I started my career in agencies, moving from art direction into design and creative direction. Every new client meant learning a different business, audience, category, and set of constraints, often in a matter of weeks.
That pace taught me to look past the surface quickly. I had to understand how the pieces fit together, find the idea that mattered, and decide where the creative effort would make the biggest difference.
By the mid-2000s, I was working on digital campaigns and experiences for clients across finance, beauty, healthcare, fashion, and consumer products.

But I wanted to provide and facilitate, not just convince.

That led me to Viziphi in 2013, where I joined a co-founder developing a product to help financial professionals make better sense of investment information and communicate those insights more effectively.
It was a turning point. I wasn't designing around someone else's idea anymore. I was helping determine what the product should be, why it should exist, and how it could become useful.
From there, I moved deeper into product design and strategy, joining PayPal as a lead designer across core consumer web and mobile and Consumer Financial Services. At KIRU, I became Head of Design, helping build both the product and the design function as the company grew.
Later, at Flowbird, Estate Guru, and Euvic, I moved between hands-on product design, strategy, and design leadership across increasingly complex products and organizations. Additionally, I've been working with clients in commerce conversion as well as consulting small and medium size businesses on AI integration.