TRAJECTORY // IMPACT

Resume.

Staff / Principal Product Designer (IC) | UI/UX & CRO

15+ years architecting high-revenue B2B/B2C systems; bridging complex discovery and code through conversion-led, scalable design patterns.

Resume
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As a high-impact force multiplier, I focus on the structural integrity of product systems—untangling complex logic and aligning stakeholders to accelerate the design-to-code cycle. My approach is defined by technical governance and a relentless focus on driving systemic growth through emerging tech.

AI WorkflowsCRO StrategyEnterprise UXUX ArchitectureDesign SystemsWCAG
September 2018 — December 2025 (7 yrs 3 mo)

Staff / Principal Product Designer | UI/UX & CRO Strategy

TBC Corporation // Palm Beach Gardens, FL

Staff / Principal IC leading Design Strategy & Architecture across 3 distinct business units (B2C, B2B, Franchise).

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    B2C Revenue & Conversion Growth: Orchestrated the UX strategy for retail/franchise appointment funnels (Checkout + Quick Appt), simplifying decision paths to deliver a 12.9% YoY conversion increase and an estimated $10–15M annual revenue lift for major brands (e.g., Big O Tires, NTB). Previously drove similar ROI (3–13%+) for Tire Kingdom and NTB company-owned sites prior to their acquisition.

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    Ecosystem Consolidation: Architected the unified UX for a complex multi-brand B2B platform merger, harmonizing disparate purchasing models ("Bulk" vs. "Just-in-Time") into a single ecosystem. Solved for critical complexities in IAM (Identity & Access Management), role-based permissions, and logistics while accelerating ordering velocity.

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    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.

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    Design Operations & Standardization: Established essential design frameworks to support the Big O Tires rebrand and B2B platform merger, creating a targeted Figma component library to ensure multi-brand consistency. Focused on practical scalability—defining design tokens, annotated specs, and WCAG accessibility standards—to streamline engineering handoff and reduce QA cycles.

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    UX Innovation: Strategized and implemented a full-page YMME (Year/Make/Model/Engine) modal to replace legacy patterns, establishing a new mobile-optimized standard for vehicle lookup that significantly improved search usability during pilot rollout.

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    Applied AI Strategy & Agentic Workflows: Leverages Generative AI tools (e.g., Figma Make, UX Pilot) to accelerate research synthesis and prototyping, while actively integrating forward-looking Agentic AI workflows into the design lifecycle. Recently demonstrated proof-of-concept by independently building a production-ready landing page in 3 hours to support an overloaded engineering team.

September 2011 — July 2018 (6 yrs 10 mo)

Manager, Digital & Motion Design

TBC Corporation // Palm Beach Gardens, FL

Managed a design team creating websites, retail/social promos, and print assets. Co-led the rollout of in-store touchscreens across 750+ stores.

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    Digital Transformation: Co-led rollout of in-store digital signage and touchscreens across 750+ locations, enabling instant pricing updates.

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    Operational Efficiency: Engineered a template-based design system for digital banners, slashing production time from 2–3 days to ~4 hours.

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    Strategic In-Housing: Internalized magazine ad campaigns for industry publications, securing budget previously allocated to external agencies.

July 2008 — July 2011 (3 yrs 1 mo)

Brand Manager / Creative Director

Meridian Zero Degrees // Aberdeen, NC

Led a full company rebrand (Meridian Kiosks → Meridian Zero Degrees) in 4 months, delivering the identity system and launch rollout.

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

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    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.

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

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

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

FOUNDATIONAL // LEADERSHIP bedrock

Strategic anchors from earlier in my career—the technical and creative bedrock upon which my current leadership logic is built.

Strategic Tenure

Senior Project Manager and Interactive Media Lead

Camber Corporation //

Served as primary design liaison to military Subject Matter Experts (SMEs) at Fort Bragg; developed high-budget, SCORM-compliant immersive training systems for the DoD and U.S. Army.

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    Strategic Architecture: Contributed core creative assets to the $17B STOC II simulation and training program, managing the intersection of complex UI and military-grade instructional design.

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    Fiscal Leadership: Led a corporate rebranding strategy that redirected $300,000 in marketing spend toward high-impact digital infrastructure and technical assets.

Foundational Era

Creative Director and Co-Founder

Iconic i.d. / On3Media //

Featured in Fast Company for pioneering ultra-compact "Smart Card" interactive platforms; engineered high-fidelity branded ecosystems optimized for extreme storage constraints (50MB) for Global 500 accounts.

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    University & MBA Partnerships: Directed the interactive architecture for high-profile institutions including UNC Chapel Hill, PCOM, KCOM, Georgetown, Boston College, Wake Forest, Georgetown MBA, and Washington State University, achieving global industry recognition; secured industry recognition from APEX, IABC, and CASE.

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    Agency Leadership: Founded and led a multimedia agency serving enterprise clients including GSK (GlaxoSmithKline), BASF, and Golden Corral, spanning corporate, education, and healthcare verticals.

CREDENTIALS // EDUCATION

Foundations & Certifications.

HFI Certified Usability Analyst (CUA)™

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User Experience (UX) Foundations

Successful customer-centered design begins with a solid understanding of how people will experience your design. This course provides a foundational understanding of human behavior leading to accurate design decisions.

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User-Centered Analysis and Conceptual Design

“Know thy customers” is a cardinal rule in design. This course helps you understand the process of customer research and requirements gathering. You will be introduced to data gathering methodologies that will provide deep insights about your users.

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The Science and Art of Effective Web and Application Design

Translating customer requirements correctly into usable designs needs scientific knowledge. This course covers research-based and field-tested web and app design principles regarding layout, color, icons, and text, along with accessibility and cross-cultural design.

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Practical Usability Testing

The only way to know if your design is supporting your customers' expectations is through progressive testing. Here, you will pick up quick and practical usability testing techniques—ranging from simple paper prototype tests to cutting edge remote testing.

Professional Development

Management & Leadership Program

City & Guilds (UK)

Project Management & Team Development

City & Guilds (UK)

Academic History

Associates Degree in Advertising and Graphic Design

Fayetteville Technical Community College, NC/Graduated: 3.8 GPA. Self-financed full-time student maintaining full-time employment.
View Coursework
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    Visual design fundamentals: composition, hierarchy, grid/layout

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    Typography: type selection, spacing, and layout applications

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    Advertising design: branding/logos, print ads, posters

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    Digital production: computer-based design workflows

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    Photography & imaging: fundamental editing and manipulation

Degree in Computers & Computing

Crawley College (UK)/2-Year Degree program focused on technical infrastructure and logic.
View Coursework
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    COBOL, C/C++ programming foundations

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    Systems operations & management

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    Interaction design (UI) principles

{ Either Principle Designer/Author or Creative Director }

Honors and Awards

BRONZE ADDY AWARD

Meridian Zero Degrees - Brand Launch / Promotional Kit

PHILLY PEPPERPOT AWARDS

Honorable Mention - Philadelphia College of Osteopathic Medicine

AWARD PUBLICATION EXCELLENCE (APEX)

Philadelphia College of Osteopathic Medicine

“AWARD FOR PROMOTIONAL EXCELLENCE” IN NAGAP AWARDS COMPETITION

Kirksville College of Osteopathic Medicine

“GOLD AWARD FROM CASE.” V1 / SILVER V2

Washington State University

INNOVATION FEATURE

System Innovation: "Report from the Future" for pioneering portable digital experiences via smart-card technology; engineered and produced the interactive architecture for Dr. Tom Hill (co-author, Chicken Soup for the Entrepreneurial Soul).

PORTFOLIO // PARTNERS

Brands I've worked with.

Corporate

  • Hewlett Packard
  • Husqvarna
  • Mellon Bank
  • GlaxoSmithKline
  • Reebok
  • Brine
  • BASF
  • Reichhold
  • Golden Corral
  • Walmart
  • Clear Channel
  • Gap

Education

  • UNC Chapel Hill
  • Boston College
  • Wake Forest University
  • University of Washington
  • Georgetown MBA
  • Owen@Vanderbilt University
  • Washington State University
  • Philadelphia College of Osteopathic Medicine
  • North & South Eastern University
  • University of North Dakota

Healthcare

  • Roche
  • Regent Medical
  • Captek
  • Cary Skin Center

Automotive (Ecomm)

  • TBC Corporation
  • Big O Tires
  • Tire Kingdom / NTB
  • Tire America
  • TreadXpress
  • NTW