Professional Experience

Designed and led complex, strategic, cross-functional e-commerce experience initiatives for this Fortune 20 retailer.

  • Vision development: Crafted a product vision and defined opportunities focused on delighting customers with value across the omnichannel digital experience. Presented and achieved buy-in from a large group of cross-functional stakeholders.
  • Opportunity roadmap: Developed a portfolio of complex, cross-domain opportunities through customer research, insight development, ideation, opportunity definition, prioritization, OKR development, protoyping and user testing. Provided oversight and feedback to development, testing, and roll-out.
  • Influential collaboration: Leverages interpersonal skills and strategic communication to effectively influence outcomes and drive progress in cross-functional teams, even in the absence of formal authority.
  • People development:
    • Taught 4 cohorts of LUMA Institute Human Centered Design Practitioner training in 2023-24, resulting in over 100 new LUMA certifications across Kroger Technology and Digital
    • Led a multi-semester capstone project for University of Michigan School of Information students
    • Mentored designers and product managers

Led product teams through discovery, focused on shaping a next-gen product with cutting-edge tech and exceptional user experience.

  • Develop strategy: Document strategies and vision for digital experience across the platform, including leading practices, frameworks and guidelines. Present and achieve buy-in from key stakeholders.
  • Nurture innovation: Use human centered design skills, including service design and design thinking, to support cross-functional innovation engagements in a variety of product domains.
  • Organization re-design: Led a senior executive workstream in re-designing the product organization, including change management and communication plans.

Built strategic relationships with senior leadership to identify complex enterprise transformation and innovation opportunities across the corporation. Led individuals and teams forward using consulting skills and a human-centered lens.

  • Business process innovation: Conducted user research to uncover insights and redefine the problem statement and trajectory of a large-scale business process innovation project. Built consensus and achieved alignment and support from stakeholders at all levels, including very senior leadership, and supported the development of high-fidelity prototypes. Expected value of making just one process 1% more efficient is $46M annually, with 42 processes in the project scope.
  • Org design and change management: Developed a vision, structure, and business model for a user-centered business process and service mapping organization, eliminating a significant barrier to digital transformation.
  • Problem-solving for internal customers: Facilitated customer experience discovery workshops focused on increasing the effectiveness of the distributor channel using new technology platforms. Developed and presented insights and key findings, solutions and actionable next steps.

Grew from a tactical design role to founding and leading a team focused on creating business value through the development and implementation of cutting-edge digital platforms.

  • Digital Solutions Team Lead – Responsible for team and strategy, including engagement model, work scope and pipeline, and all delivery-related metrics and KPIs.
    • Product management: Owned and managed a portfolio of 12 digital marketing platforms, programs, and content delivery channels.
    • Product design: Scoped, designed, and developed a bespoke, internal project management platform built on Salesforce. Established success metrics and developed data analytics that increased cross-functional efficiencies, and significantly reduced vendor and rework costs, achieving 100% adoption.
    • Continuous improvement: Transformed the “Where to Buy” product locator for the Pennzoil, Quaker State, and Rotella brands. Decreased data update time by 90%, providing $120k annual savings and improving customer experience.
  • Project Manager – Helped stakeholders define goals and project requirements for the Pennzoil, Quaker State, Shell Rotella, and Jiffy Lube brands in the US and Canada. Supported project success by ensuring deadlines, budget, and business objectives were met.
  • Senior Designer – Designed and produced digital and print marketing materials, including point-of-purchase, promotions, trade shows, and websites, enforcing strict brand standards within tight deadlines

Founded a boutique consultancy specializing in digital problem-solving and creative marketing. Specialized in energy, medical, manufacturing, legal, education and hospitality business verticals.

  • eCommerce: Developed ecommerce for a wide variety of customers, from Quick Service Restaurants to non-profits, including websites, eCRM platforms, and customer loyalty programs.
  • Digital transformation: Developed an integrated digital strategy, including SEO-optimized website, eCRM platform, lead management and marketing automation, and text/email alert system for a private school.
  • Digital marketing: Supported a New York Times-bestselling author’s book launch with website design and development, including social media integration.
Education & Certifications
  • Bachelor of Arts, Texas State University Communications + Design, Summa Cum Laude
  • LUMA Institute Human-Centered Design Certifications (Instructor, Facilitator, and Practitioner), 2019-2024
  • Salesforce Certified Admin, 2017-2024
  • Service Design Masterclass, Designing Good Services, 2021
  • Design Thinking, Harvard University, Division of Continuing Education, 2017
  • Insights for Innovation, IDEO U, 2017