Our Leadership + back to About Us


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.

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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.

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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.

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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…

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Amanda Levy, SVP, General Manager, Chicago & LA

Inspired by faith, family and fun.

Amanda Levy is Senior Vice President, General Manager of our Chicago and LA offices. 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.

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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.

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