PROFILE

Valued collaborator, innovator and multidisciplinary problem-solver with 20+ years building incredible products, design teams and user-centered experiences people love. Curious, analytical and entrepreneurial by nature with an extensive record of bringing ideas to life that drive engagement and revenue. Thrives in fast-paced and data-driven cultures. Empathetic, proactive, accountable and good-humored. Strong EQ for leading organizational change/digital transformations, aligning stakeholders to business goals and collaborating with peers, cross-functional teams and executive or board leadership at fintech, healthcare or e-commerce organizations.

Competencies include:
Design Leadership • Product Strategy • Portfolio Management • UX/UI/IA • Design Systems (Web/Mobile/Enterprise) • Research, User Testing & Validation • DesignOps • Compliance/Accessibility • Branding • Marketing & Communications • Content Strategy

TOOLS/COMPETENCIES

Figma, Figjam/Miro, Adobe CC, Jira/Confluence/Asana/Aha!, Tableau/Google Analytics, Usertesting.com, ChatGPT/CoPilot, Adobe Experience Manager, CRMs/Luminate/Blackbaud (Fundraising), SaaS, Java, Angular/Bootstrap/DevExt, HTML/CSS  •  Storytelling (print/digital/interactive/video);  Strategic Planning, Budgeting and Reporting; Procurement, Vendor Management; SEO; Website and Digital Asset Management (CMS, DAM); Clinical Trial and Recruiting Systems (Elastic Search, iCims)

EXPERIENCE

JANUARY 2021 to PRESENT
LPL FINANCIAL
VP PRODUCT EXPERIENCE  DESIGN

• Lead diverse B2B/B2C enterprise product experience design teams in the research, development and optimization of investing, financial planning, banking/lending and trading applications for 22k advisors and 4.5m investors with $1.3T in assets — scaling design and research organization from 12 to 74 people in three years

• Facilitate workshops, E2E journey mapping, and service blueprinting sessions to capture highest-value use cases, requirements and research tasks

• Collaborate on roadmap planning/sprint prioritization ceremonies to deliver new advisor, institutional and end-investor capabilities each quarter — ensuring a consistent/coherent UX and increasing customer satisfaction scores by an average of 70%

• Drive the creation/adoption of platform-specific design systems (white-label/branded; Web/iOS/Android), token-based component libraries and accessibility standards across Product, Engineering and Design orgs (500+ components)  

• Collaborate with Technology/EPMO to continuously improve velocity, capacity, and quality of features to drive commercial impact

• Lead AI-enhanced onboarding, training and process-improvement initiatives with internal teams and external vendors

• Architect and mentor of high-performing teams — inspiring commitment, trust, and enthusiasm (reflected in high employee engagement survey ratings and low turnover).

2014 - JUNE 2020
FRED HUTCHINSON CANCER RESEARCH CENTER
SR. DIRECTOR USER EXPERIENCE, DESIGN & DEVELOPMENT   

• Led enterprise digital product strategy for non-profit research organization and UX, design, and development teams

• Drove the design/development of digital platforms to increase revenue ($60m in FY20) and brand awareness

• Hired/mentored diverse 20-person in-house creative, engineering, and analytics team focused on experience design, product development and visual storytelling efforts (photo, video, graphics, illustration) to support scientific recruiting, marketing campaigns, and fundraising initiatives

• Increased engagement across audiences (donors, patients, partners, peers) with extensive portfolio
  of websites (163 total), print/digital campaigns, and local/regional events

• Rapidly prototyped, tested and built new customer- and donor-facing products; created/maintained design systems, brand guidelines and produced all brand-related collateral (print, digital, material)

• Collaborated with stakeholders to improve content, accessibility, SEO and analytics for enterprise applications as well as for clinical trial recruitment, ad buys, social media and omni-channel marketing campaigns

• Led award-winning 2015 rebrand and 2019 website redesign, which introduced new architecture, functionality and content areas. YOY Donations +160%, Sessions +88%, Pageviews +53%, Time On Page +29%

• Led E2E redesign/launch of Obliteride.org website/fundraising platform, generating highest participant registration since event’s inception and more than $3.1m donations in 6 months

2011 - 2013
EXPEDIA
GLOBAL DIRECTOR OF CONTENT STRATEGY / SENIOR PRODUCT MANAGER OF PROMOTIONS & MOBILE  

• Led content strategy for Global Product UX team (Hotels, Flights, Packages, Checkout, Social), updated tone of voice and photography to compliment ‘Find Yours’ campaign; launched Expedia’s first Travel Guides sites and signed vendor to $5.7m contract to create stories, photo galleries and travel videos for 250 cities, localized content in 36 languages

• Drove hotelier engagement strategy and tools used to upload inventory for ~70,000 global properties in Expedia Partner Central extranet platform; utilized click-stream data to create new revenue-based algorithms and promotions dashboard UI

• Conceived of and launched Expedia’s first B2B iPhone photo app for hoteliers to take/upload images to their Expedia-hosted site

• Integrated engagement models based on ‘hooked’ behavioral psychology principles across B2B/B2C teams

2006 - 2011
FREELANCE DESIGNER & CONTENT STRATEGIST / CONSULTANT 

Provided communications, UX and editing services for The New York Times, Conservation Magazine, Microsoft Partners in Learning, etc.

1999 - 2005
SEATTLE POST-INTELLIGENCER
ASSISTANT MANAGING EDITOR VISUALS I GRAPHICS & DESIGN EDITOR

• Assistant Managing Editor Visuals of 3 departments, 32-person staff. Directed photography, design, informational graphics and illustrations for daily metro paper. Collaborated on multimedia storytelling, introduced use of satellite imagery, database mapping. Focused editorial strategy on stories with strong national audience, local interest: Global Health, Tech, Mariners, Seahawks, Environment, Education.

• Creative Director / Part of a 5-person team chosen to envision and competitively reposition the P-I in print and online. Consulted with Northwestern’s Media Management Center on strategies for change based on market research, demographic trends. Designed multiple prototypes, proposed new newsroom hierarchy, website utilization and social strategy.

• Graphic & Design Editor / Created color and typographic style guides; introduced 3D software, leveraged Bloomberg and ESRI mapping platforms, improved archiving and production process.

1992 - 1999
CHICAGO TRIBUNE & CARS.COM / TRIBUNE COMPANY

• Graphics Editor: Co-managed 14-person team in conception, reporting and execution of award- winning graphics, illustrations, and design for all sections of daily metro newspaper. Covered major national and international breaking news events. Invited speaker for conferences, quick courses.

• Web Producer/UX Designer for launch of Cars.com: Designed site and created content for national automotive start-up allowing dealers and independent owners to buy, sell or research vehicles. Also art directed corporate logo and managed advertising relationships with media partners.

• Reporter, Artist, Designer: Created informational graphics and story package design for all sections of paper. First Tribune graphics reporter given credentials to cover Olympic Games on site.

• Prior to joining the Tribune, interned as a graphic artist at The Milwaukee Journal and U.S. News & World Report. 

EDUCATION & HONORS

Bachelor of Arts in Journalism and Political Science, Indiana University, Bloomington
Certificate, Artificial Intelligence for Leading Business, Northwestern University – Kellogg School of Management

HONORS
2022, 2023: Recipient of Senior Management LTI Stock Award
2021-Present: Board Vice President Heartwood School
2014-2021: 75 design, UX and video awards, including Platinum for website redesign (2019) and rebrand (2015); GeekWire UX judge (2020)
2019: Scripted/designed CTO’s ReInvent presentation and TED decks for scientific researchers  
2016-2018: Nominated ‘Manager of the Year’; created media kits/event materials and staging for VP Joe Biden Moonshot and China’s Madame Peng/Bill Gates Global Health Summit campus visits; presented website redesign to Board of Trustees (Satya Nadella,  Christine Gregoire, Phil Kent, etc.) — garnering a round of applause
2013: Top-rated speaker at Expedia’s annual partner conference in Las Vegas
2000-2004: SND judge, college speaker and visual awards recipient for print/digital projects at Seattle P-I
1998, 1999: Contributing Visual Editor on two Pulitzer-Prize winning projects for the Chicago Tribune