I lead at the intersection of strategy, execution, and team alignment—where vision turns into velocity and outcomes are built, not imagined.

Strategy and Execution Aligned.
Teams Empowered. Outcomes Delivered.

Most execs hire consultants who leave behind a trail of theories. I craft strategy designed to execute, so it propels progress—not PowerPoint.

Across industries, it’s common to see strategy developed in isolation—far from the teams who will execute it. UX becomes reactive. Business impact gets diluted.

Too often, experience strategy stops at MVPs, ideal journeys, or “innovation frameworks” that never get traction. On the other side, UX teams are focused on micro-fixes and lacking the empowerment that produces major impact.

I live in the space between.

I define strategy that’s immediately actionable—built with execution, systems, and team alignment in mind from day one. Because the best strategy isn’t visionary alone—it’s the kind that makes people move, align, and deliver.

When experience drives execution, impact becomes inevitable.

Experience Drives Change

Transform Strategies. Empower Teams. Redefine Growth.

Experience isn’t just about aesthetics or usability—it’s the engine behind business transformation. The organizations that win treat experience as more than a design discipline—it’s their strategic advantage.

Why Experience Matters

Experience is often reduced to visual polish or usability. But in high-performing organizations, it’s much more—it’s the operating system for scalable growth and meaningful outcomes.

The companies that thrive are the ones that treat experience as more than just a design discipline. It’s their strategic advantage.

The Power of Alignment 

When you align Customer Experience, Employee Experience, and Business Strategy, you unlock a trifecta of impact:

• Cut inefficiencies - Smoother operations, faster decision-making.
• Ignite innovation - Energized teams that solve problems faster.
• Accelerate growth - unforgettable moments that matter to both customers and employees

Strategic Design, Measurable Results 

Intentional experience design isn’t just a “nice-to-have”—it’s a high-impact investment that delivers lasting value:

• Operational efficiency that eliminates waste and clarifies priorities.
• Engagement that scales, boosting customer loyalty and team performance.
• Bottom-line impact you can measure in millions saved or gained. 

Teams I lead don’t just optimize touchpoints—They align entire business ecosystems for maximum impact.

Experience creates change. Change fuels growth. Your next transformation starts here. Are you ready? 

Results That Speak Volumes 

Delivering measurable impact through innovation and leadership 

$116m

First Year Cost Savings

AI That Works Smarter, Not Harder 

"At AT&T, I directed a powerhouse team of senior experts to deploy Generative AI as a precision tool. Together, we unlocked buried data, eliminated tedious manual workflows, and supercharged employee productivity. The result? A staggering $116.3M in first-year cost savings." 

$390m

Workflow Optimization at Scale

Redefining Airline Effectiveness

"At Delta Airlines, I didn’t just improve operations; I overhauled Above & Below the Wing workflows for over 30,000 agents. Training became nimble, efficiency soared, and Delta netted $390M in annual cost reductions." 

$150m

Program Recovery & Transformation

From Jeopardy to Confidence

"I led and directed a talented team to reorganize design operations and development workflows, breathing new life into Comcast’s Orion Program. By transforming a dissatisfied client into a confident partner and realigning stakeholders around a unified vision, we secured the success of this $150M transformation initiative." 

$362m

Annual Cost Savings & Operational Efficiency

Retail Innovation that Delivers

"I began by designing prototypes, then assembled and led a high-performing team to develop Macy’s One App, replacing 73 fragmented applications. Through extensive Contextual Inquiries and Empathy Immersion sessions with employees, customers, and stakeholders, I ensured the solution solved user pain points. The result? Streamlined workflows across 783 stores, reimagined customer experiences, and $362M in annual savings." 

20%

Global Productivity Growth

Empowering 20,000 Sales Reps Daily

"Redesigning PepsiCo’s global sales platform wasn’t just a project; it was a revolution. With a user-first blueprint, I turned daily operations into a powerhouse, boosting productivity by 20% for 20,000+ reps worldwide." 

$700k

Entrepreneurship & Acquisition 

Scaling a Vision into Reality 

"I founded Creative Magma, Inc. to push the boundaries of strategic digital solutions. Over time, I scaled it to $700K in annual revenue, delivered award-winning results, and steered the agency into a successful acquisition. Vision realized, mission accomplished."  

Beyond the Work - Where Creativity Meets Adventure 

Finding inspiration off the beaten path 

When I’m not driving strategy or steering complex transformations, you’ll find me out exploring the untamed—overlanding in my Jeep, cycling winding trails, or camping beneath open skies.

These moments do more than recharge me.
They sharpen my creativity. They shift my perspective.
They challenge me to think beyond the expected.

Stepping away isn’t just my way to recharge; it’s an essential part of how I stay sharp, focused, and ready to tackle the next challenge. These adventures remind me of why I lead in my work—to create experiences that transform lives and businesses alike. 

Professional Journey

It's been a ride

Experience & Design Consultancy

Just Me

Head of Experience & Strategy

Partnering with F1000 Transformation executives to drive AI-powered digital transformation, CX strategy, and UX innovation. Aligning business objectives with customer needs to improve efficiency, revenue, and customer loyalty.

Stellar Elements

an AmDocs Company

Experience Director

A division of Amdocs ($4B+ global company). Led large-scale digital transformation programs for enterprise clients, focusing on AI-powered Experience innovation, enterprise system modernization, and product strategy for Fortune 100 companies.

Cognizant Technology Solutions

Digital Works

Customer & User Experience Director 

Directed user-centered design strategies to optimize customer journeys, business processes, and accelerate time-to-market for digital products. Spearheaded the development of MVPs for new product launches, ensuring alignment between product strategy, engineering, and design teams.

Warren Douglas

Advertising

Director of User Experience

Warren Douglas was an award-winning full-service advertising agency specializing in digital properties, creative design, and brand strategy. Directed UX for interactive digital properties, increasing client satisfaction and achieving brand differentiation in competitive markets.

Creative Magma, Inc.

Strategic Branding & Interactive

Founder & Director

Managed all aspects of the agency, including client acquisition, creative direction, sales, and budget oversight. Delivered UX design and branding projects, including wireframing, prototyping, and user research. Scaled agency and exited through acquisition.

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