Jeff is a Chartered Professional Accountant (CPA, CA) whose career began in the high-stakes world of crisis management, specializing in corporate bankruptcies and receiverships. Among his most public and impactful assignments was his work with the Canadian Football League (CFL) in the mid-1990s—at a time when the league was teetering on the brink of collapse.

With fan support dwindling and several franchises facing insolvency, Jeff navigated a series of complex team-level bankruptcies and receiverships. But stabilization required more than financial restructuring—it needed a cultural reset. In a bold and unconventional move, Jeff and his team created the Radically Canadian marketing campaign, which injected the CFL with a new attitude and identity.

The campaign was unapologetically bold, proudly nationalistic, and deliberately controversial. It resonated. A grassroots wave of born-again CFL fans emerged, rallying behind the league. Attendance and TV ratings surged, corporate sponsors returned, and the CFL was not only stabilized—it was revived.

After leaving the CFL, Jeff returned to his roots in corporate restructuring until 2009, when his career took an unexpected and meaningful turn: he became the Director of Athletics and Recreation at McMaster University. He later joined Ryerson University (now TMU), eventually serving as Interim Athletic Director in 2019.

Now semi-retired, Jeff continues to write, reflect, and stay busy with his six energetic grandchildren. His unique career arc—from financial triage to grassroots movement builder—gives him a rare perspective on leadership, resilience, and Canadian identity.