Aloha, I’m
I live at the intersection of design, business and technology. C’mon, let’s get moving!
Hooked on Phonics
Founded in 1987, Hooked on Phonics is an iconic digital + physical reading subscription program for children between 3–8 years old. There, I incepted and led the digital product design function during its turnaround phase and helped institute product, user-centric and data-driven strategies and processes with a focus on LTV (customer lifetime value).
Lume Deodorant
Founded by an OB/GYN in 2018, Lume is a DTC startup that disrupted the personal care industry with the advent of whole body deodorant. During my tenure in Lume’s hyper growth phase, I incepted and led the UX/UI design function—helping the business 2x annual revenue and quadruple its headcount organically by increasing CVR (conversion) and AOV (average order value). Now, Lume is widely available in retail stores and is also an Amazon best seller.
Recent Experience
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Oct 2024 – Present | New York, NY (remote)
Incepted and led the digital product design function during Hooked on Phonics' turnaround phase.
Lead the design of new features and experiments
Key contributor in product and experimentation roadmaps, strategies and OKRs
Instrumental in implementing product-centric approaches, processes and collaboration
New features shipped: Entire Program Bundle
Redesigned features shipped: Bonus Books Upsell
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Apr 2022 – Oct 2024 | New York, NY (remote)
Incepted and led the UX/UI design function during Lume's hyper growth startup phase.
Led data-informed design of design systems, new features and experimentation
Participated in digital product roadmap and strategic planning initiatives
Collaborated closely with product management, engineering and performance marketing creative
Set web art direction for Mando, spinoff brand for men
New features shipped: Build your own bundle, homepage hero slideshow, shop all page, curated bundles page, comparison modals, multipack upsell modal, cross-sell banners
Redesigned features shipped: Navigation, build a bundle, collection page (PLP), footer, about subscriptions page
In addition to UX/UI, formerly led marketplace design - overhauled content and digital merchandising on Amazon that helped take Lume #1 in the Deodorant category, new Target.com launch
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Nov 2019 – Apr 2022 | Secaucus, NJ (remote)
Led the design technology function through omnichannel, digital transformation and new brand expansion initiatives during the COVID pandemic.
Created responsive web and mobile app designs for The Children's Place, Gymboree and Sugar & Jade brands
Helped create design system
Led creative UAT/visual QA, collaborated closely with product management and engineering