Dianne is the Chief Executive Officer of Critical Mass, a global digital experience design agency. During her 20-year tenure, Critical Mass and its affiliate organizations have grown from 25 people in Calgary to over 950 employees working in 11 offices across the globe. The agency is now recognized as a leader in digital, widely admired for the innovative, customer-centric experiences they design for world-class brands.
In her time with Critical Mass, Di has held many influential positions—managing director, coach, entrepreneur and leader for teams and clients. She started with Critical Mass in Stockholm, leading Saab on a global basis. After two years, she relocated to Calgary and was promoted to CEO in January 2006. Since joining Critical Mass, Di has been actively involved with many of the agency’s largest clients, including Citi, P&G, Nissan/Infiniti, AT&T and adidas.
One of Di’s strengths lies in her ability to blend client service and strategic thinking, and she believes strongly that Critical Mass is an indispensable strategic agency partner to clients. Her constant goal is to build clients’ businesses by seeing brands through the eyes of the customer. When brand interactions are designed to be simpler, faster, seamless, more rewarding and more entertaining, she believes that an agency can deliver truly transformative business results.
Di received an MBA while pursuing a career as a golf pro, but she recognized the potential of digital early on and never looked back. While her golf handicap has suffered, the Critical Mass team and their clients have benefited from her visionary leadership and unceasing passion.
Critical Mass is a global experience design agency with a relentless focus on the customer. Founded in 1996, the agency has grown to 11 full-service offices operating across America, Europe, Latin America, South America and Asia. Its unwavering belief in delivering brilliant customer experiences produces business-building results for clients including Citi, Nissan, Clorox, SAP, Marriott, and Visa. Critical Mass is a part of the DAS Group of Companies.