Work Experience
Summary
Award-winning, digital executive obsessed with growth, problem solving and building truly remarkable digital products.
15 years of digital experience with proven ability to build and manage highly effective, immersive user-centric digital destinations that meet both business and brand objectives spanning across web, social, mobile, Smart TV, and streaming devices.
Possesses solid background in ecommerce, subscription commerce, direct response, entertainment and online gaming. Ability to seamlessly blend marketing messages with strong UX has resulted in award-winning digital initiatives that significantly grow user adoption, increase revenue and deepen engagement metrics for a multitude of brands both iconic and emerging.
June 2014 - Present
Vice President, Product & UX
Crowdfunder.com
Drive strategy and oversee all activities relating to Product including UX, Creative and Dev for equity crowdfunding platform (think Kickstarter for Investors and Entrepreneurs) in US and Mexico markets. Own conversion metrics and KPI’s for acquisition and retention funnels. Optimize and overhaul UX for form heavy, subscription commerce experience. Oversee A/B testing, usability and research efforts. Develop Analytics strategy, reporting and tagging implementation to yield actionable insight and optimize for increased revenue. Define request intake and product iteration process. Manage Product, Dev and Creative budgets.
May 2014 - Present
Principal
HUM digital
Make it meaningful. User-centered experiences that make a difference.
Consulting Engagements:
Crowdfunder - Equity-Based Crowdfunding
Phenomenon - Ideation Agency
November 2013 - May 2014
Director of User Experience
M-GO (A Technicolor and Dreamworks Partnership)
Provide thought leadership and unifying vision for the user experience team for multi-platform, multi-device video-on-demand product. Advocate user-centered design and prioritize proposed usability tests/fixes accordingly. Lead research efforts, user testing and persona development. Shepherd the UX design process, drive decisions, track issues, and lead planning for project timelines and schedules. Partner with functional team leaders across the team and company. Translate requirements across different customer touch points and business lines to create differentiated design solutions. Build credibility of the UX team by collaborating with UX designers, R&D leadership, developers, and other business stakeholders throughout the product development lifecycle. Manage and participate in specification reviews, design reviews, and other quality assurance best practices ensuring user experience integrity. Hire, lead, mentor, and manage an experienced UX design team responsible for delivering customer experiences. Establish and manage relationships with external UX design agencies as needed for supplemental capacity or as needed to execute priority projects.
August 2012 - September 2013
Executive Producer, Digital Content
Guthy-Renker
Deliver integrated digital strategies, manage integrated digital calendar and strategize content distribution across channels. Lead the Ecommerce platform (Demandware) capabilities area to drive long-term revenue as features are activated and enhanced. Provide thought leadership by acting as subject matter expertise in the areas of information architecture, interaction design, and ensure usability considerations are front and center of product decisions. Lead task force to develop insight-driven online experiences with the objective of growing conversion rates, average order value and lifetime value. Advocate a vision for new interaction models designed to meet customer and business needs. Work closely with Senior Management to align the digital product development strategy with target audience needs, brand positioning and revenue goals. Define and manage user research plan and incorporate findings into the design and development process. Optimize products by working closely with user engagement analysts on performance metrics, extensive testing of alternate design solutions. Create elegant, balanced and on brand user solutions within the constraints of complex technical framework. Define testing parameters for A/B and multi-variate tests while interfacing with Marketing, Creative and Development to achieve alignment and determine key performance indicators. Compile web metrics, Foresee data, and consumer insights data and map against current experience for continual optimization and improvement.
Brands: Proactiv, Proactiv+, Meaningful Beauty Cindy Crawford, Sheer Cover, WEN by Chaz Dean, Principal Secret
March 2007 - August 2012
Senior Producer
Mattel
Oversaw content strategy, production and developed digital marketing strategies for portfolio of digital destinations from inception to localization into 23 languages. Led all UX efforts including UX design of kid-centric experiences that accommodate varying levels of ages, cognitive development, and co-viewing experiences with parents. Scoped, ideated and led development of digital experiences that supported brand message, met marketing goals and achieved digital objectives. Oversaw highly complex technology integrations that included new CMS, gamification, registration/login and localization pipelines working with internal teams and vendors inmultiple cities. Produced 100+ online games. Led the development of new products that increased engagement metrics with broad range of brands and content types. Developed process and spearheaded adoption of project management tool that improved productivity and created efficiencies. Managed effective communication with global stakeholders, created and presented persuasive proposals and pitch materials for sign-off and approvals. Analyzed web metrics to gain actionable insight and calculate media value of digital efforts. Worked with internal consumer insights group to set test parameters for usability testing efforts to optimize user-experience.Worked with Ad Sales to strategize digital monetization opportunities. Launched and maintained social media presence for company�s largest brand, Barbie. Conducted RFP process with external vendors and acted as lead decision maker in vendor selection. Oversaw multi-million dollar budget, tracked costs and milestones to ensure on time and on budget delivery.
2001 - 2007
Artist & Tour Manager, Producer & Musician
SS Productions
Procure, negotiate and supervise all business deals, legal contracts, and press interviews for Grammy award winning vocalist. Artist website development and maintenance. Write press releases and interface with press. Hire background talent and imaging staff. Manage budget for tours both domestic and international. Liaise with venues to ensure all technical and artist requirements are met for live and recorded performances.
Culver City, California, US
