A smiling woman with pink hair and sunglasses taking a selfie with a smiling man wearing glasses and a baseball cap. They are outdoors with a historic building, trees, and flowering bushes in the background.

I ❤︎⁠
DESIGN.

Hello, I’m Fred.

I help organizations turn complex ideas into compelling experiences.

With 15+ years of experience spanning brand design, UX/UI, product marketing, and creative leadership, I create digital experiences and marketing initiatives that connect business goals with customer needs. My work has supported global product launches, scaled SaaS platforms, accelerated growth, and helped brands communicate with greater clarity, consistency, and impact.

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P.S. I love design so much, I married a designer ❤︎⁠

Professional Experience

  • TSIA (Technology & Services Industry Association)
    02/2026 – 06/2026

    Led visual design and digital experience initiatives supporting brand growth, customer engagement, and demand generation across a global B2B technology community.

    • Designed and launched 300+ webpages using scalable design systems and templates, contributing to 300% growth in website traffic and a 54% increase in search visibility

    • Collaborated on digital experience optimization initiatives that increased AI platform traffic by 1,841% within 12 months

    • Improved website conversion performance by 34% through UX, visual design, and content enhancements

    • Created interactive digital experiences and product demonstrations that increased user engagement by 27%

    • Developed campaign assets spanning ebooks, webinars, blogs, email marketing, landing pages, and paid advertising

    • Increased daily form submissions by 213% through landing page design and conversion optimization initiatives

    • Helped establish design standards, UI libraries, and documentation to improve consistency and scalability across projects

    • Introduced AI-assisted creative workflows that accelerated concept development, production, and quality assurance

  • Self-Employed
    01/2024 – 06/2024

    Provided creative direction, brand strategy, and visual design services for clients across finance, consumer products, healthcare, and nonprofit sectors.

    • Designed a 30' × 40' branded trade show environment that generated 227 leads and became the client's highest-performing event

    • Developed social media creative and content strategies that reached more than 2 million users and generated over 4 million impressions

    • Led a brand relaunch initiative for a health and wellness startup, including positioning, packaging, messaging, and customer journey development

    • Helped launch a new apparel brand through visual identity, ecommerce design, SEO, and social content strategy

    • Streamlined creative production workflows and vendor coordination for a California nonprofit organization

  • HME (HM Electronics, Inc.)
    02/2021 – 12/2023

    Led creative direction across brand, product marketing, digital experiences, events, and customer communications for a global technology manufacturer.

    • Directed creative strategy and execution across multiple product lines and international markets

    • Collaborated with senior leadership and product management teams to develop integrated launch campaigns and customer engagement initiatives

    • Repositioned and relaunched an underperforming product, resulting in a 24% increase in leads

    • Led CRM implementation and customer communication redesign efforts that increased engagement by 30% and email performance by 161%

    • Improved digital campaign performance through AI-assisted optimization, increasing click-through rates by 127% and conversion rates by 30%

    • Expanded brand visibility and audience engagement through content, social media, and digital marketing initiatives

  • HME (HM Electronics, Inc.)
    02/2016 – 02/2021

    Led creative execution for product launches, brand initiatives, digital experiences, and customer-facing communications across a global portfolio.

    • Directed creative execution for 9 product launches distributed across 140+ countries

    • Developed integrated campaigns spanning advertising, digital marketing, trade shows, email, sales enablement, direct mail, and content marketing

    • Led UX/UI design for the company's first touchscreen hardware platform, collaborating closely with product management and engineering teams

    • Designed visual systems and UX foundations for a cloud-based SaaS platform, including wireframes, iconography, typography, and interface standards

    • Managed creative services supporting five subsidiary brands

    • Identified and activated a new customer segment during the COVID-19 pandemic, contributing to a 38% revenue increase

    • Redesigned the corporate website using responsive design principles, increasing mobile traffic by 22%

    • Oversaw production of a 48-page bi-monthly catalog and supporting ecommerce experiences, contributing to consistent year-over-year growth

    • Creative Services Manager

    • Associate Art Director

    • Senior Graphic Designer

    • Graphic Designer

    • Jr. Graphic Designer

Education

Bachelor of Arts (BA), Multimedia
San Diego State University

Associate of Arts (AA), Graphic Design
Southwestern College

Certification

Google UX Design Professional Certificate
Coursera

DMI AMA Pro
Digital Marketing Institute

Pragmatic Marketing Certified, Level III
Pragmatic Institute

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Tell me I’m pretty

A man with dark hair and a beard, smiling, wearing a black t-shirt, standing against a plain gray wall.

“What sets Fred apart is his ability to blend creativity with a deep understanding of market trends, user behavior, and business objectives. He has a keen eye for detail, an innate sense of design aesthetics, and a track record of transforming ideas into visually compelling campaigns.”

— Ricardo Iniguez, Senior Motion Graphic Designer
A woman with long, wavy brown hair smiling at the camera against a plain white background.

“He always followed through on his commitments and was a joy to work with. Fred impressed me with his growth mindset and willingness to go out of his comfort zone, leading his team with compassion, high standards, and excellence in his craft.”

— Mel Burt-Gracik, Learning & Development Manager
A woman with shoulder-length dark hair smiling in an indoor setting with blurred background and various objects.

“Email campaigns, website redesigns, paid media, web analytics, social media, press releases, brochures, flyers, product demos, videos—you name it, there’s a great chance he’s worked on it. Fred is a brilliant marketer who consistently delivers high-value content that aligns with business goals.”

— Eliza Miller, Senior Digital Marketing Manager

Need Help With Your Next Design Project?

Send a quick note and let’s chat.

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