Background

I help business owners scale products, boost revenue, and retain customers through proven UX design and growth strategies. With experience at TikTok, Google, Apple, and Sony, I’ve driven $11B+ in revenue and 50M+ user acquisitions. Let’s optimize your business for real growth; DM me to connect.

Job experience

• August 2021 - March 2023
  Staff Product Designer + Creative Director
  TikTok (Bytedance)
  

  Culver City, CA, USA

  - Championed initiatives that elevated TikTok’s user acquisition efforts and contributed to TikTok Shop achieving $11.09B in gross revenue by 2023
  - Partnered with C-suite leaders to embed design thinking into product strategy, aligning creative vision with overarching business objectives
  - Architected, designed, and led the end-to-end UX strategy for TikTok Shop, collaborating with executive leadership in Beijing to craft the platform’s experience and successfully launch its GTM strategy
  - Led a global design and strategy team of approximately 35 professionals, uniting creative, data, and technical talent to drive platform innovation
  - Engineered AI-driven UX growth strategies, driving the acquisition of 50M+ new users in the 35+ demographic through hyper-targeted engagement models
  - Championed initiatives that elevated TikTok’s visual identity, positioning the platform as a market leader in digital content
  - Led weekly A/B testing and rapid prototyping sessions to refine user flows, improving completion rates by an estimated 15%
  - Partnered with data scientists and content teams to translate user insights into feature concepts, accelerating GTM timelines by 20%
  - Leveraged strategic partnerships and data insights to influence executive decisions and drive measurable growth in user engagement for TikTok Shop
  - Introduced a creative framework for short-form video campaigns, boosting user engagement and organic reach
  - Established cross-functional governance frameworks that unified creative, data, and technical teams, driving strategic efficiency
  - Defined TikTok’s viral content strategy, combining data science, behavioral UX, and algorithmic storytelling to maximize discoverability and retention
  - Partnered with TikTok’s executive leadership to shape high-impact UX & brand engagement frameworks, aligning global marketing efforts
  - Pioneered rapid prototyping for content UX, iterating on engagement models that increased session time and content consumption

• January 2020 - December 2020
  Executive Creative Director
  Jason Derulo
  

  Los Angeles, CA, USA

  - Architected content virality systems, growing Jason Derulo’s TikTok presence from 0 to 40M followers in 12 months through data-driven creative execution
  - Coordinated multi-channel digital campaigns that resulted in a 28% increase in fan-driven revenue during album & singles cycles
  - Redefined the creative vision for Jason Derulo’s brand, aligning artistic expression with commercial strategy at a global scale
  - Collaborated directly with Jason and his executive team to launch multi-channel campaigns that elevated brand equity and revenue
  - Orchestrated a strategic overhaul of digital content delivery, integrating innovative design principles with market insights.
  - Designed and led multimedia brand partnerships, scaling global campaigns that generated billions of views
  - Executed 100+ hour workweeks to deliver industry-defining visual storytelling and content UX, reshaping creator engagement strategies during the pandemic
  - Managed a creative team of around 10 specialists, overseeing end-to-end campaign execution that elevated the celebrity brand
  - Developed a cohesive design aesthetic across social channels, amplifying personal brand and audience engagement
  - Conceptualized and executed multimedia campaigns for album releases, driving spikes in fan interactions and digital sales
  - Established a framework for continuous creative innovation that balanced artistic integrity with strategic commercial goals
  - Coordinated with PR and marketing teams to align design deliverables with brand and partner expectations under tight timelines
  - Drove executive-level alignment between design, PR, and talent management to set new benchmarks in celebrity brand leadership

• January 2019 - December 2019
  Staff Product Designer (Google Brand Studio)
  Google
  

  San Francisco, CA, USA

  - Led Brand innovation for Google’s Brand Studio & Digital Wellbeing, developing design frameworks that scaled across 4B+ users worldwide
  - Led a design overhaul for flagship brand campaigns, driving a 28% increase in campaign ROI
  - Collaborated with executive leadership to align high-profile campaigns with business imperatives and regional relevance
  - Improved asset production efficiency by 33%
  - Championed a data-driven creative transformation that enhanced campaign ROI and set industry standards
  - Directed an international creative workforce of roughly 12 designers and strategists, aligning global brand initiatives with market trends
  - Developed Google’s enterprise-wide UX vision, aligning design systems with cross-functional engineering, marketing, and product leadership
  - Established robust design governance models that streamlined asset creation and maintained brand consistency worldwide
  - Led art direction for flagship marketing campaigns, strengthening Google’s brand identity across multiple platforms
  - Cultivated strategic partnerships with key agencies and internal stakeholders to drive innovation in brand storytelling
  - Leveraged market analytics to inform iterative improvements, resulting in enhanced consumer engagement and loyalty

• January 2018 - January 2019
  Straff Product Designer (Google Search UX)
  Google
  

  Mountain View, CA, USA

  - Partnered with executive leadership to craft a user-centric vision that redefined the search experience and drove market differentiation
  - Defined Google Search’s UX vision, shaping AI-driven search experiences used by 4B+ people daily
  - Spearheaded multi-product UX integrations for Google Search, Lens, and Image, advancing AI-powered discovery models
  - Collaborated with Search's product teams to enhance search functionality, increasing daily active users by 15%
  - Oversaw a multidisciplinary team of about 20 UX experts, product managers, and data scientists, ensuring a cohesive and innovative search experience
  - Aligned UX and business strategy to push the next evolution of search interfaces, setting new industry standards
  - Set long-term strategic directions that positioned Google Search as a benchmark for digital innovation
  - Fostered a culture of innovation through executive-led design sprints and cross-functional collaboration, influencing product evolution

• January 2016 - December 2017
  Staff Product Designer
  Sony
  

  San Francisco, CA, USA

  - Pioneered UX frameworks for Sony R&D, and Sony Mobile, setting industry standards in scalable design systems & interactive experiences
  - Led next-gen research for Sony’s Future Lab Program, earning multiple awards for pushing UX innovation in AI, AR, and multimodal interaction design
  - Collaborated with Sony Mobile's product teams to drive a 25% improvement in customer satisfaction scores
  - Defined Sony’s UX innovation roadmap, leading strategic partnerships with BMW, Oculus, and Sony Pictures to advance VR/AR adoption across consumer and enterprise markets
  - Established design processes that improved asset delivery efficiency by 30%

• January 2015 - January 2016
  Senior Product Designer (Consumer Apps + Human Interface Guidelines)
  Apple
  

  Cupertino, CA, USA

  - Drove UX evolution for iOS 9, shaping design decisions that contributed to 50%+ adoption across Apple’s active device ecosystem
  - Influenced Apple’s Human Interface Guidelines (HIG), defining foundational UX standards for millions of iOS devices worldwide
  - Collaborated with senior leadership to drive a 20% reduction in time-to-market for flagship launches
  - Worked cross-functionally with Apple’s HI team, aligning UX, engineering, and design for seamless multi-device experiences

• January 2014 - January 2015
  Senior Product Designer (Android UX)
  Google
  

  Mountain View, CA, USA

  - Championed the development of universal UI components that streamlined product rollouts and reinforced brand integrity (Material Design)
  - Shaped UX paradigms for Material Design & Android Auto, influencing 900M+ devices worldwide
  - Collaborated with senior leadership to establish a cohesive design vision that spanned the diverse Android ecosystem
  - Drove UX strategy with Android Auto for major automotive integrations with BMW, Daimler, and Audi
  - Standardized Material's design components across the ecosystem, reducing feature rollout times by 40%

• June 2013 - January 2014
  Lead UI/UX Designer
  Kifi (Acquired by Google for $70M)
  

  Mountain View, CA, USA

  - Orchestrated a design-driven transformation that positioned Kifi as a prime acquisition target and enhanced its strategic market value
  - Partnered with executive leadership to integrate Kifi’s innovative design ethos into a broader corporate vision post-acquisition
  - Championed strategic UX enhancements that redefined content organization, driving sustained user engagement and retention
  - Directed a cross-functional creative team of around 6 professionals, driving design strategy and innovation that contributed to the successful acquisition by Google.
  - Set the long-term design vision for Kifi, aligning product evolution with global best practices and business objectives
  - Leveraged strategic stakeholder alignment and market insights to drive transformational design improvements that elevated product value

• January 2013 - May 2013
  Principal UX/UI Designer
  Symphony (Acquired by Goldman Sachs for $70M)
  

  Palo Alto, CA, USA

  - Defined and executed a forward-thinking design vision for Symphony that aligned with stringent financial and regulatory standards
  - Collaborated with C-suite executives to integrate design-led innovation into enterprise strategy, enhancing user efficiency and compliance, ultimately achieving a 25% improvement in user efficiency and product usability
  - Led a Design team of 3 designers from -1 to 0 to 1
  - Championed the creation of a modular, scalable UI framework that streamlined development cycles and bolstered brand consistency
  - Spearheaded high-level initiatives that balanced robust security requirements with an intuitive, engaging user experience
  - Leveraged strategic market and user data to drive iterative design transformations, delivering measurable improvements in operational excellence
  - Established governance models and creative standards that empowered teams and aligned design practices with overarching business goals
  - Drove executive-level innovation that set new benchmarks for enterprise collaboration and digital transformation
  - Defined and executed a forward-thinking design vision for Symphony that aligned with stringent financial and regulatory standards - Collaborated with C-suite executives to integrate design-led innovation into enterprise strategy, enhancing user efficiency and compliance, ultimately achieving a 25% improvement in user efficiency and product usability - Led a Design team of 3 designers from -1 to 0 to 1 - Championed the creation of a modular, scalable UI framework that streamlined development cycles and bolstered brand consistency - Spearheaded high-level initiatives that balanced robust security requirements with an intuitive, engaging user experience - Leveraged strategic market and user data to drive iterative design transformations, delivering measurable improvements in operational excellence - Established governance models and creative standards that empowered teams and aligned design practices with overarching business goals - Drove executive-level innovation that set new benchmarks for enterprise collaboration and digital transformation

• February 2012 - August 2012
  Visual Designer
  Locu (Acquired by GoDaddy for $70M)
  

  San Francisco, CA, USA

  - Developed and refined visual assets for web and mobile platforms that reinforced brand identity and enhanced user experience
  - Collaborated with senior designers and product teams to ensure design consistency across marketing collateral and digital interfaces
  - Implemented iterative design improvements based on user feedback and performance data, contributing to increased engagement
  - Produced pixel-perfect designs and production-ready assets using Photoshop
  - Maintained detailed design documentation to streamline handoffs and support seamless collaboration with developers
  - Contributed fresh, creative ideas during brainstorming sessions, ensuring Locu’s visual language remained modern and impactful
  - Developed and refined visual assets for web and mobile platforms that reinforced brand identity and enhanced user experience - Collaborated with senior designers and product teams to ensure design consistency across marketing collateral and digital interfaces - Implemented iterative design improvements based on user feedback and performance data, contributing to increased engagement - Produced pixel-perfect designs and production-ready assets using Photoshop - Maintained detailed design documentation to streamline handoffs and support seamless collaboration with developers - Contributed fresh, creative ideas during brainstorming sessions, ensuring Locu’s visual language remained modern and impactful