Hi, I’m Terry - I work with architects and designers to build thriving team cultures, empower new leaders, and turn employee relations into a creative advantage, not an afterthought.

Give effective feedback

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Beat burnout

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Ask powerful questions

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Prevent bottlenecks

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Give effective feedback · Beat burnout · Ask powerful questions · Prevent bottlenecks ·

What I do

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Most designers step into leadership without any real training in people management - and end up overwhelmed by the constant pull between projects and team issues.

I help leaders cut through the noise. I am professionally trained in handling these challenges and have personally changed team cultures for the better.

By coaching leaders to embrace a culture of transparent communication and delegating effectively, I help get their teams to solve challenges independently and confidently - breaking the bottlenecks, stopping the spoon-feeding, and beating burnout.

The result: happier teams, stronger leaders, and a culture where creativity thrives.

My Process

  • Analysis

    Through deep interviews, surveys, data analysis, and on-site observations at all levels of your organization, I identify issues and opportunities within your team culture and assess where the root causes may be.

  • Action Plan

    I provide a custom, detailed action plan that addresses what you should keep doing, stop doing, and start doing with your team culture - formatted as clear key performance indicators (KPIs) that are specific, realistic, and on a real timeline. See My Services below for more information.

  • Coach the Coaches

    I conduct regular private one-on-ones (1:1s) with emerging and seasoned leaders alike, to give them a safe, guided space to work issues and opportunities out. I also train them how to conduct effective 1:1s themselves and how to give better feedback to their direct reports.

  • Maintenance

    Team culture is a constantly evolving and organic system that needs regular tuning and maintenance. I provide those check-ins, identify potential course corrections, and update your action plan as needed.

My services

  • Fractional Chief People Officer

    Fractional Chief People Officer

    I deliver high-impact people strategy without the cost of a full-time CPO. From organizational optimization and full-cycle recruitment to performance management and conflict resolution, I help you build a stronger, more effective and independent team.

  • Change Management & Succession Planning

    Change Management & Succession Planning

    I design change management and succession strategies that prevent leadership bottlenecks, ensure upcoming talent have resources, and keep your organization running smoothly and sustainably for the long term.

  • Leadership Coaching & Mentorship

    Leadership Coaching & Mentorship

    I coach the coaches - training leaders to empower their teams while giving them the support, tools, and confidence to achieve their own career goals. With open and safe one-on-one conversations, I allow leaders to work out issues and build resilience in a guided environment.

  • Outline icons representing online work or communication, including a person, a gear, a computer, a document, and a briefcase.

    HRIS Implementation & Management

    From third-party platforms to custom spreadsheets, I set up systems that keep all your HR data - vacation, salary, performance, and hiring tracking - in one place, complete with clear, actionable metrics.

  • Employee Engagement & Relations

    Employee Engagement & Relations

    Your team is your greatest asset. I help you learn how to truly listen, tackle challenges head-on, and celebrate wins - creating a workplace culture where people feel heard, valued, and motivated.

  • Outline of a magnifying glass focusing on a group of three people, with a larger person in the center and two smaller people on either side, representing the concept of searching or recruiting.

    Full-Cycle Recruitment & Talent Management

    AI can’t review portfolios and spot great design talent - or tell if they’ll thrive in your culture. I dig into your hiring needs to make sure you bring on talent, not trouble, all while handling the full journey from onboarding to offboarding.

Contact me for more information

Testimonials

  • "Terry is a leader-coach. His powerful questions empower the team to solve complex problems. He is adept at helping the team identify the root cause rather than treating symptoms. Terry creates an inclusive environment where individuals thrive."

    Lisa Grago, President, Traction Consulting

  • "Terry is probably the most genuine, thoughtful and intentional person I’ve ever met. As a director, leader and mentor, he possesses rare qualities that not only create an environment of trust, but bring out the best work and best selves of everyone around him."

    Patrick Stephen, WorkGroup

  • "Working with Terry has been invaluable to our little office. He’s helped us make some great hires and build on our office culture. He’s also been there to guide us through some tricky changes in our team, always in a way that’s caring and thoughtful. We’ve learned so much from him, and we plan to keep leaning on his advice for years to come."

    David Schellingerhoudt, Architect AIBC, Partner, Together

  • "I worked with Terry for years on many occasions, and he’s the real deal. He’s got a talent for leading with both strategy and heart—building strong teams, shaking up culture for the better, and nailing talent and growth decisions. He’s awesome at coaching leaders and streamlining processes with tech, always keeping people first."

    Anwar Ali, Head of Technology and Development, OHS Global

  • "Terry has an incredible knack for seeing potential in people before they see it in themselves—whether it’s through a well-timed 1:1 or a career conversation that unlocks a whole new path. He’s always equipped with the right insights, drawing from a deep well of resources to help people navigate challenges and opportunities."

    Kim Valmeo, Freelance Fractional CMO

  • "What truly sets Terry apart is his ability to navigate change. Terry's calm and transparent approach helped to minimize anxiety and maintain team morale during a difficult time in the business."

    Lisa Grago, President, Traction Consulting

  • "Empathy and communication are the pillar of anybody in a directorial position and that is something that Terry has in spades. His efforts to nurture a culture that allows everyone on the team to thrive and welcome their personalities to the team is a sight to behold, helping both emerging and senior teammates be the best version of themselves."

    Jeegar Thakker, Senior Content Manager, Epicurean Inc

  • "Terry’s passion for cultural leadership is truly inspiring. He is a warm, engaging, and people-first leader who understands the importance of creating an environment where individuals feel valued, supported, and motivated to perform at their best. His approachable nature and great sense of humor make him not only an exceptional leader but also someone people genuinely enjoy working with."

    Antonia Edwards, Director of Marketing, Cooper Equipment Rentals Limited

  • "Terry led initiatives to drive the company culture in a positive direction, valuing the people and their opinions to ensure we were all satisfied with the work we were doing and the processes involved. Terry also was essential in the team building activities and events that resulted in a fantastic group of coworkers that I loved to work with."

    Max Schramp, Founder, Mirror Max

See more on my LinkedIn recommendations page

My Clients

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About me

My unique career has taken me from over two decades in architecture and design (including HLW, Zeidler, and AKB) to eight years as a Director of People & Culture at Norm Li.

I started as an architectural designer and illustrator, bringing creative visions of top firms to life. Over time, I realized the most successful projects depend on something much deeper: strong, healthy, and aligned teams.

That insight drove my shift into People & Culture. I’ve spent the last eight years building thriving cultures, empowering new leaders, and turning employee relations into a strategic advantage - across three countries.

With professional executive training from the Trusted Advisor Group (TAG) and Mental Health First Aid certification, I bring empathy, insight, and resilience to every challenge.

When I’m not working, I love travelling, food, and nature. My goal is to try a new food and see a new animal in every place I go!

Get in touch

terry@terrysin.com

(647) 533-2812

Toronto, ON, CA