I lead design teams on the tools that carry customers from browsing to buying, the configurators, search, and comparison experiences where a considered purchase either happens or doesn’t.
Fifteen years in, across retail, finance, consumer goods and automotive. Walmart, CIBC, TD Bank, Unilever, Samsung, McDonald’s, Volkswagen, and most recently Stellantis. Different industries, but consistently the same problem: complex products, real money on the line, and a customer who needs to understand what they’re choosing before they commit.
What I’m best at is holding business goals, analytics, technical constraints and client priorities together at once, then turning them into something a team can actually build and ship. I’ve found the hardest part of design leadership isn’t the design. It’s protecting the intent through estimation, stakeholder review, engineering constraints and QA, so what launches still solves the problem it was scoped to solve.
I’m most useful for problems where the answer isn’t obvious yet, and someone needs to bring evidence to a room full of opinions.
Experience
Razorfish, Toronto
Associate Director of Experience Design (2023 – Present)
Senior Experience Designer (2019 – 2023)
FEBRUARY 2019 – PRESENT
Led a four-phase redesign of Stellantis’ vehicle configurator across six brands, lifting dealer lead starts by 14% and progression into inventory search by 13.7%.
I run the design pod on the Stellantis brand sites (Jeep, Ram, Dodge, Chrysler, Fiat, Alfa Romeo), covering the shopping tools that carry a customer from browsing to a dealer lead: configurator, inventory search, dealer locator, incentives and offers.
We are the client’s primary arm for new ideas and are part of a two-pod group that shipped 550+ enhancements, components and fixes in 2025-2026.
- Lead three designers, allocating work by the strengths each project calls for, setting the final approach and reviewing daily rather than at milestones.
- Work on a cross-functional team across the full arc of delivery, from estimation and prioritization at intake to creative QA at release, so design intent survives the distance between a decision and what ships.
- Present directly to senior client stakeholders, including A/B test plans, and sit in the director and VP-level conversations where priorities get set.
- Build components used site-wide with the design system and AEM, supporting the library team in keeping the shared library current.
- Delivered a market-specific lease shopping experience end-to-end in a single sprint by recomposing existing platform templates.
- Brought the client an unrequested redesign of the incentives offer cards, green-lit and extended across every brand site.
Fjord, Toronto
Service & Interaction Designer
DECEMBER 2017 – FEBRUARY 2019
- Worked in the internal team in charge of launching a new credit card portal and financial tools for TD Bank.
- Conducted design presentations with key stakeholders and facilitated workshops to enable immersive customer-facing digital experiences.
Tribal DDB, Toronto
Senior Product Designer
OCTOBER 2017 – DECEMBER 2017
- Product designer working on build-and-break rapid prototypes for Samsung, Volkswagen and McDonald’s.
Razorfish, Toronto
Senior Product Designer
JUNE 2016 – OCTOBER 2017
- Part of the Walmart.ca and CIBC teams, working on mobile apps and e-commerce.
- Led UX in a new checkout experience for the Walmart Marketplace expansion. Walmart Marketplace has seen exponential growth and is home to more than 50 million items from more than 7,000 sellers.
- Redesigned CIBC’s Mortgage Calculator and Credit Card comparison tools.
StudySoup, Toronto
UX/UI Designer
APRIL 2015 – JANUARY 2016
- Redesigned the homepage, reducing bounce rate and increasing conversion rate by 25%.
- Updated Sign Up and Upload flows. Within 11 months, users grew 3x and documents uploaded grew 5x.
- Simplified how design and development teams worked together by introducing new processes using tools like Avocode and InVision.
Ginga One, São Paulo
UX/UI Designer
JANUARY 2014 – JULY 2014
- Designed a digital distribution service for apps deployed in more than a million devices for Multilaser, one of Brazil’s biggest tech companies.
Inkuba, São Paulo
UX/UI Designer
JANUARY 2010 – OCTOBER 2013
- Spearheaded the pitch that won the Unilever account, the most profitable client for the agency.
BoxBrazil, Rio de Janeiro
Art Director
JANUARY 2009 – NOVEMBER 2009
NaMoral, Rio de Janeiro
Art Director
JANUARY 2007 – DECEMBER 2008