About

Creative Director, Rewards Digital Design

Head of UI/UX Design for Rewards Products and Programs

As the head of digital rewards UI/UX design initiatives, I drove the vision, ideation, development, and execution of cohesive, user-centered design strategies for rewards products across multiple platforms and included AI-powered experiences. My approach emphasized the integration of emerging trends and best practices in design, ensuring that each initiative not only delivered innovative, intuitive, and impactful user experiences but also aligned with business objectives to maximize engagement and retention.

Creative Direction and Team Mentorship

In my leadership role, I provided creative direction and hands-on mentorship to multiple teams of designers and copywriters. By fostering a collaborative and growth-oriented environment, I ensured the delivery of high-quality design solutions while promoting individual development. My personalized coaching methods helped team members refine their skills, think critically, and contribute to creative problem-solving. I emphasized the importance of strong visual storytelling and user-centric design in achieving both aesthetic excellence and functionality.

Collaborative Design Prototyping and Stakeholder Engagement

Collaboration is key in delivering successful design solutions. I worked closely with cross-functional teams, including product managers, engineers, and marketing, to ensure design concepts and prototypes aligned with broader business objectives. By maintaining regular communication with stakeholders, I ensured the design process remained agile, adaptive, and aligned with the brand’s vision. My ability to balance creative design with strategic thinking allowed us to meet the diverse needs of the business while elevating the brand's digital presence.

Successful Rewards Journeys with Proven Results

I managed the successful launch of multiple best-in-class rewards journeys, overseeing projects with budgets ranging from $100K to over $1M. These initiatives were instrumental in driving increased user engagement and retention rates. Each rewards journey was crafted to offer a seamless, intuitive user experience that resonated with our audience, enhancing both product loyalty and customer satisfaction.

Design Systems, Process Improvement, and Risk Management

To ensure scalability and consistency across all design efforts, I played a key role in developing and maintaining robust design systems and guidelines. I partnered with teams across the organization to roll out new processes, tools, and techniques that streamlined workflows, leveraged available AI tools, improved efficiency, and mitigated potential risks from inside and outside of the design team. By establishing these systems and processes, I helped future-proof design operations and ensured high-quality outcomes for every project, regardless of scale.

This holistic approach—balancing creative leadership, collaborative engagement, and a focus on measurable success—helped deliver innovative, user-centered digital experiences that consistently exceeded expectations.

Due to the sensitivity and line of work, examples are available upon request.