At eSalon, I led the UX practice across three customizable hair care brands (AURA, Colorsmith, eSalon), delivering results through collaboration, innovation, and user-centered design. Key achievements include:→ Led the development of brand-specific design systems, reducing project delivery times by 30% and ensuring consistency across digital assets and campaigns.→ Analyzed KPIs and user behavior using MixPanel, FullStory, GA4, and proprietary data sources, uncovering key optimization opportunities that improved content strategy, product performance, and campaign effectiveness.→ Collaborated closely with product, marketing, and engineering teams to deliver cohesive, responsive designs, creating feedback loops through UX research and bi-weekly project progress meetings.→ Mentored junior team members, fostering a culture of growth and continuous learning through personalized development plans and regular design critiques.

As a UX Design and Content Strategy consultant, I partnered with a diverse range of clients across industries, helping them enhance their digital experiences through user-centered design and research. My work focused on driving measurable business outcomes through data-backed UX decisions.Some of my key contributions include:→ Delivered UX design and content strategy for clients including PORTH, Clear Club, and NeuroPilot, focusing on improving user experience, information architecture, and SEO.→ Led the UX process from research and discovery through to wireframing and usability testing, using tools like Figma, PlaybookUX, Otter.ai, and Google Analytics.→ Increased key metrics such as a 202% rise in local search traffic and a 36% boost in consultations for PORTH, and a 13% increase in paid memberships for Ava Rose Marketplace post-redesign.→ Created personas, user journeys, and interactive prototypes, aligning design recommendations with business goals to optimize user flow and engagement.→ Developed style guides and ensured ADA accessibility compliance, driving design consistency across client projects.

Wire Media is a user experience design firm focused on serving nonprofit clients, with expertise in visual storytelling and accessibility.→ UX research: Conducted user interviews, synthesized data using mind maps, and presented key findings to clients.→ UX design: I designed wireframes for responsive web sites, dashboards and web-based interactive reports.→ Workshops: Created content, goals and led a 3-day design thinking workshop for 30+ end users and stakeholders, fostering increased collaboration and uncovering valuable insights which informed my dashboard design (see case study).→ Data analysis: Created monthly analytics dashboards for all clients, delivering in-depth analysis and data-backed insights.→ Project management: Utilized Gantt charts to manage projects and ensure timely delivery of milestones and key decisions.→ Clients: Reach Capital, Aarete (healthcare consulting), The Solutions Project.org; pitched and won new business.

SonnySideUp is a branding agency based in Newport, CA.► Lead UX research and discovery effort encompassing user interviews, stakeholder interviews and analytics.► Lead UX design effort including low, mid and hi-fi wireframes with user testing at each step of the way.► Delivered final client presentation, clickable demo in InVision, style guide & Sketch file

► Responsible for planning and executing entertainment content merchandising across DIRECTV/AT&T entertainment platforms: DIRECTV Now, WatchTV, DIRECTV Everywhere, DIRECTV set top box.► Responsible for creating entertainment carousels that supported entertainment KPIs for customer engagement. ► Supported marketing and editorial campaigns with curated carousels based on high-performing content.

► Lead producer and content strategist for the DIRECTVNOW.com product launch, an Internet-based live TV and on demand service; product sales exceeded goals by 300% within 24 hours of launch.► Collaborated with cross-functional teams across AT&T/DIRECTV including UX, UI, product, marketing, IT, legal, copy & design to launch a responsive sales page.► Developed timeline for site build-out, resource management, stakeholder approvals, QA and publication.► Created a calendarized content plan and timeline to support weekly content refreshes; created a workflow process in collaboration with TV network programming partners to streamline video asset requests and approvals.► Built and managed a team from the ground up to support weekly content updates throughout the site including updates to all marketing page video, legal, copy and daily publishing of entertainment carousels inside the DIRECTV Now product.

Supported stakeholders throughout the DIRECTV entertainment business including ad sales, equipment, premium upgrades, PPV and product to maintain recent, relevant and personalized content to customers. Notable projects include:DIRECTV Everywhere: Increased pageviews 518%, video plays 103% and revenue 114% YOY from 2015 to 2016. Responsibilities included leading a team of 7 producers to execute entertainment marketing campaigns for TV tune in, PPV sales, streams and premium upgrades. Monitored KPIs on a weekly basis to identify opportunities for improvement. DIRECTV Entertainment Recommendations: Personalized entertainment recommendations launched in April 2016 resulted in a 9% higher conversion than non-recommended content after 6 months. Responsibilities included creating content strategy for recommended carousels, detailing CMS requirements, collaborating with product owners, UX design, engineering and vendors to QA and execute.NFLSundayTicket.TV: Successful product launch in 2014 resulted in sales goals surpassing objective of over 40k subscribers in two months. Responsibilities included developing content strategy, shepherding creative from conception to executive review, prioritizing issues with IT and Engineering.Integrated Content Marketing Campaigns: Tune-in sales campaigns drove $20MM in revenue in 2014, up 35% from 2013. Responsibilities included standing up process to support ad sales in publishing paid content to drive tune-ins and records in marketing channels that include directv.com, social, email, and SEO.► CMS enhancements and upgrades: key stakeholder in planning CMS architecture including user stories, workflow needs, approval flow needs, training and QA.► Collaborated with DIRECTV’s entertainment product development team (UX, UI, Engineering, IT) as key marketing stakeholder to evolve customer experience for desktop, mobile clients, and set-top box and to support and improve conversion on KPIs for directv.com/entertainment.