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UX Architect & Digital Strategist

I create data-driven experiences that connect user intent with business outcomes. With over a decade of experience across UX design, analytics, CRO, and development, I help teams unlock performance by building smarter systems, cleaner interfaces, and stronger collaboration between design, marketing, and engineering.

San Francisco, CA (Remote-friendly)
10+ years experience | SaaS • E-Commerce • Nonprofit • CPG

[Download Resume PDF]

UX Strategy & Architecture

  • User flow optimization

  • Information architecture

  • Wireframing & prototyping (Figma, Sketch)

  • Design systems

Analytics & Conversion Optimization

  • Google Analytics 4 (GA4)

  • Google Tag Manager (GTM)

  • Heatmaps & session replay (FullStory, Hotjar)

  • A/B & multivariate testing (AB Tasty, Optimizely)

Technical & Cross-Functional Execution

  • Front-end development (HTML/CSS, JS)

  • Web CMS experience (WordPress, Shopify, Joomla, Contentful, Webflow, Drupal)

  • Collaborating with dev, marketing, and product teams

Clif Bar & Company

Senior UX Architect (Full-time, 2017–2023)

  • Led migration to GA4 and rebuilt GTM infrastructure to support accurate UX tracking across multiple properties
  • Improved conversion funnel visibility and enabled A/B testing across key landing pages
  • Collaborated with marketing and development teams to align tagging strategy with campaign goals
  • Created UX standards and documentation for long-term scalability
Michael at Clif

Monster, Inc.

Senior Lead UX / UI Designer (2013–2017)

  • Led a full redesign of the company’s digital ecosystem, including the corporate site, e-commerce platform, and partner portals
  • Created and implemented global style guidelines to ensure consistency across internal and external platforms
  • Integrated customer research and user studies into the design strategy to align experiences with real user behavior
  • Improved landing page performance, resulting in 2x visitor retention
  • Delivered a 350% increase in e-commerce sales conversions through UX and flow optimization

SFMEDIAWORKS

Design, Development, UX & Automation Consultant (Present)

As an independent consultant and founder of SFMediaWorks, I help clients—ranging from startups to established brands—design and develop digital experiences that are both user-centered and performance-driven. My focus blends UX strategy, front-end execution, and marketing automation to support business growth.

Highlights:

  • Lead design and development for websites and apps with a focus on UX best practices, accessibility, and responsive performance

  • Build AI-powered automation tools using natural language processing to streamline workflows and reduce manual overhead

  • Develop chatbots, lead gen systems, and analytics dashboards to support sales funnels and decision-making

  • Provide UX and CRO consulting for SaaS, e-commerce, and B2B marketing teams—optimizing conversion paths and campaign performance

  • Implement analytics strategies using GA4, GTM, and Clarity to surface actionable insights and improve user flows

  • Deliver design systems and component libraries for scalable development across client platforms

Bachelor of Science, Business & Marketing
Berry College, Mt. Berry, GA

Master of Arts, Education / Instructional Technology (Multimedia and Design)
San Francisco State University, San Francisco, CA

Interested in working together?

I bring a rare mix of UX strategy, analytics fluency, and creative problem solving to the table. Let’s chat about how I can help your team design experiences that convert.