Work History

Dollar General | 03/2018 - Present

- Built and managed an internal UX team, establishing cross-functional standards and processes.
- Spearheaded the development of a brand application for the digital realm, enhancing the organization's online presence.
- Strengthened vendor relationships to optimize the creation of digital products.
- Introduced data-driven decision-making and testing methodologies, resulting in improved ROI for prototypes and products.
- Led the audit and enhancement of the App UX process, providing strategic recommendations.
- Defined backlog priorities and future feature strategies to align with business objectives.
- Managed hiring processes and evaluated candidates while providing coaching and mentorship.
- Established a clear visual direction for consistent branding.

Bayview Asset Management | 12/2017 - 03/2018

- Researched and designed a customer portal, enhancing user experience.
- Developed and tested scenarios for the banking app, creating intuitive user interactions.
- Generated personas and created UI prototypes to align with brand standards.
- Documented UX findings for future reference and improved design practices.
- Created UI prototypes using ReactJs for seamless user interactions.
- Fostered collaborative relationships with project leadership and clients.

PLXIS LLC | 03/2017 - 10/2017

- Established the foundational PLXIS brand and coordinated assets for customer-facing tools.
- Collaborated with local and international teams to deliver results in line with business goals.
- Led resource planning and executed product strategies in alignment with business objectives.
- Developed prototypes and future product visions, focusing on payment provider UX.
- Collaborated with Product Managers to deliver market-responsive features and products.
- Managed branding exposure and communicated changes to stakeholders.

IPC Subway | 02/2012 - 03/2017

- Provided vital support for UI developers and led execution of products.
- Facilitated backlog planning and developer visioning sessions.
- Managed UI enhancements for the IPCOOP.com website and internal Payment platform.
- Designed flow and functionality for internal subway applications.
- Orchestrated usability tests and engaged targeted customers for feedback.

Zumba Fitness LLC | 09/2009 - 02/2012

- Coordinated design efforts across teams, ensuring cohesive e-commerce and event-related products.
- Established streamlined communication channels between business, design, and technology.
- Collaborated with Art Directors and Marketing teams for consistent brand standards.
- Evaluated UI designs using focus groups and A/B testing methodologies.
- Supported code and design implementations and developed progressive enhancements.
- Established communication channels to prototype innovative ideas.

BrandStorm Creative Group | 09/2005 - 09/2009

- Led team coaching and facilitation, fostering creative brainstorming sessions.
- Managed client relationships, negotiated contracts, and oversaw budget allocation.
- Orchestrated hiring processes and coordinated project deliverables.
- Ensured web and media product implementations met client expectations.
- Drove brand expansion through prototyping and creative ideation.
- Played a key role in performance evaluation and career development of team members.

BrandStorm Creative Group | 09/2005 - 09/2009

- Led team coaching and facilitation, fostering creative brainstorming sessions.
- Managed client relationships, negotiated contracts, and oversaw budget allocation.
- Orchestrated hiring processes and coordinated project deliverables.
- Ensured web and media product implementations met client expectations.
- Drove brand expansion through prototyping and creative ideation.
- Played a key role in performance evaluation and career development of team members.

Bachelor of Arts in Design

Centro de Diseño de Caracas  | 2000