Lead UX architecture and experience strategy across global DTC websites (Harry’s & Flamingo), focusing on scalability, maintainability, and measurable business outcomes.

Owner of Forge, the company’s multi-brand design system; driving adoption, component architecture, technical documentation, and cross-platform consistency.

Led UX strategy and execution for platform migration to Shopify, enabling long-term maintainability and unlocking incremental revenue opportunities.

Delivered multi-million-dollar incremental revenue impact through conversion-focused UX optimizations (Homepage redesign, Cart & Checkout flows, Subscription experience).

Partner closely with Product, Engineering, Brand, Growth & Leadership to align experience decisions with KPI targets (CVR, AOV, NPS, retention).

Define long-term UX vision and system strategy to support global expansion, faster development velocity, and reduced design/engineering overhead.

Mentored designers and onboarded new talent, supporting team structure during leadership transitions and headcount gaps.

Advocate for user-centered decision-making, experimentation, and data-driven prioritization.

Lead UX design across Harry’s and Flamingo DTC experiences, setting strategic direction for customer journeys across subscription, trial, and commerce flows.

Maintain and evolve the Figma-based Forge design system, ensuring consistency and scalability across both brands.

Partner cross-functionally with Product, Engineering, Growth, and Creative to prioritize improvements grounded in customer insights and testing.

Shape the end-to-end digital experience across web and mobile, from discovery to checkout to post-purchase touchpoints.

Champion a metrics-driven, customer-centric approach, translating qualitative and quantitative feedback into design solutions that balance brand and performance.

Guide adoption of UX best practices, accessibility, and experimentation within agile teams.

Partnering with the product team to define product strategy and turn business requirements into functional designs.

Translating brand style guides and UX-defined components to re-usable assets in the form of Sketch libraries and re-usable code.

Contributing to scaling a system of components and patterns that allow Designers and Developers to focus on product-level problems.

Responsible for testing and enhancing new and existing components to improve conversion.

Participating in sprint planning and roadmap discussions on feature requirements and specifications.

Working directly with management (Calvin Klein, Tommy Hilfiger, Van Heusen, Izod,Speedo).

Defining solutions for e-commerce requirements trough research and creation of design concepts, wireframes, prototypes (testing purpose) and final hi-fid designs.

Constant performing usability testing and improvement of existing flows.

Responsible for creation of a Component Library to consolidate the design trough multiple different websites.

Conducting user research and designing user flows.

Creating low/mid fidelity designs to be used in prototypes for testing purpose using latest tools available( ex. Silverback, Muse ecc..) and high-fidelity designs (UX and UI) with detailed requirements of the approved new features to be easily implemented in the platform by developers team.

Working closely with developers in agile environment (Confluence, JIRA) and with designers across other teams to create a cohesive brand experience.

Designing outstanding visual concept alongside interactive prototypes to be presented to stakeholders for validation.

Creating a Design System to facilitate the implementation of new components across the platform.