Building.

Designing and building a loft and office space in TriBeCa, NY. We're calling it Franklin Millinery.

As Head of Product Design at Slice, my role centered around building bridges and driving transformative change across Slice's many products. This started with a foundational build up of the design discipline, eventually growing the team from 2 to 10 full-time design leaders. This growth wasn't just about numbers; it involved the co-creation of career ladders and development plans with the designer's themselves, establishing new team norms, and setting up a new cadence of design critiques and cross-functional reviews. This foundation built a culture of creative problem-solving, collaboration, and continuous professional development—above all a happy and performant team!I drove the development of the custom website offering, significantly boosting our shop partnership model and enhancing our market presence—delivering over 17,000 custom websites to independent pizzeria owners across the country. I also played a key role in shaping our vision and subsequent narrative—shifting our focus from "orders" to "repeat customers" giving pizzeria owner's 1st party control over their customers. This required integrating CRM and consumer journey strategies to bridge the gap between consumer products and shop tools.Early on dismantling the silos between Engineering and Design was critical. I advocated for and implemented a squad-based model, bringing together design, engineering, product, and data teams. This approach cultivated a more collaborative and efficient environment, fostering innovation and streamlined problem-solving.By the numbers (zero on ad spend):- Increased DAU from 120k to 370k- Achieved 9k daily app installs and 80k daily app opens- Significantly improved speed of conversion on repeat orders (~60%)- Increased consumer app contribution of revenue to 54%I've always placed a strong emphasis on developing teams and fostering a collaborative culture. My approach to leadership is empathetic and inclusive, focusing on mentorship and hands-on leadership.

At Twitter, I led a team of ten product designers and managers, focusing on enhancing user experience by making it more personal, contextual, and rewarding. Our work centered on the Home Timeline, Explore & Search, and Interests — the latter being the driving force behind much of Twitter's engagement algorithm. This role required intensive collaboration with Product, Engineering, Data Science, and Machine Learning teams to effectively gather and utilize data, ensuring the timely delivery of relevant content to users. Our efforts were crucial in refining the connective tissue of Twitter, significantly impacting user engagement and content discovery.

In this role, I guided a multidisciplinary team (some contractors) towards unlocking Twitter's next billion in revenue by crafting a future vision for the Ad Formats and Developer Experience teams. This initiative demanded alignment across various stakeholders, including executive leadership, design, product, and engineering teams. Our team, comprising product designers, content designers, UI motion designers, UX engineers, and product strategists, worked closely with cross-functional partners. We focused on innovating ad formats and enhancing the developer experience, contributing significantly to Twitter's strategic revenue goals.My journey at Twitter began with the company’s acquisition of UENO, where I was leading the Twitter account.

Our mantra: "Rad work. Rad people."I led a cross-disciplinary team of 70+ creatives, designers, producers, technologists, writers and managers of managers for projects that spanned the full digital spectrum: from campaign innovation and content; to emerging tech (AR, VR, XR) and 0-1 products; to digital-first brand strategy, identity and systems.Key accounts for this time period: Adidas, Beats (Apple), Peloton, Royal Caribbean, Parallel (Cannabis), Flexport---2020: Beats "Tempo" wins Graphite and Wood Pencil D&AD2019: Firstborn, Fast Company's 2019 Most Innovative Companies2019: Speaker, Embassy of Dutch Creativity in Cannes2019: Adidas "Hidden in Plain Sight" Adweek Project Isaac, Gold2019: Adidas "Hidden in Plain Sight" Clio2019: Firstborn.com, Listed on Developer Site of the Year, AWWWARDS2018: Campaign US' 2018 Digital 40 Over 402018: Mentor & Speaker at Young Marketers Academy in Cannes2018: Speaker, Digiday AI Summit on Evaluating Emerging Tech

As SVP, Executive Creative Director I spent much of my days pitching and leading multiple teams across key accounts.Alongside overseeing creative and design across our biggest accounts I directed many of our live action VR work for brands like Mountain Dew & Chevron. I also lead & directed Nick, a popular, fully-immersive VR game available on the Steam Store today.In 2018 alone, we launched 10 AR-driven experiences for clients like Chevron, Adidas, Jagermeister, Champs Sports, Footlocker and Gatorade. After winning the L'Oreal work in 2013, I stayed on to direct design across the L'Oreal Luxe and Professional Products Division portfolio of brands like Lancôme, Urban Decay, Kiehl's, Redken and YSL. This work included the relaunch and transformation of six ecommerce experiences, the development of new digital products and the production of digital marketing campaigns. These efforts contributed to every brand under our purview rising to the top of the Gartner L2 Digital IQ Index. Key accounts for this time period: L'Oreal portfolio of brands, ANA (All Nippon Airways), Mountain Dew, Chevron, Jet.com, Lafayette 148 and Adidas

Lead the transition from production shop to lead agency role by evolving our pitch approach to win the SoBe dAOR account and growing our creative reputation inside the PepsiCo organization with dAOR wins on Mountain Dew and Pepsi Spire.I delivered groundbreaking, digitally-focused creative and product work during a transformational and turbulent period in the history of digital. This included our integrated work on "Expedition Titanic" (winner at SxSWi and the Telly's) and our work on Uniqlo in which we hacked Pinterest (https://www.aiga.org/case-study-uniqlo-storms-pinterest) which earned us a gold in Cannes.The global success of our work with Uniqlo also earned me a place on the AdAge's coveted Media Mavens list in 2012: https://adage.com/print/237415This new approach and positioning played a pivotal role in the acquisition of Firstborn to Dentsu.

FL2 was an internationally recognized and award winning interactive design agency. Yes, that means Flash (RIP).I helped grow the company from four to over 20 people, and in doing so, was lucky enough to work with some amazing brands: Porsche, Left Hand Brewing, Boa, American Crew, Sims Snowboards and Vision Streetwear.Along with the brand marketing work we created, and with the housing market exploding, we were heavily focused on real estate development work—helping very large developers (East West Partners, Haseko, Stapleton, New Broad Street, Forest City, etc) build out their digital identities both on and offline. We did many digital and experiential work in sales centers across the USA—there we created rich interactive touchscreen experiences that allowed customers to step into a developer's vision.

When phones were dumb, the Razr hot, ringtones a cultural moment and mobile wallpapers still a thing—there was nReach, the ecommerce largest platform built specifically for the creation and distribution of premium mobile content.I was brought on to develop the new brand and commerce product to help position nReach (and it's content) for growth. Along with building the brand strategy, identity and system I also designed and developed (frontend, HTML/CSS) the new e-commerce products from the ground up, alongside the internal team of engineers.

So began, these formative and more corporate-formal years as an interactive designer. This is where I learned to code. Where I learned UX strategy and design. It's where I unlearned what I learned in business school and discovered real business and product strategy. It was here that I learned what it meant to be a product designer. To look at data. To study the user. To understand the technology I was designing on top of.I may have started out resizing thumbnail and product graphics...but by the end of my tenure at eToys I had lead two separate and successful redesigns of the e-commerce experience across two different and distinct brands:  eToys.com and KBToys.com.

Worked on Titan Motorcycles.

You learn a lot about yourself digging ditches in the desert.