CX Transformation, Experience Strategy & Design
Transforming insights to innovation
for 20+ years.
I am fiercely passionate about creating meaningful experiences...
interactions founded in empathy, supported by data, driven by technology, and guided by business objectives.
With over 20 years of cumulative experience in Foundational/Applied CX Strategy and Design, Product Innovation, Experiential Brand Activation, and eLearning, I shape and execute the innovation and transformation of customer experiences across multiple product channels, services, and platforms, uniting digital innovation, human-centered design, and organizational alignment to drive meaningful business results.
By leading and applying the strategic design and transformation of customer experiences, we can break organizational silos and drive measurable business impact through deep insights bridging both digital and physical interactions. My approach empowers cross-functional teams to align around an aligned product and experience vision connected to customer-centric strategies, enhancing engagement, loyalty, and growth.
Through collaborative Customer Experience Design & Product Strategy, I roll up my sleeves to help organizations transform insights to innovation.
Core Skills & Expertise
DESIGNING THE RIGHT THING:
CUSTOMER EXPERIENCE DESIGN, STRATEGY & PRACTICE
I collaborate with clients and interdisciplinary teams to comprehend the customer journey, define relevant qualitative and quantitative measurements, uncover actionable insights, and identify opportunities for gaining and retaining clients. By maintaining a human-centered focus to the work, I champion the voice of the customer (B2C, B2B, EX) to drive clients and the work to always be both customer centric and business value-focused.
As a hands-on leader, I create and contribute to deliverables and artifacts, including personas, journey maps, service blueprints, system maps, prototypes, user flows, wireframe sketches, and executive presentations, and reports to be effective in supporting clients missions to improve, repair, transform and transcend the experience.
DESIGNING THE THING RIGHT:
EXPERIENCE DESIGN, DIRECTION, & OVERSIGHT
Cascading both content and product management processes and philosophies to Design Teams, I maintain a broad knowledge of industry trends in order to provide tailored, innovative strategies, as well as creative troubleshooting and problem-solving.
By direct collaboration and management with product teams, I ensure interface and technical implementation adhere to specifications, standards, brand and creative vision, as well as contributing to further design and development, in order to champion the vision. Throughout my career, direct and indirect reports include product managers, software developers, UX/UI designers, art directors, strategists, engineers, and project managers.
Customer Experience (CX) • Experience Design (XD) • Digital Transformation (DX) • Digital / Product Strategy • Workshop Facilitation • Journey Mapping • Persona Development • UX & User Flow • Interaction Design • Service/Blueprint Design • Visual Design • Business Strategy
Experience
EVP/Director of
Experience Design
Brightly
Grand Rapids, MI
2023 – 2025
Director,
Customer Experience
Shorelight Education
Boston, MA (Remote)
2021 – 2022
Led the vision, innovation, and transformation of Shorelight's (a company that facilitates and supports international students seeking to study in the US) customer experience for international students, college administrators, agents, and internal support staff:
Guided the development of a unified and seamless multi-service approach across multiple channels, in order to simplify and refine the international student application, acceptance, preparatory, and arrival experience
Analyzed B2B/B2C customer insights against organizational OKRs to craft future-state experience vision, creating organizational alignment around revenue-growing strategies and solutions
Designed (core) Customer Portal Experience, including front stage architecture, MVP feature identification and prioritization (through multi-level stakeholder workshops) through cross-functional 4D (Discover, Define, Design, Deliver) workstreams
Director of
Experience Strategy
Veracity Consulting Group
Richmond, VA (Remote)
2019 – 2020
Spearheaded CX transformation for Veterans Affairs Loan Guaranty Agency improving existing processes, communication practices, training, and support:
Developed and socialized Customer Journey Maps accounting multiple customer types, through insightful interviews and workshops
Produced and evangelized insights about customer intent, needs, pain points and behaviors leading to innovations to focus on customer productivity, self-service, and notification management
Defined new communication style and cadence processes, empowering stakeholders to simplify and automate customer touchpoint interaction
VP/Assoc. Director of
CX Strategy & Design
MRM//McCann
Birmingham, MI
2014 – 2019
For General Motors’ multi-year CX transformation, collaborated with multiple internal and client stakeholders, delivering experience strategy and creating design principles to inform strategic guidance and solution development:
Authored and promoted a CX Playbook to codify agency best practices, empowering clients to leverage Customer Experience (CX) and Experience Design (XD) methodologies to autonomously prioritize and solve key business challenges
Provided thought leadership and collaboration by designing and facilitating engaging CX workshop and Design Thinking activities, and representing agency practice by supporting and delivering speaking engagements
VP/Director of
Digital Media Operations
& Experiential Engagement
BlueWater Technologies
Southfield, MI
2013–2014
As CX/XD practice lead for Brightly (a digital transformation, design, and software development studio), orchestrated transformative experiences across digital and analog touchpoints, pioneering strategies accounting for interactions throughout the customer journey for mid-market to global brand clients:
Steelcase: Led the foundational CX initiative towards enterprise digital transformation, uncovering and connecting customer pain and business objectives to focus on usability, omnichannel consistency, and producing a strategic prioritization framework to inform design workstreams and product development execution
AxiosHR: Leveraged XD process to develop and execute an expansive core product strategy through cross-functional workshops and B2B/B2C customer interviews and focus groups, delivering multi-year strategic development roadmap as well as near-term MVP product launch
Responsible for all digital initiatives, managing 30+ team members, and enhancing client engagement and ROI:
Directed high-profile campaigns achieving significant audience reach for top brands (including, but not limited to GM, Samsung, Target, Progressive) for experiential live events, such as SXSW, ACL, Lollapalooza, and more
Oversaw creative and technical aspects of digital projects, ensuring timely delivery
Cultivated a collaborative team culture, fostering innovation and problem-solving
Architected a platform for user-generated content, providing actionable analytics
Fostered a culture of creativity, invention and inspiration through mentorship, collaboration and unique team-building activities
VP/Director of
Digital Strategy
& Solutions
ES3, inc.
Rochester Hills, MI
2011 – 2013
Primarily focused on providing leadership and direction to Interactive Design and Development team
Facilitated the strategic innovation of client enterprise platforms and software, eLearning, and digital sales tools for Chrysler, Kia, Toyota, Honda, Mazda, and Lexus
Identified technology trends and social behavior which affect/support/impede core services and develop new product initiatives
Supervised management, recruitment, training, mentorship and retention of all digital staff
Director of
eLearning
& Digital Solutions
ES3, inc.
Rochester Hills, MI
2010 – 2012
Directed the implementation of e-Learning / web-based training, from development to delivery
Supervised Development Managers, Interactive Designers, and LMS Specialists
Explored, assessed, and/or architected emerging technologies and trends for performance Support strategies to meet ongoing/upcoming client and organization needs
Creative Director,
Interactive
BI Worldwide
Troy, MI
2010
Led creative direction for automotive training services, enhancing interactivity and engagement
Directed production processes, achieving faster market delivery and cost savings
Developed strategic concepts, aligning with learning objectives and design goals
Managed resource allocation, optimizing internal and external team performance
Director of
Interactive Design
& Development
BBDO Detroit
Troy, MI
2008–2010
Led the Interactive department within BBDO Retail Performance Solutions, including Designers, Developers, Architects,
and ProducersSupervised interactive aspects of e-learning/web initiatives, including Creative Direction, Interaction Design and Strategy, as well as technology consult to department counterparts and management
Senior Specialist,
Interactive Specialist (UX)
BBDO Detroit
Troy, MI
2005–2008
Defined and codified UX strategies and UI solutions, crafting intuitive interfaces and learning objects, increasing overall engagement and participant scores
Analyzed user environments, optimizing engagement and functionality tailored to user habits
Collaborated on curriculum design, ensuring comprehensive learning experience
Senior Developer,
Interactive Media
Lighthouse All Media
Royal Oak, MI
2003–2005
Spearheaded company’s transition into interactive media
Managed large web, video and interactive projects for several corporate clients
Streamlined IT infrastructure
Principal/Consultant,
Creative Services
Motion Medium
Birmingham, MI
2001–2003
As Principal owner of a boutique digital design shop, we specialized in Motion Graphic design services for small to medium sized businesses, agencies, and several national non-profit organizations
Served as main contact between clients, developers and designers, providing project management, as well as creative direction
Creative Director,
Marketing & Development
Nuspire Communications
Commerce, MI
1999–2001
Led internal marketing initiatives and managed creative and engineering teams, driving integrated service strategies
Spearheaded scrappy, cutting-edge marketing campaigns, fostering collaboration between creative and technical teams to deliver unique, integrated service solutions