PROFILE

Innovator, collaborator and multidisciplinary problem-solver known for building incredible products, design teams and user-centered experiences people love. Curious, analytical and entrepreneurial by nature with an extensive record for bringing ideas to life that drive engagement and revenue. Thrives in fast-paced, complex, data-driven cultures. Strategic, creative, proactive, pragmatic. Strong business/brand/editorial acumen. High EQ for driving organizational change, delivering value on tight timelines/budgets and aligning goals with peers, cross-functional teams, boards and executive leadership tech companies, mission-driven non-profits and media organizations.

COMPETENCIES & TOOLS

AI | Cursor, Claude, ChatGPT, CoPilot, Knowbl; prompt structure/rules logic, token utilization, agent orchestration; GenAI, agentic workflows
Brand & Communications I Brand strategy, integrated/omnichannel campaigns, audience engagement, vendor contracts/budgets
Creative Collaborations| Hornall-Anderson, Blink, Wheelhouse DMG, Slipstream, Mentor Creative Group, Cognition Studio, GreenRubino
Design Systems | Component design, pattern libraries, accessibility (WCAG 2.1+), theming modes, semantic tokens/variables, branching  
Design UX/UI | Wireframing, prototyping, journey mapping, interaction design/documentation, UAT/QA, dev-friendly specs
Programs & Platforms | Figma/Cursor MCP, FigmaMake, Figjam/Miro, Adobe Creative Cloud (Premiere, After Effectis, Firefly), Adobe Experience Manager, Framie.io, Elasticsearch, Digital Asset Managers, DevExtreme, iCIMS, BlackBaud, Agile/Scrum, Jira/Confluence, UserTesting.com, Salesforce/Hubspot, Tableau, Smartsheet, Office 365
Research & Testing | Competitive research/benchmarking, moderated/unmoderated usability testing, surveys, cohort analysis
Visual & Creative IPhotography & Art Direction, Video & Multimedia, Information & Data Visualization, Illustration, Typography & Color

EXPERIENCE

JANUARY 2021 to PRESENT
LPL FINANCIAL
VP PRODUCT EXPERIENCE  DESIGN

• Lead high-performing design and research teams in creating digital tools and services used by 32K wealth management advisors and 6M clients with $2.4T in assets under management

• Scaled org from 12 to 75 people, created new design systems (branded, white label) and implemented cross-functional operating processes for a diverse portfolio of B2B and B2C investing, banking and trading products (Web, iOS, Android)

• Led the design, development and launch of LPL's flagship AI platform (Cyan) in <4 months, defining the end-to-end agentic chat experience, conversational AI framework, domain workflows and escalation models

• Co-authored more than 25 AI whitepapers showcasing how agents (native/bespoke) can yield dramatic reductions in research/concept design/validation cycle times and increase delivery velocity/quality; rapidly built a suite of high-fidelity functional prototypes, analytics dashboards and design libraries using Cursor and Claude

• Facilitate quarterly multi-product workshops to drive E2E vision, prioritize features and align stakeholders to a unified strategy

• Earned 4-Star rating for consumer investing mobile app, reduced defects/carryover across portfolio, increased design/dev velocity and UX/UI consistency

2014 - JUNE 2020
FRED HUTCHINSON CANCER RESEARCH CENTER
SR. DIRECTOR USER EXPERIENCE, DESIGN & DEVELOPMENT   

• Led creative, digital strategy and brand experience for non-profit cancer and infectious disease research organization; partnered with Scientific Divisions, Philanthropy, Communications and Marketing to translate mission/activities into audience-centered experiences supporting clinical trial recruitment, federal/institutional grants, patient services, brand awareness and fundraising

• Built and led a 20-person multidisciplinary team spanning UX, design, content, web development, analytics and visual storytelling; hired, mentored talent across creative disciplines (video, multimedia, photography, graphics and illustration)

• Led award-winning Fred Hutch rebrand and digital platform redesign, establishing visual identity, design systems, brand guidelines and governance for +160 websites, all printed collateral, environmental signage, omni-channel campaigns (OOH, social, radio) and multimedia experiences; increased YOY donations 160%, sessions 88% and pageviews 53% across audiences

• Directed creative strategy, vendor/agency relationships, brand expression/design execution of marketing campaigns, fundraising events, executive presentations (TED/ReInvent), conferences and Visitor Center driving $60M in annual fundraising

• Used SEO, research and performance data to drive engagement across web, social and marketing channels

• Redesigned and expanded Obliteride fundraising platform — generating record participation and more than $3.1M in donations

2011 - 2013
EXPEDIA
GLOBAL DIRECTOR OF CONTENT STRATEGY / SENIOR PRODUCT MANAGER OF PROMOTIONS & MOBILE  

• Led content strategy for Global Product UX team (Hotels, Flights, Packages, Checkout, Social), updated tone of voice and photography to compliment ‘Find Yours’ campaign; launched Expedia’s first Travel Guides sites and signed vendor to $5.7m contract to create stories, photo galleries and travel videos for 250 cities, localized content in 36 languages

• Drove hotelier engagement strategy and tools used to upload inventory for ~70,000 global properties in Expedia Partner Central extranet platform; utilized click-stream data to create new revenue-based algorithms and promotions dashboard UI

• Conceived/launched Expedia’s first B2B iPhone photo app for hoteliers to take/upload images to their Expedia-hosted site — increasing booking conversions and search rankings

• Integrated engagement models based on ‘hooked’ behavioral psychology principles across B2B/B2C teams

2006 - 2011
MARKETING & COMMUNICATIONS PRINCIPAL, STRATEGIC ADVISOR 
Provided writing, research, design (print/digital) and data visualization services for The New York Times, Conservation Magazine (University of Washington), Medical Training Systems (Seattle startup), Microsoft Partners in Learning (Redmond, WA), World Bank (DC), Global Partnerships (Seattle-based social impact org), World Learning (VT-based education non-profit) and John Snow International (DC-based health NGO)

1999 - 2005
SEATTLE POST-INTELLIGENCER
ASSISTANT MANAGING EDITOR VISUALS I GRAPHICS & DESIGN EDITOR

• Assistant Managing Editor Visuals of 3 departments, 32-person staff. Directed photography, design, informational graphics and illustrations for daily metro paper. Collaborated on multimedia storytelling, introduced use of satellite imagery, database mapping. Focused editorial strategy on stories with strong national audience, local interest: Global Health, Tech, Venture Capital, Major League Sports, Climate, Entertainment

• Creative Director / Part of a 5-person team chosen to envision and competitively reposition the P-I in print and online. Consulted with Northwestern’s Media Management Center on strategies for change based on market research, demographic trends. Designed multiple prototypes, proposed new newsroom hierarchy, website utilization and social strategy

• Graphic & Design Editor / Created color and typographic style guides; introduced 3D software, leveraged Bloomberg and ESRI mapping platforms, improved archiving and production process

1992 - 1999
CHICAGO TRIBUNE & CARS.COM / TRIBUNE COMPANY

• Graphics Editor: Co-managed 14-person team in conception, reporting and execution of award- winning graphics, illustrations, and design for all sections of daily metro newspaper. Covered major national and international breaking news events. Invited speaker for conferences, quick courses.

• Web Producer/UX Designer for launch of Cars.com: Designed site and created content for national automotive start-up allowing dealers and independent owners to buy, sell or research vehicles. Also art directed corporate logo and managed advertising relationships with media partners.

• Reporter, Artist, Designer: Created informational graphics and story package design for all sections of paper. First Tribune graphics reporter given credentials to cover Olympic Games on site.

• Prior to joining the Tribune, interned as a graphic artist at The Milwaukee Journal and U.S. News & World Report. 

EDUCATION & HONORS

Bachelor of Arts in Journalism and Political Science, Indiana University, Bloomington
Certificate, Artificial Intelligence for Leading Business, Northwestern University – Kellogg School of Management

HONORS
Senior Management LTI (Long Term Incentive) Stock Award Recipient | 2022-2025  
Heartwood School Board Vice President (Vermont non-profit) | 2021-2024  
Platinum MarCom Awards - Fred Hutch Redesign / Rebrand | 2015, 2019  
Design Leader for Biden’s Cancer Moonshot / Gates Foundation Summit / Bezos Foundation Events | 2017-19, Hutch campus 
Digital Strategy Presentation to Hutch BOT (Matt McIlwain, Satya Nadella, Christine Gregoire, etc.) | 2018
75+ Marketing, Design, Video & Photography Awards | 2014-2021  
Top-Rated Speaker at Expedia’s Annual Partner Conference | 2013, Las Vegas
Mary’s Place, Lifelong, Global Partnerships Volunteer (Social Services and Economic Empowerment)| Ongoing