EDUCATION
University of North Texas College of Visual Arts and Design
BFA in Visual Communications
About Me
I’m an award-winning creative with experience spanning Art Direction, Digital Creative Direction, and UX/UI Product Design. I specialize in brand building, conceptual development, and user-centered digital experiences for both B2C and B2B markets.
Proficient in Adobe Creative Suite, Sketch, InVision, and Figma, I bring a hands-on, strategic approach to every project, from mobile-first design to full-scale campaign execution.
- Award-winning work in traditional (print and broadcast) and interactive media
- Expertise in interactive art direction and UX/UI design, including research, wireframing, prototyping, user testing, and implementation in agile environments
- Deep understanding of TV and video production, photography, and digital storytelling
- Experience working with global, national, and regional clients across agencies large and small
- Recognition including Cannes Cyber Lions, two London International Advertising Awards, and several Addys
Why Hire Me
I bring a unique mix of skills and passions: Mobile and web UI/UX designer. Conceptual thinker. Brand builder. Broadcast creative. Team leader. Big ideas generator. Extensive experience in both agency and client side.
EXPERIENCES
CITIBANK GLOBAL – Associate Creative Director, Senior UX Design Lead, VP | 2019 – Present
As part of Citi’s Global Pay team, I led the design and strategy of digital experiences focused on money movement across mobile and web platforms. I collaborated with cross-functional teams—including product owners, business units, designers, and developers—to deliver user-centered fintech solutions. From initial concept to launch, I drove
the end-to-end design process using tools like Figma, Sketch, InVision, Protopie, and Adobe Creative Suite. My role also included mentoring junior designers, managing timelines, and applying user insights to refine and optimize experiences in an agile environment.
- Led UX/UI design for global fintech products with a focus on money movement across mobile and web
- Created wireframes, user flows, and low- to high-fidelity prototypes using Sketch, Figma, InVision, and Adobe CC
- Partnered with stakeholders to define UX strategy and facilitated design thinking workshops
- Conducted user testing and applied data-driven insights to inform design iterations
- Mentored junior designers and managed projects from concept through launch
- Contributed to team growth and elevated design quality through leadership and collaboration
Key Achievements: Top recognition – ranked #1 by J.D. Power for bill pay
Creative Director, Senior UX Design Lead | 2016 – 2019
Clients – Cricket Wireless, Frito-Lay, Pepsi, American Airlines, Pizza Hut, AT&T, TCU, TX Whiskey
Provided creative direction, art direction, project management, and strategic consultation for a diverse range of clients across traditional and digital platforms for several ad agencies.
- Directed creative strategy, UX/UI design, and project management across a broad client portfolio
- Led design of responsive websites, mobile apps, enterprise products, email campaigns, and digital marketing assets with a user-first approach
- Developed user flows, wireframes, and prototypes using Sketch, InVision, Axure, and Adobe Creative Suite
- Managed and mentored freelance and in-house teams, ensuring high-quality execution from concept to launch
- Led a three-person team for Cricket Wireless shopper experience projects in Best Buy, Target, Walmart, focusing on interactive UX, point-of-sale, packaging, and retail engagement
Key Achievements: Redesigning the TCU website and an AT&T enterprise portal
Clients: Bottle Rocket, 7-Eleven (7Rewards Program) – Senior UX/UI Designer | 2016 – 2017
Concept, art direction and UX design for app, web and responsive mobile using agile work methodologies to create mobile first user experiences. Generated pixel-perfect layouts using Sketch and other software to generate user flow and lo/hi-fi designs.
CLIENTS: 7-Eleven responsive website, Southwest Airlines app
PETMATE – CREATIVE DIRECTOR | 2013 – 2016
Corporate creative director over internal creative department for multiple brands. Development and management of 5-person direct report creative team, as well as freelance staff, and all corporate branding, budgeting, print management both domestic and overseas and overall workflow.
Projects ranged from point-of-sale, UX and launch of ecomm website and several microsites, packaging, tradeshows and broadcast, as well as, various branding elements for multiple categories in all major retailers including, PetSmart, Petco, PSP and Walmart. Including concept and development in the shopper experience and retail strategies space for PetSmart and Walmart that lead to a complete overhaul of their categories by creating a “shop by size” component. This not only lead to a reimagining of all categories, including support for licensed products and private label merchandise, but also earned us Vendor of The Year from PetSmart.
BRANDS: Petmate, Chuckit!, Aspen Pet, JW Toys, Wetnoz, Calmz, Jackson Galaxy, Miranda Lambert Muttnation, WWE, & Fat Cat.
Key Achievements:
- Achieved $250K in departmental budget savings within the first year
- Restructured the team to better leverage talent and expand capabilities
- Directed UX and creative strategy for a 4,000+ SKU e-commerce website
- Delivered end-to-end shopper marketing experiences that resulted in Vendor of the Year recognition from PetSmart
SOUTHSIDE SALSA – CREATIVE DIRECTOR/OWNER & CHEF | 2012 – 2014
An all natural, limited ingredient salsa line for both a fresh salsas and the first Craft Beer salsa on the market. I created the business and lead all creative direction for lines. Also created a co-branded line of craft beer salsa with local brewery. Created the brand, packaging, interactive and social components. Grew the brand from a startup to shelve space in all Central Markets, Specs and Total Wine across North Texas.
CREATED: Business concept, brand, interactive elements, social engagement, recipes, pop and packaging elements
ACHIEVEMENTS: First Craft Beer Salsa, shelf space in Central Market, Specs & Total Wine
THE BACON WAGON FOOD TRUCK – CREATIVE DIRECTOR/OWNER & CHEF | 2011 – 2013
A gourmet bacon focused food truck that used local sourced and organic bread, bacon and vegetables. I created the business and lead all creative direction for food truck. Created the brand, recipes, social engagement, truck design and all promotion materials. Grew the brand and the truck to one of the most successful trucks in the DFW market from 2011-2013 and organically grew over +2K followers in via social networks.
ACHIEVEMENTS: Voted best food truck in Dallas 2011
ENCIRCLE MARKETING | TRACYLOCKE – ASSOCIATE CREATIVE DIRECTOR ART DIRECTOR 2006 – 2011
Encircle Marketing, a division of TracyLocke. Worked on creative concept and development for broadcast TV, point-of-sale, website & social, packaging and various branding campaign elements. Including concept and development in the point-of-sale and experiential space.
CLIENTS: Taco Bueno, Community Coffee, Samsung, Ravenswood, Grand Ole Opry, Blockbuster, Zatarains, Irwin, Bernzomatic, Avocados from Mexico, Kings Isle, Wizard 101, Stubbs, 7, Senior Helpers, Museum of Nature and Science
NEW BUSINESS WON: Samsung, Grand Ole Opry, Avocados from Mexico, Wizard 101 & Senior Helpers
ACHIEVEMENTS: As creative on Taco Bueno Mexican Restaurant for over 5 years, I was responsible for a complete menu overhaul and redesign for both interior and exterior applications. I worked on concept stores including environmental graphics, as well as, the overall experience through interior design and branding. I redesigned all packaging, created all concepts for POP and promos in conjunction with campaign broadcast and as independent LTO’s. I was also responsible for getting Bueno to join Facebook and help facilitate the growth of that community through social channels and relaunched a new website in the process.
University of Texas at Arlington – ADJUNCT PROFESSOR / INTERACTIVE & GRAPHIC DESIGN | 2005 – 2009
Taught for the University of Texas at Arlington School of Visual Arts in UI and interactive website design using HTML principals in Adobe Photoshop, Fireworks, Dreamweaver & interactive animations in Flash. Also taught in visual design, graphic design and campaign development
TRIBAL DDB – SR INTERACTIVE ART DIRECTOR / UX DESIGNER | 1999 – 2003
Senior Designer and interactive art director for creative UI & UX development/design of interactive websites and online marketing campaigns and various web based experiences. Responsible for the launch of some of the largest brand .com sites at the time using emerging technologies and principles. Utilized dynamic content, multi-channel cross promotion, interactive animations, POV video and user tracking
CLIENTS: Pepsi, Diet Pepsi, Mountain Dew, Code Red, Curel, Subaru & Airforce. And developed various online campaigns for American Airlines, DDB, DSVC, Ceridian & APBNEWS.
AWARDS: Cannes Cyber Lions for DSVC online ROUGH Magazine
big ideas, conceptual, brand builder, graphic designer, artist, sculptor, entrepreneur, skydived, rescue animals, classic car builder, music nerd, pop culture fan, food truck owner, salsa company owner, mid-century modern collector, 60s pop art, 70s decor, foodie, martial arts student and I still own all of my original toys from my childhood including Star Wars and Evil Knievel. Creative Direction, Art Direction, Brand Development, Experiential Design, UX/UI Design, Mobile-First & Responsive Design, E-commerce, Wireframing, Prototyping, User Testing, Agile & Iterative Process, Design Thinking, User First
MULTI CHANNEL
MULTI CHANNEL
I think all elements of a brand should work together so that the user experience is seamless from digital to in-store
MOBILE
MOBILE
From wireframe to UX design I can concept for app and mobile responsive design
Advertising
Advertising
Big ideas & branding are my specialty and I have award winning experience in the traditional print, outdoor and digital space
Social Media
Social Media
I have experience in creating online presence in a social space with an eye on the brand
Broadcast
Broadcast
From concept to execution. I can storyboard, cast, art direct, direct and edit small & large budget productions
Package Design
Package Design
From concept to production, I have worked on multiples levels of packaging and printed both in China and the US