Dianne Wilkins

Dianne Wilkins

CEO at Critical Mass
New York, United States

About me

As CEO of Critical Mass, Dianne’s passion is doing extraordinary work that delivers transforms our client's business by improving customers' lives. In her 17 years with Critical Mass, Dianne has held many influential positions such as managing director, coach, entrepreneur, and leader for teams and clients. She started with Critical Mass in Stockholm, leading Saab on a global basis. After two years, Dianne relocated to Calgary where she was promoted to CEO in January 2006. Di continues as CEO, and now resides in NY.

Since joining Critical Mass, Dianne has been actively involved with clients as diverse as Citi, P&G, Nissan/Infiniti, AT&T and adidas. Di brings a blend of client service and strategic thinking to her clients and teams, and believes strongly that Critical Mass is an indispensable and strategic agency partner to clients. Di has seen first hand that as businesses work to transform themselves, the best results come from focusing on customer-centricity and designing experiences that make things easier, faster, simpler, more rewarding or entertaining for those customers.

During her tenure, Critical Mass and its affiliate organizations have grown from 25 people in Canada to over 600 employees and numerous locations around the world. Critical Mass has been recognized for its remarkable work across world-class brands and digital experiences.

Di received her MBA and began her career as a golf pro. Her passion for the game attracted her to Critical Mass and its early heritage doing instructional CD-ROM’s for golf. She saw the potential of digital and the Internet and has helped to shape the company from those early days. While her handicap has suffered, Critical Mass clients and team have benefited from her strong leadership and strategic guidance.

Inspired by positive change and the warmth of the sun.


Board Member
Omniwomen Governing Body
January 2014 - Present (7 years 6 months)
New York, United States
January 2006 - Present (15 years 6 months)
Board Member
House of Anansi Press
January 2010 - December 2015 (5 years 11 months)
President, COO, Managing Director
Calgary, Canada
October 2000 - December 2005 (5 years 2 months)
MD, Large Medium
Critical Mass Sweden
June 1998 - September 2000 (2 years 3 months)


Master of Business Administration (MBA)

Bachelor of Arts (B.A.), English Literature

Master of Business Administration (MBA)

Trade Organizations

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