LEADERSHIP STORIES & CASE STUDIES
I lead a diverse team of specialists for design, research, accessibility, strategy, and content, who create multi-channel customer & employee digital experience for the utilities sector. 36 direct reports; reporting to the Chief Digital Officer.
I designed the entire design organization from scratch to support digital experience products for customer service and employee operations, including service design and research for customer account portal, work order management, CSR front office, field operations, and content management.
Coach, mentor, and direct all design work, including digital creative, UX, UI, video, content strategy, conversation design, UX writing, A/B testing, design systems, and DXP/personalization.
Craft executive presentations for future product opportunities with best-in-class designs for digital experience products.
Work cross-functionally with executives of engineering, infrastructure, marketing/corporate communications, cyber security, finance, and customer service in order to improve operational excellence and design products for delivering great customer service.
Salesforce, Head of Digital Experience, Corporate Marketing
Direct supervisor (and UX director) for twelve roles including UX designers, creative technologists, UX research, information architects, art directors, copywriters, content strategists, and more.
Creative experience design and strategy leadership contributing to increased acquisition & conversion for SMB and enterprise customers.
Led digital UX experiences across the Salesforce web ecosystem through conceptualization, ideation, design, prototyping, research, implementation, and governance with a deep emphasis in lead generation, ACV, LTV, and customer success.
Advised and consult led on digital product marketing initiatives, omni-channel marketing strategy for global campaigns, people to programs ratio, reporting to EVPs and C-Suite (CCO & CMO).
Led complete transition of global content and UX design & strategy (including content and component libraries) for migrating all of Salesforce.com from OpenCMS, Drupal, and Wordpress to an aligned experience on Adobe Experience Manager (AEM).
FOX Consumer Products, Fox Nation & FX, Experience Strategy Consultant
During a six-month engagement, I worked with Fox stakeholders on aligning behind customer journeys for their consumer streaming services (FX App, including mobile and OTT) including acquisition, growth, and winbacks.
Challenges included a complete audit of Fox’s marketing technology stack with multiple stakeholders, customer personas and discovery across several business holders, identifying opportunities for capitalizing on Salesforce Marketing Cloud Journeys along with Salesforce DMP and AWS.
The final deliverable was a comprehensive journey with triggered communications fueled by customer engagement data across multiple channels.
Abbvie Immunology, Digital Transformation & Personalization Roadmap for Patient Support Program
Crafted digital transformation roadmap for patient experience with support programs, including a complete holistic omni-channel tactical CX plan for 1:1 personalization leveraging mobile, web, social, SMS, and email engagement.
Supervised research, UX, and content design for enhancements across three oncology brands—Humira, Skyrizi, and Rinvoq.
Microsoft Surface, Experience Strategy, DTC/B2B e-commerce
In partnership with Wunderman Thompson, I led experience strategy for DTC and B2B e-commerce enhancements, including new product launches.
UX deliverables included a “Help Me Choose” module to assist buyers on choosing the right Surface model for their needs.
Atmosphere BBDO, Experience Creative Director
While at BBDO, I built and directly supervised a large team for user experience and content strategy. Together we bridged creative ideas with meaningful digital experiences led by compelling narrative and fed by business, UX, IA, content strategy, user advocacy, and omni-channel customer journeys.
Projects included leading the digital transformation for Emirates Airlines, Gillette DTC experience, Johnson & Johnson, Visa, Cognizant, Shell, and Citibank.
With my leadership, Emirates Airline saw an increase of over $200MM increase in online revenue YoY.
Mastercard, Social Awareness Data Visualization App (mobile & web), Experience Strategy
Designed and facilitated a persona workshop for a Mastercard social awareness mobile app.
Created personas and journeys for guiding the UX design and content strategy of a campaign experience driving engagement through a customer dashboard.
Conceptual design for a rich data visualization consumer experience.
Havas Life (EURO RSCG Life), Director of UX/IA
Director of User Experience and Information Architecture team (direct supervisor for three UX designers, two information architects) for Euro RSCG Life MetaMax, Health4Brands, and LM&P. Overseeing the best team of UX and IA designers in pharmaceutical advertising. Was responsible for providing user advocacy, emerging technologies education, thought leadership, insights to research and more.
A notable project was for Walgreens Speciality Pharmacy Sales, which was the first of its kind iPad field sales app. The app integrated Salesforce with a customized user experience award-winning iPad platform enabling sales reps to create, modify, and enhance presentation materials with the device serving as a CMS-type product while utilizing Walgreens’ CRM.
Additional clients were Pfizer, Genentech, Gilead, and more.
Allergan Advantage, Brilliant Distinctions, XD Consultant
Prior to their merger with Abbvie, I led content strategy and design system evolution for Brilliant Distinctions’ comprehensive provider portal, including educational & training content, loyalty programs, and inventory management.
Project included multiple workshops with several stakeholders from marketing to I.T., leading UI design, and a massive integration with several legacy systems.
This project was five months and I also had a copywriter report to me during this assignment.
Frazier History Museum, Kentucky Bourbon Trail Exhibit, UX Design Lead
Interactive installation for visitors of all ages to immerse into the history of the Kentucky Bourbon Trail.
Designed the interfaces spanning across a large table of multiple 64-inch screens.
Columbia School of Journalism, UX Design Lead
Developed user strategies for interactive case method in higher education pedagogy focused on journalism curriculum.
Designed UX for case studies subscription service, including ecommerce.
Pokémon, Product Manager
Product manager for Pokémon themed edtech for grades K-6.
Managed vendors, agile design and development, directed voiceovers.