Work Experience
As Head of Design at Slice, my role centered around building bridges and driving transformative change across Slice's many products. This started with a foundational build up of the design discipline, eventually growing the team from 2 to 10 full-time design leaders. This growth wasn't just about numbers; it involved the co-creation of career ladders and development plans with the designer's themselves, establishing new team norms, and setting up a new cadence of design critiques and cross-functional reviews. This foundation built a culture of creative problem-solving, collaboration, and continuous professional development—above all a happy and performant team!
I drove the development of the custom website offering, significantly boosting our shop partnership model and enhancing our market presence—delivering over 17,000 custom websites to independent pizzeria owners across the country. I also played a key role in shaping our vision and subsequent narrative—shifting our focus from "orders" to "repeat customers" giving pizzeria owner's 1st party control over their customers. This required integrating CRM and consumer journey strategies to bridge the gap between consumer products and shop tools.
Early on dismantling the silos between Engineering and Design was critical. I advocated for and implemented a squad-based model, bringing together design, engineering, product, and data teams. This approach cultivated a more collaborative and efficient environment, fostering innovation and streamlined problem-solving.
By the numbers:
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Increased DAU from 120k to 370k with zero add spend.
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Achieved 9k daily app installs and 80k daily app opens
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Significantly improved speed of conversion on repeat orders (~60%)
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Increased consumer app contribution of revenue to 54%
I've always placed a strong emphasis on developing teams and fostering a collaborative culture. My approach to leadership is empathetic and inclusive, focusing on mentorship and hands-on leadership
Team: Home, Explore, Interests & Search
At Twitter, I led a team of ten product designers and managers, focusing on enhancing user experience by making it more personal, contextual, and rewarding. Our work centered on the Home Timeline, Explore & Search, and Interests — the latter being the driving force behind much of Twitter's engagement algorithm. This role required intensive collaboration with Product, Engineering, Data Science, and Machine Learning teams to effectively gather and utilize data, ensuring the timely delivery of relevant content to users. Our efforts were crucial in refining the connective tissue of Twitter, significantly impacting user engagement and content discovery.
Founding member of the Twitter Hiring Roundtable that worked to define best-practices and toolkits to help interviewers create a world-class and inclusive interview process for prospective designers.
Team: Ad Formats + Developer Enterprise Systems (at UENO)
In this role, I guided a multidisciplinary team (some contractors) towards unlocking Twitter's next billion in revenue by crafting a future vision for the Ad Formats and Developer Experience teams. This initiative demanded alignment across various stakeholders, including executive leadership, design, product, and engineering teams. Our team, comprising product designers, content designers, UI motion designers, UX engineers, and product strategists, worked closely with cross-functional partners. We focused on innovating ad formats and enhancing the developer experience, contributing significantly to Twitter's strategic revenue goals.
My journey at Twitter began with the company’s acquisition of UENO, where I was already embedded with Twitter teams.
Our mantra: "Rad work. Rad people."
I led a cross-disciplinary team of 70+ creatives, designers, producers, technologists, writers and managers of managers for projects that spanned the full digital spectrum: from campaign innovation and content; to emerging tech (AR, VR, XR) and 0-1 products; to digital-first brand strategy, identity and systems.
Key accounts for this time period: Adidas, Beats (Apple), Peloton, Royal Caribbean, Parallel (Cannabis), Flexport
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2020: Beats "Tempo" wins Graphite and Wood Pencil D&AD
2019: Firstborn, Fast Company's 2019 Most Innovative Companies
2019: Speaker, Embassy of Dutch Creativity in Cannes
2019: Adidas "Hidden in Plain Sight" Adweek Project Isaac, Gold
2019: Adidas "Hidden in Plain Sight" Clio
2019: Firstborn.com, Listed on Developer Site of the Year, AWWWARDS
2018: Campaign US' 2018 Digital 40 Over 40
2018: Mentor & Speaker at Young Marketers Academy in Cannes
2018: Speaker, Digiday AI Summit on Evaluating Emerging Tech
FL2 was an internationally recognized and award winning interactive design agency. Yes, that means Flash (RIP).
I helped grow the company from four to over 20 people, and in doing so, was lucky enough to work with some amazing brands: Porsche, Left Hand Brewing, Boa, American Crew, Sims Snowboards and Vision Streetwear.
Along with the brand marketing work we created, and with the housing market exploding, we were heavily focused on real estate development work—helping very large developers (East West Partners, Haseko, Stapleton, New Broad Street, Forest City, etc) build out their digital identities both on and offline. We did many digital and experiential work in sales centers across the USA—there we created rich interactive touchscreen experiences that allowed customers to step into a developer's vision.