Dianne Wilkins, CEO
Inspired by positive changes and the warmth of the sun.
Dianne Wilkins is the CEO of Critical Mass, a digital marketing agency that creates extraordinary experiences on behalf of some of the world’s most admired brands. In her 13 years with Critical Mass, Di has served as managing director, coach, entrepreneur, and leader for teams and clients. She got her start with Critical Mass in Stockholm leading Saab on a global basis. After two years, she relocated to Calgary where she took on varied roles before being promoted to CEO on January 1, 2006. She’s had active involvement in clients as diverse as Citi, P&G, Mercedes and Las Vegas Convention and Visitors Authority. Her roots in client service helped to sharpen her strategic leadership skills and have been the hallmark of our focus on flexibly serving the needs of clients on mutually rewarding terms.
Di received her MBA and began her career as a golf pro. Her passion for the game attracted her to Critical Mass and our early heritage doing instructional CD-ROM’s for golf. She saw the potential of digital and the Internet and has helped to shape the company from those early days. While her handicap has suffered, Critical Mass clients and team have benefited from her leadership and strategic guidance.
During her tenure, Critical Mass and its affiliate organizations have grown from 25 people in Canada to over 700 employees and numerous locations around the world. The agency has been recognized for their work across world-class brands and digital experiences. As CEO, Di’s passion is doing extraordinary work for our clients and their customers.
Chris Gokiert, President
Inspired by what’s next.
Chris Gokiert is the President of Critical Mass. With the agency for nearly a decade, Chris manages the operations of the company across our network of seven offices. His strategic leadership and dedication to client service have been instrumental in the launch of major multi-channel initiatives for Infiniti, Budweiser, Adidas and AT&T.
From transactional sites to brand building experiences, he brings a relentless focus on excellence and pushing our teams to over-deliver. He is responsible for overseeing the growth of the company and evolving our services to keep pace with the changing digital landscape.
During his tenure at Critical Mass, Chris considers the re-launch of Dell’s new website one of his most notable achievements, bringing in the world’s largest e-commerce site on time and on budget, to an audience of more than 80 countries in 18 languages.
Lee Tamkee, Chief Financial Officer
Inspired by a good biography and the triumph of the underdog.
With over 15 years of experience in entrepreneurial, start up, turnaround, and corporate environments, Lee is well-equipped to lead Critical Mass’ pursuit of operational excellence. In addition to leading the Support Services group at Critical Mass, Lee collaborates with the Leadership team to ensure that employees have access to the best resources, the best facilities, and an inspiring environment to work in. He champions Critical Mass’ cause for profitable growth and operational success—all while never failing to appreciate the importance of having a good time.
Prior to Critical Mass, Lee was an integral member of the executive team behind the successful launch of Bell Canada’s brand & cellular operations into Western Canada, an accomplishment finally realized after 120 years in business.
While he is not quick to tell you, Lee is an accomplished athlete having represented Canada in many international competitions as a member of the National Field Hockey team. It’s clear to see that the inherent drive for success, commitment to excellence and passion for teamwork in any athlete, has followed Lee into his role with Critical Mass.
John McLaughlin, COO
Inspired by levity, brevity, and a suggestive ellipsis...
As Chief Operations Officer, John is charged with overseeing the quality and efficiency of the Agency’s process and work product. With Critical Mass since 1999, John has led teams for several of Critical Mass’ largest clients and programs. Providing digital strategy and client service for Hyatt, NASA, Procter & Gamble, and the Las Vegas Convention and Visitors Authority (LVCVA), has given John a great understanding of the challenges encountered by dynamic, complex organizations and the strategies and tactics to improve quality and profitability.
With a master’s degree in Integrated Marketing from Northwestern University, John believes in the power of data and analytics to drive business and organizational decisions. John also holds a degree in journalism with a concentration in advertising and business administration from Ohio University. When not crunching numbers, John enjoys Major League Baseball, Scrabble, and reading…
Scott Ross, SVP, Executive Technology Director
Inspired by complexity and the monkeysphere.
As SVP, Executive Technology Director, Scott is responsible for unifying our technology strategy and vision as an agency, putting the core processes and systems in place, and ensuring that technology can fully enable the extraordinary experiences we create—from site to mobile, social and distributed experiences. Scott helps lead our clients and teams in the formulation of strong technology strategies, selection of tools that enable speed and flexibility, and development of partnerships that extend our capabilities.
With Critical Mass since 2008, Scott previously served as VP of Technology in our Toronto office working across Citi, Infiniti, Gucci and other clients. Prior to Critical Mass, Scott spent ten years with MacLaren McCann where he led their technology practice and served such clients as General Motors, Nestle, Microsoft, Rogers, Johnson & Johnson, Air Transit, Staples and RBC.
Scott’s first foray into the industry was in 1992, developing CD-ROM training and educational materials for BMO and IBM. To pay the bills, he developed everything from shareware collections to multimedia bar guides to digital music magazines. In 1995, he made the switch to the web and, nearly 20 years later, he’s never looked back—bringing his passion for technology to the ever-evolving digital landscape.
Susanne Jones, SVP, Managing Director, London
Inspired by accomplishment through collaboration and community.
As Senior Vice President, Managing Director of our London office, Susanne is responsible for spearheading Critical Mass’ expansion into the European market. Equally adept at operations, client and account management, and production, Susanne brings a breadth of expertise and global experience to the role.
Prior to joining the team in London, Susanne served as Head of Operations and Production for RIOT, the digital arm of 180 Amsterdam, where she co-led the setup and evolution of a 60-strong team in establishing and delivering against a meaningful constant communications model for adidas Sports Performance globally. Before that, Susanne served various roles at Critical Mass, including Vice President Client Partner for Citigroup Global Direct Banking, as well as, Program Director across the Citigroup North American business. The breadth of initiatives Susanne has overseen includes intense discovery work (including primary and secondary research), strategy and planning, intense stakeholder sell-in and user testing, global and regional site redesigns, digital marketing campaigns, site/media campaigns, social media strategy and execution, content planning and production.
Amanda Levy, SVP, Group Director, Nashville
Inspired by faith, family and fun.
Amanda Levy is Senior Vice President, Group Director, managing the Critical Mass Nashville office and our Nissan North America relationship. Prior to this role, she was the Director of Integration on the Dell account working across Critical Mass offices, agency partners and client groups to drive tighter coordination and improved communication throughout the teams. She also led numerous new business opportunities with key wins including: Nissan, Infiniti, Clorox, Harley-Davidson, Budweiser, and Tyco Electronics.
Prior to joining Critical Mass, Amanda served as the West Coast Director for OMD Digital where she managed the Los Angeles and San Francisco offices. Some of her key clients included: Nissan, Infiniti, Apple, Sony Playstation, Hilton and Clorox. Amanda truly understands clients’ needs since she worked on the client side for over five years at Dell Computer. During her time at Dell, she managed Dell Consumer’s online demand generation vehicles, was responsible for the site strategy and performance, and led global browse and application layer projects cross-functionally.
Amanda has an MBA in eCommerce and a BA in Economics, both from Vanderbilt University.
Matt Di Paola, SVP, General Manager, Toronto
Inspired by What if? How Might We? Yes, And.
Matt Di Paola is Senior Vice President, General Manager of Critical Mass Toronto. Prior to this role, he was Chief Strategy & Innovation Officer at MediaCom Canada, responsible for innovative approaches to clients’ business problems.
Before joining MediaCom, Matt served as Senior Vice President, Managing Director at Proximity Canada, overseeing a period of tremendous growth and securing digital & CRM AOR relationships with global blue chip clients including Gillette & HP, in addition to Canadian-specific clients like Mars, Campbell’s, Pepsi-QTG, Frito-Lay and RBC. He also led the agency to a host of creative award recognitions, including three Cannes Lions.
Matt also served as Director of Client Services at Tribal DDB, leading national accounts and award-winning integrated work for clients such as BMO InvestorLine, Canadian Tourism Commission and Gatorade. During his tenure, the Toronto office grew 200% and won Digital Agency of the Year in 2005.
Matt sits on the Advisory Board for nextMedia, participates with ideaBOOST and has presented on Branded Entertainment at nextMedia and at SxSW. He has also presented on the Future of Media at Schulich, Dx3, Centennial College and ICA’s CAAP. In 2011, he was Executive Producer of the off-Broadway play, “Quake” in NYC and wrote, directed and produced “The Grind” in the 2001 Toronto Fringe Festival.
Shaina Boone, SVP, Marketing Science
Inspired by Queen Elizabeth I.
Shaina has built the Marketing Science line of business for Critical Mass and leads it globally with teams across North America and Europe. Her leadership role includes motivating and inspiring 30 exceptionally bright analysts, business development and PR, and ensuring Critical Mass work performs to our clients and their customers satisfaction. She has 15 years of experience in the digital marketing industry with areas of expertise including omni-channel measurement strategy and mix planning, performance analysis, and driving data-driven creative and strategy. She leads her department with a singular focus on delivering experiences that positively impact in-store and online sales. She has led a wide variety of brands within CPG, automotive, financial, retail, consumer electronics, luxury, travel and healthcare segments.
Shaina is a passionate thought leader on the subjects of omni-channel measurement and privacy, having spoken at SxSW, eMetrics Summits, OMMA Measurement Summit and Wharton School of Business, as well as contributing to the Ad Age Digital Next blog. Critical Mass is a Digital Analytics Association member and Shaina specifically has trained at the UC Irvine Web Intelligence program, as well as completing the UBC Award of Achievement in Web Analytics program. She holds a bachelor of fine arts degree and is an accomplished cook and organic gardener. She lives and breathes the balance of art + science every day.
Jaime Escobar, SVP, General Manager, Latin America
Inspired by great leaps of faith.
As Senior Vice President, General Manager for Latin America and The Hangar, Jaime leads Critical Mass’ strategic growth plan and operations in the Latam region, including the expansion of regional full-service agency services and digital production for global and regional marketers and agencies.
Prior to this role, Jaime ran The Hangar Interactive, which has grown into a hotspot for Latin American digital talent and high-quality production, while establishing a new hub for Critical Mass to service clients in the region. Under Jaime’s leadership, The Hangar Interactive grew revenue by 30 percent annually in three years and built specialty services, including marketing science support, mobile app development and illustration for clients such as Nissan, Citi and agencies such as RAPP.