From pixels to platforms.

My career began in Miami's agency world. As New Media Director at Brandstorm Creative Group, I directed digital design and development for e-commerce and brand clients — and learned that the job was never just pixels. It was budgets, hiring, client relationships, prototyping and actually shipping.

In 2009 I joined Zumba Fitness in Hallandale as Web Art Director, right as the brand was growing rapidly around the world. I led the web design and implementation workflow across brand, e-commerce and marketing initiatives.

Speed was the constant. That meant building cross-department execution, prototyping, and web production standards so a fast-moving brand could keep its digital presence consistent.

At IPC / Subway I became a Human Factors Engineer, designing enterprise interfaces, workflows and standards for Subway's internal applications — including IPCOOP.com and the VP3 payment platform.

This is where I learned to apply human factors and interaction design to complex operational and payment experiences across a global restaurant technology environment, with usability, scalability and mobile readiness as the bar.

Afterwards, I led product design at PLXIS, owning product vision, prototyping, interface design and brand modernization for software products.

In January 2018 I joined Dollar General in Nashville as Senior UX/UI Design Manager to build and manage its UX/UI function. Over more than four years we introduced stronger design standards, prototyping, research practices and experience architecture — and connected design strategy to engineering execution.

In 2022 I became Director of User Experience & Digital Production, leading teams across UX/UI, business insights, digital production and front-end development, and growing the function into an enterprise digital experience capability.

I was part of the DG Digital team behind the DG Digital Wallet. After DG Cash Back and DG Cash launched alongside the first wallet, the team shipped an enhanced wallet in June 2024 — designed to be the centerpiece of the myDG experience.

Since May 2025 I've been Director of Digital Marketing Engineering, leading the technology domain behind marketing and customer engagement: CRM, segmentation, personalization, loyalty, journey orchestration, retail media and customer platforms — including Adobe Experience Cloud across AEP, AJO, AEM, CJA, Target and DAM.

My focus now is what I call User Experience Engineering: AI, automation and data working together to make experiences more personal and teams more efficient — and business-led operating models that reduce dependency on centralized technology teams.

In March 2026 I shared that perspective on stage at TechTalk Summits in Nashville with the keynote "AI-Powered UX in Modern Retail."