Brian Ross Email & Phone Number

Mckinney, Tx, Us

New York, Ny, Us

I lead a cross-disciplined Experience Design team that is responsible for designing B2B client experiences that include institutional, health care, and third party consulting relationships. Today, we serve over 12,000 institutional clients and 3,000 third party consultants in service of planning for and driving adoption of their retirement plans, while protecting and growing approximately $1.2 trillion in client assets for TIAA.Team Management & Collaboration• Lead teams of 20+ Designers + Design Managers at TIAA, launching transformative experiences for B2B and Wealth clients, along with shaping internal tools for TIAA associates that include field enablement, call center, and advisor relationships.• Ensure seamless collaboration between internal teams, partnerships, and leadership with bringing visions to life and exceeding platform and business objectives.Product Design & Development• Initially led design initiatives for TIAA’s core B2B platform, Plan Focus, focusing on evolving its user experience by creating a new navigational framework, improving data architecture, and developing a unified design system.• Expanded my role to lead the transition of internal systems to Salesforce, streamlining business processes and accelerating the realization of business benefits.• Further expanded my impact by driving the growth of TIAA’s wealth offering, developing an end-to-end blueprint that has become a critical tool for making key business decisions. Leading Growth and Expansion • Collaborated with cross-functional leaders to mature and transform the Design organization, amplifying its impact through the introduction of new partnership models, methodologies, and frameworks that fostered more effective and efficient collaboration.• Partnered with executive leadership to strengthen and expand TIAA’s third-party relationships, notably leading key partnerships with Salesforce, Accenture, Empower, and Capitalize.

San Francisco, Ca, Us

I led the Ads experience at Instacart, managing a cross-functional team of 30+ members across Design, Content, and Research. In this role, I was responsible for enhancing the quality, usability, and safety of online advertising on Instacart's Ads platform. This included overseeing ad creatives, developing advertiser tools, and driving the expansion of strategic partnerships.Strategic Business Growth• Ads played a pivotal role in driving revenue and business growth, contributing significantly to Instacart's expansion beyond delivery and into the brick-and-mortar retail space. I introduced new creative formats—including shoppable ads, video, and in-store solutions—which generated over $500M in revenue, with approximately 11% directly attributed to ads. • These new revenue channels enabled further investment in store technology, including the Caper Carts program. By expanding our ads footprint, we were able to increase the size of carts by 6%, boost return trips, and improve omni-channel conversion for brands. Driving Product Innovation• I introduced a range of innovative advertising solutions designed to enhance consumer discovery and brand engagement, including Recipes, Occasions, and Bundles• These solutions empowered advertisers to connect with consumers in ways that go beyond traditional shopping aisles, fostering both brand discovery and conversion at key moments. As a result, CPG brands saw impressive growth with sales on Instacart, increasing 35% year-over-year, and market share rising by approximately 12%.Implementing Emerging Technology• I spearheaded the development and implementation of new advertising formats for Instacart’s tech-enabled grocery carts, known as Caper Carts, including Personalization at scale, Quests, and Location-based savings.• These innovations resulted in a 40% increase in coupon redemptions, an 8% rise in the adoption of emerging brands, and a 11% growth in Caper Cart acquisition by other retail partners.

Menlo Park, Ca, Us

I led global teams focused on empowering advertisers to build communities, grow their businesses, and achieve success across the Facebook Ads platform. This included overseeing key platforms such as Facebook, Instagram, and WhatsApp, as well as business tools like Ads Manager, budgeting and scheduling, insights, analytics, optimization, and performance management.Driving Business Impact: • The ads platform generates approximately 97.9% of Meta’s total revenue, equating to $114.93 billion in annual ad revenue, fueling the company’s growth and overall business strategy.• My teams played a key role in driving this success by creating actionable insights, optimizing advertiser spend, and leveraging additional channels to maximize reach and engagement.Increasing Market Share• I identified and created new revenue opportunities by introducing Facebook Reels ad formats and advanced measurement capabilities. This initiative capitalized on an emerging channel critical to Facebook's monetization strategy, delivering significant value for advertisers. As a result, advertisers saw a 79% increase in purchases, double the delivery performance of traditional video formats, and a 35% reduction in cost-per-result compared to image ads.• The adoption of Reels ads by three-quarters of Meta’s advertisers contributed to an annual revenue run rate exceeding $10 billion, starting in 2023.Expanding Potential• I led a team in developing a strategy to create new ad formats for the WhatsApp platform, tapping into a previously untapped revenue source with over 2 billion monthly active users.• Through research and discovery, we identified that allowing businesses to initiate direct conversations from ads significantly increased engagement and relevance, seamlessly integrating with the WhatsApp experience.• As a result, advertisers on WhatsApp reported conversion rates 45-60% higher than other channels, a 30% reduction in customer acquisition costs, and an 8% increase in revenue.

Minneapolis, Mn, Us

I led a cross-disciplinary team of over 300 members, both onshore and offshore, focused on building the foundational digital platform for U.S. Bank. Our work spanned multiple areas, including Personal Banking, Wealth Management, Business Banking, Corporate and Commercial Services, and third-party relationships.Establishing a Strong Foundation • I was responsible for defining the vision, strategy, and roadmap across multiple levels of abstraction and customer journeys. I embedded UX expertise within cross-functional teams to kickstart complex projects and elevate our talent pool by recruiting and hiring top-tier UX professionals.• I grew the team from 50+ onshore members to over 70, and scaled our practice further by establishing a strategic partnership with Cognizant in India, adding 150+ additional experts to our global team.• I also led the creation of a unified design system that streamlined the federation of capabilities across the ecosystem, enabling more efficient collaboration and consistency.Leading Platform Transformation • I played a key role in evaluating potential third-party partnerships, including leading the merger with Union Bank in 2021. In this capacity, I managed both software and hardware design projects as the two companies co-developed their first integrated platform.• I led design for incubation projects within the new platform, which included developing innovative user interface features such as a document hub, enhancing service design with mobile capabilities, and introducing new machine learning-powered products.• Additionally, I defined and led an innovation process that aligned business, engineering, and user experience goals. This process introduced a human-centered approach to complex technical explorations, involving facilitated co-creation workshops with users, rapid iterations between envisioning and feasibility phases, and the use of video storytelling to rally teams around a unified, customer-focused vision.

Bentonville, Arkansas, Us

As Head of Design, I led the strategy for all of Walmart’s Associate-facing businesses. I managed a cross-functional UX team of 40+ members across the U.S. and India, driving creativity and raising quality standards. I ensured our design strategy aligned with business goals and delivered innovative solutions for our Associates’ evolving needs.Expedited Business Benefit • I was tasked with delivering the new Associate experience (me@walmart) for over 1.5 million associates within 9 months. This initiative involved consolidating 100+ tools, introducing a unified design language and system, and realizing a major partnership with Samsung.• To improve efficiency, I led a heuristic evaluation, created a service blueprint to connect channels, mapped key associate personas and tasks, and conducted a competitive analysis to inform our decisions.• Key outcomes included:• 90% adoption of new technology within the first month of rollout.• Deprecation of 80+ tools, resulting in $352M in cost savings.• Reduced training time from 40 hours to 8 hours, saving approximately $80K per employee in onboarding costs and making associates “job-ready” faster.• 80% reduction in attrition in the first month, saving Walmart $200K per associate monthly.• Contributed to adding $560B to Walmart’s 2021 revenue, with 2% of that growth attributed to the new associate experience.Expanding Capabilities• Utilized opportunities from the partnership with Samsung and the new hardware to create innovative solutions for Associates, most notably a better inventory tracking tool. • We leveraged RFID technology to make it easy for Associates to use their devices to track inventory and maintain higher accuracy rates, via sound design. • The result of this new capability included a recognition in 2022 from Fast Company’s Innovation by Design Awards in the Retail category and an increase of order accuracy by 90%.

New York, Ny, Us

As a leader on the Digital executive team, I helped define and execute Chase’s product strategy for Small Business, Merchant, and Commercial Banking, driving 22% annual revenue growth. I led a diverse team of nearly 50 designers, content strategists, prototypers, and researchers, all focused on improving outcomes for 20 million customers and the millions of employees, accountants, and developers working with them.Leading Critical Business • From payments and payroll to accounting, invoicing, capital, and cash flow, we were committed to making it simpler, faster, and more effective for businesses—whether first-time users or seasoned experts—to manage their operations with confidence and success.• I led the strategy, vision, and product experience for Chase for Business, J.P. Morgan Commercial Bank, Merchant Services, and a comprehensive suite of in-house operational tools.• During a complete digital transformation, I guided the team with both operational and strategic thought leadership, helping Chase evolve into a fully digitally enabled organization. As part of this transformation, we successfully migrated over 20 million clients and grew our market share by 8% YoY.Delivering New Capabilities • I led the development and launch of several key product offerings, including Chase Business Checking, the first Chase Business credit card, Quick Accept for merchants, and a retirement offering for small businesses. These initiatives drove a 33% increase in new customer relationships.• Quick Accept, our merchant payment acceptance platform, was a critical addition to our Merchant Services, enabling us to close the gap with industry competitors and deliver strong results:• +30% increase in business credit card usage • +17% YoY increase in new customer acquisition • Average of 46% more checkout conversions for small businesses• +30% increase in average order value for small businesses • Increase in +900K small business loans

San Francisco, California, Us

I led a global team to drive the next phase of growth for Salesforce’s top CRM applications, a $500M+ global channel. We reached over 100 million people in 190 countries, serving 3,700+ enterprises. By focusing on product-led growth and expanding services, we helped position Salesforce as a leader in digital transformation for Fortune 100 companies.Starting from Scratch • I led teams to develop and deliver the Salesforce product experience across all channels, advising on how to integrate inclusive practices into our solutions.• What started as a small team of under 30 designers grew to over 350 across five countries.• I managed the P&L, resource allocation, annual planning, and key strategic initiatives that guided the global team’s vision.• Through strong leadership and operational focus, I grew our operating margins from $25M to $350M in 3 years.Furthering our Footprint • I helped expand our global presence by establishing Centers of Practice in EMEA, APAC, and LATAM, and led three key design partnership acquisitions, building a diverse partner network with organizations like IDEO, frog, Accenture, and McKinsey.• I also founded a Center of Excellence for UX, driving consistency across partnerships, including pre-sales, core product UX teams, and our broader partner ecosystem.Expanding our Influence • I worked closely with the UX and marketing teams to create and implement a unified design system for Salesforce Lightning, improving team efficiency and speeding up time to market. This also allowed us to easily manage customizations and develop applications more quickly.• A major achievement was the creation of Trailhead, our open-source training platform. Originally for employee training, it was expanded to allow anyone to learn Salesforce and earn certifications. This led to a 30% YoY increase in certifications and a 25% rise in inbound talent, strengthening our talent pipeline.

Chicago, Il, Us

Design Lead of a 60+ person internal, digital communications group at the University of Chicago responsible for raising the awareness of UChicago to the broadest possible audiences in support of the University’s strategic objectives, along with building the UChicago brand and utilizing the message framework. In coordination with Office of the President, we strived to effectively deliver strategic communications, capture and acquire new and diverse students and grow relationships with the alumni and extended UChicago networks—with the sole purpose of delivering on the core values of the University’s brand promise.One of the largest initiatives that I led was the institution of a new brand in coordination with the build out of our digital capabilities. Since the launch, the University received the Webby award for the Most Outstanding Website in Higher Education (2012 and 2013 consecutively), developed and deployed a mobile digital application, increased the shape of the recruiting funnel, driving better diversity with a 12% increase in diverse candidates YoY, and reshaped and deployed a new communication and brand strategy that extensively crossed all of the institutions and systems of the University network, including the world-renowned Hospital.

San Francisco, Ca, Us

SolutionSet is a multichannel, integrated marketing agency creating a customized set of solutions using digital, direct, data and local services to build brands and drive transactions for some of the largest Fortune 500 companies in the world. I led cross functional teams in brand research/development, strategic planning, integrated, demand generation, digital, CRM and loyalty/rewards marketing initiatives for a variety of clients including: American Express (six divisions), Carpet One, KeyBank, Mallory Alexander, Merry Maids, Office Depot, RSA Conference, Sears, Shoes for Crews, The Home Depot and WellHome.

Indianapolis, Indiana, Us

RHB is a specialized marketing consultancy serving over 200 clients in higher education and related not-for-profit organizations find their distinctive voice and tell their stories authentically and compellingly.I led our goal-exceeding creative efforts, lending imagination, wisdom and data-driven perspective to proposed solutions and strategic counsel. Leveraging up-to-the-minute familiarity with trends in culture, entertainment and design, we helped our clients to develop communications and strategies that powerfully connect with their target audiences. Under my direction, the team’s work, on behalf of our clients,has won more than 50 national, regional and local awards, and has been featured in The Wall Street Journal, The Chronicle of Higher Education and on NPR. During my tenure, I was a regular speaker at national and regional conferences, including AMA Higher Education, UCDA and CCCU.

Ted Muta Advertising is a marketing and communications firm that focuses on bringing messaging, design, and development together to create quality solutions— and great, targeted marketing and POS experiences. I led a small, creative team for both general advertising and targeted, direct marketing programs on behalf of clients including: American Woodmark, Citibank (CSLC), Fisher Price, IBM (Financial & Local Government divisions), Kaiser Permanente Healthcare, MBNA America (now Bank of America), Owens Corning, Sealy Mattress and Stearns & Foster.

Frankel specializes in marketing services that include digital communications, direct and database marketing, promotions and shopper marketing. As an Art Director of our Retail Marketing Practice Group, I was responsible for providing strategy, insights and design expertise to our clients and our teams. We were focused on creating compelling product and brand stories and activate them in all channels. We were a full service, vertically integrated team services major clients that included category leaders Macy’s, Marshall Field’s, Target, United Airlines, Amercian Express and many others.