Cricut (Remote)
Senior Director of Experience Strategy
MARCH 2021 - PRESENT
Responsible for improving the onboarding journey for new owners of Cricut’s crafting software and machines
Lead a cross-functional team of analysts, UX designers, researchers, software engineers, copywriters and marketers to develop 360 solutions across the beginner experience
Conducted qualitative and quantitative research to better understand beginners, resulting in comprehensive and actionable new Member cohorts and journeys
Developed in-app learning plan, increasing new Member engagement by 25%
Reduced drop offs in machine and software setup experience by 20%
Launched communications journey, including emails, SMS, in-app messaging, and push notifications, resulting in traffic increase of 85% to Onboarding education platform
Trinity County Agriculture Alliance (Trinity County, CA)
Founder and Board Member, Chair of Marcom and Community Committees
MARCH 2020 - FEBRUARY 2021
Took pandemic-related “gap year” to launch county’s first trade alliance for small-scale organic farms
Ran series of member workshops to shape TCAA mission, goals, structure, brand and annual strategy
Led two successful political campaigns to defeat inequitable measures on the county ballot
Consulted on brand and marketing strategies for Members, including development of digital assets and platforms
Digitas North America (San Francisco)
UX Research and Strategy Director (Contract)
JUNE 2019 - FEBRUARY 2020
Oversaw customer journey project for Walmart’s Insights Team to identify areas for innovation and exploration
Led 3 teams of researchers and designers through 2 rounds of qualitative research in 3 markets
Developed templates and processes for current and future customer journey development at Digitas and Walmart
Huge (Oakland)
GVP, Strategy and User Experience (Contract)
APRIL 2018 - MARCH 2019
Led team of UX Strategists and Designers at West Coast office of global digital agency
Ran workshops, ideation sessions and requirements gathering with teams and clients, including Dolby, Impossible Foods and Rakuten
Introduced quantitative and Design Thinking methodologies to strategic development
BBVA (San Francisco)
User Experience Partner
APRIL 2015 - MARCH 2018
Led diverse user experience strategies and design transformation efforts at the San Francisco Innovation Hub of BBVA, the Spanish bank recognized for its global leadership in digital, Fintech and customer experience
Introduced user-focused organizational changes and methodologies, as well as delivered innovative customer experiences, in support of BBVA's ambitious goal of becoming the world's #1 digital bank
Responsible for account management, strategy, and product development across diverse countries, divisions, and products at leading Spanish bank
Oversaw research project spanning Peru, Argentina, Mexico, Colombia, and Turkey to drive global value propositions for payroll and small business products
Spring Studio (New York)
User Experience Lead / Managing Director
NOVEMBER 2011 - APRIL 2015
Led East Coast engagements for boutique UX agency, including American Express, First Data and several startups
Responsible for research and design initiatives for First Data’s newly-launched Innovation Lab, supporting their efforts to introduce Design Thinking as a practice
Oversaw research and design for First Data's Money Network payroll app, now used across multiple national retailers including Walmart
Expanded First Data's methodologies to their UK office by leading Spring Studio's research and design team for their client, Lloyd's Banking Group
Co-created business development concepts for American Express’s Business and Consumer Travel
Created brand strategy for several startups, including hierarchy, voice, naming and tagline
Logitech (Silicon Valley, CA)
Director, Global Web Marketing
2008 - 2011
Oversaw global team of 27, including marketing and development teams in Asia, Europe and the US
Responsible for quarterly planning and management of $10 million annual budget
Launched global site redesign, including new brand, CMS and e-commerce platform
Introduced new processes for planning, project tracking, internal collaboration, stakeholder management and creative development
R/GA (New York)
Group Account Director
2003 - 2007
Responsible for a variety of projects and accounts for award-winning, digital agency, including website redesigns, cross-agency campaigns and museum installations
Previous Roles
1993 - 2002
R/GA — Account Director, Executive Producer, Senior Producer
Byron Preiss Multimedia — Digital Producer
Freelance Documentary Editing Assistant
Education
Barnard College, Columbia University
English Major
Cum Laude
Senior Thesis Honors recipient