SMH Creative

As a creative storyteller and product design leader, I use visual design — across digital, print, and packaging — and UX/UI to craft thoughtful, intuitive experiences that tell powerful stories and shape how people connect with the world. With over 15 years of experience working both in-house and with agencies and firms, I bring a balanced approach of creativity and strategy to every project. I move at the speed required, and I deliver at the fidelity needed — whether it’s a lean prototype, a polished product, or a fully integrated campaign. My process is informed by user research, market insights, and product strategy to ensure that every solution is grounded in clarity and relevance. I’ve worked extensively on product innovation and experimentation teams, contributing to A/B testing frameworks and research-led design improvements. I’ve helped organizations build and grow their experimentation and design practice from the ground up — always centering the user, and always guided by what works. I believe that both qualitative and quantitative insights lead to better, more human-centered outcomes.