Creative leader | Product, brand & experience designer
SUMMARY
18 years of shipping products to global audiences. My work spans UX, UI, product, creative direction, art direction, illustration, motion, and front-end development. A player-coach by nature, I'm known for hands-on leadership from early concept through global deployment. I'm equally comfortable owning creative output or embedded within a large cross-functional team.
EXPERIENCE
Samsung • UPS • T Mobile
Central Coast, Ca
Recruited back to Razorfish by the VP Group Creative Director to lead experience design initiatives across Samsung's device launch ecosystem, enterprise UX, and Samsung.com apps and services.
Led UX and creative direction for Samsung Galaxy Retail Mode across multiple device generations, deployed to 200,000+ devices in 60+ countries and reaching 10M+ consumers.
Directed user research and usability testing across multiple product launches, identifying key friction points and improving completion by ~10%.
Led the redesign of UPS.com's core flow with an always-visible navigation system built around a client-defined need, helping secure a multi-year partnership renewal.
Led design and evolution of Samsung.com Apps & Services, overseeing a portfolio of 10+ native app pages reaching 3 million+ visitors monthly.
Built and led a multidisciplinary team of 8 designers, researchers, copywriters, and strategists, partnering directly with client stakeholders to align design decisions with business goals.
Firestone Walker • 805 Brewing
Central Coast, Ca
Recruited by the former Ernie Ball CMO to lead digital transformation for Firestone Walker and 805 during a period of 28% growth.
Led the redesign of FirestoneWalker.com and 805Beer.com, creating a shared CMS framework while maintaining distinct brand identities and experiences.
Built a new content ecosystem supporting 20+ ambassadors and dozens of annual productions, directing an external network of photographers and filmmakers across episodic films, editorial, product photography, and digital content.
Extended the new visual system across dozens of large-format billboard OOH placements, reaching millions of consumers across key West Coast markets.
Launch work was recognized with a Davey Award and two W3 Awards.
Samsung • T Mobile
San Francisco, Ca
Joined Razorfish as a Senior Designer and promoted to Art Director, helping expand its digital experience and interaction design practice for Samsung across device launches, enterprise UX, and Samsung.com.
Defined interaction models, user flows, wireframes, prototypes, and visual systems for Samsung Galaxy Retail Mode, deployed across 200,000+ devices in 53 countries and 41 languages.
Designed across web, mobile, and device-based applications, creating brand toolkits, iconography, motion systems, and supporting web experiences for native Galaxy products.
Partnered with UX, strategy, development, and client teams to translate complex product requirements into intuitive customer experiences across multiple Galaxy launches.
Crocs • Nike • Mattel • Black Rifle Coffee
Vancouver, Wa
10-year creative partnership with Lincoln Design Co., first as an independent collaborator and later joining the studio full-time as Design Lead and Art Director.
Established and grew Lincoln's relationship with Crocs from an initial engagement into an ongoing creative partnership, serving as Creative Director across 6 major programs spanning Crocs at Work, Slides, Star Wars, The Simpsons, Realtree, and NASCAR.
Led the brand redesign for SKB Cases, creating a new identity, logo, brand system, photographic direction, tone of voice, and original brand tagline deployed across packaging, digital, catalogs, trade shows, and product graphics.
Created and directed hundreds of illustration and product art executions for global entertainment and consumer brands including Fortnite, Hot Wheels, Hasbro, and Mattel.
Operate as a player-coach across multidisciplinary teams, leading creative direction, client presentations, and stakeholder relationships while remaining hands-on from concept through final production.
Santa Cruz, Ca
Served as the sole creative resource for Independent Trucks, functioning as the de facto Creative Director across one of skateboarding's most established brands.
Operated as a player-coach across 300+ annual softgoods and hardgoods SKUs, setting creative direction while remaining hands-on through seasonal product launches, catalogs, digital marketing, email, retail, and brand communications.
Transitioned product imagery from traditional photography to a scalable 3D rendering system, creating consistent assets across hundreds of annual SKUs while streamlining production.
Built and implemented a design system and templated production framework for digital marketing, improving consistency and production efficiency while helping increase D2C revenue from weekly email campaigns by 300%.
Directed global licensing across 5 international markets, overseeing locally developed product lines for Europe, Argentina, Australia, Japan, and China while maintaining global brand consistency.
Ernie Ball • Music Man
San Luis Obispo, Ca
Led a digital transformation for Ernie Ball and Music Man, working directly with the CMO to modernize the brands' digital presence across web, content, and social.
Rebuilt the web presence from an outdated static experience into a global digital platform spanning content, e-commerce, and localized brand experiences.
Led the launch of the St. Vincent signature guitar, developing the digital and creative campaign that generated 500M+ impressions in its first 30 days.
Led art direction for original television and digital content including the AT&T Original Series Pursuit of Tone and web series String Theory, featuring some of the world's most recognized musicians.
Led the Colors of Rock 'N' Roll campaign with Aaron Draplin, extending the across digital, film, OOH, packaging, and retail in 10+ languages worldwide.
