Resume

UX & Product Design leader with 20+ years driving enterprise-scale digital commerce across global platforms. Lead portfolio-level UX strategy from acquisition through post-purchase, translating customer insight, data, and AI-driven decision-making into measurable impact across engagement, conversion, and revenue. Build and scale high-performing teams while influencing executive strategy through clear experience vision and storytelling, aligning cross-functional partners to deliver scalable, high-performing platforms.

WORK EXPERIENCE

Under Armour Sr. UX Manager, Global eCommerce
Remote | Dec 2022 – Present

Scope: Own and drive portfolio-level UX strategy across global digital commerce and brand experiences supporting millions of customers across NA, EMEA, and APAC. Lead a team of 9 designers across global product pods, delivering measurable impact across engagement, conversion, and multi-million-dollar revenue growth.

Business Impact

  • Generated ~$5.9M incremental revenue through PDP redesign, improving product storytelling, content hierarchy, and customer decision-making (~9% lift in revenue per visitor)

  • Delivered ~$6M incremental lifetime revenue through mobile-first experimentation and enhanced product visibility

  • Projected ~$4.4M annual revenue impact through Release Calendar strategy aligning promotional storytelling with customer intent

  • Optimized product discovery, navigation, and merchandising, driving measurable gains in engagement, add-to-cart, and conversion

  • Increased Net Promoter Score by +24 points, improving customer confidence and satisfaction across key purchase journeys

Leadership & Strategy

  • Drive enterprise UX across discovery, product storytelling, conversion, and post-purchase journeys, aligning teams to measurable customer and business outcomes

  • Serve as a strategic advisor to VP and Director leadership, influencing roadmap prioritization, investment decisions, and long-term experience direction

  • Build, mentor, and scale a multidisciplinary team of 9 designers conducting usability research, elevating design quality, strategic thinking, and a culture of experimentation.

  • Partner cross-functionally with Product, Engineering, Brand, Digital Content, Marketing to integrate storytelling into product experiences and deliver cohesive, differentiated journeys

  • Scale design systems and modular content frameworks, enabling consistency across global platforms

  • Operationalize AI-driven design and research workflows to accelerate decision-making, streamline execution, and scale high-quality delivery

  • Align external agency efforts with internal teams, ensuring concepts and executions deliver against the North Star experience vision

Bed Bath & Beyond Product Design Manager
Remote | Jun 2022 – Nov 2022

Scope: Led UX strategy across Registry and core eCommerce experiences, supporting high-intent, life-stage journeys and key revenue-driving experiences.

  • Recruited and scaled a design team from 1 to 4, establishing operating models, prioritization frameworks, and design standards across web and app platforms.

  • Served as a strategic partner to VP and Director leadership, influencing experience strategy and long-term product direction through data and research insights

  • Shaped roadmap priorities by aligning customer insights, business goals, and experimentation opportunities across journeys for gift givers and registrants

  • Led end-to-end journey design, research, and usability testing to inform strategy, reduce friction, and improve customer confidence in milestone-driven purchase decisions

  • Defined and scaled design systems and modular UI frameworks, enabling consistent, personalized experiences across platforms

  • Facilitated design sprints and cross-functional workshops to align leadership on experience vision and product direction, accelerating decision-making and execution

  • Provided creative direction and strategic guidance to external agencies, shaping concepts aligned to experience and business objectives

  • Enhanced registry personalization and gifting experiences, including cash fund creatives that increased registry adoption by 2%

Bed Bath & Beyond Sr. UX Designer / Researcher
Union, NJ | Jan 2014 – Nov 2022

  • Launched a personalized Registry homepage, delivering +5% revenue, +7.2% conversion, and +7.4% AOV

  • Built and scaled modular design system components to drive engagement, consistency, and efficiency

  • Drove revenue growth across end-to-end journeys by optimizing discovery, personalization, and conversion

  • Defined experience strategy across acquisition, discovery, conversion, loyalty, and post-purchase

  • Led research and experimentation initiatives to inform roadmap strategy and optimize product decisions

  • Facilitated design sprints and design thinking workshops to align cross-functional teams

  • Partnered cross-functionally to drive personalization, testing, and content strategy improvements

  • Designed customer-centered experiences improving usability and conversion performance

  • Mentored designers, guiding prioritization and execution across high-impact initiatives


WORK EXPERIENCE

Hearst Digital, Sr. Interaction Designer January 2011 – December 2013

Time Inc, Sr. Web Designer April 2007 – December 2010

Cake & Arrow, Web Designer September 2006 – April  2007

eFashion Solutions, Sr. Web Designer July 2002 – August 2006

J.Jill Group, Marketing Assistant July 2001 – May 2002

CORE SKILLS

Strategy & Leadership
Enterprise UX Strategy, Portfolio Leadership, Experience Vision, Organizational Design, Team Leadership

Customer Experience & Product Design
End-to-End Journey Design, Product Discovery, Merchandising, Personalization, Scalable Design Systems

Research, Experimentation & Optimization
A/B Testing, User Research, Voice of Customer, Analytics-Driven Decision Making

Creative Direction & Storytelling
Brand Storytelling, Content Strategy, Experience Narratives, Design Thinking

Cross-Functional Leadership, Platforms & AI
Executive Alignment, Product/Engineering/Brand Collaboration, AI-Driven Personalization, Platform Strategy

TOOLS

Design: Figma, FigJam, Sketch, Miro, Lucidchart, Adobe Creative Suite
Research & Analytics: UserTesting, Qualtrics, Adobe Analytics, Quantum Metric
Collaboration: Jira, Confluence, Google Suite, Microsoft Suite, CMS platforms
AI & Emerging Tech: ChatGPT, Replit, Claude, AI-assisted design workflows, personalization, design-to-code experimentation
Code: HTML, CSS, JavaScript (working knowledge)

EDUCATION

BFA, Graphic Design — University of Massachusetts, Amherst