Building Teams, Transforming Work, Growing Capabilities

My early work began in promotional and marketing communications, helping global brands shape campaigns, platforms, and digital experiences. That foundation in communication strategy, creative development, and evolving digital ecosystems carried forward into UX strategy, product design, and product leadership. I drive lasting transformation by championing the voice of the customer, building cultures of continuous feedback, and creating systems that accelerate measurable growth. The strongest change happens when strategy shows up in real behavior and in outcomes such as discoverability, engagement, and conversion. I bring teams together across marketing, product, content, and technology to align around a shared vision and turn complex digital ecosystems into clearer, more useful experiences for the people they serve.

Building Teams, Transforming Work, Growing Capabilities

My early work began in promotional and marketing communications, helping global brands shape campaigns, platforms, and digital experiences. That foundation in communication strategy, creative development, and evolving digital ecosystems carried forward into UX strategy, product design, and product leadership. I drive lasting transformation by championing the voice of the customer, building cultures of continuous feedback, and creating systems that accelerate measurable growth. The strongest change happens when strategy shows up in real behavior and in outcomes such as discoverability, engagement, and conversion. I bring teams together across marketing, product, content, and technology to align around a shared vision and turn complex digital ecosystems into clearer, more useful experiences for the people they serve.

Cummins Product + Design System Consulting
Building a unified product, UX, and design-operations model across a fragmented enterprise portfolio
Rocket UX Reformation
Integrating design into SAFe to drive better decisions, faster delivery, and measurable product impact
Rocket Product and Engagement Strategy
Rocket Homes needed a clearer product and engagement strategy as the platform expanded beyond a transactional real-estate moment into a longer relationship with homeowners. This work established a lifecycle-based model for how Rocket could earn trust, stay relevant between major transactions, and deliver value across multiple stages of homeownership. Key outputs included a shared customer lifecycle framework, prioritization principles for engagement features, and a roadmap-level view of system opportunities across touchpoints. The core finding: sustained growth would come less from optimizing single conversion events and more from designing continuity, utility, and narrative coherence across the entire homeowner journey.
The Henry Ford Product and Content Strategy and Design
Aligned content strategy, navigation, and experience systems across a multi-site cultural institution to support discovery across physical and digital touchpoints.
AAA Life Express Term Product Strategy + Product Design
Led the integration of product strategy, experience design, and delivery systems to launch AAA Life’s first fully digital term life insurance platform.
U of M Athletics Recruiting Content Strategy and Design
. Designed a recruiting experience that balances institutional scale with storytelling and audience-specific journeys for Michigan Athletics. A recruiting experience designed to immerse prospective student-athletes in the scale, culture, and emotion of Michigan.
Janus Capital Experience Strategy and Design
A post-crisis digital engagement focused on clarifying investment narratives through information architecture, content systems, and user-centered experience design—helping Janus present products, research, and perspective with greater coherence, credibility, and trust.
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