M, Allied Properties, Holt Renfrew, the University of Toronto and Starwood Hotels and Resorts. In the summer of 2020, after growing the team to 12, I stepped down from my role and exited the company.

In summer of 2022, I launched a beverage brand, Wilda, along with my partner Mike Mills. I continue to consult with brands of all kinds, as well as larger agencies. In summer 2024, I expect to share big updates about the future.

Photo by the wonderful Kristina Ruddick.