Jenny Smith

President and Executive Creative Director

With over 20 years in the advertising business, Jenny is no stranger to creating internationally recognized, award-winning work. She’s ranked one of the top creatives in Canada, has won hundreds of awards including a few gold Cannes Lions, and has judged every ad show in the country. Perhaps one of her biggest accomplishments was representing Canada at the Cannes Lions International Festival of Creativity where she had the honour of judging in 2009 and again in 2018 – the only woman east of Toronto to be invited twice. But unlike most ad veterans across the country, Jenny lives nowhere near Toronto. Or Montreal. Or Vancouver (although she likes shopping in those places).

She has worked on local and international brands including Irving Oil, Air Canada Jazz, Tango, Maple Leaf Foods, Atlantic Lottery, McCain Foods, Sobeys, Labatt, Eaton’s, A&P, Sprite, Newfoundland and Labrador Tourism, Ikea, Harry Rosen, Nalcor, NL Hydro, Purina, Crime Stoppers, Newfoundland and Labrador Liquor Corporation, Quidi Vidi Brewery, Nova Scotia Tourism, Bell Aliant, Western Union, AHL, Opera on the Avalon, Air Labrador, True North Seafood, Brunswick Sardines, and many more.

After working for other people for 15 years, she took a giant leap and launched Ray in 2013 – a strategic and creative boutique that’s proven to be one of the hottest shops in Atlantic Canada. So far, her team has received many accolades and awards including the Top 50 Start-Ups in Canada according to PROFIT and Canadian Business and Maclean’s, E&Y EOY Finalist, NLOWE Start-Up Entrepreneur of the Year Award, ICE Best of Show, St. John’s Board of Trade Winner in Growth and Sales, and various other creative-related awards – all in just 4 years.

She lives in St. John’s with her husband and is a proud mother of two children, James and Mary. Who like some of her work.

Sherrie Reynolds

Director, Client Services

Sherrie is a lover of Newfoundland and all the wonderful things that come from our province – especially the local food and drink scene (if you ever need restaurant recommendations, call her).

Over the past ten years, she has developed a reputation for providing an uncompromising level of account service, partnership and commitment to her clients. So much so, Ray lured her back from the mainland (we thank our lucky stars every single hour). She is highly strategic, buttoned-down and has been instrumental in the development and production of many successful, award-winning campaigns. Clients love her for all these reasons. They also love her because she’s incredibly cool (and really, really nice).

She’s worked on MasterCard, Whirlpool Appliances, Koodo Mobile, WestJet, AdditionElle, Sochi 2014 Winter Olympics, Newfoundland and Labrador Liquor Corportion and many more.

When she’s not experiencing Canada’s hottest foodie scene, she is creating her own masterpieces at home with a fresh supply of produce from her new greenhouse. We want an invite.

Terri Roberts

Creative Director

As Creative Director, Terri likes to shake things up, creating powerful marketing solutions for her clients along the way.

With nearly 20 years of experience, she’s helped to create successful campaigns for brands like Newfoundland and Labrador Tourism, Maple Leaf, Irving, Air Canada, Brock University, Capital Mitsubishi, MINI St. John’s, RMM, The Cahill Group, and Lamb’s Rum.

One of the most decorated copywriters in Atlantic Canada, Terri has won a host of metal bits and pieces from shows like ICE, CASSIES, London International, Applied Arts, ADCC, Marketing, Extras, Crystals, Media Innovation Awards, Canadian Marketing Awards, HSMAI, Atomic, and Promo Awards.

For fun, Terri designs tea towels, drinks rosé, and hangs out with her giant rescue dog Buckley. She’s also recently discovered surfing, which may or may not end well.

Trevor Kearsey

Associate Creative Director

Trevor is an anomaly. He’s honestly the most impressive creative person around. When he’s not developing award-winning websites or coming up with kick-ass campaign ideas, you’ll find him in his shed with wood chips flying as he continues to quench his thirst for creativity (ask him about the guitar stands he most recently made – amazing!).

With over 15 years experience in marketing and an educational background in traditional design, Trevor has created award-winning work for Newfoundland and Labrador Tourism, Parks Canada, The Marine Institute of Memorial University, Newfoundland and Labrador Liquor Corporation, Fairmont Hotels, Johnson Insurance and Husky Energy.

Whether it’s a custom made game, a complete social media strategy or eye-catching online ads, he has the skillset to execute with confidence.

He hates mediocrity. And loves perfection. He also loves beer.

Jeff McLean

Associate Creative Director / Art Director

Jeff is one of Canada’s most talented art directors. To top it off, he’s really, really nice. He’s spent the past 25 years working in places like Edmonton, Toronto, Vancouver, and St. John’s, winning hundreds of national and international awards along the way. But all he’s really concerned about is helping clients achieve their business goals – and hockey.

Jeff’s strengths lie in the areas of brand strategy, concept development, and execution of design and advertising campaigns. Jeff also has the ability to transcend advertising into powerful social initiatives. Two of Jeff’s projects, and Pride Tape, have literally helped change the conversation around the world.

His ability to take an insight and turn it on its head has helped him get recognized in Lurzer’s Archive, The One Show, Communications Arts, How Magazine, Marketing, Cannes, ADCC and Applied Arts.

Jeff’s credits include McDonald’s Canada, Clearly Canadian Beverage Corporation, Melitta Canada, Nestlé Canada, City of Edmonton, Government of Alberta, Institute for Sexual Minority Studies and Services, University of Alberta, Edmonton Oilers Hockey Club, Newfoundland and Labrador Tourism, St. John’s IceCaps, MetalSmiths, Pipers, Maples Leaf, and NLC.

Jeff loves advertising in general, and has a keen eye when it comes to design and branding. His package design for the beverage Orbitz is in the permanent collection of the Cultural Design Exhibition at the Smithsonian in Washington, D.C. Not too shabby at all.

Courtney Wells

Senior Designer

Courtney Wells loves design. And we love her.

A graduate of CNA Graphic Design Program, Courtney is a bright mind with equally bright hair, and a special affinity for the colour purple.

With ten years’ experience in the ad and design business, she’s not afraid of a deadline or juggling multiple requests. Throughout her career, she’s worked her special blend of magic for clients like RRFB, Dairy Farmers, Government of Newfoundland and Labrador Mental Health Awareness, RNC, Marble Mountain, and Newfoundland Power.

This ICE Award-winning production designer also loves playing with words. So much so, she started a side gig of putting Newfoundland sayings on stickers and buttons. And she puts her love for typography to good use for pro-bono initiatives like the Vagina Monologues.

A self-proclaimed sci-fi nerd, Courtney is a big fan of comic books, peanut M&Ms, and the Beatles. When possible, all three at the same time.

Amy Norman

Account Director

Amy is the type of person who never gives up. Whether she’s on the hunt for key marketing insights or tasty Mexican food, she tackles every job with enthusiasm and a no-holds-barred, can-do attitude. Which is exactly how she found her way here.

Armed with a Bachelor of Commerce (Co-op), MBA, and Masters Certificate in Project Management, Amy is a lifelong learner, and up-and-coming client services heavyweight.

Growing up in the tiny but mighty community of Croque on the Great Northern Peninsula, Amy is a lover of all things Newfoundland and Labrador. So it’s fitting that she started her marketing career in tourism, promoting the province as a cruise ship destination with Cruise Newfoundland and Labrador.

She then spent a decade at Memorial in various marketing roles. Most recently as Manager of Programs at the Gardiner Centre where she helped people discover and promote their strengths, tell their stories, and ultimately succeed. And now, Amy is eager to apply those skills on behalf of her clients here at Ray.

An unnaturally organized multi-tasker (we’re suspicious), Amy is a proud stepmom, Quesada Burritos and Tacos franchisee, and hardcore athlete (she loves hiking, running, and pinch hitting as a bootcamp instructor). She’s also very fond of Gordie, her French bulldog, who apparently calls all the shots.

Chris St. Croix

Head of Research and Development

Chris is a know-it-all. No, really, he knows everything – or at least he likes us to think so. And what he doesn’t know, he’ll find out. A serial-obsessive, he loves to dive deep into wiki pages, podcasts, subreddits and YouTube to get a handle on whatever strikes his fancy – whether it’s coffee, sneakers, or woodworking. And we put that inquisitive nature to work researching new opportunities and uncovering strategic insights that ensure we ask the right questions and find the right answers.

Chris has worked as a writer, copyeditor, designer, production coordinator, and video editor for over 30 years, including projects with Newfoundland and Labrador Tourism, the Canadian Centre for Occupational Health and Safety, Irving, and Air Canada.

In his spare time, Chris is a pretty awesome baker. We’re all convinced he should try out for Bake Off, but he contents himself with making cookies, pastries, and cakes for us (alright, not just us). And he hosts an annual cookie-themed Christmas party, hunkering down in early December to create hundreds of delicious treats of all kinds.

Cynthia Dunphy

Graphic Designer

A graphic designer with a background in photography and print making, Cynthia is a true creative hustler. She is also a genuine treat of a human being.

From social media and branding to portraits and layouts, Cynthia tackles every job with style and enthusiasm. She is quick witted and quick to the task. Though still a fresh face in the ad business, she’s already worked with a number of local companies – from tattoo parlors to travel stores – to enhance their branding and social media presence. She also has a special affinity for queer and drag culture and helps promote local drag shows on the side.

Prior to studying Graphic Design at The College of the North Atlantic, Cynthia studied Fine Art at Memorial University’s Grenfell Campus. In her spare time, she can be found dancing to eighties pop, cooking, camping with friends, and spending time with her dog Fergus (@littlefergusbigworld).

Laura Barron

Account Director

Laura Barron loves a good strategy. Not to mention a drop of drama.

This award-winning strategic communicator and part-time playwright brings more than ten years of marketing and communications experience in public sector and non-profit environments to her Account Director role.

Her previous stints include Luminato, Soulpepper and Young Centre for Performing Arts in Toronto, as well as Memorial University of Newfoundland in St. John’s.

As an IABC NL member and Pinnacle Award winner, Laura is one of two people in Atlantic Canada with a Strategic Communications Management Professional certification.

She also holds a certificate in Strategic Public Relations from University of Toronto, and is currently working on her PhD part-time at Memorial University (with a focus on Canadian drama).

When she’s not finding smart, strategic solutions for her clients, Laura enjoys reading, developing one of two plays she’s written, gluten-free baking, and party planning. She’s also a big fan of champagne expertly paired with chips, popcorn, or nachos.

Sarah Park


Sarah has worked at advertising agencies all across Canada. No, literally. From St. John’s to Vancouver, she has created campaigns for brands like Sobeys, The Source, Shaw Communications and Maple Leaf (Vienna Sausage). Her other notable clients include Newfoundland and Labrador Tourism, Larsen, A&W and Mr. Lube. Sarah attended George Brown College, University of Toronto and Humber College, but she is most proud of participating in a comedy-writing workshop taught by a writer from The Colbert Report.

Sarah is a wordsmith pro and has written copy for many national brands. Her wit and ability to say things in a creative way that truly connects with people is why her clients (and us) love her so much. She’s fast, she’s funny, and she’s fabulous.

Before she worked as a writer, she was a chef. And a damn good one too. She loves all food products. This, coupled with her ability to express how great things taste, is a true advantage for clients.

Lisa Hynes

Finance and Office Manager

Whether it is coordinating travel and finances or making sure we fill out our timesheets, Lisa does a bit of everything around here. ‘Finance and Office Manager’ could be putting it modestly, as she literally helps to steer the ship. From keeping the cheese drawer well stocked to keeping track of invoices. Maybe she should go by ‘office navigator’ instead.

Nautical puns seem fitting as Lisa has recently returned home to Newfoundland. While she may be shy about her accomplishments, she counts 20 years of accounting experience in heavy industry in Edmonton, Winnipeg, and Ottawa among them.

Lisa is thrilled to be back home in Newfoundland amidst traditional music and the great outdoors. When she’s not at the office, woodworking, or hiking with her dogs, Lisa can be found watching hockey, going to concerts and festivals, and dancing. Although we’re not sure if this is all done at the same time.

Denise Seach

Account Director

Simultaneously shepherding multiple integrated campaigns to award-winning success. Whipping up the tastiest baked goods you’ve ever had. Denise does it all. And she makes it look easy (and delicious).

With over 20 years’ experience in the Canadian and South African advertising and marketing industries, Denise has worked with a diverse array of clients, ranging from BP Southern Africa, Bacardi, Air Canada, Brock University, Acadia University, Fortis Inc., the Government of Newfoundland and Labrador, The Rooms, and Newfoundland and Labrador Tourism.

Denise loves red wine (not judging), cider (still not judging), gardening, baking, and is a proud, sane cat mom (i.e., not a crazy cat lady). And we love her because she’s a warm, lovely, straight-shooter who’s a dream to work with. We know you’ll feel the same way.

Terry Hudson

Digital Lead

There are cowboy songs written about Terry. Those songs are written by Terry. One song at a time, they tell us more about a guy with a taste for cheap bourbon and expensive scotch.

But what the songs don’t tell you is that Terry is a talented, award-winning web developer with over 18 years of experience working with clients like Newfoundland and Labrador Tourism, Tourism PEI, East Coast Music Awards, Atlantic Canada Airports Association and Whitecap Entertainment, just to name a few.

When Terry’s not writing cowboy music, designing websites that have won international awards, or enjoying cheap bourbon (sometimes all at the same time), he writes poetry, designs and builds furniture, and chips away on his home renovation that’s scheduled to be finished in 2045. He’s currently writing a theme song for Ray*.

*this part may not be true.

Tracy Russell

Account Director

When we heard Tracy loved wine, we knew she was exactly who we were looking for.

Plus, it certainly didn’t hurt that as a senior marketing professional with nearly two decades of experience, Tracy has successfully created and executed countless national brand strategies and integrated marketing campaigns that have been recognized by the Canadian Marketing Association, Media Innovation Awards and MarComm International Awards. Prior to joining Ray, she spent 14 years at Johnson Insurance as their Director of Marketing, where she – when she wasn’t developing award-winning campaigns –  led their content, social media and national sponsorship strategies. We love Tracy’s obsession with branding, passion for good creative, and her keen insight into the creation and maintenance of strong, trusting client-agency relationships.

And somehow, she still has time left over to be a dedicated hockey mom to two active boys and two black cats. Tracy also loves spending her weekends camping at the trailer. We don’t know how she does it. Maybe it’s the wine.

Alana Loveys

Account Manager

Alana learned at an early age that a cleverly crafted presentation had a decent chance of being rewarded with McNuggets instead of carrots. She’s since begun accepting more traditional remuneration, but still loves facing challenges with creative solutions.

An accountant-turned-marketer, Alana completed a master’s degree in business and branding at VCU Brandcenter, while working with The Richards Group and Old Navy. She enjoys tackling business and brand challenges, uncovering insights that help tell a brand’s story, and crafting the perfect pitch.

Alana’s spin-class addiction might be our greatest worry, if it wasn’t for her strident defence of socks with sandals. Her countries-visited count is 26, and she hopes to add to that number once we can all handle getting on planes again (only 169 to go!).

Until the day she snags her dream as a Diet Coke spokesperson, Alana will be working with us to find new and compelling ways to tell our clients’ stories. As long as we don’t pay her in carrots.

Dolly Doodle

Director of Chaos

Dolly Doodle is a bright young star with a flair for the dramatic. Though a relative newcomer to the industry, she’s already proving to be a natural in the boardroom, under cubicles, and in the kitchen – anywhere there’s food.

A model employee, Dolly is persistent, inquisitive, and never takes no for an answer, especially when it comes to extra treats.

Dolly brings her genuine warmth and enthusiasm to her role as client greeter. Her creative side projects include office plant digger, watching people on Water Street, and curating lost tissue paper and napkins into meaningful art installations.

Though she’s a busy, professional Doodle, Dolly still finds time to chase her ball, lick empty peanut butter jars, study the fish tank with extreme interest, and stroll through Bowring Park with her squad. She has also been known to steal kisses.


Human Wellness Specialist / Bone Crusher

With nearly a decade of experience studying humans in close proximity, Buck decided it was time to get out of bed and get down to work.

Today, he spends his days at Ray in his dual role as a Human Wellness Specialist / Bone Crusher.

A trained Zen master, Buck can sense tension from 50 feet away (he says it smells like hot dogs). To keep things calm, Buck strategically places himself in the middle of meeting rooms, and divides his time equally between each participant, whether they are receptive or not.

Though he has a complete disregard for deadlines, Buckley never misses a chance to personally greet each and every client, courier, and mail carrier with ample enthusiasm.

He’s also been known to drag his treasured blanket around the office, steal boots and place them thoughtfully in high-traffic areas, and cajole anyone into a quality head rub.

To keep his mind sharp and natural creative instincts finely tuned, Buck often partakes in active play during business hours. His favorite games include ‘Who’s at the door?’ and ‘Get the kibble out of the old coffee cup by pushing it around on the floor with your nose while people Snapchat it until it’s all gone.’


Warm Up Comic / Canine Division

The plucky young upstart on the team, most have a tough time keeping up with Fergus. “How does he do it?” is a question many ask when this dynamic dog is on the scene, leaving no trail un-hiked and no ball un-chased, all while maintaining an impressive social media presence.

His number of ‘likes’ is small change, however, to the number of licks this friendly fluff ball gives to his fellow canines, office-visitors, and even a downtown cat or two.

Every office needs a motivator, someone who stokes the flames and keeps people saying (and barking), “yes we can!” Enthusiasm is high, and spirits are lifted when Fergus dishes out his signature high-fives and paw-pounds. Just make sure his efforts are rewarded with a treat or two.

While he has in-your-face tricks and pizzazz for days, this mischievous mutt has silently snatched many an empty coffee cup and muffin wrapper from the office garbage can, faster than you can say “good boy!”

It’s not all work and no play for this guy though. When he’s not busy being a lad about the town and a motivator around the office, he can be found unwinding with his bone and some good ol’ fashioned peanut butter.


SFX Coordinator / Little Dog Advocate

Who doesn’t love an office entertainer? Someone who can lighten the mood with a topical joke or a fart in the middle of a conference call. Always at the forefront of the action, Gordie doesn’t know the meaning of sitting on the sidelines – he prefers meetings, desks, and laps.

Lively and affectionate, this little-engine-that-could doesn’t let his small size and flat face get in the way. However, all that time spent keeping people entertained can wear anyone out, let alone this pint-sized pooch. Do not be alarmed if you hear loud sniffs and snores coming from his cubicle.

Stubbornness can be a double-edged sword in the workplace. While it allows Gordie to slowly climb his stubby legs up the corporate ladder, it has also gotten him into places he knows he shouldn’t be (like a lunch bag or two). This is a dog who does what he wants when he wants because all he has to do is flash those big green eyes and everything is usually forgiven.

Gordie still has the energy of a young pup, but the life of leisure is not lost on him. He appreciates the finer things in life, like a good nap and a long cuddle. You could say he has it made in the shade, but his favourite way to kick back is any place in the sun.