A consultant who spent fifteen years learning what customer centricity actually takes.
I'm a customer centricity consultant based in Ontario, Canada. Fifteen years at IKEA across two continents taught me how companies actually build customer relationships — and where the gap sits between saying so and doing so. I help businesses close that gap.
Returns desk to regional lead.
I started at IKEA Canada in 2003 in Returns — face-to-face with what goes wrong for customers. Sales coordination came next, then catalogue and loyalty, and eventually the IKEA FAMILY program. In 2013, IKEA Dubai recruited me to run Catalogue and IKEA FAMILY across Saudi Arabia, the UAE, and Egypt. A few years later, Al-Futtaim asked me to lead CRM, data, and analytics across sixty-plus retail brands in MENA and Southeast Asia — Marks & Spencer, ToysRUs, ACE, and others.
One size fits all is a myth.
Strategies that win in Canada can fall flat in the Gulf. A customer interaction that feels natural in Dubai can feel cold in Toronto. The concept stays — that's what makes a brand a brand — but the execution has to be local. Always.
Going deeper, on the problems that matter most.
After two decades inside large organizations, I stepped out to consult. Corporate life has its own politics that crowd out the work, and consulting lets me do what I'm best at: going deep with a few clients, on the problems that matter most. I also ran briefly for provincial office in 2022 and 2025 — experiences that deepened my belief in listening and serving communities. The same skill that makes customer centricity work.
New tools, same principles.
I've added a new layer to the practice: AI-assisted research, analytics, and strategy. I use it the way a mechanic uses a diagnostic tool to tune an engine — to measure precisely, test more scenarios, and dial in the work before it goes live. Judgment, customer empathy, reading a room in a client meeting — those stay human. The tool sharpens the work. It doesn't do it for me.
Ontario, a puppy, and a motorcycle somewhere on a back road.
Ontario is home. Most weekends mix time with my wife, our puppy, a motorcycle on an Ontario back road, or a home improvement project I probably underestimated. I'm curious about how things work — cars, engines, tools, technology. That's probably why the mechanic metaphor landed so easily.
Let's figure out what's next — together.
Share what's on your mind — a question, a challenge, a half-formed idea. I'll listen first, and we'll take it from there.
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