Product strategy & design, market research & user testing, journey & service mapping, design & research operations, creative direction, content strategy, data analysis, business modeling, systems development, and innovation program management. Connect the dots that drive results.- – —🚀

Translate brand guidelines and business goals into experiential outcomes for large-scale live events. Oversee business development, design strategy, and team collaboration.- – —🎯

Oversaw strategy, design, research, and innovation for digital channels, operating across membership, automotive, insurance, finance, travel, and retail lines of business. ◆ Executed research, strategy, branding, and design for the new member acquisition funnel, resulting in a massive 40% total lift for web channel conversions (+$12M ARR). » Recognized by UserTesting.com with a case study, CEO podcast interview, and 2020 Illumi Award.◆ Secured executive support to recruit and lead a UX team in a redesign of the member website. » Established product vision, strategic pillars, and narrative framework, while directing design, research, content, product management, data, and development efforts.» Worked with senior leadership and business lines to align objectives, communicate strategy, define priorities, socialize insights, and champion redesign team efforts. » A randomized A/B test proved our new site design dramatically increased engagement. Highlights: +44% visits to Travel, Car Care, and Insurance pages, +67% OTA travel searches, +54% Travel Agent leads, +23% Car Care appointments, +13% Insurance Agent leads, and +6 NPS. And, when non-members explored the new design, +5% join conversions.◆ Overturned long-held assumptions about pricing through targeted user research, testing, and financial modeling. The result was an additional $3M in new member revenue each year.◆ Produced, monitored, and socialized frameworks for insight generation, customer journey management, and personalization.◆ Established a digital marketing operations model rooted in customer discovery and iterative co-creation, while defining criteria for the prioritization and de-risking of innovation efforts.◆ Led product design and user research for Online Garage and Repair Suite web and mobile apps.◆ Contracted and managed a third-party agency in a foundational ethnographic research study, establishing key insights into the experiential needs of both members and prospects.- – —

Managed daily operations of an internal marketing agency during a period of rapid growth.◆ Worked closely with Account, Production, and Creative department leads to execute several thousand tactics each year, from advertising and direct marketing to bus wraps and takeovers.◆ Established cross-functional workflows and wrote custom software to automate key processes. This allowed us to scale efforts as hit shows like Dexter, Weeds, and The L Word tripled workloads.◆ Built a social enterprise prototype (redBase) to support communication across teams and an interstitial approval system (VidPrep + SpotMail), defining workflows still in use today.

Led production of marketing collateral for Virgin America, Johnnie Walker, Food Network, Tauck World Discovery, and more. Converted studio operations into a profit center.

Responsible for design, production, proofing, and printing of the US Airways Dividend Miles portfolio, including a post-9/11 redesign. Also produced collateral for Microsoft, Buick, Hallmark, and others.