# Laura Martinez > UX & Growth Leader | Scaling Smartsheet’s Product-Led Motion with AI-Driven Onboarding | Former PayPal 0→1 Growth Builder Location: United States, United States Profile: https://flows.cv/lauramartinez 20+ years turning UX intuition into impact. I’ve learned that scrappiness drives progress, resilience keeps teams moving, and bold vision turns messy ideas into real impact. I’m currently leading product led growth and onboarding initiatives at Smartsheet with a focus on AI assisted learning. Specialties: Product led Growth, Onboarding, AI assisted learning, Incubator Startup, Fintech, Payments, Digital Wallet, e-Commerce, Human-centered Machine Learning, Sass, Lean UX, Lean Startup, Lean Enterprise, Product Designer, UX Designer, Experience Designer, Interaction Designer, Visual Designer, UI Designer, User Experience Design, Design Sprint, Journey Mapping, User Testing, Authorization Rate ## Work Experience ### Senior Manager User Experience @ Smartsheet Jan 2025 – Present | Bellevue, Washington, United States Leading UX for Smartsheet’s product-led growth and end-to-end onboarding journey, focused on accelerating first-time user engagement through AI-powered guidance and adaptive workflows. • Shaping the AI onboarding agent to help new users instantly connect their data and realize value faster. • Partnering with product, data, and marketing to increase activation and trial-to-paid conversion. • Redefining the first-time user experience to reduce setup friction and boost time-to-value. • Driving a PLG strategy that links UX decisions to measurable growth and revenue impact. ### Senior Design Manager @ PayPal Jan 2018 – Jan 2025 | San Jose, California, United States Led UX for growth, onboarding, and identity transformation, shaping how millions of merchants and consumers began, subscribed, and transacted within PayPal’s ecosystem. Drove initiatives that connected conversion, trust, and usability into a unified growth strategy — scaling adoption, retention, and new revenue streams globally. • Launched Fastlane (0→1) — frictionless new checkout that converts around 50% higher than other guest methods. • Redesigned PayPal growth onboarding to unify merchant setup and accelerate first-time conversion. • Relaunched Subscription designs, modernizing setup and management for 1.3K merchants, and 380K subscribers. • Introduced a new Passkey framework, simplifying a secure, password-free login across App, web and checkout surfaces. ### Principal UX Designer inside CA Accelerator Incubation @ CA Technologies Jan 2017 – Jan 2018 | San Francisco Bay Area Product designer inside CA Technologies Accelerator Incubator. Responsible for end to end product design & leadership for startup products. Responsibilities include: - Lean UX leadership - Persona Research and Documentation - Design & Usability for Apps - Developing and supporting a Material Design framework - Developing conversational interface for Chatbots - Collaboration with marketing on acquisition and retention - Leading beta launches, pilots, and user testing activities (including research, analysis & user journeys) - Product leadership, including developing epic & feature backlog for the product roadmap Tools: Lean UX, Lean Startup, Sketch, Google Material Design Framework, InVision, UXPin, BotSociety, Firebase, Journey Mapping, Chatbot Conversational Design, Human-Centered Machine Learning. ### Senior UX Consultant @ Neudesic Jan 2015 – Jan 2017 | Phoenix, Arizona Area • Designing engaging user experiences for Enterprise Sass • Working across an organization to build strong partnerships with UX • Working in a product and engineering (agile) environment • User-centered design thinking methodologies and rapid iterative prototyping ( Design Sprints & Lean UX ) • Analysis of workflow and associated business rules to identify potential inefficiencies • Scenario-based storyboarding and logic flow diagraming • Visual design direction, modernizing and adhering to brand values • UAT and Usability testing • Proven track-record for shipping high-quality experiences Tools: Sass, Omnigraffle, Illustrator, Sketch, Photoshop, Invision, GV Design Sprints, Card Sorting, User Personas, UAT Testing, Storyboarding ### Digital UX Design Manager @ IDT911 Jan 2014 – Jan 2015 | Scottsdale, Az • Direct project teams to define digital strategies, outline engagement structure and deliverables • Manage relationships and interactions with outside vendors and freelancers • Contribute to the development and expansion of IDT911’s digital presence, including corporate websites, microsites/landing pages, emails and other dynamic resources as required ### VP of Interactive / UX Creative Director @ Arrowhead Advertising Jan 2012 – Jan 2014 | Peoria, AZ • Oversee, develop and support digital technology strategies for existing clients and new business pitches, including owning the UX experience strategy • Develop and evolve close relationships with key internal and client stakeholders • Participate in the digital marketing & UX project assessment and prioritization process • Maintain client’s website balance between lead generation, branding, and User Experience. • Help senior agency colleagues drive new business and agency growth • Advanced ability to negotiate and resolve occasional business conflicts and address organizational challenges and evolving accountability • Create necessary technical documentation for project teams and clients such as Technical Specifications and Requirements • Supervise Directors of Online Marketing & Development. Lead the interactive team (UX & Dev) as a whole on creation of scopes, strategies and project plans • Drive online innovation through continual optimization and research • Identify and evaluate potential next generation opportunities ### Creative Director of Interactive & UX @ Cyberactive Marketing Jan 2012 – Jan 2012 | Scottsdale, AZ • Oversee visual branding and customer experience • Oversee creative projects and give direction to team managers in a busy digital environment • Supported Engineering and Design teams • Execute company objectives, and develop creative campaigns to effectively communicate ideas that support the vision of the brand ### Sr. UX Designer @ SheKnows Media Jan 2010 – Jan 2012 | Scottsdale, AZ Responsible for working with the Art Directors on a variety of projects including video, site builds, animation, banners from concept to completion. Work with creative leads and project managers to develop a wide variety of on-line, video and multimedia projects. ### Sr. Web Designer @ MissionEcommerce Jan 2006 – Jan 2010 | Scottsdale, AZ Worked as a eCommerce designer developing websites that maximize conversion rates and promoted site visitors to “pull out their credit cards and buy”. Created websites, microsites, landing pages, ad creatives, and other materials that catered to the needs of the direct response/eCommerce clients who seeked to maximize their website revenue. ### Web Designer / Front End Web Developer @ Internet Commerce Group Jan 2004 – Jan 2006 | Scottsdale, AZ Worked as a web developer to develop, maintain, and administrate websites, design front-end appealing web layouts, and affiliate websites. ## Education ### Commercial and Advertising Art The Art Center ## Contact & Social - LinkedIn: https://linkedin.com/in/darkclouddesign - Portfolio: https://darkclouddesign.com --- Source: https://flows.cv/lauramartinez JSON Resume: https://flows.cv/lauramartinez/resume.json Last updated: 2026-04-13