Shimmy is a 501(c)(3) with a mission to get America moving, during the holiday season. The free Shimmy iPhone app is designed like an advent calendar, surprising users with 25 “fun size” workout videos each day from December 1st through Christmas. Think Bollywood cardio, 80’s aerobics, boxing, yoga, breathwork, and so much more. Plus, for each user who completes all 25 workouts, Shimmy donates $25 to charity.

Working at the intersection of hardware and software design, I led a diverse and supremely talented team of 20+ product designers and researchers. Together we defined, embodied, and deliver upon Tonal’s design’s principles. Our achievements were many, for which we have earned respect from across our company and our industry by consistently delivering world-class customer experiences.Our team’s success resulted in customer delight, and the formation of healthy habits that improve lives. We researched and tested every design decision. We touched everything from hardware design to Tonal coaches’ wardrobe guidelines, to stage sets, and content.I am proud to have taken the helm of a small nascent group at a time of rapid change, established our functional areas, and co-created systems for rapid innovation within a team culture of inclusive creativity. I grew the team to category pioneering 20+ design professionals. Domains included hardware and software product design & research (for end to end customer journey, content merchandising, discovery, and workout experience), alongside design systems and design operations.

Tonal is the world’s most intelligent fitness system. It is an entire gym and personal trainer, on your wall. Sleek design, revolutionary equipment, digital weights, and motivating, personalized workouts powered by AI. Tonal enables people to lead healthier lives and reach their fitness goals.

Led a design team for Coinbase’s shared services teams, including: Growth, Marketing/Communications, Brand and Internal Tools. Enabled the team through processes, led critiques, provided feedback and strategic insights that dramatically improved key metrics. Advocated for design work and fostered an inclusive culture to support the company’s vision of building an open financial system for the world.

Led a multidisciplinary product design team of creative professionals. Provided guidance, mentorship and strategic insight to facilitate JustAnswer’s delivery of immediate, expert answers to customers via its AI chatbot. Led and supported strategic growth initiatives, qualitative and quantitative user research. Encouraged a creative, collaborative culture that inspired design excellence.

Art director for key clients: Beats Music, (acquired by Apple Inc), Proactiv, BabyCenter, Gap, Walmart.com, Union Bank and AOL. Led a team of designers to create web and mobile experiences. Employed a hands-on approach to all projects, including strategy, concepting, design and art direction for sites, ads, emails, apps & more. Achievements: Generated a 251% lift in landing page response for BabyCenter. Created mobile campaign to drive a 154% increase in response for Union Bank.

Led design for an audio content platform for writers. Responsibilities: brand identity, product design and marketing strategy. Designed and conducted extensive qualitative user research. Worked with engineers to improve product. Achievements: Chosen as partner for Litquake Bay Area literary festival. Awarded by San Francisco Magazine with ‘Best of the Bay’ 2009.

Specialized in brand strategy, identity, web, print design, and marketing communications.Instrumental in launching dozens of businesses in a highly competitive market.

UCSF Positive Care center