Summary

Director-level UX and digital experience leader with 20+ years of experience leading teams, shaping product strategy, and delivering measurable outcomes across SaaS, enterprise, IoT, eCommerce, fitness, automotive, energy, and education. Known for raising UX maturity, coaching strong teams, and aligning product, design, and engineering around customer-centered execution. Combines systems thinking, business rigor, and hands-on leadership to simplify complexity, improve usability, and drive growth.

Career Highlights

• Reduced enterprise support friction by approximately 40% at Verizon by transforming a fragmented IoT experience into a clearer, more scalable platform.
• Accelerated launch of the redesigned RunDot React Native app with a lean team in approximately 6 months.
• Improved Webgility onboarding activation from 15% to 30% by simplifying the setup flow from 7 steps to 4.
• Built and developed multidisciplinary teams across UX, UI, research, content, and front-end collaboration while helping multiple team members expand scope or earn promotion.

Core Competencies

Design & UX Leadership | Digital Experience Strategy | People Leadership & Team Development | Product Strategy & Roadmapping | Cross-Functional Collaboration | Stakeholder Influence | UX Research & Synthesis | Design Systems | Conversion & Activation Optimization | Journey Mapping | Agile Delivery | Design Operations | Executive Communication | Data-Informed Decision Making

Professional Experience

Head of Design & UX | Predictive Fitness (Nov 2024 – June 2026)

Lead design and UX strategy across TriDot and RunDot, partnering with product and engineering to improve onboarding, activation, subscription conversion, and long-term product adoption across mobile and web experiences.

• Reduced enterprise support friction by approximately 40% at Verizon by transforming a fragmented IoT experience into a clearer, more scalable platform.
• Accelerated launch of the redesigned RunDot React Native app with a lean team in approximately 6 months.
• Improved Webgility onboarding activation from 15% to 30% by simplifying the setup flow from 7 steps to 4.
• Built and developed multidisciplinary teams across UX, UI, research, content, and front-end collaboration while helping multiple team members expand scope or earn promotion.

Director of UX | Webgility (Oct 2021 – Jul 2024)

Led UX strategy and execution for a SaaS platform serving eCommerce merchants, focusing on onboarding, activation, product simplification, and scalable design practices.

• Improved onboarding activation from 15% to 30% by simplifying the setup flow from 7 steps to 4 and creating a more intuitive path to first value.
• Led a team of direct reports, contractors, and 20+ offshore partners across UX, visual design, research, front-end collaboration, branding, and product support.
• Built and scaled a Figma design system that accelerated engineering delivery, reduced custom UI work, and became shared infrastructure beyond the core UX team.
• Introduced UX planning and roadmap structures that product owners adopted to better organize work and align priorities.
• Helped define the experience foundation for an in-app AI assistant and concepted Webgility Insights, a smarter analytics experience designed to help merchants act on revenue, inventory, and product signals.

Sr. Manager, UX Strategy | Verizon (Progressive Roles Oct 2015 – Oct 2021)

Led UX strategy for Verizon Business Group initiatives including ThingSpace, Smart Cities, Connected Home, Mobile Access Edge Compute, and adjacent enterprise experiences.

• Grew and led a multidisciplinary team spanning UX, visual design, research, content, documentation, contractors, and offshore partners while influencing multiple product teams and roughly 25–30 engineers.
• Reframed ThingSpace from a fragmented, engineer-led tool into a more intuitive and scalable enterprise platform, helping reduce support friction by approximately 40%.
• Hired and developed talent across UX, research, strategy, and content, helping multiple team members expand scope and earn promotion into broader leadership roles.
• Helped establish one of Verizon Business Group’s first internal design systems and introduced research and operating practices later adopted by adjacent teams.
• Presented UX strategy, metrics, and product results to executive leadership and helped bring user-centered thinking into roadmap and priority decisions earlier in the process.

Earlier Experience

Creative Director | Art Director | Interactive Designer | Graphic Designer (2001 – 2015)

• Held creative leadership, UX, and consulting roles across digital, product, and brand initiatives for agencies, startups, and enterprise organizations.
• Built interactive digital experiences in agency environments using Flash, Javascript, HTML, and CSS, developing an early foundation in web execution, visual communication, and client-facing delivery.

Tools & Platforms

Figma | Adobe Creative Cloud | React Native | Angular | JavaScript | HTML/CSS | PostHog | FullStory | Microsoft Clarity | Hubspot | Power BI | Jira | Confluence | Notion | Cursor | Claude | Codex

Education

B.A. Graphic Design, 2001, Baylor University, Waco, TX

Languages

English (Fluent) | Spanish (Basic)