Creative & Content Lead | Toronto, Canada
About Max
Maxinne Abuyuan is a creative, content, and digital experience leader based in Toronto, Canada.
She has held senior creative and experience design leadership roles at VML, Wunderman Thompson, Mirum, and Ogilvy, including serving as Chief Experience Design Officer at VML.
Her work spans content design, website strategy, digital experience, creative strategy, brand experience, ecommerce, B2B, CRM, and start-ups. She has led strategic and creative work for global organizations, Fortune 100 companies, startups, and brands across technology, financial services, healthcare, consumer goods, beauty, CPG, retail, government, and non-profit sectors.
Max focuses on how content, information, creativity, and brand expression shape customer understanding and decision-making online. Her work increasingly explores AI-ready content and how websites can make information clearer, more structured, and easier for both people and AI systems to understand and discover.
She is also an award-winning creative leader, speaker, juror, and mentor.
Areas of Expertise
Content Strategy & Design
Website Strategy & Content
Creative Strategy & Creative Direction
Digital & Customer Experience
Brand Experience & Storytelling/Copywriting
Information Architecture & UX Writing
Ecommerce Content & Experience
SEO, AEO, GEO & AI-Ready Content
Selected Experience
Max’s experience spans organizations and brands across Canada and the United States, including:
Consumer Packaged Goods: Coca-Cola, Post Canada, Unilever, Danone, Nestle, Kruger Products
Automotive: Volkswagen, Mazda
Technology: Microsoft, IBM
Retail: The Home Depot, Adidas, Shell
Financial Services: TD, AMEX, HSBC
Healthcare: The Ottawa Hospital
Pharmaceuticals: Bayer, Pfizer
Public and Nonprofit: UNICEF, EVA’s, Dairy Farmers of Canada
Beauty: Dove, John Frieda
Writing and Commentary
Max writes and speaks about content design, website strategy, digital experience, creativity, ecommerce, customer decision-making, and the changing role of content in an AI-driven internet.
Her work explores how organizations can create websites that are clear, useful, and human-centred, while also making content easier for search engines and AI systems to understand, retrieve, and reference.
Recognition
Max’s work has been recognized through industry awards and programs across creative, digital, marketing, and customer experience disciplines.
She has received recognition including Webby, Strategy, and Canadian Marketing Association awards.
She has also served as an industry juror, speaker, and mentor.
Speaking, Mentorship and Community
Max speaks on creativity, diversity, digital experience, content, websites, and emerging technology.
She has participated in industry events and discussions on artificial intelligence and creativity, including speaking at Collision Conference on AI in the creative industry.
She has also contributed to the industry as a juror and mentor, supporting emerging creative, content, and experience design talent.
Max holds an Honours Bachelor of Arts from the University of Toronto and a diploma from Humber College.
NEWBRAINS 