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

Owned end-to-end UX web design for a B2b SaaS platform serving technology and services organizations, driving strategic design initiatives that directly impacted customer experience and business growth.

• Led brand design and UX for Technology Services World (TSW), TSIA’s new conference experience, optimizing the checkout process and reducing friction to generate increased ticket sales and hotel bookings for prospects and existing members

• Partnered with Product, Marketing, and Engineering to define design strategy, shape roadmaps, and ship high-quality web and application experiences that serve enterprise customers

• Practiced AI-augmented design workflows integrating generative AI for brainstorming, QA, and rapid prototyping to reduce interation cycles and accelerate delivery

• Collaborated with design team and actively shaped internal design standards, tools, and systems to scale consistent, high-quality output

TSIA (Technology & Services Industry Association)
06/2024 – 02/2026

Led compelling, polished, and responsive web designs that translated business goals and brand identity into intuitive user experiences. Proactively identified opportunities to improve internal systems and workflows, proposing actionable solutions that helped shape and standardize internal design practices and tools.

• Designed dynamic webpages and implemented automations across multiple CRM platforms to publish 300+ net-new web pages across the tsia.com domain

• Increased TSIA’s average SERP ranking by 12 points

• Increased unique users by 32% across all traffic channels including organic and paid search

• Increased the average number of daily form submissions by 213%

Self-Employed
01/2024 – 06/2024

Provided marketing strategy consultation and creative design services to clients by evaluating areas of improvement for brand development, reaching new and target audiences, developing strategies and implementation plans to increase lead generation, and managing execution of diverse print and digital media projects.

• Led design for a 30’ x 40’ booth experience for a finance industry client, resulting in 227 leads, converting 43% on the spot, and generating 26% as prospects that converted within 90 days—becoming the client’s most successful trade show on record

• Boosted a home furniture client’s social media presence over 3 months with a series of 2 videos reaching 2M+ unique users, 4M+ impressions, and 85k+ clicks that led to conversions and revenue

• Collaborated with a health and wellness start-up to re-launch their brand and GTM through competitor research, value statement repositioning, packaging redesign, and CRM setup with customer journey email workflows

• Launched an apparel brand that earned 100+ total sales and $5K revenue on Etsy within six weeks through market research, persona development, SEO, and social media marketing

• Improved workflow for a California nonprofit by coordinating projects, streamlining stakeholder communication, ensuring quality, and managing vendors for print collateral across 50+ client accounts.

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

Led a 9-person marketing department as a member of the Senior Leadership Team for a global design, manufacturing, and distribution company with 1,000+ employees. Planned, executed, and measured go-to-market (GTM) and lifecycle marketing initiatives for various products and services.

• Researched and developed marketing strategy, budget, and roadmap in collaboration with the President and senior management to align business goals and KPIs

• Partnered with product management to re-strategize and re-launch an underperforming product, resulting in a 24% increase in leads within 12 months

• Spearheaded CRM implementation, resulting in a 30% increase in engagement, 7% growth in web traffic, and a 161% spike in email opens and clicks by identifying TOFU, MOFU, and BOFU opportunities

• Optimized PPC campaigns using AI tools to automate bids and deactivate underperforming ads, increasing click-through rate 127%, reducing bounce rate 14%, and lifting conversion rate 30%

• Increased department efficiency by 25% by integrating AI tools into copywriting and image asset production workflows

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

Led a 3-person design team providing marketing communications and internal creative services building expertise in web UX, brand development, and product GTM execution.

• Led UI/UX design for the company’s first touchscreen product, collaborating with software engineers and product managers to develop the design system, wireframes, and prototypes

• Researched and designed UX/UI for an enterprise-level cloud-based SaaS platform, including wireframes, iconography, typography, and design systems

• Managed a 3-person design team executing performance marketing campaigns across email, web, brochures, advertising, and trade shows to generate pipeline for the sales team

• Produced photography, video, presentation templates, and illustrations for internal departments and the executive team

• Led GTM for the company’s top product launch, ION IQ, including ads, email, direct mail, website, brochures, video, and trade show campaigns.

• Managed design and production of a 48-page bi-monthly catalog alongside its accompanying e-commerce website, contributing to an average YoY sales increase of 15%

• Rebranded the company’s corporate identity and developed visual identities for 2 newly formed subsidiaries, balancing differentiation with continuity for existing customers

• Identified an untapped market segment during the COVID period, which prompted focused research and targeted marketing campaigns that drove a 30% revenue increase in Q3 and Q4 of 2020.