CX Transformation, Experience Strategy & Design

Transforming insights to innovation
for 20+ years.

I am fiercely passionate about creating meaningful experiences…
interactions founded in empathy, aligned with business outcomes, and driven by technology.

With over 20 years of cumulative experience in Foundational/Applied CX Strategy and Design, eLearning, Digital Engagement, and Experiential Brand Activation, I lead the innovation and transformation of customer experiences across multiple channels, services, and platforms.

By applying a broad, multidisciplinary approach to deconstruct, repair, optimize, and transform experiences through engaging workshops and spirited ideation, I collaborate with executive teams, departmental leadership, clients, colleagues, and customers to translate customer and business insights into solutions that grow revenue, increase customer satisfaction, reduce expenses, and improve partner productivity. As a learner, leader, collaborator, and mentor, I strive to continuously improve by applying the cumulative knowledge, skills, and lessons learned from one experience to the next.

Expertise

CX DESIGN, STRATEGY & PRACTICE

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. Maintain a human-centered focus to the work, champion the voice of the customer and the employee, and drive clients and the work to be customer centric. Create and contribute to communications deliverables and artifacts, including personas, journey maps, service blueprints, system maps, prototypes, wireframes, presentations, and reports effective in supporting clients missions to improve, repair, transform and transcend the experience.

EXPERIENCE DESIGN, DIRECTION & OVERSIGHT

Cascading both content and interactive production processes and philosophies to Design Teams, and maintaining a broad knowledge of industry trends, in order to provide tailored, innovative strategies, as well as creative troubleshooting and problem-solving. Direct collaboration and management with interactive project teams to ensure interface and technical implementation adhere to specifications, standards, brand and creative vision, as well as hands-on design and development. Direct and indirect reports inclusive of software developers, UX, UI designers, art directors, strategists, engineers and project managers.

Experience

EVP/Director,
Experience Design

Brightly
Grand Rapids, MI
2023 – current

Lead transformative customer experience (CX) initiatives that drive impactful change across digital and analog touchpoints, accounting for interactions before, throughout, and beyond brand touchpoints. With a strong organizational focus on creating alignment and breaking down silos, empower clients to leverage deep customer insights to achieve their strategic goals, and foster collaboration by equipping teams to implement CX solutions that resonate with customers and propel business success.

Director,
Customer Experience

Shorelight Education
Boston, MA (Remote)
2021 – 2022

Lead the innovation and transformation of the Shorelight Customer Experience, by guiding the development of a unified and seamless multi-service approach across multiple channels. Responsible for developing an executable vision, by collaborating with departmental leadership to transform customer and business insights into solutions that grow revenue, increase customer satisfaction, improve partner productivity, and reduce expenses.

  • Created Future State Omnichannel Vision for longterm planning and roadmaps

  • Designed (core) Customer Portal Experience, including FrontStage Architecture, MVP feature identification and prioritization (through multi-level stakeholder workshops), validated Customer Need statement mapping, as well as executable cross-functional 4D Workstreams

  • Strategized and Optimized key Marketplace Customer workflows, Partner onboarding, and visitor-to-user conversion data mapping

  • Integrated 4D (Discover, Define, Design, Deliver) process to empower efficient and productive solution design and execution

Director,
Experience Strategy

Veracity Consulting Group
Richmond, VA (Remote)
2019 – 2020

Define and represent enterprise vision and strategy to work cross-functionally for the delivery of meaningful customer-centric experiences. Produce and evangelize insights about customer intent, needs, pain points and behaviors that lead to innovative ideas to drive decision making. Draw on previous experience to build relationships with Product, Business, and Technology stakeholders to inform the design of the experience.

VP/Assoc. Director,
CX Strategy & Design

MRM//McCann
Birmingham, MI
2014 – 2019

In collaboration with multiple stakeholders (client, Analytics, Planning, UX, Account and Creative teams), deliver experience strategy and design principles through insight, guidance and solutions. Provide thought leadership and collaboration by designing and facilitating engaging CX workshop activities and deliverables, including:

  • Journey Maps / Experience Mapping

  • Persona Development and Creation

  • Concept Development and Design Thinking

  • Customer and Business Stakeholder Interviews

  • Workshop Facilitation and Activity Creation

  • Experience Blueprinting and Service Design

  • Creative and Experience Briefs

  • Storytelling

VP/Director,
Digital Media Operations
& Experiential Engagement

BlueWater Technologies
Southfield, MI
2013–2014

Serving as both Digital Media Operations Director and Experiential Strategy Consultant, this role encompasses the leadership, management and development of a large team of designers, software developers, solution engineers and project managers, as well as overall strategic company direction for digital initiatives.

  • Foster a culture of creativity, invention and inspiration through mentorship, collaboration and unique team-building activities. Leveraging a team-focused approach, generate agile and innovative solutions within compact timelines and complex environments.

  • Creative and technical oversight of web and mobile applications, lead generation platforms, digital signage integration and content aggregation, social media campaigns, complex integrated brand activations and unique/custom experiential engagements. Architect centralized activation platform to generate and aggregate user-generated content, providing meaningful analytics for client ROI.

  • Launch high-profile campaigns for (but not limited to) GM, Samsung, Target, Progressive, Ford, Alienware, Beam Global Brands, Jack Morton Worldwide, Match Action and Team Detroit, at live events such as (but not limited to) SXSW, Austin City Limits Festival, Lollapalooza, NBA and MLB All-Star events, and Billboard Music Awards.

VP/Director,
Digital Strategy
& Solutions

ES3, inc.
Rochester Hills, MI
2011 – 2013

Though primarily focused on providing leadership and direction to the Interactive Design and Development team, this role also facilitated the strategic innovation of client enterprise platforms and software, interactive training and digital sales tools.

  • Share knowledge with management, staff, partners, customers, and stakeholders, with regard to company technological vision, opportunities and challenges

  • Identify technology trends and social behavior which affect/support/impede core services

  • Supervise management, recruitment, training, mentorship and retention of all digital staff

Director,
eLearning
& Digital Solutions

ES3, inc.
Rochester Hills, MI
2010 – 2012

Redefine eLearning competency and capabilities by integrating UX principles into the design and development process. Establish department structure to instill collaboration and skill sharing, in order to maintain highly engaging experiences with tighter timelines. Additional role focus on consulting clients on driving Performance Support Infrastructure and Engagement strategies acrossa variety of programs and initiatives:

  • Direct the implementation of e-Learning / web-based training, from development to delivery

  • Supervise Development Managers, Interactive Designers and LMS Specialists

  • Explore, assess, and/or architect emerging technologies and trends for Performance Support strategies to meet ongoing/upcoming client and organization needs

Creative Director,
Interactive

BI Worldwide
Troy, MI
2010

Creative lead for Automotive Communication and Training interactive services including architecture, learning objectives, strategy, design and hands-on development. Collaborate with company-wide stakeholders to share strategies, ideas and applications, in order to develop strategic concepts and establish creative approach to interactive deliverables. Lead interactive production and development, including internal and external resources, and establish/revise processes to improve efficiency, reduce cost and increase speed to market.

Director,
Interactive Design
& Development

BBDO Detroit
Troy, MI
2008–2010

Direct BBDO Retail Performance Solutions’ Interactive Department, including Designers, Developers, Architects and Producers, and supervise 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

At the forefront of the UX movement, the Interactive Design Specialist accounts for program scope, interface and learning objects including menuing, flow, navigation, instructions, globals, functionality, layout, media mix, UX, UI and Interaction Design. This position also is responsible for developing interactive engagement strategies which specify requirements such as curriculum, testing, completion, and bookmarking, in addition to recognizing end-user environment and use cases.

Senior Developer,
Interactive Media

BBDO Detroit
Troy, MI
2003–2005

Primary responsibility includes spearheading company’s transition into interactive media, managed large web, video and interactive projects for several corporate clients, as well as streamlining IT infrastructure.

Principal/Consultant,
Creative Services

Motion Medium
Birmingham, MI
2001–2003

Principal owner of a boutique digital design shop, specializing 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

Strategically planned, created, managed and directed development department. Responsible for entire marketing strategy and branding including brochures, business cards, mailers, presentation pieces and multimedia presentations. Served as liaison between clients, vendors and all creative and technical staff.