Digital Experience · Marketing Technology · AI in Retail
Experiences, and the engines behind them.
About 23 years across UX, front-end engineering, marketing technology, the Adobe stack, CRM, loyalty, personalization, retail media and AI — currently leading the technology behind marketing and customer engagement at Dollar General.
About
Design, then engineering, then the platforms.
I started out designing and building websites for e-commerce and brand clients in Miami. Along the way I moved into human factors and product design for enterprise and payment software, then joined Dollar General to build its UX/UI function.
Over the years that function grew into an enterprise UX and digital production organization. Today I own the technology behind marketing and customer engagement: CRM, segmentation, personalization, loyalty, journey orchestration, retail media and AI.
I believe UX professionals must not only embrace AI but understand how their designs are built and implemented — bridging design and development. And that individual success is only possible through team success.
Customer first, then technology
A UX and human factors background brings customer-centered thinking into architecture, investment and execution decisions.
Business and technology translation
Connecting business goals to technology strategy, sequencing, ownership and partner accountability across complex organizations.
Capabilities that scale
Teams and operating models built around reusable capabilities, clear governance, business self-service and strong technology standards.
Timeline
Two decades, one thread.
Filter by era or jump to a year. Open any entry for the details — the last fifteen years, from Zumba to Subway to Dollar General, carry the most.
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Scope shift: from owning how digital experiences are designed and built to owning the platforms that power marketing and customer engagement.
Lead the enterprise technology domain supporting marketing and customer engagement.
- Technology domain spanning CRM, segmentation, personalization, loyalty, journey orchestration, digital activation, retail media and customer platform capabilities.
- Direct modernization of the marketing and customer technology ecosystem, including Adobe Experience Cloud (AEP, AJO, AEM, CJA, Target, DAM).
- Guide retail media technology across sponsored experiences, ad serving, monetization, measurement, identity and integration.
- Advance AI-enabled capabilities: personalization, contextual decisioning, search, workflow efficiency and self-service.
- Own strategic vendor relationships, architecture alignment and delivery risk across concurrent enterprise initiatives.
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Scope shift: from running a design team to owning end-to-end digital experience delivery, from UX through production and front-end build.
Directed enterprise UX strategy, digital production, front-end delivery and design operations.
- Led multidisciplinary teams across UX/UI, business insights, digital production and front-end development.
- Expanded the function from design execution into a broader enterprise digital experience capability.
- Established standards, workflows, governance and reusable experience patterns.
- Part of the DG Digital team credited for the enhanced DG Digital Wallet — the centerpiece of myDG — following the launch of DG Cash Back and DG Cash (June 2024).
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Starting point: built the UX/UI function as Dollar General's digital products and customer journeys grew.
Built and managed the UX/UI function supporting digital product growth.
- Supported customer journeys, business insights and front-end development.
- Over 4+ years introduced stronger design standards, prototyping, research practices and experience architecture.
- Connected design strategy with engineering execution, from concept through production.
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Senior UX research and design role (listed on Behance).
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Led product vision, prototyping, interface design and brand modernization for software products.
- Partnered with product managers and owners on market-aligned capabilities and client presentations.
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Designed enterprise interfaces, workflows and standards for Subway internal applications.
- Work included IPCOOP.com and the VP3 payment platform, with focus on usability, scalability and mobile readiness.
- Applied human factors and interaction design principles to simplify complex operational and payment experiences across a global restaurant technology environment.
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Led web design and implementation during rapid global brand growth.
- Owned the web design and implementation workflow across brand, e-commerce and marketing initiatives.
- Drove cross-department execution, prototyping and web production standards.
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Directed digital design and development for e-commerce and brand clients.
- Responsible for budgets, hiring, client relationships, prototyping, delivery and portfolio expansion.
Companies
Where I've built.
Employers and brands across my career. Select an employer to jump to that chapter of the timeline.
Speaking & Advisory
On stage, and at the table.
Talks and advisory work with TechTalk Summits on AI, UX engineering and modern retail.
“UX professionals must not only embrace AI but also understand how their designs are built and implemented — bridging the gap between design and development.”
- User Experience Engineering
- AI-powered UX
- Personalization
- Automation & data-driven experience
- Bridging design and development
- Team culture
- Event ↗
AI-Powered UX in Modern Retail
How AI is transforming digital experiences — from intelligent product discovery and dynamic personalization to the engineering frameworks that make it all work at scale, and where AI-driven UX initiatives stall.
- Event ↗
Soho House Series: Networking & Cocktails
Executive evening of presentations and discussion on emerging technology, with an open Q&A discussion.
Source: TechTalk Summits advisory board and event pages.
Contact
Let's talk shop.
Speaking, panels, or a conversation about experience, marketing technology and AI in retail.