Designing solutions that help businesses thrive —
and teams grow.
15+ years in the digital space, leading brand strategy, eCommerce, and content-driven experiences for B2C and B2B brands at every scale.
Path
I spent a decade leading award-winning digital strategy at Mattel, scaling Barbie.com from 2M to 33M users and helping launch the company's first direct-to-consumer brand experience.
From there I joined the founding creative team that opened Dealer.com's Manhattan Beach office, leading West Coast creative operations, global web strategy, and UX/UI design for the automotive industry, including display advertising campaigns for 12+ major automotive brands and the pattern libraries and reusable design systems the team built from.
I then spent twelve years at Guidance Solutions, where I led creative for brands including James Perse, Sol Girl, Robert Graham, Johnny Was, Five Below, Intex, Anastasia Beverly Hills, Yamaha Music Soft, Ergo Baby, Kate Somerville, Trish McEvoy, Drybar, Benefit Cosmetics, Nature Made, King Arthur Baking, and more — many of which were recognized as best-in-class for design and commerce.
Most recently, I led digital design at OneMagnify, where I directed the brand relaunch that drove a 70% lift in organic search and 100%+ growth in website leads.
The work
I focus on brand strategy, leading teams, and delivering outstanding creative solutions for eCommerce B2C, B2B, and content-driven sites. The constant thread across every engagement is using empathy-led design to bridge ambiguity and growth — translating business complexity into clear, intuitive, high-converting experiences.
I build and scale design systems and toolkits that let teams move faster without losing brand quality, and I partner closely with marketing and sales as part of the growth team — a role I shaped at Guidance Solutions and at OneMagnify, where creative leadership and revenue strategy lived side by side.
Four principles that show up in every project.
Good design solves a problem.
Design is not art and it isn't subjective. Every decision earns its place against a clearly defined audience need.
Teams own their work.
I lead by giving teams ownership of their projects — the empowerment to grow, the trust to ship, and the support to learn.
Honesty over hierarchy.
Hard conversations done well move the work forward. I'd rather have the real exchange than the comfortable one.
Quality is the contract.
Whether the client is Fortune 500 or a single founder, the work has to be worth what they're paying — and what they're betting on.
Education
Bachelor of Arts, Design
University of California, Los Angeles (UCLA), Cum Laude
Leadership Certificate
University of Michigan
Awards
W3 Awards (Gold & Silver) · Webby Honoree · Web Excellence Awards · AVA Digital (Platinum) · Web Marketing Association · Matty Award · Communication Arts Magazine feature
Outside the work
Based in Redondo Beach, California. Looking for the next role that lets me bring brand strategy, growth thinking, and team leadership together — and that's flexible enough for travel and ski adventures when the slopes are calling.