A Bit About Me —

My journey started in architecture, long before I knew what “digital product design” or “experience strategy” meant. I loved the complex multi-faceted creative problem solving, large scale unwieldy system thinking & visual communication of abstract ideas. From there I moved into the broader world of digital design and found a love of typography, color, data visualization and that same underlying systems thinking.

For the first 10 years of my career, I worked at digital agencies, partnering with clients across a wide range of industries to bring digital products to life. I started in UX/UI Design but found Product & Experience Strategy - a blend of “why are we making this” and “how does it work” - to be the perfect fit. I led cross-disciplinary project teams to launch large scale web redesigns, mobile apps, physical-digital experiences, new brands, games, internal tools, custom CMS and more. While at Code and Theory, I became the department lead for both the product strategy team & a new hybrid UX/strategy team, overseeing 30+ strategists and designers, ensuring individual, team & project success.

In 2022, I moved in-house to the NFL to lead Product Design, UX and User Research. That same year, we launched NFL+, the leagues new direct-to-consumer offering and began a multi-year journey to redesigning the digital portfolio - App, CTV and Web - to center NFL+, modernize our experiences, leverage fan-first approaches in feature ideation, tap into our avid fan base to get timely feedback, and continue to evolve our cross-platform component library and design system.

In 2025, my role at the NFL shifted to founding a new Product & Experience Strategy discipline, working directly with our Growth team & Business Strategy group, to spearhead a team & process responsible for research, discovery, definition & strategy with the goal of creating organization alignment & executive buy in to shape the three year digital roadmap.