DESIGNING SYSTEMS
THAT SCALE.

Strategic Triage & Impact: Balanced 4 concurrent product roadmaps through Expert Prioritization - driving $25M+ in Validated Revenue Lift across national brands. Stewarded digital infrastructure through a 75% engineering velocity contraction, maintaining conversion baselines and delivering a 13%+ sustained rolling MoM average (up from 2.8% starting baseline) by simplifying national customer acquisition and transactional checkout flows.

Commercial Impact: Co-designed and co-built TreadXpress alongside the Lead Engineer - starting from a blank canvas to deliver a production-grade B2B wholesale platform facilitating $100M+ GMV across 110+ distribution centers and 90+ metro areas.

Ecosystem Consolidation: Architected the consolidation of B2B Wholesale and JIT platforms into a unified, segment-aware engine - harmonizing disparate purchasing models into a single ecosystem while solving for complex IAM (Identity & Access Management) and role-based permissions.

Growth Mechanics: Optimized regional promotion funnels and designed targeted exit-intent recovery flows; achieved a 27% conversion lift on landing pages and a 9% recovery rate for returning users, forecasting a collective $3–6M annual revenue impact.

Design Operations & Standardization: Established essential design frameworks and multi-brand Figma libraries to support the Big O Tires rebrand and B2B merger. Defined design tokens, annotated specs, and WCAG compliance standards to slash QA cycles and ensure practical, enterprise-wide scalability.

UX Innovation: Strategized and implemented a streamlined high-intent lookup interface to replace legacy selection patterns, establishing a new mobile-optimized search standard that significantly improved conversion and speed during pilot rollout.

Tooling & Leverage: I use generative AI and modern development tools to automate repetitive UI boilerplate. By offloading routine code and asset generation to agentic systems, I reclaim 80% of my time to focus on deep user psychology, complex product logic, and Certified Usability Analyst (CUA) audits. I am a designer first, using code-generation as a lever to bridge Figma to production without engineering friction.

UI/UX Strategy: Orchestrated first-generation B2C platforms and led UI/UX strategy for core eCommerce sites, specializing in complex user workflows and high-conversion logic.

Digital Transformation: Spearheaded the design and 750-store rollout of an interactive kiosk and digital menu board network, utilizing real-time POS data for dynamic pricing and localized promotions.

Retail Innovation: Integrated privacy-compliant real-time service transparency into store lobby digital systems, significantly reducing perceived customer wait times and bridging digital booking with physical check-in.

Strategic Partnerships: Developed a "Smart Promotion" architecture to deliver targeted digital content for high-value partners such as Michelin and Goodyear.

Design Ops Efficiency: Engineered a "Master Template" ecosystem in Adobe Illustrator, slashing promotion production cycles by 94% (from 3 days to 4 hours).

Cost Optimization: Eliminated hundreds of thousands in annual print/logistics overhead via a digital-first model.

National Trade Campaigns: Internalized high-visibility ad campaigns for industry publications, securing budget previously allocated to external agencies and delivering agency-grade creative in under 6 weeks.

Cross-Functional Leadership: Managed a multi-disciplinary design team (web, retail, social, print) and partnered with Product/Engineering to ensure technical and design integrity of high-revenue platforms.

Branding Impact: Credited by VP of Sales as helping attract and close multi-million-dollar enterprise accounts.

Integrated UI-UX: Architected PHP and WordPress site infrastructure and designed touchscreen-specific UX for global retail deployments, bridging physical product branding with digital interaction.

Interactive Demos: Produced interactive Flash kiosk demos for HP, Walmart, Gap, Husqvarna, and Clear Channel.

Award-Winning Execution: Received a Bronze American Advertising Award (ADDY) for the Brand Launch and Promotional Architecture.

Full-Stack Execution: Engineered the end-to-end production pipeline including packaging, vehicle wraps, and touchscreen UI for global retail deployments.

Digital Marketing: Run Google Ads/Display campaigns and handled SEO for mzero.com (WordPress CMS).