Hola. Hi. こんにちは.

For 25 years, I've focused my days (and many nights) on creating digital and physical experiences for consumers and with a focus on eCommerce, retail and product design (iOT, hardware and apparel). I've managed 9 eCommerce brands (website/marketing/app/pos/on-site experiences) with teams 20+ including; UX/UI designers, front-end developers, graphic designers, photographers, stylist, producers/editors, merchandisers, copywriters and athletes.

What I DO…

I work collaboratively with various business partners. Raising the bar through the lens of setting realistic KPIs with Design, Marketing, PR, Acquisition & Retention, Sales, Merchandising, BI and Tech. I've been afforded the opportunity to dive deep for creative and technical solutions that build smarter experiences that seek to increase engagement for the end user/customer. I've worked for company’s and clients such as Amazon, Nike, Hurley, Nestle, Coors, Jones New York, Rachel Roy, Anne Klein, O'Neill USA, Honda, Metal Mulisha, Contiki, G4Si, XFX, Wakefern to name a few. That being said, my focus is three simple but effective paths;

1) Design Strategy — quantifying the creative process via the user-experience, engagement and ultimately conversion. Vision and Strategy without execution is like a new car without oil; looks good, smells good and may even start but rest assured you will not make it off the starting line when the engine falls apart.

2) Build, develop and encourage individuals and team collaboration

Experience

Global Head of User Experience @ Wing (an Alphabet Company), 9/2021- Present
Leading global research and design functions for Commerce Marketplace, Demand, GTM, Partnerships, B2B tooling, UTM/UAS, Logistics/Infra tooling, CX research, Design Systems and Hardware.

Director, Product Design @ ETSY, 6/2020 - 9/2021
Led design initiatives across Search, Recommendations, Knowledge Graph/Ontology, Design Systems.

Visual Design Director @ Advance, 6/2017 - 5/2020
Lead and establish KPIs that prioritize customer experiences across product development, research, design, and service interactions. Successfully developed a design strategy facilitating the transition to a consumer subscription model and advertising platform, supported by foundational user research studies that aligned design strategies with the company's financial and sales objectives. Strategically planned and executed nationwide adoption research across ten markets with cross functional stakeholders in each city.

Partner/CXO @ SERV, 8/2016 - Present
Customer Experience, Product Direction, Business Development, Various Clients (Facebook/Instagram, Nike, Home Depot, Viacom, LA County).

Design Lead @ Amazon, 10/2014 - 8/2016
As the lead for MyHabit.com’s marketplace product design, I developed a research-driven design strategy that enhanced end-consumer experiences and improved conversion rates. By partnering with Amazon Media Group and mentoring a diverse team, I ensured our creative initiatives aligned with business objectives for sustained success in a competitive landscape.

Creative Director @ Bluefly, 7/2013 - 9/2014
Bluefly, Belle&Clive, Wyatt

Digital Design Director for overall branded web and mobile presence. Responsible for implementing UX best practices, SEO, funnel reporting as integrated with campaign activations and quantified by conversion metrics. Led design team (8) for online experiences, social media, email campaigns, POS promotions, navigation scenarios, site redesign, creative for micro-sites and numerous other projects. Built the creative process and established better collaboration between marketing, design and eCommerce teams.

Design Director @ Jones Apparel Group, 1/2012 - 7/2013
RachelRoy, BrianAtwood, NineWest, JNY

Digital Design Director for overall branded web and mobile presence. Responsible for implementing UX best practices, SEO, funnel reporting as integrated with campaign activations and quantified by conversion metrics. Led design team (8) for online experiences, social media, email campaigns, POS promotions, navigation scenarios, site redesign, creative for micro-sites and numerous other projects. Built the creative process and established better collaboration between marketing, design and eCommerce teams.

Creative Director, Commerce @ La Jolla Group, 8/2007 - 12/2011
O’Neill, RustyUSA, Berrics, Contiki, True Love False Idols, FMF Racing, Skateboards, , Killerdana, and more.

Led a creative team of nine in the development of eCommerce strategies across digital platforms, print and social media, enhancing sales and consumer engagement. Implemented a streamlined workflow process that improved creative output and ensured brand alignment while promoting a collaborative and innovative workplace. Achieved a 30% increase in site traffic YOY and doubled conversion rates, leveraging design direction, project planning/management, and a commitment to team development.

Creative Director @ CrispX Brand Agency, 8/2004 - 8/2007
Led creative direction for accounts and activations Nestle, Neutrogena, CFDA, Access Hollywood, Wendy Williams, AmazonFlash, Honda, Orbitz, PrimeNow & more.