The Challenge

TDWaterhouse.ca and WebBroker supported complex investment behaviours, high trade volumes, and diverse client segments. At the same time, digital measurement and customer insight capabilities were fragmented, and Wealth and core banking platforms were evolving independently. The redesign required stronger performance visibility, clearer alignment across business units, and a more unified client experience across TD’s digital ecosystem.

My Approach

As part of the TD Wealth Web Strategy team, I focused on building the measurement and insight foundation supporting the redesign of TDWaterhouse.ca and WebBroker. I established core KPIs and benchmarking standards, developing executive dashboards that provided visibility into site activity, voice-of-customer data, loyalty metrics, trade performance, and overall engagement.

I led the RFP and vendor selection process for the $500K redesign initiative, managing agency evaluation and cross-functional alignment. During this process, I advocated for selecting the same agency as TD Bank to ensure strategic continuity and create a more unified digital experience across Wealth and core banking platforms. I also co-led implementation of the ResponseTek VOC platform, strengthening customer feedback loops and improving insight visibility across TD’s digital properties.

Impact

The initiative strengthened digital measurement maturity across TD Wealth, improved executive visibility into performance, and advanced a more cohesive client experience across TD’s Wealth and core banking platforms. By aligning agency direction and establishing shared insight frameworks, the work contributed to a more unified digital ecosystem — helping shape the streamlined, integrated way TD clients interact with Wealth and core banking platforms today.