SXM MEDIA
Director of Product Design | Ads Experience
May 2022 - Present
Hybrid
Director of Product Design | Ads Experience
May 2022 - Present
Hybrid
Lead and manage a high-performing team of product designers spanning all levels, from Associate to Principal and design managers, across SiriusXM's U.S. operations and Adswizz's Bucharest, Romania organization. Drive excellence in design execution and strategy, providing actionable feedback, fostering a culture of innovation, and ensuring alignment with business goals. Mentor team members through regular coaching on process optimization, craft development, and career growth to elevate individual and organizational impact within the competitive landscape of enterprise ad tech and monetization products.
Develop and implement a user-centered design (UCD) process for the company’s highest revenue-generating sector, driving iterative, data-informed product design solutions. Create an inclusive Ad Experience product vision and roadmap accounting for 60%+ % of company revenue, aligning user insights, organizational goals, and business objectives. Establish design operations and research processes for a newly formed design organization, defining roadmap planning, sprint ceremonies, staffing, training, and project management practices. Improve team efficiency and impact while presenting design strategies to senior leadership. Attract, retain, and cultivate a diverse and inclusive team of design talent.
Pandora
Product Design Principal
July 2018 - May 2022
Remote
Product Design Principal
July 2018 - May 2022
Remote
Collaborated with design leadership to define and evolve the design strategy for a suite of Pandora enterprise tools, ensuring alignment with broader company objectives and driving measurable business outcomes.
Spearheaded ownership of internal products, overseeing successful launches, lifecycle management, and phased rollouts. Provide strategic direction and mentorship to designers, fostering professional growth and ensuring high-quality creative execution through regular feedback and guidance. Partnered closely with Product Management, Analytics, UX Research, and other cross-functional teams to synthesize insights, define goals, and translate complex requirements into impactful UX and visual design solutions.
Served as a key representative of design in presentations to senior leadership across product, engineering, and marketing. Articulate design rationale, process, and decisions effectively, facilitating collaboration and incorporating cross-functional feedback throughout the product lifecycle.
Car and Driver | HEARST
Product Design Lead
October 2016 - July 2018
Atlanta, Georgia, United States
Introduced design thinking mindset to Car and Driver. Implemented a new design framework methodology focusing on UCD and empathy. Led usability research for B2B enterprise organization. Led usability research for a B2C customer-facing organization for global navigation and website IA redesign. Embedded employee experience as part of the new culture ambassador program across Hearst Autos ATL. Led digital transformation for the editorial team. Launched iPad app editorial product to replace a 15-year-old manual process. Improved productivity by 55% after launching a new digital process for testing cars. Winner of annual hackathon/dashboard project that connects profiles and social data across offices. Led product development and design for all editorial tools. Implemented a new design system, UI pa[ern library & visual design language for B2B enterprise organization. Created a trusted relationship with Hearst Digital Media teams in NY.
Product Design Lead
October 2016 - July 2018
Atlanta, Georgia, United States
Introduced design thinking mindset to Car and Driver. Implemented a new design framework methodology focusing on UCD and empathy. Led usability research for B2B enterprise organization. Led usability research for a B2C customer-facing organization for global navigation and website IA redesign. Embedded employee experience as part of the new culture ambassador program across Hearst Autos ATL. Led digital transformation for the editorial team. Launched iPad app editorial product to replace a 15-year-old manual process. Improved productivity by 55% after launching a new digital process for testing cars. Winner of annual hackathon/dashboard project that connects profiles and social data across offices. Led product development and design for all editorial tools. Implemented a new design system, UI pa[ern library & visual design language for B2B enterprise organization. Created a trusted relationship with Hearst Digital Media teams in NY.
Career Builder
Interaction Design Lead
November 2013 - September 2016
Atlanta, Georgia, United States
Interaction Design Lead
November 2013 - September 2016
Atlanta, Georgia, United States
Led complete discovery process with qualitative/quantitative (in)validation on redesigning career sites template CMS model. Statistically significant results showed a 60% increase in traffic compared to the original templates.
One thousand five hundred clients were converted to the new redesign template. Led the consumer and enterprise UX team B2C/B2B of 5-20 interaction designers and UX researchers. Expert on dual track and lean UX principles. Hypothesis experiment design methodology expert. A data-driven approach was applied throughout the discovery process and created innovative web and mobile rapid prototype methods for conceptual user testing. Led user research in London, Paris, Munich, and Singapore to understand Job-seeking behaviors.
One thousand five hundred clients were converted to the new redesign template. Led the consumer and enterprise UX team B2C/B2B of 5-20 interaction designers and UX researchers. Expert on dual track and lean UX principles. Hypothesis experiment design methodology expert. A data-driven approach was applied throughout the discovery process and created innovative web and mobile rapid prototype methods for conceptual user testing. Led user research in London, Paris, Munich, and Singapore to understand Job-seeking behaviors.
AT&T
Sr. Mobility UX Design Consultant
March 2012 - November 2013
Atlanta, Georgia, United States
Sr. Mobility UX Design Consultant
March 2012 - November 2013
Atlanta, Georgia, United States
Led and launched external UX mobile consultant projects for Coca-Cola, Siemens, Landry, Goodwill, Sabre, Delta, and other Fortune 500 companies. Trained external clients and facilitated UX workshops around mobile product strategy. Delivered best-in-class UX and visual design after an exhaustive discovery process of hypothesis experimentation.
AT&T
UX Strategist & Sr. Designer | Human Factors Engineer | Design Manager | Sr. Visual Designer
June 2001 - March 2012
Dallas & Atlanta, United States
UX Strategist & Sr. Designer | Human Factors Engineer | Design Manager | Sr. Visual Designer
June 2001 - March 2012
Dallas & Atlanta, United States
Conducted nationwide usability retail store research and presented synthesis and user insights to stakeholders. Launched nationwide retail applications such as Kiosks, tablet, and iPhone apps. Led a graphic design team for a suite of AT&T products and services. Mentored graphic designers and proposal managers on brand strategy, design, UX, UI, IA, and information design issues. Transformed complex data and wireframes into coherent and functional data visualizations.