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.