Experience

  • 2022-Present

    Defined and built a CRO UX design team; evolved from a visual design team to a data and research driven, business results-focused, prospect obsessed, all-star brand & UX team.

    Co-developed a site roadmap and organic strategy, using research and analytics to uncover opportunities and prioritize initiatives alongside product roadmap, campaigns, and run-the-business work.

    • Leading a full site brand-evolving redesign with headless CMS migration (3K+ pages), including building out a Figma ←→ React design system of components for the web, redesigning 20+ page templates, and the required content modeling, QA, and implementation plans.

    • Led a full site brand-evolving redesign with headless CMS migration (3K+ pages), including building a Figma/React design system of components, redesigning 20+ page templates, CMS content modeling, QA, and implementation roadmap. (Launching 2025.)

    • Implemented a new Pricing & Packaging strategy on the website, requiring IA overhaul, cross-functional influence, SEO partnership, UX research and design.

    • Identified and led redesign projects that improved MEL and MQL conversion site wide, including: homepage (7% increase), request demo page (6% increase), gated resource pages (25% increase), pricing page (8-18% increase), and SEM landing pages (4-8% increase).

    • Created a process and system for building new campaign landing pages that convert at 8-19%; a 500% increase.

    • Introduced a research method and data mindset to the team, including a user research role, AI evaluation tools, and engagement/analytics data.

    • Overhauled prioritization, planning, and design process for “run the business” work, increasing overall velocity and team capacity by 200%.

    • Managed and mentored a team of 6 UX, visual, design systems, and CRO designers, a conversion copywriter, web strategist, a researcher, and agency partners.

  • 2020-2022

    Designed and built a team responsible for developing and optimizing the prospect experiences across goto.com and lastpass.com through research, content strategy, information architecture, and copywriting.

    • Relaunched Goto.com driving a +45% spike in web traffic, and a 36% increase in MQLs.

    • Introduced a Conversion Copywriting methodology, to match messaging throughout all prospect journeys and increase conversion rates by conducting and using Voice of Customer research.

    • Audited the end-to-end prospect journey, uncovering friction points and identifying over 25 actionable optimization opportunities.

    • Developed content map for touchpoints throughout the journey, establishing guidelines for language to use and offers to use for optimal conversion at each position in the funnel.

    • Created first full time UX research role on the marketing team.

    • Conducted usability research, user experience tests, prototype testing, and content evaluations. Created a library of data used to determine friction points, identify CRO opportunities, and supply qualitative data to facilitate prioritization of the design and development backlog.

  • 2017-2020

    • Cross-functional team lead on web UX strategy and design system for site launch of GoTo.com, requiring buy-in from senior leadership.

    • Drove all UX, design, and marketing optimizations on the Grasshopper.com site and purchase flows leading to a 14% increase in conversion rate and increased growth and bookings YoY.

    • Led and managed the UX and design for the product evolution of the Connect product into the Grasshopper.com site; new try and buy flows, and updated IA (Information Architecture).

  • 2010-2017

    • Create design deliverables which maintain and support a branded user experience across all user touchpoints, including responsive webpages, web applications, emails, marketing campaigns, infographics, events, and printed collateral. 

    • Lead web and print projects; requiring art direction, strategic business thinking, and user experience expertise. 

    • Provide marketing insight, brand guidelines, and design recommendations to project teams and internal clients. 

    • Collaborate with cross-functional teams to incorporate business and technical needs into redesigns and visual evolutions. 

    • Mentor design co-op and junior designer.

  • Business Owner & Principle, Bake It Happen Bake Shop, 2013-2016

    Designer, Northshore Magazine, 2008-2010

    Jr. Designer & EA, Pearson Education, 2007-2008