As CEO of Critical Mass, Dianne’s passion is doing extraordinary work that transforms clients’ businesses by improving customers' lives. In her 19 years with Critical Mass, Dianne 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, Dianne relocated to Calgary where she was promoted to CEO in January 2006. Di continues as CEO and now resides in New York. Since joining Critical Mass, Dianne has been actively involved with clients as diverse as Citi, P&G, Nissan/Infiniti, AT&T and adidas. Di brings a blend of client service and strategic thinking to her clients and teams, believing strongly that Critical Mass is an indispensable and strategic agency partner to clients. Di has seen first hand that as businesses work to transform themselves, the best results come from focusing on customer-centricity and designing experiences that make things easier, faster, simpler, more rewarding and more entertaining for customers. During her tenure, Critical Mass and its affiliate organizations have grown from 25 people in Canada to 950 employees working in numerous locations around the globe. Critical Mass has been recognized for its remarkable work across world-class brands and digital experiences. Di received an MBA while pursuing a career as a golf pro. Her passion for the game attracted her to Critical Mass in its early days, when the agency designed instructional CD-ROM’s for golf. She immediately recognized the potential of digital and the Internet and never looked back, helping to mold the company into a forward-looking digital agency from its infancy. While her golf handicap has suffered, the Critical Mass team and their clients have benefited from her strong leadership and strategic vision.