Raising the bar for servicing residential rentals. Hemlane combines robust technology with a tech-enabled operations team to provide a world class property management solution to real estate investors, property managers, and real estate agents across the US.

At Embark, I was responsible for maintaining high-quality standards, evaluating individual and team performance, and guiding the refinement of products and features within our product ecosystem. During my tenure, I hired and led a team of five talented product designers. Through efficient cross-functional collaboration, our team successfully designed, developed, and launched cutting-edge products like the Embark Age Test, gut health tests and supplements, personalized Care Resources, and drove significant YoY growth via e-commerce funnel A/B testing.On-going responsibilities included:Overseeing various stakeholder groups and nurturing trusted relationships while defining UX strategy, future vision, success metrics, and product design team commitmentsProviding hands-on guidance in product innovation, ideation, and execution, with a focus on driving revenue, addressing customer needs, and achieving measurable business resultsRuthless prioritization, taking decisive action, and embracing continuous learningHands-on product design work as needed, like user journey maps, wire framing and prototyping, visual design, user research and testing, etc.

Led transformation of Andela's internal tools into a private talent marketplace, collaborating remotely with product designers, PMs, PMMs, developers, and executive stakeholdersEstablished a unified brand experience across all customer touchpoints for multiple customer segments
through process improvements, brand definition, and product design principlesSet high standards for quality across marketing channels and the entire product experienceContributed to Andela's substantial growth, reflected in its post-money valuation of $1B to $10B

Conducted user testing, crafted detailed wireframes and applied visual design to successfully launch ProfitWell's first native iOS applicationUtilized user feedback, user flows, prototypes, and rapid iteration to enhance existing product features and introduce new productsDesigned the end-to-end experience of a robust benchmarking and segmentation tool for SaaS companies, enabling them to assess their performance relative to competitors and uncover key drivers of success.Redefined ProfitWell's brand language and revamped the marketing site to elevate product marketing through imagery, color, and tone of voiceContributed to ProfitWell's acquisition by Paddle for $200M in May 2022

Collaborated effectively across teams to transition B2B offering into a customer-centric experience, increasing product usage and customer satisfactionCreated visual assets, including sketches, wireframes, user flow diagrams, personas, and high-fidelity mockups, to facilitate productive discussions among stakeholdersEstablished a reusable, component-driven design system repositoryDeveloped and refined Sonian's brand identity, encompassing brand strategies and standardsSonian was successfully acquired by Barracuda Networks (NYSE: CUDA) in 2017 for an undisclosed amount

Shaped the creative direction and customer experience for several client-facing projects, ensuring alignment with client objectives, timelines, and budgetsCollaborated closely with clients and account managers to understand project goals, target audiences, and brand objectivesTranslated client insights into compelling creative visions alongside the design team, often coordinating with external design and development teams for seamless integrationGuided cross-functional teams and led brainstorming sessions to foster innovative, web-based solutionsMaintained a cohesive brand identity across various creative assets, including websites and marketing campaignsDelivered creative excellence for prestigious Fortune 500 clients such as Stanley Black & Decker, Mitsubishi, and SeaWorld Parks & Resorts

Provided leadership and management for cross-functional teams, including visual designers, production artists, copywriters, photographers, and photo stylistsCrafted compelling narratives through photography, copywriting, and visual design, while offering design leadership and UX strategySpearheaded the definition and execution of visual design strategies across diverse mediums and channels, such as web, print, out-of-home advertising, online advertising, and televisionPlayed a key role in process improvements and established Joss & Main's first photo studioCreated the iconic Joss & Main logo and associated brand assets in collaboration with founders, defining the company's visual identityContributed to Joss & Main's significant growth, achieving a membership base of 5 million and annual revenues of approximately $150 million

Played a pivotal role in shaping Wayfair's digital storefront experience in a dynamic landscape characterized by rapid design sprints and iterative developmentEstablished and drove design excellence, shaping Wayfair's design department and growing the design team into a world-class, customer-driven organizationConsistently and effectively influenced leaders and teams to transform an unknown brand (CSN Stores) into a household nameMentored junior designers and fostered a collaborative design environment to nurture their skillsWitnessed Wayfair's public offering in October 2014, raising over $300 million through its IPO, with a current market cap or net worth of $5.87 billion