May 2018 – Feb 2024 · 5 yrs 9 mos

• Collaborative Leadership: Directed a dynamic 30-member UX team (12 direct reports), scaling up to integrate project-dependent resources, enhancing agility and cross-functional collaboration across strategic initiatives.
• Strategic UX: Spearheaded the integration of advanced analytical tools (e.g., max diff, conjoint analysis) and qualitative research into the design process, driving data-informed decisions that elevated B2B customer engagement and retention.
• UX Research: Founded and evolved a robust UXR practice, transitioning from a single-vendor framework to a diversified toolkit of top-tier solutions, elevating research capabilities and insights.
• Technical Expertise: Led the adoption of cutting-edge technologies, including modern JavaScript frameworks and API-driven content management systems, to push the boundaries of digital marketing innovations.
• Innovation in UX: Introduced transformative frameworks for UX intake and discovery processes, aligning closely with business objectives through strategic persona development and narrative-driven engagement strategies.
• Narrative UX: Developed and implemented innovative narrative design methodologies focused on optimizing mid-funnel customer interactions, improving user engagement metrics.
• DesignOps: Enhanced operational efficiency by integrating a design program manager into the team, streamlining workflows, and improving collaboration with key stakeholders.
• Innovative Leadership: Championed early adoption of generative AI technologies, leading to pioneering initiatives that positioned Dell at the forefront of design thinking in corporate strategy.
• Executive Interaction: Maintained continuous strategic alignment with senior leadership, ensuring UX initiatives supported and advanced Dell’s broader business objectives.

Sep 2016 – May 2018 · 1 yr 8 mos

• Drove complex, high-visibility digital initiatives as a principal IC, shaping Dell’s enterprise storefronts, B2B trust/security hubs, and global thought leadership platforms.
• Architected core digital experiences across multi-billion-dollar B2B channels—establishing design patterns and narrative structures later scaled by leadership teams.
• Pioneered narrative UX practices as an individual contributor, mapping buyer psychology into mid-funnel journeys that increased clarity and reduced abandonment.
• Partnered cross-functionally with engineering and marketing to implement modern JavaScript frameworks and API-first CMS integrations, bridging design craft with technical execution.
• Advanced UXR adoption by introducing new quant+qual methods (conjoint, max-diff) into design workflows, raising the quality of data-driven decisions.
• Mentored junior designers and researchers across distributed teams, establishing a culture of craft excellence and narrative accountability.
• Delivered high-impact executive-facing projects (Dell Technologies World, innovation narratives) that influenced Dell’s positioning.
• Impact: Elevated Dell’s enterprise-facing UX from tactical execution to strategic, research-informed design—laying the foundation for the scaled UX org and frameworks later developed in a leadership role.

Aug 2015 – Sep 2016 · 1 yr 1 mo

• UX Modernization: Pioneered UX strategies for EMC's internal design group, applying lean startup methodologies to enhance innovation and operational efficiency.
• Agile Collaboration: Integrated modern tools like Slack and InVision to streamline communication and agile practices.
• Customer Obsession: Led the redesign of critical user interfaces, including a sales resource center and global navigation, driving improved usability and accessibility, directly enhancing user satisfaction and engagement within the internal sales teams.

Nov 2014 – Sep 2015 · 10 mos · San Francisco Bay Area

• Strategic UX Leadership: Spearheaded the transition of ETwater's business model from B2B to B2B+B2C, boosting direct consumer sales and expanding market presence.
• Innovative Sales Strategy: Collaborated with the COO to design and launch a new sales model inspired by the cell phone industry, enhancing the affordability of smart irrigation systems for retail customers.
• User-Centric Design: Led the redesign of the company's website and marketing materials to support the new business direction, conducting extensive user testing to ensure alignment with consumer expectations and positioning ETwater as a leader in smart irrigation.

Jan 2010 – Jan 2016 · 6 yrs · San Francisco Bay Area

• Entrepreneurial Leadership: Founded and led a UX/UI and development consultancy, delivering innovative web and mobile solutions to a diverse client base including startups and SEO/SEM agencies.
• Technical Proficiency: Developed a custom WordPress framework to enhance web application functionality, leveraging technologies like HTML5, jQuery, Ruby, and Node.js to meet complex client needs.
• Project Management: Directed multiple contractors across graphic design, development, and content creation, ensuring high-quality deliverables and strategic alignment with client objectives.

Jan 2007 – Jul 2014 · 7 yrs 6 mos · San Francisco Bay Area · On-site

• Digital Transformation Leadership: Orchestrated the digital transformation of a high-net-worth trusts & estates law firm by digitizing thousands of files and modernizing data retention practices, improving operational efficiency.
• Hybrid Design & IT Expertise: Leveraged both design and IT skills to implement Worldox and NetDocuments systems, facilitating the firm's successful transition to a digital-first approach.
• Operational Impact: Enhanced operational efficiencies that supported a larger client load, contributing to the firm's growth and adaptation to the digital age, culminating in a seamless transition upon the founding attorney’s retirement.
• Brand and Web Management: Managed and produced the firm’s web presence and design for both print and digital media, enhancing visibility and engagement at professional conferences.

May 2006 – Aug 2006 · 3 mos · Austin, Texas Area · On-site

• Research Support: Assisted senior account planners by providing research support for major multinational accounts, including AARP, Chili's, BMW, and the US Air Force.
• Generative Research: Conducted primary research on millennials’ job change frequency, providing insights that informed strategic planning for client campaigns.

May 2003 – May 2004 · 1 yr · Austin Texas · On-site

• Product Development: Spearheaded the design and launch of the Optimal Publisher CMS, integrating advanced Adobe Flash technology, tailored specifically for the music industry.
• Leadership and Impact: Managed a multi-national team and delivered customized web solutions for over three dozen clients within a year, driving client digital presence.

Aug 2001 – Feb 2003 · 1 yr 6 mos · San Francisco Bay Area · Hybrid

• Innovative Design: Developed an award-winning photo gallery application showcasing San Francisco’s nightlife, enhancing community engagement.
• Event Coordination and Marketing: Coordinated with industry professionals for live events and traveled nationally to major music events, growing Nitevibe’s brand presence.

Oct 1999 – Mar 2001 · 1 yr 5 mos

• Design and Strategy: Crafted engaging web designs for Emaia, an early-stage music industry startup, enhancing connections among musicians, producers, venues, and fans.
• Industry Insights: Leveraged marketing and product management expertise to cultivate industry relationships and gather insights, shaping the product development roadmap.

Nov 1998 – Mar 2000 · 1 yr 4 mos · San Francisco Bay Area · On-site

• Product Development: Co-developed innovative email marketing systems that substantially enhanced conversion rates, demonstrating strong product management and technical skills.
• Client Engagement: Actively participated in pitch teams, successfully marketing web products to new clients and expanding business opportunities.

Oct 1998 – Jul 2000 · 1 yr 9 mos · San Francisco Bay Area · Remote

• Design Leadership: Oversaw web design and strategy at Stratics.com, enhancing user engagement through innovative design practices and strategic insights.
• Team Management: Directed a remote team (28 people), fostering collaboration and efficiency in delivering high-quality digital content.

Jul 1997 – Mar 1998 · 8 mos · San Francisco Bay Area

• Community Engagement: Served as a key liaison between the marketing team and webmaster, collaborating to drive Ubisoft’s website and media presence through strategic content contributions.
• Quality Enhancement: Assisted in reviewing design documents and provided insightful feedback, shaping the quality of Ubisoft’s online gaming network and marketing materials.