About
I like complicated problems.
I started in advertising: brand, copy, and visual craft. Each problem kept pulling me a layer deeper, into UX research, usability, content architecture, and the systems underneath them. A master’s in interactive design from Northeastern formalized what I was already doing in practice.
I spent six years leading brand and web design for a veterinary diagnostics company, building the identity system, landing pages, and training tools a distributed sales team relied on. Then I moved into product, first as lead UX designer and then as UX manager for a youth sports platform, where I designed its multi-brand CMS from the ground up.
Today I’m Director of Creative Strategy & Optimization at AMZ Brand Solutions, working on creative strategy, content systems, and optimization for Amazon and ecommerce brands. I still design. Staying close to the work is what keeps the strategy honest.
01 What I do
Creative strategy
Framing the real problem — audience, offer, evidence — before anyone opens a design file.
UX + conversion
Turning research and funnel data into information architecture, page logic, and tests that end debates.
Systems
Building the templates, tokens, and patterns that let a team make the next version without starting over.
Creative direction
Holding a visual and verbal standard that is specific enough to critique against, across every deliverable.
Leadership
Leading UX work alongside product and engineering, running honest critiques, and handing designers problems instead of tickets.
02 How I work
Understand before decorating
Diagnose the problem first; the aesthetics are downstream of the diagnosis.
Clarity beats cleverness
A plain idea people act on outperforms a clever one they have to decode.
Design for decisions
Every artifact exists to help someone choose — a customer, a stakeholder, a teammate.
Build reusable thinking
Solve the category, not just the instance, and write it down so it compounds.
Make the system easier for the next person
Good work survives its author. Yes, that includes naming the files.
See how this plays out in the selected work, or get in touch.