Emily Bain

As Director of Strategic Planning, Emily leads both the Experience Planning and Brand Planning disciplines. She was named one of Canada’s first Directors of Strategic Planning, and has successfully built a diverse group that balances science and creativity to uniquely understand human behaviour and motivation. She developed our values-based segmentation model, which has been the foundation for much of john st.'s most effective and enduring work for clients like Tangerine (formerly ING Direct), Wiser's, Cashmere and Stanfield's. She also loves (in no particular order) the colour orange, everything Scottish, and her dog Charlie who is not nearly as feisty as Emily.