CAREER SUMMARY

Revitalized the marketing department by overhauling initiatives, processes, and performance metrics, significantly boosting employee engagement and campaign success within three months. Developed the company’s visual branding materials, managed key partner relationships, and initiated the creation of branded UI components for visual designers and developers to implement in web-based projects. 

• Developed a comprehensive brand strategy for the company
• Initiated the execution of the company's brandbook
• Collaborated with internal teams and external partners to ensure consistent application of branding and adherence to the official brand standards
• Lead and guided the marketing team
• Provided user persona research to help the company understand who we serve
• Provided heuristic analysis of all existing websites, landing pages, ad campaigns, electronic communications, call center scripts and processes to form a branding strategy for the company

Conceptualized, led, and executed the digital production pipeline for marketing creative assets, including social media ads, product packaging, and video content. This involved creating in-house 3D product visuals and animations, motion graphic videos and digital illustrations.

• Made and maintained visual concepts for advertising campaigns via story boarding and execution where animations were used
• Managed the company visual designers
• Provided both low and high fidelity wireframes and clickable prototypes for user journey work on existing and concept applications and funnels
• Worked with the team to create useful patient engagement campaigns and user surveys to help drive marketing decisions via user feedback data
• Monitored the tracking and analyzing of campaign success across various parts of marketing and consulted the A/B testing group
• Fulfilled the need for a company style guide that helped reimagine our branding identity to the market
• Delivered user interaction design solutions for the in-house EMR (Electronic Medical Record) system and patient portal software platform by providing an array of tested user experience solutions

Pioneered user experience design within the company by:

• Introducing core UX principles and methodologies
• Guiding the marketing team on UX processes, terminology, and deliverables
• Enhancing team workflow efficiency through UX best practices
• Developing and explaining patient personas
• Training the team on leveraging these personas to create more targeted and effective marketing strategies

This initiative bridged the gap between UX design and marketing, resulting in more user-centered and impactful marketing approaches.

• Advocated for and demonstrated the value of UX principles across the organization.
• Mentored team members on user-centric approaches and core UX concepts and practices.
• Led the design and development of a nationwide hormone test kit, encompassing product and packaging design.
• Redesigned the user sales funnel, resulting in a significant increase in user engagement from 50% to 88% in just one month sustained.
• Partnered with the executive team to create, test, and execute strategies aimed at enhancing customer and patient engagement.
• Streamlined and improved various touchpoints in sales and patient journeys.
• Collaborated with development teams to implement design solutions, including conducting healthcare provider interviews, wireframing, user testing, and designing software to improve patient care delivery.

Led UX initiatives across all "Research, Sales & Trading" (RS&T) product teams as the exclusive UX specialist for the BD Advanced TM platform. Focused on enhancing large-scale desktop and mobile financial intelligence platforms catering to both sell-side and buy-side investment markets. Delivered comprehensive UX services, including:

• Conducting user research and analysis
• Developing UX solutions and strategies
• Establishing and tracking key metrics
• Creating low-fidelity wireframes and high-fidelity functional prototypes
• Performing large-scale, targeted user testing
• Implementing iterative design processes

This role involved end-to-end UX responsibilities, from initial concept to final implementation, ensuring optimal user experiences across all RS&T financial products.

Other high level accomplishments included:

• Enhanced RS&T legacy and next-gen financial intelligence software (Big Dough Advanced TM, iPlanner TM, iConference TM) through: 
• Developing user personas
• Conceptualizing product features
• Leveraged test environments and sensitive production data to inform design decisions and visualize complex financial information, highlighting critical details for user decision-making.
• Expanded company design pattern library by identifying, testing, and cataloging new user design patterns.
• Accelerated product team decision-making by rapidly visualizing data using Python, Jupyter, Tableau, or PowerBI, preventing potential resource misallocation.
• Facilitated weekly design sessions with multiple product teams, effectively managing responsibilities while adding value to products and enhancing usability for global customers.

• Initiated and led the data science program within the Ipreo group, facilitating integration with IHS Markit's data science team post-acquisition
• Developed and implemented data analytics for project key performance indicators (KPIs) across active and future projects
• Processed and packaged complex financial intelligence data into user-friendly application designs, tailored to various user personas
• Conceptualized and launched the company's data visualization library
• Defined company standards for front-end development practices and requirements, and assisted in recruiting additional talent for related roles
• Collaborated across all business verticals to deliver standards-compliant front-end code for web-based applications, conducted user persona research and create wireframes to guide product teams prior to development

Provided the front-end production source code for the "RoadshowAccess" platform (the world's first digital roadshow application that supports companies looking to go public).

• Hosted daily standups with product managers and development teams to sync on wireframes, source code audits and the execution of strategy
• Kept close communications with all product managers
• Delivered wires and clickable prototypes based on project requirements consistently on time
• Additionally worked closely with the QA teams to make sure that the software operated and looked as designed
• Provided user testing sessions with Wall Street clients and managed the iterative design process
• Managed all the front-end work and source code
• Supported front-end code needs for other live global platforms and trained the backend development teams on how to incorporate the code into the software
• Worked with the global marketing team as a liason and developed and published the company global press releases
• Additionally supported public online landing pages by providing front-end code for the APAC global markets

Worked closely with our Equity product team to design and code the front-end (including HTML, JS / AngularJS and LESS / SAS) of Ipreo’s "RoadshowAccessTM" platform and the Big Dough Corporate platforms -- which present day have ing product hypothesis, creating and testing user workflows with low-fidelity wires, creating high-fidelity clickable prototypes and working with development and QA with spec sheets and design library knowledge to insure proper execution on approved UX solutions.

• Worked as lead UX asset across all financial business product teams during this time by providing UX services for several key financial applications that have a very high user base.
• Supported entire global company of over 800 employees on numerous continents with client-facing application branding solutions, legacy web site updates and designs, internal self-service application initiatives that required domain knowledge along a wide array of technologies prior, during and after the Goldman Sachs / Blackstone Investments acquisition of Ipreo, LLC.
• Worked closely with our Equity product team to design and code the front-end (including HTML, JS / AngularJS and LESS / SASS) of Ipreo’s "RoadshowAccessTM" platform and the Big Dough Corporate platforms -- which present day have each generated over $1M+ for the company.
• Worked with UX colleagues to develop the company persona library which is currently being used by all product and supporting teams across the financial services arm of the company.
• Was very instrumental in our design guide and components library creation (both for sketch and application development).
• One of three founders of Ipreo's UX Team.
• Served as mentor, teacher and guide for junior front-end developers from NC State University’s Computer Science Senior Intern program who were assigned to work with the UX team during summer months.
• Managed the white label market intelligence platform for all of the global large cap clients by providing customized and branded containers for their use
• Automated the branding container responsibilities and trained the development teams on how to implement and maintain the code

Owned and operated a technology services company specializing in:

• Professional graphic design
• Customized web development
• Customized software services
• Customized SQL databases
• Various digital media services
• Photography
• Computer building, maintenance and repair

Key achievements and responsibilities:

• Delivered tailored digital art and media solutions to a diverse national client base
• Engineered bespoke web-based software, including content management systems (CMS), customer relationship management (CRM) platforms, and other secure, mission-critical applications
• Secured and retained high-profile accounts, including small-to-large corporations and celebrity clients, consistently meeting objectives, expectations, and financial targets

Managed the company's digital presence and marketing assets, collaborating with leadership on sponsorship negotiations. Key responsibilities and achievements included:

• Developed and executed the team's online strategy and digital marketing initiatives
• Created diverse custom digital graphics for marketing campaigns, including: 
  • Online and print marketing materials
  • Digital media assets
  • NASCAR-approved vector decals for race vehicles
• Expanded team fan base through: 
  • Increasing web traffic
  • Implementing an engaging "Fan's Area" on the website
  • Designing collectible driver promotion cards
• Conceptualized and produced tailored digital media marketing materials for corporate sponsors
• Worked closely with leadership and NASCAR representatives to develop compelling sponsorship pitch presentations, contributing to $3M in race sponsorship revenue

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