PROFILE

Innovator, collaborator and multidisciplinary problem-solver known for building incredible products, design teams and user-centered experiences people love. Curious, analytical and entrepreneurial by nature with an extensive record for bringing ideas to life that drive engagement and revenue. Thrives in fast-paced, complex, data-driven cultures. Strategic, creative, proactive, pragmatic. Strong business acumen and EQ for driving organizational change, delivering value on tight timelines/budgets and aligning goals with peers, cross-functional teams, boards and executive leadership at Fintech, Healthcare and e-Commerce companies.

Competencies include:
Design Leadership • UX/UI/IA • Visual Design • Product Strategy • Design Systems (Responsive Web/Native Apps) • Research & User Testing • Design Ops • Brand Development/Extension • Omnichannel Marketing & Communications • Fundraising • Content Strategy, Storytelling

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 UX design and research teams in the development and transformation of Investing, Planning, Banking and Trading applications used by 22K Wealth Management advisors and 4M investors with $1.3T in assets under management

• Hired to rapidly scale org from 12 to 75 people, build white-label design system (Web/iOS/Android) and implement critical new processes with cross-functional teams ahead of major deals with Prudential, Equitable and Atria

• Domain owner and PX lead for LPL’s only consumer-facing web/mobile application (Account View) — modernizing the experience across platforms, reducing compliance/accessibility issues, addressing tech debt and building new capabilities/client roles that scale    

• Drive E2E product experience vision, feature prioritization, discovery process and governance of design deliverables

• Architect of org intake/delivery process, Figma/Jira utilization, UI documentation/testing standards, DesignOps reporting/planning

• Servant leader and mentor of high-performing team as reflected in high employee engagement ratings/low turnover

• Increased NPS across portfolio, reduced defects/carryover, increased design/dev velocity and UX/UI consistency

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/launched Expedia’s first B2B iPhone photo app for hoteliers to take/upload images to their Expedia-hosted site — increasing booking conversions and search rankings

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

2006 - 2011
FREELANCE DESIGNER & CONTENT STRATEGIST / CONSULTANT 
Provided writing, research, design (print/digital) and data visualization services for The New York Times, Conservation Magazine (University of Washington), Medical Training Systems (Seattle startup), Microsoft Partners in Learning (Redmond, WA), World Bank (DC), Global Partnerships (Seattle-based social impact org), World Learning (VT-based education non-profit) and John Snow International (DC-based health NGO)

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
Senior Management LTI (Long Term Incentive) Stock Award Recipient | 2022, 2023
Elected Heartwood School Board Vice President (Vermont non-profit) | 2021 - 2024
Platinum MarCom Awards - Fred Hutch Website Redesign / Identity Rebrand | 2019, 2015
Design Leader for Biden’s Cancer Moonshot / Gates Foundation Summit / Bezos Foundation Events | 2019-17, Hutch campus
Manager of the Year | 2016, 2017
75+ Marketing, Design, Video & Photography Awards | 2014-2021
Top-Rated Speaker at Expedia’s Annual Partner Conference | 2013, Las Vegas