I am currently the VP of Design at SimplePractice, the world's leading electronic health record (EHR) platform for independent health and wellness practitioners. My career spans design leadership roles at industry-leading companies, including Spotify, Intuit, Facebook, and Yahoo, where I have consistently driven innovation at the intersection of design, technology, and business strategy. I also provide strategic advisory services to startups across FinTech and Food Ecosystems.
Professional Experience
VP Design - SimplePractice (2023 - Present)
SimplePractice empowers private practices to thrive through beautiful, practical, and intuitive business solutions for health and wellness professionals. I joined to establish and champion a design vision that delivers exceptional user experiences while meeting business objectives and product goals.
I lead the delivery of high-quality product experiences while fostering a culture of iteration, customer feedback, and design innovation. SimplePractice serves over 185,000 practitioners with an all-in-one practice management solution featuring telehealth, online booking, customizable documentation, and autopay—all within a single, HIPAA-compliant platform.
Sr. Director/Global Head of Design - Spotify Ads (2021 - 2023)
Led the User Experience and Design discipline for Spotify's advertising offerings, ensuring stellar tools and products that expand Spotify's footprint in the digital audio marketplace while connecting listeners to content they love through promotional touchpoints.
Design Director/Head of Intuit Design Systems (2019 - 2021)
Drove company-wide design system strategy across Intuit's cornerstone brands, including TurboTax, QuickBooks, ProConnect, and Mint. I defined the vision and developed an action plan that delivered a unified One Intuit Design System, ensuring consistent experiences across all products.
Head of Design and UX - Next Insurance (2019)
Provided holistic oversight and hands-on guidance for all creative functions, including Product Design, CX Research, physical environmental design, and corporate brand strategy.
Creative Director - Facebook (2017 - 2019)
Led a multidisciplinary team of Artists, Writers, Filmmakers, Strategists, Analysts, Producers, and Builders dedicated to telling Facebook's story to marketers and advertisers. I also oversaw Studio X, Facebook's in-house creative agency for Business Products.
Product Design Manager - Facebook (2014 - 2017)
Led multiple product design teams powering Facebook's rapidly evolving advertising platform. As head of the "Outcomes" team, I guided the development of Facebook's complex advertising tools, from targeting and audience building to campaign reporting and measurement. I also evolved Facebook's Business Design standards from a skunkworks effort into a full cross-functional team with global engineering support.
Head of Design - Yahoo Advertising & Data (2010 - 2014)
Served as Head of Design for Yahoo's global Ads and Data products. As an original team member, I designed and built Yahoo! Gemini, the company's native/search ad platform.
Co-Founder, Design and Development Lead - Associated Content (2004 - 2010)
Oversaw creative vision and all design projects for the brand, including front-end website designs, UI/UX, B2B materials, and marketing assets. Successfully managed creative resources from concept to completion while developing relationships with agencies representing tier-1 brands.
Speaking & Thought Leadership
I regularly share insights on design leadership, AI's impact on design organizations, and ethical design practices through keynotes, panels, and podcasts. Recent highlights include:
2025: Upscale Conference keynote on how new AI input modalities are reshaping design organizations, with real examples of operationalizing AI UX
2024: Panel discussions on Creative Operations (Creative Agility, Los Angeles) and design's impact on cafe culture (Academic Coffee podcast)
2024: Podcast interview, Unserious, sharing my transition from engineer to designer and the impact of visual storytelling in forging a company's culture.
2022: Guest Lecturer, Pratt Institute - "Decoding the Interview", plus "Lessons in Creativity" presentations at Spotify's "The Opening Act" HBCU/HSI roadshow
2022: Podcast interview, Now What Podcast by Wix, discussing how brands can connect with consumers using audio, what’s next in podcasting, and the impact of designing for Enterprise/B2B.
2024: Podcast interview, Unserious, sharing my transition from engineer to designer and the impact of visual storytelling in forging a company's culture.
2022: Guest Lecturer, Pratt Institute - "Decoding the Interview", plus "Lessons in Creativity" presentations at Spotify's "The Opening Act" HBCU/HSI roadshow
2022: Podcast interview, Now What Podcast by Wix, discussing how brands can connect with consumers using audio, what’s next in podcasting, and the impact of designing for Enterprise/B2B.
Design Philosophy & Frameworks
My approach to design leadership is grounded in proven methodologies and human-centered principles:
Design for Delight (D4D): Intuit's homegrown framework ensuring deep customer empathy, rapid experimentation, and creative space for breakthrough thinking while testing for desirability, viability, and feasibility.
Customer-Driven Innovation (CDI): Framework identifying growth opportunities through three critical criteria: giant unsolved customer problems, unique solution capability, and durable competitive advantage potential.
Product Principles
My teams operate under core principles designed to create business products that reduce waste and help people succeed:
Help people grow and succeed: Integrate inline training and best practices adoption to help users excel in their roles.
Balance efficiency & effectiveness: Optimize for time savings without losing sight of what people are trying to accomplish.
Bring clarity to complexity: Simplify inherently complex business tools without sacrificing their essential value.
Be accurate and predictable: Deliver reliable, consistent results that organizations can depend on for their operations.
Cultural Values
Clear hearts: Begin every interaction with authentic human connection
Cool heads: Listen more than you speak; use logic and data to drive decisions
Optimism: Approach challenges as opportunities for growth
Be present: Learn from the past while focusing on forward momentum
Readiness for change: Embrace change as the only constant in our industry
Cool heads: Listen more than you speak; use logic and data to drive decisions
Optimism: Approach challenges as opportunities for growth
Be present: Learn from the past while focusing on forward momentum
Readiness for change: Embrace change as the only constant in our industry
Community Involvement
Mentor - ADPList (2020 - Present): Provide pro bono portfolio reviews and career guidance to designers globally through this community platform connecting talent with mentors and opportunities.
Advisor - Art Institutes Alumni Board (2014 - 2019): Organized enrichment projects for alumni while advising on curriculum development with cutting-edge design technologies and modern practices.
"Successful people become great leaders when they learn to shift the focus from themselves to others." — Marshall Goldsmith