SUMMARY

Executive with 15+ years of broad digital experience in product, design, eCommerce and user experience research. Inspirational leader who excels at innovation, execution, storytelling and communication. Built successful teams at companies ranging from startups to the Fortune 500. Passionate about leveraging my background in user experience to create products that delight customers and drive growth.

IMDb Pro (an Amazon company) 

2018-2022 | 200+ employees | IMDbPro is a Software as a Service (SAAS) product, like LinkedIn for the Entertainment Industry 

Head of Product Design & Research (L7), IMDbPro – App, Website,

• Drove CX, UX and UI strategy and execution, customer satisfaction and business growth for IMDbPro, a digital subscription service that helps entertainment professionals advance their careers.
• Led multi-disciplinary team spanning UX product design, marketing/visual design, and UX research.
• Drove Home Page UX redesign resulting in increased developer efficiency and 300+% increase in pages/session.
• Led strategy to redesign IMDbPro’s subscription funnel, resulting in 8% YOY increase in subscription conversions. 
• Created vision and led UX design team on a search product that increased page views by 1,630%. 
• Drove UX strategy for a tool that increased Daily Average Users (DAU)by 58% and had the highest NPS ratings of any new product launch.
• Coached and mentored two UX designers from under-performing to top talent in less than one year.  
• Built high-performing, highly satisfied UX team, as measured by perfect 100% satisfaction scores 3 times on Amazon Connections employee surveys.  Leader of leaders across a geographically dispersed team. 
• Created annual IMDbPro Experience Vision & Strategy doc and presented to senior leadership which resulted in innovation on behalf of customers, and drove strategic alignment on the product roadmap.
• Increased employee empathy for and understanding of customers by creating a framework that synthesizes top customer needs and maps Net Promoter Scores (NPS) to specific tasks, allowing the business to track granular satisfaction levels over time, resulting in 15% improvement to NPS. 

Sonos

2016-2018 | $2.5 Billion Revenue | 1500 employees | Smart connected speaker company providing premium wireless audio 

Vice President | Product Design/ User Experience – App, Hardware, Voice & AI

• Leader of leaders of a large (30+) person geographically dispersed design team. Reported to CPO. 
• Oversaw app, hardware, and voice product design for five product launches, including the first voice-enabled smart speaker.
• Achieved a 74% improvement in new user setup flow completion rates.
• Created vision for and led design of the “Symphony” design system, implemented across Sonos.
• Increased App system usability scores by 23%
• Doubled team size within a year by recruiting top talent and cultivating a positive team culture.

Edmunds

2009-2015 | $200 million | 600+ employees | 20 million unique monthly visitors | Privately held digital car buying resource.

Vice President | User Experience Research, Design & Consumer Strategy

As an executive at Edmunds I have led a wide range of teams and functions including wired and mobile product design, research and strategy.

Product & Strategy

• Leveraged big data, ethnography and qualitative consumer insights to invent a groundbreaking product that achieved 100% conversion and 0% bounce rates
• Led team in A/B testing optimizations resulting in 1,600% increase in click-through
• Executive responsible for product redesign resulting in a 1,310% increase in conversion and a 1,660% increase in submission
• Set new product strategy, working closely with senior management to transform Edmunds from an ad-driven publishing site to a consumer-driven interactive car shopping platform
• Conducted qualitative and quantitative customer journey research, leading to identification of a customer micro-segment that contributes more than 50% of annual revenue
• Created personas, use cases, user stories, and customer segments enabling Product & Design teams to create unique experiences that meet the needs of shoppers, dealers and advertising partners
• Drove implementation of customer satisfaction metrics, which uncovered significant opportunities for improvement in site performance and user experience

Design & Information Architecture

• Led mobile design team, resulting in a Webby Award for Best User Experience for the Edmunds app
• Led redesign of three websites resulting in significant improvements in ad revenue, conversion and SEO
• Championed and led creation of a responsive pattern design library, based on Google’s principals of Material Design

Marketing & Culture

• Led executives and a team of 50+ employees in the creation of Edmunds’ brand positioning, including corporate purpose, mission, values, brand pillars and style
• Drove the creation and launch of customer video testimonials, resulting in an increase in new client (OEM) advertising sales
• Created an innovative, immersive, new employee on-boarding experience, which consistently earns 90%+ employee satisfaction scores

LIVE NATION

January 2008 – June 2009 | $5 Billion. 6,600 employees | The world’s largest live entertainment company.

Vice President | User Experience, Design, Content & SEO

• Successfully introduced and launched LiveNation’s first A/B testing program, resulting in a 156% decrease in home page abandonment
• Led redesign of LiveNation.com and HouseofBlues.com sites, resulting in 20% increase in shopping cart conversion
• Led improvements in SEO that elevated LiveNation.com’s ranking from in the hundreds to the 1st page of Google organic search results in less than one year

DJM Interactive

2006-present | Entrepreneur/ founder | Boutique eCommerce & digital design | I take on a very limited number of like-minded and purpose-driven clients as a way to maintain my entrepreneurial mindset and hands-on skills.

• Conducted product optimizations for a children’s fitness company, resulting in 30% increase in leads
• Led site redesign for an automotive company, resulting in 25% increase in overall site conversion
• Led product, design and launch of a children’s eCommerce furniture site
• Founded, designed and “beta” launched an innovative science subscription box website for children