I’m the luckiest guy I know.
For over two decades,
Better systems, better experiences, better teams.
But it’s not just about improvement. It’s about leading people through uncertainty, identifying the right problems to solve, and building momentum that lasts.
I tend to show up when organizations hit a complexity threshold…when systems start to strain, new technologies enter the mix, and teams struggle to align. That’s where I do my best work, turning that complexity into usable products and platforms that scale across teams, workflows, and customer experiences.
Whether it’s boats, batteries, or big box retail, I’ve helped launch new products, modernize platforms, and unlock billions in measurable impact. And after all that, I’m still energized by the chance to help organizations make more better.
That’s not luck exactly, but it sure feels like it.
Untangling complexity isn’t for everyone.
When technology, digital touchpoints, and embedded processes become knotted, experiences break down. Growth stalls. Revenue slips away. People work harder than they should.
Making it Better is complicated, messy work.
But I love it.
To Each Their Own
Good design speaks to the individual. Whether you’re reaching a luxury fashion buyer or a commemorative coin collector, you need to meet your user where they are. Communication is personal and experience solutions should be, too.
Remove the Friction
Success takes grit and ingenuity. But if we understand our users and the context we’re designing within, we can design with intent. We can create features that meet real needs in markets that are ready to receive them. That’s when solutions becomes more — it becomes better for everyone.
Context Matters
When designing, I always ask, “Why was it built this way?” Before removing a process or feature, you have to understand its original intent. Understanding the “why before the why” ensures progress doesn’t come at the cost of stability.
A History of Enabling Success
Fractional VP,
Product and Experience Strategy
2018 – Current
The Vision: What if every location could operate with the judgment of the ideal manager?
CieloVision is an early-stage computer vision and AI company working to make physical spaces more intelligent and responsive. The platform connects cameras, on-device AI, edge hardware, IoT devices, digital signage, cloud software, and real-time environmental data.
I joined to help translate that technical vision into products people could understand, buy, deploy, and use. In under five months, I helped move the company from product ambiguity to two market-ready launches. This included productizing audience-aware digital signage as a repeatable commercial offering, combining cameras, edge computer vision, server hardware, screen experiences, and customer setup workflows through a strategic partnership with Samsung Electronics America.
We brought those capabilities into the physical world through early customer deployments and live activations at SRO GT World Challenge events. These environments helped make the technology tangible for customers, partners, vendors, investors, and executives while demonstrating that it could operate beyond controlled demos. Early customer deployments reported revenue lifts of more than 20%, providing an important signal that audience-aware content creates measurable commercial value.
My role spans product and experience strategy, GTM enablement, operating model development, and UX. I translate emerging capabilities into clear product narratives, roadmaps, prototypes, sales tools, and operating systems that align leadership, product, engineering, marketing, and revenue teams.
I also organized emerging products and capabilities under the CieloVision One platform, creating a clearer portfolio story and a foundation for future growth. That work has included planning across more than seven product concepts, including content orchestration, workflow automation, partner integrations, platform behavior, and long-term competitive differentiation.
Experience Strategy Consultant
2018 – Current
The Vision: What if digital experiences made the physical world easier to navigate?
Through selected independent engagements, I’ve helped startups and enterprise organizations define new products, align customer experiences, and shape the connection between physical and digital environments. Clients have included GameStop, FedEx, Dallas Fort Worth International Airport, and Citi.
For DFW Airport, I created an experience strategy that reduced friction across wayfinding, shopping, and dining while opening new opportunities for vendor promotion and advertising. At Citi, I helped shape a reimagined North American mobile banking experience built around budgeting tools, financial guidance, and tiered services designed to compete with emerging fintech products. For FedEx, I improved consistency between physical locations and digital platforms by aligning service messaging, customer interactions, and the broader experience.
Across these engagements, my role has been to make complex ecosystems easier to understand, connect, and use while creating clearer value for customers and the business.
Director, Product Design
2019 – 2025
The Vision: What if every associate had the insight and time to anticipate what members need next?
Built and led a product design team of more than 25 designers improving the tools and experiences used by members, associates, merchants, suppliers, and club operators. Our work spanned member and club experiences, finance, merchandising, pricing, inventory, and reverse logistics.
Over six years, I helped take more than 30 products from early concept to enterprise scale. Together, these products supported 600+ clubs, 41,000+ associates, and 69 million members while contributing more than $4 billion in business impact through new revenue, membership growth, operational efficiency, cost recovery, supplier management, and inventory loss prevention.
This included leading the Club Pickup experience and helping create Frictionless Exit, which generated more than $200 million in savings and earned a Walmart President’s Innovation Award and an iF Design Award. I also pioneered AI and machine learning experiences across merchant, finance, and pricing tools, using LLMs and generative data models to simplify complex work and improve decision-making.
Beyond individual products, I built the design infrastructure needed to operate at enterprise scale. I established new portfolios, created shared design systems across mobile, desktop, kiosks, dashboards, and internal tools, and managed more than $6 million in agency support. I also helped grow the Dallas product and design organization into a strategic hub for Sam’s Club and Walmart.
I co-led the Sam’s Club Innovation Jam for four years, helping teams turn ideas into working concepts and multiple patents. I was also twice recognized with the Sam’s Club Making a Difference Award for cultural transformation and enterprise impact.
UI + UX Director, Connected Devices
2017 – 2018
The Vision: What if a smartwatch felt like a watch first?
Led UI and UX for connected watches across the company’s portfolio of owned and licensed brands. The work spanned Google Wear OS, Fossil’s hybrid smartwatch platform, mobile applications, cloud services, and the physical watch experience.
My role was to make a shared technology platform feel distinct and authentic across multiple fashion brands. I oversaw Wear OS implementation, designed custom watch applications and experiences, and helped develop Fossil’s proprietary hybrid smartwatch platform, blending traditional watch design with connected digital capabilities.
I managed a team of 5–8 designers and provided experience oversight for 10–20 remote engineering resources. I also connected product, engineering, research, and brand teams across a complex global organization, helping translate new technologies into products that could be manufactured, marketed, and supported at scale.
That work included advancing e-ink smartwatch technology that contributed to Google’s $40 million acquisition of intellectual property and R&D talent from Fossil.
UI + UX Manager
2013 – 2017
The Vision: What if every interaction with a brand felt like part of the same experience?
Shaped omnichannel commerce experiences across customer acquisition, purchase, fulfillment, service, and re-engagement. The work connected digital platforms with physical touchpoints to create more consistent customer journeys for global brands and organizations including Procter & Gamble, Gillette, Tide, Dooney & Bourke, Heineken, Funimation, Canada Goose, and the United States Mint.
Working with a team of 3–6 UX designers, I helped create ecommerce platforms, subscription models, operational dashboards, customer-engagement programs, and digital-to-physical experiences tailored to different brands, customers, and business models.
Beyond individual client programs, I developed more repeatable ways to design and deliver commerce platforms. Improvements to our Salesforce Commerce Cloud approach reduced implementation timelines to under six weeks without sacrificing the flexibility required by each brand.
The United States Mint became one of the strongest examples of this work. We modernized a high-volume public ecommerce platform that supported more than $450 million in annual revenue, with peak sales days exceeding $50 million. The experience had to balance trust, accessibility, scalability, and operational reliability under extraordinary demand.
