Green Paper Structures

Kristin Morris

Digital Strategist + Consultant

Customer Experience    Insights    Engagement

I'm Kristin

I'm a Digital Consultant and Cross-Channel Strategist delivering customer-first, digital strategies and insights for financial and B2B companies including CIBC Wealth Mgmt.Manulife, Rogers & TD Wealth Mgmt.


I've also created a few small start-ups over the years on a variety of eCommerce (WYSIWYG) platforms including HubsterMelangerie, and 3 Keys Healing Art. Each initiative has provided the opportunity to flex my entrepreneurial muscle, building something new and unique from concept to completion (with every trial and tribulation one can expect...), while expanding my digital skills in eCommerce, analytics, digital strategy, content creation, digital marketing, writing, and of course, customer experience.


my approach

I connect the dots between customer journey, data and UX design to deliver unique cross-channel strategies that captivate audiences and drive engagement; converting browsers into buyers and users into subscribers, uncovering pain-points along the way. Helping clients and stakeholders achieve their goals and go home happy.



  • 2018 - Current

    Digital Consultant

    Self Employed

    Digital consultation on a variety of projects.

  • Oct 2018 - Apr 2019

    Senior Manager, Digital Strategic Initiatives

    CIBC, Digital Wealth Management

    Help support the growth and transformation of the Wealth digital channel.

    • Co-lead new vision for CIBC Wealth Advice Centre optimizing advice-based content spread across various web sites under the CIBC Wealth brand. Delivered a strategic proposal with our recommendations and a 3-year road map ​with​ KPIs tied to business goals. Phase 1 of the portal was successfully launched in 2019

    • Launched Women and Wealth page; collaborated with marketing and eCom team to deliver new portal that provided guidance targeted toward Women about Wealth

    • Launched new Commercial banking portal

    • Developed master list of KPI's for wealth digital channel.

  • Sep 2016 - Ongoing


    3 Keys Healing Art

    • Intuitive Art I create myself

    • Original Concept, Web Design, Digital Strategy, Marketing/Web Copy, Digital Marketing, Social Media Marketing, Branding, Copy, Logo, eCommerce, SEO

    • WIX platform

  • 2017 - 2018

    Founder, Managing Director


    Online jewellery store that sells crystal beads, malas and bracelets drop-shipped from China. 

    • Achieved 'new Shopify store to achieve top 15% sales ranking within 3 months'.

    • Marketing/Web Copy, Web Design, Digital Strategy, Original Concept, Digital Marketing, Social Media Marketing, Branding, Copy, Logo, eCommerce, SEO

    • Shopify eCommerce platform

  • Dec 2013 - Feb 2016

    Digital Channel Strategy Manager

    Manulife, Investments

    Create, plan and execute digital strategies across multiple platforms including web, mobile and social to meet marketing and business goals in the investment channel.​ More >

  • Sep 2011 - Feb 2013

    Founder, Start-up


    Hubster is an eCommerce platform that makes it easy for women to buy, sell + swap their services online.

    • Original concept, UX design, web strategy, workflow, branding/logo, web copy, market research, business + financial planning, marketing, Wordpress, social media marketing

  • Feb - Sep 2010

    Manager, Web Strategy

    Rogers Communications, Business

    • Defined new strategy for Rogers business portal, delivering a high level Roadmap (budget $3.5M)

      • Lead team meetings gathering requirements from stakeholders + product owners

      • Collaborated with cross-functional teams; worked within an Agile framework

      • Conducted research and delivered competitive analysis

    • Managed digital marketing initiatives for iPad, iPhone + Live Agent

  • May 2007 - Apr 2008

    Senior Analyst, Channel Analytics

    TD Wealth

    Member of TD Wealth Web Strategy group, hired to redesign public site and brokerage site WebBroker. More >

  • Oct 2002 - Dec 2006

    eBusiness Solutions Consultant /

    Lead UX/UI Designer

    Wolters Kluwer

    Lead Web Designer for 2 years. Promoted to eBusiness Solutions Consultant. More >

skills + strengths

Digital Strategy

Web Analytics

Digital Marketing

Social Media Marketing

Market Research

Customer Experience

Data Visualization


UX / UI Design

Competitive Analysis

Customer Journey Road Maps

Content Creation


Copywriting / Editing / Proofing


Team Leadership


Proposals / Presentations

Project Management




Change Agent

Problem Solver

Big picture thinker

Needs Assessment


Goal Planning


Sales Person

Decision Maker

Thought Leader

Business Acumen

Excellent Communicator 

Exceptional Writer

Adobe Photoshop

Google Analytics

Adobe Analytics

Instagram / Facebook Ads

Adobe Spark

Tailwind Social Marketing





Amazon FBA

Amazon Sponsored Ads

Office 365

IOS / Chrome / Windows

Agile / Waterfall

I had the pleasure of working with Kristin at Manulife.

As a Strategy Manager and a key person on Manulife Digital team, Kristin was always taking leadership and has demonstrated deep knowledge of marketing trends, modern technologies and business practices. On a personal level I found Kristin as a very enthusiastic, supportive and reliable person. Great team player bringing significant value to the business.

Irina Briand 

Senior Digital Analytics Consultant

Kristin is forward thinking and passionate about creating effective change.

She has strengths around identifying processes that require optimization, suggesting incremental improvements and rallying colleagues around the vision. She has a solid grasp on strategies for doing business on the Web and is also a very capable graphic designer.

Paul Cowles

Vice President, Engineering

Jungle Scout

Kristin is great to work with. She brings creative and energetic vision to any project. She's passionate about effective change and was able to visually articulate all ideas from our group expertly. Kristin was always a joy to work with!

BJ Byrne 

Senior IT Consultant

Visual Antidote


Integrated Digital Marketing Certificate

Toronto, ON


Award of Achievement in Web Analytics, Web Analytics

University of British Columbia, B.C.


Science & Art of Effective Web & Application Design

Human Factors Int’l 

Toronto, ON



Marie Forleo Int'l



Entrepreneurial Training Program

Centennial College

Toronto, ON

education + training

A child has no trouble believing the unbelievable, nor does the genius or the madman. It's only you and I, with our big brains and our tiny hearts, who doubt and overthink and hesitate.

Steven Pressfield,

Author, Genius, Madman