Resume

2022-Current

Digital Designer /
Digital Merchandizing Specialist

Shopify Enhancements: Revamped product detail pages and landing pages to improve user experience and drive sales.
E-commerce Setup: Managed the setup of new products and collections on Shopify, ensuring accurate and visually appealing presentation.
User Behavior Insights: Leveraged Hotjar data to analyze user behavior, using insights to strategize and optimize web page flow for improved navigation and conversion.
Email Design & Optimization: Designed and periodically revamped marketing emails to enhance engagement and conversions.
Web Project Management: Coordinated website updates and enhancements, collaborating closely with the web developer to optimize functionality and design.
Digital Asset Creation: Developed graphics for social media, emails, websites, and digital ads, ensuring brand consistency.
Brand Styling for Photography: Established and maintained a cohesive brand style for product photography.
Photoshoot Styling: Directed and styled photoshoots to align with brand aesthetics and marketing goals.
Photography Projects: Led a variety of photography projects, including outdoor, studio, lab, and portrait photography, to support marketing and branding initiatives.

2018-2021

UX/UI Lead

User Experience Design: Produced storyboards, wireframes, user flows, and prototypes to address user challenges and improve the commercial portfolio.
Design Systems & Onboarding: Established design systems and standards, providing training for multiple teams. Created onboarding materials and a centralized file-sharing system to enhance communication and collaboration.
User Research & Testing: Conducted user research to define personas, map user journeys, and identify pain points. Led usability testing with end users and Subject Matter Experts to refine product design.
Stakeholder & Customer Collaboration: Communicated with airline customers to analyze their needs and collaborated with internal and external teams to maintain brand consistency.
Cross-Functional Collaboration: Partnered with developers, designers, and product managers to brainstorm solutions and assess technical feasibility.
Design Education & Advocacy: Educated team members on visual design, branding, interaction design, user-centered experience design, and the creative process.
Workload & Resource Management: Prioritized work and resources across engagements to balance short- and long-term business needs.
Team Leadership & Strategy: Led the UX/UI team, managed workloads, and developed roadmaps and ideation strategies to align with product team goals.

2016-2017

Senior Graphic Artist

Website Front-End Maintenance: Managed and updated the website’s front-end, ensuring seamless user experience, optimized performance, and visual appeal in line with Alaffia's brand guidelines.
Digital Asset Creation & Email Design: Created digital assets for social media, emails, and websites, while designing and optimizing marketing emails to drive engagement and conversions.
Visual Storytelling & Branding: Developed a cohesive visual language to effectively communicate the brand’s story.
Packaging Design: Designed and updated packaging for 400+ SKUs, including labels, tubes, bottles, cartons, shipping boxes, display boxes, trays, and PDQs.
Regulatory Compliance: Ensured accuracy and legal compliance with FDA requirements for food labeling.
Consumer Insights & Product Testing: Participated in focus groups, product testing, and customer feedback collection to refine product and packaging designs.
Photography & Videography: Set up a photo studio, photographed products for marketing, and produced videos highlighting the brand’s empowerment initiatives.
Vendor Communication & Production Oversight: Collaborated with vendors to ensure high-quality deliverables, managed proofing processes, and conducted on-site press checks for print production.

2014-2015

Graphic Designer /
Art Director

Digital Marketing Assets: Created and regularly updated promotional imagery for social media and multi-platform websites.
Packaging Design & Production Oversight: Designed product packaging from concept to production, including image creation, material research, vendor communication, and on-site press checks to ensure high-quality results.
Regulatory Compliance: Ensured all packaging adhered to FDA food labeling requirements.
Product Photography: Captured high-quality images of new products in both studio and lifestyle settings for marketing and e-commerce use.
Executive Collaboration & Visual Strategy: Worked closely with the company president to develop a strong visual theme and style for the commercial Recovery Water product.
Scientific Presentation Support: Consolidated and adapted research findings for scientific presentations at international medical conferences.
Asset Development & Media Organization: Created and managed a media library to provide visual resources across the company.