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, 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: Pepsi, Frito-Lay, American Airlines, AT&T, Pizza Hut, Cricket Wireless, TX Whiskey, TCU, 7-11
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:
- Lead design on relaunch of TCU.edu
- Lead design for 7Rewards for 7-11 in responsive web and app
- Senior Art Director for various in-store product launches including TX Whiskey & various Frito Lay projects
- In-store new product launch for TX Whiskey
- Led a team for Cricket Wireless shopper experience projects in Best Buy, Target, Walmart, focusing oninteractive UX, point-of-sale, packaging, and retail engagement
- AT&T enterprise portal
- Pizza Hut Rewards digital work for responsive web and app
PETMATE – CREATIVE DIRECTOR | 2013 – 2016
BRANDS: Petmate, Chuckit!, Aspen Pet, JW Toys, Wetnoz, Calmz, Jackson Galaxy, Miranda Lambert Muttnation, WWE, & Fat Cat.
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.
- Spearheaded the “shop by size” experience strategy, driving a full category overhaul and retail innovation.
- Directed photoshoots and videos for overall brand and new product launch
- Creative direction & execution for large, $1.1-$1.3mil B2B tradeshow
- Created large scale shopper marketing experiences for PetSmart, Petco, Walmart and several others
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
Built both brands from the ground up – concept, recipes, visual identity, packaging, and social engagement
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
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
#KEYWORDS
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